While the recipe does call for constant stirring and monitoring, oats are less finicky than the polished short-grain rice typically used in risottos.

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The short story is that it starts when someone has the courage to go against the grain.

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Ray Valdes, vice-president of web services for tech consultancy Gartner, said that because the new wave of gTLDs went "against the grain of current consumer trends", his company expected most of them to fall short of their goals.

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Crops in the northern grain belt, notably wheat, are near their maximum tolerance to heat, and so are vulnerable to short-term blasts of higher temperatures.

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