PAUL • A farmer and a foodie.

One knows how to grow a healthy crop of wheat, and the other is a cook who knows the proper channels to get it to a hungry public.

The two are partners in a business venture to take the wheat from a remote farm in Minidoka County and sell it directly to the consumer. The wheat is branded as Woodland Wheat, named after Seth Woodland, who has been farming the ground he grew up on.

“He has farming experience, and I have only sales and marketing experience, so it’s a perfect fit,” business partner Cindy Singleton said.

They have been actively selling the wheat since early last summer, and helped get a start when Singleton was talking to Woodland’s mother about cooking.

She was frustrated living in a region surrounded by thousands of acres of grain during the growing season but little access to white wheat for sale in stores. Hard white wheat is a variety known for producing soft, fluffy breads, without the slightly bitter taste sometimes associated with red wheat.

By coincidence, Woodland’s mother knew someone she could turn to — her son, who was having some frustrations of his own.

Woodland believed he was growing a superior wheat, and for the past several years had been growing non-GMO grain free of insecticides and fungicides. He thought farmers deserve a premium for growing a premium product.