The Dutch Baking Wheat initiative, a public-private partnership involving twenty parties across the grain, flour, and bread chain, aims to increase the share of Dutch baking wheat in bread by addressing chain bottlenecks and focusing on the protein composition and grain quality's impact on baking quality. With research led by WUR and America into new methods for assessing wheat quality, such as infrared spectroscopic measuring, and the impact of warmer summers and new wheat varieties on protein composition, the project suggests a shift towards valuing protein quality over quantity. This could lead to reduced nitrogen use and a lesser environmental impact. Additionally, the article discusses the benefits of cultivation agreements that offer growers a guaranteed price through an open cost price indication, providing a secure financial environment and motivating sustainable cultivation practices.