18.02.05 - Nature's Path Foods: The Whole Grain Story - back
Nature's Path Foods: The Whole Grain Story; In 20 years the organic cereal maker is not only a leader in its category, but a force to be reckoned with...
source: BUSINESS WIRE
January 20th 2005
As Charles Caleb Colton wrote, "Imitation is the sincerest of flattery."
Nature's Path Foods is learning this firsthand with the recent news of America's No. 2 conventional cereal giant jumping on the bandwagon, converting its cereal lines to whole grain products. Arran and Ratana Stephens carved out this niche long before it became popular in the mainstream cereal market - a $9 billion industry in total category sales in 2003, according to a study from Mintel International Group.
A visionary, Arran Stephens has been producing organic, whole grain ingredients, since the founding of the company in 1985. Today, Nature's Path has become a leader in the natural foods cereal category. Its Optimum(TM) Power, FlaxPlus(TM) and Heritage - From the Ancient Grains cereals are among the top 10 selling brands ranked by dollar sales.
Stephens, Founder and CEO of Nature's Path, said whole grain food is at the heart of his growing company.
"The recent recognition of the need for whole grains in our diet is a great message," said Stephens. "I've been a practitioner and promoter of whole grains personally since 1964 and professionally since the founding of our whole-foods restaurant in 1967 and the LifeStream Natural Foods Store in 1971. But this has become much more than a local story that began over forty years ago. When we founded Nature's Path in 1985, we knew that whole grain goodness would be its lifeblood. We have made it our mission to be a healthy partner in the organic food industry - from the foods we produce to sustainable business practices. We are probably the largest processor of organic whole grain foods in North America - if not the world - and we export to about 25 countries."
Christine Negm, (BA, MA and RD) Director of Technical Services of Nature's Path, said whole grains have always been an important part of a healthy diet as seen with the recent change in the Dietary Guidelines for Americans, issued by the U.S. Department of Agriculture and the Department of Health and Human Services.
"Among the changes in the guidelines is a call for whole grains to make up half the grains in people's diets, at least three ounces every day," Negm noted. "We as dietitians recommended this a decade ago."
Only recently did the U.S. Food and Drug Administration grant whole grains a health claim. As of Dec. 10, 2003, manufacturers of whole grain foods can now legally list the following benefits on their product labels: "Diets rich in whole grain foods and other plant foods, and low in saturated fats and cholesterol, may help reduce the risk of heart disease." Whole grain diets are associated with lower occurrence of coronary heart disease and cancers of the lung, colon, esophagus and stomach.
Nature's Path is a long-time leader in a movement that is fast becoming part of the mainstream consumer market. The company has been on the whole grain path for 20 years and is celebrating its milestone this year.
Possibly in part due to the Organic Standards adopted in 2002 by the USDA, there is an increased awareness toward organically produced foods. Additionally, studies show an increase in consumer buying habits toward healthier products, prompting conventional cereal manufacturers to realize the importance of offering more nutritious, whole grain products - products Nature's Path Foods has always offered.
Nature's Path manufactures a full lineup of products including cereals, breads, waffles, cereal bars, granola bars, cookies and crackers. The company also produces EnviroKidz and LifeStream branded products. Nature's Path and EnviroKidz branded products combined are the leading sellers of certified USDA organic breakfast cereal in U.S. natural foods supermarkets.
Founded in 1985, Nature's Path Foods is headquartered in Richmond, B.C., Canada and employs 250 people at its four facilities in Canada and the U.S. It produces breakfast foods and snacks that are sold in specialty food stores and national retailers in North America, Europe, the United Kingdom and Asia. The company's brands include: Nature's Path, EnviroKidz(TM) and LifeStream(R).
