NISKU, Alta. – The oats farmers grow in the future may produce more bushels, be healthier for the heart and may even have a slight taste of vanilla.
The main research will continue to be on varietal development, but Quaker Oats, one of the largest users of oats, is also searching for that something extra to give its product a push in the market, said Bruce Roskens, senior manager for agriculture research and commodity development with Quaker Foods and Beverages in Chicago, Ill.
“We’re looking at anything we can find, a unique flavour, texture to add to the value of the oats,” said Roskens, even a vanilla-flavoured oat.
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The research of the future will be driven by what consumers want, said Jack Siljendahl, senior manager of commodity and ingredient purchasing with PepsiCo, the company that owns Quaker Oats.
What the consumer wants should be directed back through the food chain to the producer, said Siljendahl at the Prairie Oat Growers Association annual meeting.
“We’re looking at anything that can possibly drive the value of the product to the consumer. If it’s health related, all the better. Everyone wants to be healthier, eat better,” said Siljendahl.
Quaker also emphasizes improving and maintaining food safety, he said.
“We’ve taken umpteen steps to ensure the product we take to our customers is of the highest quality.”
Siljendahl said 80 percent of the oats Quaker uses comes from Canada. The company used to buy the majority of its oats from American farmers, but U.S. producers can make more money growing wheat and soybeans than oats.
