he began experimenting with stone ground flours in the mid 1960s after reading "john goffe's mill," a book about an archeologist who rebuilt a flour mill and went into business with no prior experience. stone grinding, largely abandoned when the flour industry moved to steel rollers, used quartz millstones that operate at lower temperatures and blend the germ, its oil, the bran, and the endosperm, preserving the nutrition in the grains. he found his first traditional stone-grinding flour millstones from a company in north carolina while he was working, at the time, for j.c. penney. the equipment sat for a few years until moore, his wife, and two of his three sons started their first mill business, moore's flour mill in redding, california.