The food ingredients market is expected to grow to $97 billion by 2029. That's an annual growth rate of just over 6.5%. Central to that growth is the voice of the consumer seeking options to improve their health and ingredients that contribute to their overall wellness. One company has been innovating in this space for generations. Ed Fish, Senior Vice President and General Manager of Varietal Solutions at Bay State Milling, joins guest host Jarrod Sutton from Purdue DIAL Ventures to discuss the market's rapid change -- from consumer demands to regulatory pressures and beyond. We get into:  The overall ingredients market and the perspective on how consumer health is creating new opportunities Who Bay State Milling aims to serve through innovation, the company’s 125-year family-owned legacy and its growing portfolio Unique differentiation, being nimble and knowing how to connect food to agriculture Leveraging their Rothwell Grain Essential Center to work with customers on refining and troubleshooting products – and how their customers participate in the process New products being rolled out by Bay State Milling in the food is health space, including HealthSense™ (a high-fiber wheat flour) and SowNaked Oats™ (a higher-protein oat) How the relationships work for Bay State Milling across the value chain – farmers to food companies How Ed believes the winners of tomorrow are innovating today What’s ahead for Bay State Milling