ABSTRACT The production of Modified Cassava Flour (mocaf) in SMEs scale in South Kalimantan area was not feasible considered from its business feasibility hence the multiple effect was unmeasured based on its industry existence. Mocaf production derived from cassava, which is a plant that not only match on dry land but also in the wetlands of South Kalimantan, can be oriented by consumer as a substitution for wheat flour for common food products in the society. Therefore, further research refers to aspects mocaf premium for health. The objective of this research was to increase the society consumption of mocaf for the healthy reason related to the trend on negative effect from high level of gluten in wheat flour. The laboratory test showed the result that supports mocaf product for health. With this consideration then mocaf processed product has potentials to be developed though serious marketing effort is required due to infamiliarity of the mocaf especially in South Kalimantan area. Difference test result showed that prospects, indeed, have intention to purchase mocaf-based processed products for healthy reason. Keywords: mocaf, wheat flour substitution, South Kalimantan