The Ministry for Primary Industries in New Zealand is backing a project to evaluate the potential of growing durum wheat in the Wairarapa region for the production of high-end flour for the local food industry. The project, led by the Foundation of Arable Research, will conduct consumer research and product testing with chefs, bakers, and pasta manufacturers, and explore alternative commercialisation models. The initiative aims to tap into the growing demand for locally sourced ingredients and support the national trend towards more New Zealand-grown produce, despite previous unsuccessful attempts to grow durum wheat in other regions due to climate conditions. The project could serve as a model for the production of other specialty grains in New Zealand.