Boring Residents Offer Sweet Tradition
By Lorrie Baumann
The co-Founders of Hip Chick Farms have uprooted themselves from the California company they started in 2013 and embarked on a new venture that will specialize in snack products focused on wellness. A Boring Life, the new company started by Serafina Palandech and Jennifer Johnson, launched its first products last year and is now introducing nuts and fruits preserved in honey to the market.
“My family is from Montenegro, and when we go back there, we come back with jars of nuts and fruits in honey, which is a traditional way of preserving the produce for them,” said Palandech, who is Chief Executive Officer as well as co-Founder of A Boring Life. “There’s nothing like that here.”
Their new product has already achieved retail distribution in specialty markets, where it’s being embraced as a partner for cheese. “It’s unlike anything out there. Pour it over a piece of brie for a beautiful appetizer,” Palandech said, adding that consumers also enjoy the raw honey products at breakfast time.
The company’s name is a reference to Boring, Oregon, a community near Portland where the couple are now making their home after the sale of Hip Chicks Farms, which produced frozen chicken products. With that business behind them, Palandech and Johnson began thinking about how they’d start a new food business in the small Oregon town that offered the benefit of being near where Palandech’s family had been living for the past 15 years. “I love creating companies. I love creating brands,” Palandech said. “Jen [Johnson] is a chef, and she wanted to create snack products focused on wellness.”
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Those first products, introduced last year, are packaged nuts with enough hemp extract in each blend to offer 25 mg of full-spectrum hemp extract per 1-ounce bag. There are two snack blends: Roasted Almonds with a Hint of Lavender and Roasted Almonds, Dark Chocolate and Sea Salt. The lavender in the blend comes from their new home farm, where Palandech and Johnson grow about 1,000 lavender plants on a couple of acres. “It’s a very popular crop in the area because it grows so well in our little microclimate in Oregon,” Palandech said. “I’m good at making food and making brands. Farming, I don’t think is my expertise, but lavender is very forgiving.”
The newest product uses raw honey sourced from hives on their property along with honey raised on another 800 hives around Klackamas County, Oregon. Almonds and walnuts for the products come from a third-generation farmer in California, and most of the fruits are sourced from Oregon growers, Palandech said. “There is a thriving and supportive food and beverage industry here that we’ve been able to tap into, and I love being part of it,” she said.
The raw honey products are packed in 7-ounce jars. Boring Bees combines the honey with figs, apricots, dried blueberries, walnuts, pecans, almonds, cashews and pumpkin seeds. Hot Honey is raw honey with chiles and walnuts, and Lavender Honey is raw honey with dried lavender and almonds. The suggested retail price for each 7-ounce jar is $6.99.
Distribution for the honey products is through DPI. For more information, visit www.aboringlife.com.
Saffron Road Challenges Plant-Based Exuberance
By Lorrie Baumann
Saffron Road is launching frozen and shelf-stable meal entrees designed to appeal to consumers who read the backs of packages before the items go into their baskets. The new frozen products include Shawarma Chicken with Lentil Rice; Thai Red Curry Chicken with Jasmine Rice; and Thai Basil Noodles with Grass-fed Beef. The two shelf-stable vegetarian options are Chickpea Masala and Delhi Potatoes, known in India as Aloo Mattar.
In addition, Saffron Road has three new varieties of its Crunchy Organic Chickpeas: Toasted Coconut, Sea Salt & Cracked Pepper and Buffalo. They’ll all be reaching grocers’ shelves and freezer cases in May or June of this year.
The introductions come as more consumers are looking for plant-based meal options, driving growth of the category by 31 percent over the past two years, so that the retail market for plant-based foods is now worth almost $4.5 billion, according to research by the Good Food Institute and the Plant-Based Foods Association. Some of that growth reflects enthusiasm for the plant-based meat alternatives that have come onto the market over the past year or two, and according to Deloitte, a large number of companies are now investing heavily in acquiring and creating new products and brands that will appeal to the surging consumer demand for plant-based products.
Saffron Road Chief Executive Officer Adnan Durrani says that you can count him and Saffron Road out of the rush to create plant-based products designed to mimic meat and dairy. He points out that although the market for vegan and plant-based products is growing at a fast clip, those products still represent less than 1 percent of the frozen meals segment in the American market overall. Although the plant-based meals category grew by 6 percent last year – “a good number,” Durrani admits, that still represents only $387 million in sales, compared to the $40 billion frozen meat entree market. “So it still is a drop in the bucket, and even if it grows 500 percent, it’s still a drop in the bucket,” he said.
He suspects that the current market enthusiasm for the plant-based meat alternatives that he calls “fake” may run into a ditch once consumers start asking more questions about them. Durrani points out that the vegetable-based meat substitutes are actually made from protein components isolated from the vegetables in which they originated, and he suspects that human beings will find that their nutrition is better served by eating whole vegetables rather than protein isolates that have been processed with preservatives, additives and fillers into something that suggests meat-like texture and flavor.
“Consumers should not be told that fake foods are any better for you than real whole plant-based foods or the meat products they’re replacing,” he said. “Our feeling at Saffron Road is that clean foods, plant-based or not – and certainly plant-based – should not contain highly-processed ingredients with complex, alien names.”
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While those ingredients are certified by the U.S. Food and Drug Administration as safe to consume, “safe” doesn’t mean “healthy,” Durrani insists. “The promotion of them being healthy or natural is not yet factually proven…. Everybody’s spidey-sense around transparency should be on alert.”
Instead, Saffron Road is reaching into the culinary traditions of vegetarian cuisine and into frozen entrees that include meat but are made with transparently sourced, clean ingredients and traditional recipes. “Our vegetarian products at Saffron Road have found a sweet spot for discerning consumers that are looking for a healthier vegetarian diet,” Durrani said. “Our brand promise at Saffron Road is always to go that extra mile in terms of culinary excellence and clean-label foods.”
The new Chickpea Masala is packed in a pouch and sold from the grocer’s shelf. The meal serves two and is prepared by heating it for 60 seconds. “We use very high quality, premium-quality, authentically sourced ingredients like non-GMO chickpeas,” Durrani said. “Everything we do is made in small batches, not highly processed.” The Chickpea Masala is so delicious that it has become the Saffron Road staff’s top choice for their own consumption, he said.
The Delhi Potatoes are a traditional Indian vegetarian dish known as Aloo Mattar in India. Like the Chickpea Masala, it’s ready in just 60 seconds and non-GMO verified. “It’s like a comfort food. It’s wonderful either for lunch or for dinner,” Durrani said. “These are clean-label plant-based protein foods that have been sourced from clean whole plant-based protein – and are made using the most traditional, authentic recipes.”
Saffron Road’s new frozen entrees include its recently launched Madras Curry with Meatballs in addition to the Thai Red Curry Chicken with Jasmine Rice; and Thai Basil Noodles with Grass-fed Beef. The company will also soon be introducing a Coconut Curry. “I think that’s is going to do extremely well,” Durrani said. Those new products will begin shipping to retailers in May.
With the new Shawarma Chicken with Lentil Rice, Saffron Road is venturing into Middle Eastern cuisine, a decision that Durrani said was based on consumer interest in that cuisine. “It’s a shawarma-style chicken with lentil rice. It’s really amazing,” he said. “That’s going to be our debut into the Middle Eastern sector in terms of frozen entrees, so we’re pretty excited about that.”
Lakeview Capital, Inc. Acquires My/Mochi Maker
An investment fund managed by Lakeview Capital, Inc., a Michigan-based family office, has closed its acquisition of The Mochi Ice Cream Co., makers of My/Mo Mochi Ice Cream and the largest branded manufacturer of mochi ice cream in North America. Lakeview Capital, Inc. acquired the company from Century Park Capital Partners.
Headquartered in Los Angeles, California, My/Mo Mochi Ice Cream is the creator of the mochi ice cream category and the leading national brand currently available in over 20,000 retailers throughout the United States. The company has over a 100-year history and is credited with creating mochi ice cream, a handheld, portion-controlled snack of premium ice cream wrapped in sweet, pillowy rice dough.
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Craig Berger, President and Chief Executive Officer of The Mochi Ice Cream Co., along with the management team, will remain with the company in their current roles under the new ownership. “Under Lakeview’s ownership, we are very excited to continue building on the incredible momentum we have generated,” Berger said. “Lakeview has a proven track record of success, and through our shared vision and collaboration, we will continue to grow and expand our business.”
