When Trenton Baisley went looking for value-added opportunities, he found one in a crop that has been grown for centuries but has received little attention in the human food market.
The chief executive officer and his team at FarmPure Foods are out to change that.
The Regina-based company has just launched Only Oats, a line of pure oat products designed for people with celiac disease and those who want the health benefits of the grain.
Baisley said it was a good option for a company owned by a network of pedigreed seed growers who understand identity preservation and segregation but who also want agriculture to grow and thrive.
Read Also
Organic farmers urged to make better use of trade deals
Organic growers should be singing CUSMA’s praises, according to the Canadian Chamber of Commerce.
Although its core business is seeds, FarmPure is expanding into the food and beverage markets.
A couple of years ago, after hearing that people with celiac disease, or gluten intolerance, could eat small quantities of oats as long as the oats are free from wheat, barley and rye, the company investigated.
“We were surprised at the extent of celiac disease and the fact that so many people go undiagnosed,” Baisley said.
It is estimated that the disease affects one in every 133 Canadians.
Baisley was also surprised when he started reading food labels. He found hidden gluten sources in many processed foods and marveled at lists of ingredients that didn’t resemble any natural sources.
“Oats is a wholesome product and it’s a nice fit to our corporate values,” he said.
“We’re excited to do something that’s going to benefit a group of people struggling to find things to eat.”
There are companies that claim to offer pure oats, but the key for gluten-intolerant people is that the oats not be contaminated with wheat, barley or rye. That’s a common occurrence.
FarmPure has quality control measures in place that limit gluten presence to five parts per million. Most of their tests find no gluten at all, Baisley said.
The plant can process about three tonnes per hour of raw product. After a unique roasting procedure the oats become steel cuts, flakes, pearls, flour and bran. The process results in products that absorb moisture more uniformly and in a shorter period of time, said chief operating officer Richard Jankowski.
Last year, about 17,000 acres were dedicated to pure oats production. The company has found that AC Pinnacle performs best in its milling process.
FarmPure’s grower network includes about 800,000 acres. Those who grow pure oats receive a premium.
The benefits for consumers are many. In addition to their gluten-free quality, oats can help prevent heart disease, enhance immune responses to infection, stabilize blood sugar and offer cardiovascular benefits to postmenopausal women.
Baisley said FarmPure’s commitment to natural, healthy food means consumers won’t need dictionaries to decipher the ingredient lists on its products.
Its view of wellness extends to the environment. The company is using a grain-burning furnace to heat its processing facility.
FarmPure also built a kitchen primarily to demonstrate and showcase its products to clients, nutritionists and others, but Baisley said it will also be used to educate people.
“Healthy food can taste really good,” he said. “I’d love to have kids come over to the kitchen to learn that.”
FarmPure is also venturing into the beverage market with Nubru, an alcoholic base that can be blended with other ingredients to produce malt or gluten-free drinks.
A malt-based blend, recently taste-tested at the University of Manitoba, will be the first to hit the market.
