Brothers David, Sanders and Samuel Sosland (left) decide to launch a milling magazine after being approached by regional millers with the idea.

At the time, Southwestern millers wanted a publication to promote the qualities of flour milled from hard red winter wheat to commercial bakers, as the leading milling publication at the time favored spring wheat millers. With this focus in mind, the brothers formulate plans to introduce a weekly magazine serving the specific interests of flour millers in Kansas, Nebraska, Oklahoma, Colorado and Texas, known as the Southwest.