A large proportion of the wheat (Triticum aestivum L.) milled and utilized by bakeries in the eastern U.S. is hard red winter wheat (HRWW). Potential for producing this higher-value commodity in the eastern U.S. is dependent on availability of adapted HRWW cultivars that are competitive with soft red winter wheat (SRWW) cultivars and implementation of management systems to enhance end-use quality. The objectives of the present research were to determine seeding rates that optimize plant stand and population, final grain yield, and quality for bread wheat cultivars grown in the Mid-Atlantic region. Seeding rates were selected to encompass a range below and above normal for SRWW cultivars (five equal increments from 277 to 646 seeds m-2). Five potential bread wheat cultivars; Karl 92, Soissons, Tam 110, Lakin, and Renwood 3260 selected for their diverse backgrounds, quality, and agronomic performance were evaluated at each seeding rate in a randomized complete block design at two locations annually from 2005 to 2008. A significant quadratic effect of seeding rate on early season plant density was observed at all sites. The number of heads was generally increased with seeding rate up through 646 seeds m-2 while kernel weight was unaffected. Yield was also increased with seeding rate up through 550 seeds m-2 which is approximately 40% higher than the current SRWW recommendation. Seeding rate impacts on grain protein and gluten score were insignificant compared to the influence of cultivar and testing environment.