I had heard good things about the Harvest King flour, but never got around to trying it as I wanted to so I was disappointed when I heard it was discontinued. However. someone on another site stated that the new Better for Bread flour is identical--they were just getting rid of the Harvest King name. I contacted baking author Rose Levy Baranbaum who is the Gold Medal spokesperson (her picture is on the new Better for Bread bags), and she confirmed that it's still the same Harvest King hard red winter flour. She also said it was identical to the Harvest King flour that is sold to professionals.