. >> reporter: chad robertson, tartine's co-owner and chief bread baker, is part of a movement to getbread as a guilty pleasure by changing the way it's made. >> what most of this country's been eating is a really refined, you know, fast processed bread that just -- it doesn't have much flavor and it doesn't have much nutrition. >> reporter: to make better bread he uses something that for now is hard to find in america. freshly milled flower that is not stripped of grain's vital nutrients. >> milling fresh flour is just like grinding fresh coffee or fresh spices. it's a much stronger flavor and aroma. depending what grains we're using and what kind of bread we'll give you, we'll give you this very flavorful, really digestible highly nutritious local bread in the end. >> reporter: you may be thinking robertson is just another san francisco foodie pushing another artisanal fad. but he's just one of a group of bakers around the country changing the way they make bread, and science is on their side. >> you'll recognize the sort of all-purpose flour, your normal pure white flour. >> report