LEHI, UTAH, U.S. — Lehi Roller Mills LLC, a 113-year-old regional milling company, has announced a rebranding and expansion of distribution of the company’s baking mixes.
Established in 1906, Lehi operates a flour mill with 1,000 cwts of daily milling capacity, according to the 2019 Grain & Milling Annual. Currently, most of Lehi’s products are sold either in Utah and Idaho. For nearly all its history, the business was owned by the Robinson family and was acquired in 2018 by KEB Enterprises, a private equity firm based in Provo, Utah, U.S.
R. Sherman Robinson, whose grandfather George Robinson acquired the mill in 1910, remains general manager of Lehi today.
“We are thrilled to announce the national launch of our products and new look,” said Steve Brailsford, president of Lehi Mills and KEB Enterprises. “Lehi Mills was founded over a century ago by the general manager’s grandfather, and working alongside the founding family has been a one-of-a-kind experience, one that truly sets us apart.”
Lehi said its wheat is sourced from growers operating within a 300-mile radius of the mill.
“This allows the mill to have full traceability of the wheat, from its planting and growing conditions to its harvest and transportation to the mill,” the company said.
With the new ownership, the company has refreshed its branding while “staying true to its family roots,” Lehi said.
New packaging and an interactive e-commerce website have been introduced together with two new baking mixes — a whole grain waffle mix and a Belgian waffle mix.
The company’s product line includes a wide variety of pancake, waffle, muffin, brownie, cookie and other mixes.
Lehi also offers organic bread flour, artisan unbleached baking flour, whole wheat flour and all-purpose flour sold in 25-pound bags under the Turkey and Peacock brands.
“Our high-mountain flour is the first ingredient in all of our mixes,” said Brock Knight, chief operating officer. “As we look to the future, we are excited about the potential growth for Lehi Mills and that families nationwide will get to experience the high-mountain flour difference.”