Regina-based seed company sows new oats

Source: Saskatchewan Agriculture and Food

A seed of an idea has grown into a new agri-business for the Regina-based FarmPure group of companies.

The FarmPure group grew out of Quality Assured Seeds of Regina, and out of CEO Trenton Baisley’s desire to develop new value-added products.

“When we looked at some of the wonderful varieties that we’ve had the opportunity to commercialize, we realized there were some very good opportunities to take things through to consumer-ready goods, so that’s what really started us on the path of value creation,” said Baisley.

Three years ago, FarmPure changed its vision statement to read: “To create the most rewarding and sustainable value chains in the world for our stakeholders and customers.” Baisley says this made all the difference in the company’s approach to doing business.

The concept of getting the most from the value chain led to the formation of the FarmPure family of companies: FarmPure Foods, FarmPure Beverages, FarmPure Seeds, FarmPure Global and FarmPure Financial.

“Each of those companies deals in various value-chain initiatives, both in Canada and internationally, and from that we’ve spawned the food side,” explained Baisley. “We've made our first brick-and-mortar investment here in Regina, which is a Pure Oat plant.”

The plant will use a proprietary oat-roasting process to produce consumer-ready foods under the “Only Oats”TM label. “The process that we use to roast and toast our oats is different from any other oat manufacturing in the world. We think it gives a very nice flavour, and we've certainly had good feedback.” Baisley said.

FarmPure developed the Pure Oat variety for people with gluten- or wheat-intolerant diets, but expects the product will also be used by those who just want to be healthy, as well.

Baisley says FarmPure already has a lot of formal expressions of interest for the product, and FarmPure staff is hitting the road this month to find more companies and food retailers to carry the “Only Oats”TM line, which uses the Pure Oat variety exclusively.

Baisley is also heading to Winnipeg for the launch of a FarmPure Beverages product. FarmPure’s beverage mix, “Nu Bru”TM, is being used by Winnipeg’s Fort Gary Breweries to make its Golden Lager beer.

“‘Nu Bru’TM is a really exciting patent process that we’ve come up with,” said Baisley. “It all started out in developing a gluten-free beer for the celiac market, but our process makes a very neutral base that we can flavour into berry coolers, wine coolers or beer. It also lends itself to be blended with existing malt-based beverages to enhance taste and foaming.”

Baisley says that, after a career that has seen moves to Alberta and Chicago, he and his family are happy to be home in Saskatchewan, where he has been able to pursue his personal goals.

“It’s been a personal aspiration to have either a division or a company, something you could kind of put your thumbprint on where you make a difference in a corporation. So this has been a pretty exciting opportunity for me personally.”

Once the new Regina plant is ready for production, Baisley anticipates that “Only Oats”TM will be available at a variety of retailers in Regina and beyond. The company is also continuing to design new flavours and products in its test kitchen.

Baisley says there’s no forgetting the seeds that started it all. “The core of our business is still pedigreed seed, but as we say now, 'our business is value creation.'”

For more information, contact:
Trenton Baisley, CEO
FarmPure Group of Companies
Phone: (306) 791-3770
Website: www.farmpure.com