Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.
Issue link: https://www.e-digitaleditions.com/i/195987
foods in focus The Story Makes the Sell Consumers connect to food through stories. "We relate to ancient grains when we hear that teff makes the injera bread that sustains Ethiopians; that freekeh originated when farmers' fields were burned by marauding soldiers; or that einkorn is the oldest known variety of wheat," observes Cynthia Harriman, director of food and nutrition strategies at Oldways and its Whole Grains Council. That these grains are naturally grown also counts toward consumer appeal. "We see that consumers trust traditional foods more than overly processed, made-ina-lab-somewhere foods." Tom Vierhile, Datamonitor Consumer's innovation insights director, concurs. "You cannot discount the story aspect of using these grains and how they link with ancient cultures," he says. "This is another way to help companies differentiate their products in the marketplace." Health is Key but Taste Triumphs Whole grains are associated with such health benefits as lower blood pressure, reduced risk of diabetes and decreased abdominal fat. Vierhile points out more reasons food providers are turning to ancient grains. "First, because they're ancient, there is a perception that these grains are not as processed as traditional grains like wheat or oats. They're also generally free of GMOs, so they appeal to consumers looking for natural foods, and many are either gluten-free or contain reduced amounts of gluten relative to the traditional grains," he explains. Gluten-free grains include amaranth, quinoa, millet and teff—a beneficial quality, as dietary intolerances and allergies rise. These grains can be cooked in raw form and are increasingly being added to crackers, breads, granola or prepared food recipes. Of course, note retailers, health properties alone won't guarantee repeat FROM OLD GRAINS TO GOLD A ncient grains are hot commodities, and here are a few manufacturers to thank for bringing the ingredients to center stage. Bob's Red Mill Natural Foods. A leader in the whole grains industry, Bob's Red Mill introduced its newest venture in March: the Grains of Discovery line. "From our point of view, whole grains are so fundamental to our nutrition. There's a reason why all of these go back thousands of years," says Matthew Cox, marketing director. The line comprises nine products: organic amaranth, chia, organic farro, organic kamut, millet, organic quinoa, sorghum, organic spelt and teff. The packaging features cooking instructions and recipes to encourage consumers to try unfamiliar varieties. bobsredmill.com Pereg Gourmet Company. Established in 1906 as a family-owned spice company, Pereg produces more than 60 varieties of spices, spice blends and herbs. Seeking to integrate its spices with other products, the company began importing quinoa from Bolivia and Peru, and today Pereg's quinoa pasta and quinoa spice-mix blends— are exceptionally popular. "Only in the past two years have the products really peaked in sales," notes CEO Gill Schneider. "Before that only specialty food stores ordered from us; now they're selling everywhere." Varieties include quinoa with mushrooms, lemon and herbs, spinach, vegetable, Southern style and Italian style. Quinoa pasta is available in three cuts: curvo rigate, fusilli and spaghetti. For the future, Schneider has his eye on farro, freekeh and kamut as well as a few surprises with beans and lentils. pereg-spices.com Purely Elizabeth. Building on her experience as a holistic nutrition counselor, Elizabeth Stein, founder and CEO of Purely Elizabeth, has introduced a line of ancient grain granolas (in flavors like blueberry hemp and pumpkin fig) and oatmeal made with nutritional powerhouses quinoa, amaranth, hemp and flax, as well as millet and kaniwa. "I felt the benefits of all these wonderful grains needed to be incorporated into foods that people eat every day," Stein says. Consumers can add the grains to their diet with a bowl of the granola or oatmeal, ideal for those who don't have time to prepare grains, which can require soaking overnight or waiting an hour for them to cook. purelyelizabeth.com 34 ❘ SPECIALTY FOOD MAGAZINE specialtyfood.com Purely Elizabeth's Ancient Grain Granola in Blueberry Hemp