CanMar's Roasted Flax Product Combines Flavour and Nutrition

Source: Saskatchewan Agriculture and Food

Walking into the facilities of CanMar Grain Products Limited, located in the heart of the Regina Airport Authority’s business district, visitors get a sense that something special goes on here. The place is simply immaculate.

President and CEO Cecil Werner explains why:

“We built a food grade plant facility, so it will meet the requirements of the European and Japanese markets in terms of specifications in the building.”

CanMar roasts and packages flax seeds that it has been marketing across Canada and to Pacific Rim countries for the last couple of years. This place is Werner’s pride and joy.

“I grew up on a farm west of Regina,” he says. “I studied agricultural economics at the University of Saskatchewan. I’m still involved in the farm operations, but my career until now had been mostly focused on exporting agricultural products to Pacific Rim area countries. I had been doing that for 27 years. About four years ago, I got out of the alfalfa dehy industry and looked at the possibility of producing roasted flax seed for the Asian market.”

One of CanMar’s Asian customers suggested Werner look at roasted flax seed because roasted sesame seed is very popular in Japan, South Korea, China and in other Asian countries. With this in mind, he focused on flax seed because it is high in Omega-3, dietary fibre and lignin content. Sesame seed is also a quality product with great Omega-6 content, and it yields a high quality oil, but flax seed is much higher in Omega-3, which people are short of in their diet. It is a superior product, but in a way also a complementary product to sesame seed.

CanMar had sample product made on a market-testing basis to get consumers’ reactions. The company looked at many different types of roasting processes; it designed its own machines, and eventually built the plant, which has been in operation since March.

“We are now shipping our product to quite a few destinations,” says Werner. “Roasted flax can be added to almost anything because when it is roasted, it is crunchy; chewy—it has a pleasant flavour. It can be added to Western dishes such as ice cream and salads; mixed in tofu type products; and mixed with rice or frozen bakery products.

“We are currently making a 15-gram package—a convenience package—for people who want to take it to work and put it in their salads or soups. We also produce the traditional 425-gram package. Then, we have larger packages such as the 5-kilogram vacuum-packed package.”

At the moment, CanMar is exporting more than 50 per cent of its production to various countries. Westfair Foods is distributing the product across Canada. CanMar expects an increase in Canadian sales as a result.

“In addition to our standard roasted flax product, the company is also producing versions flavoured with blueberry, as well as with apple and cinnamon. We are constantly thinking about new products. The sky is the limit.

“Our process ensures that every flax seed is roasted to perfection and that all impurities are taken out beforehand. Being located at the airport is convenient for pick up and delivery of containers. And when clients come, they see that we are located in a professional district of the city. They don’t have to look at a junkyard sitting beside our facilities. Everybody has to look after their facilities in the Airport Authority area.”

Never underestimate how esthetics can play a role in luring new buyers. Werner is the first to admit: “First impressions are very important.”

For more information, contact:

Cecil Werner
President and CEO
CanMar Grain Products
1-866-855-5553
http://www.roastedflax.com

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