March 04 2013 • David Zivot
Featured in a Food in Canada article
We're thrilled to be featured in this article, and thrilled that the trend away from modern wheat is continuing to gain momentum. But for us, this article only tells part of the story. The food industry tends to focus on buzzword trends, rather than what is driving that trend.
What's driving the Ancient Grain trend (and many food trends) is a profound desire to get back to real food.
And that is what GRAINSTORM is about: getting back to making grains a nourishing wholesome food staple again. There's three critical parts to this: getting back to traditional wheat seed, getting back to traditional farming methods, and getting back to traditional processing methods.
This article talks about the first part, getting back to traditional wheats, and it is important. But it’s not the whole story.
If we just hold up ancient grains as the answer, we’re missing the bigger picture. For instance, spelt flour has that healthy ancient grain reputation, yet much of it is milled into junk white flour the same way as modern wheat flour. The spelt itself may be better, but the industrial process that wrecks it is the same. But you still get to put “Ancient Grains” on the label.
GRAINSTORM is coming from a holistic perspective. Consider the very word “wholesome” -- of the whole. We want to help lead our culture back to making wheat a nourishing and delicious whole food staple again, the way it was for thousands of years.
How do we make wheat a wholesome staple again?
Yes, we need to start with ancient grains. It’s clear that modern wheat is making people sick. We need to use natural, traditional seed that has not been genetically tampered with, species familiar to our bodies.
Second, and fairly obviously, it needs to be grown organically, without all the chemicals common in modern industrial farming.
Third, and a little less obviously, it needs to be processed in traditional, “wholesome” ways. For baking, it needs be made into “whole meal” flour using traditional stone grinding (not the reconstituted, ultra-pulvarized frankenstein product of modern milling), where all the vital nutrients from the germ are ground right into beautiful coarse flour. This is what makes it real, whole food.
And, finally, least understood of all, like any whole food from living organisms, this traditional flour needs to be CONSUMED FRESH, before all the delicate nutrients degrade and rot.
Taken in totality, the difference is profound. It’s modern toxicity vs traditional nourishment. The difference is obvious when you taste (or even just smell) freshly ground flour; our bodies know real food from fake, even our brains are often fooled.
Our brand vision
This what our brand is about: helping lead people back to when wheat was wholesome real food.
We're quoted in the article saying, "In 25 years, we'd like to be to fresh-ground whole grains what Starbucks is to fresh-ground coffee." Sounds ambitious, but we see a day when you'll have a GRAINSTORM shop in your neighbourhood, where you can get organic grains milled fresh everyday, made into beautiful breads, cereals, treats, doughs, or taken home for your own baking. Funny thing is, it's really a vision of the past: when all farming was “organic” every community had a local miller, and all grain was milled whole and consumed fresh at the peak of its flavour and nutrition.
It's way more than just the latest food industry trend.