Once upon a time  there was a man named Farmer Joe. Farmer Joe had a tractor, some wheat kernels and a whole load of motivation for success. After planting a field full of wheat kernels and sending a prayer up to the clouds, Farmer Joe got his flour mill up and ready for milling.

The wheat was harvested, and was crushed under the mill into flour, sifted and sold for nickels at the local market. One fine day, Farmer Joe’s wife (who was always right), said “ Joey, this germ portion of the kernel has too much oil in it which is making my wheat go stale too fast.  Figure out a way to get rid of it or I will sell your tractor to Farmer Jack!” And so, as the loyal husband, and motivated worker that he was, Farmer Joe invented the weave sifter,* where he could separate the germ and the bran from the non-oily, non-nutritious endosperm center. Now the kernels were harvested again, separated from their germ and bran (the nutritious portions) and then crushed under the mill into flour, sifted and sold for dimes (because, inflation)  at the local market.

History was made.

Endosperm only, AKA “White flour” was a hit! Farmer Joe and his wife were famous! Bakers, home cooks and housewives were lining up by the dozen for a bag of this light and scrumptious white flour alternative.Cookies, cakes and bread had a new taste and boy was it delicious.

Time went on, Farmer Joe became a corporation and Farmers Joe’s wife, well she just sat in her expensive new party dress and nibbled on white flour biscuits fresh from the oven with a smile on her face. Being right tasted great.

But then things took a turn for the worst.

One rainy Tuesday,  there was pounding on Farmer Joe’s farm door. Babies were being born with Spina bifida from lack of folic acid that was removed with the discarded germ center of the whole grain wheat kernel. People were suffering from Pellagra and BeriBeri, diseases of lack of B-vitamins due to lack of Wheat bran in their diet. Lawsuits. Death. Destruction. Was white flour so great after all?

And then along came Scientist Albert* who had a wonderful idea! Lets just add the B-vitamins back into our endosperm flour!

Unfortunately, the lack of nutritional knowledge at the time, meant that millers didn’t understand that in removing the germ from their flour they were taking away a major source of vitamin B, especially from the poor for whom bread was the main source of nourishment.

Scientist Albert got to work “Enriching” the flour with the necessary vitamins: Iron, Niacin, Thiamine, Riboflavin and Folic Acid and the whole town and country and the whole town, country and world lived happily ever after.

*John Doe invented the weave sifter

**Scientist John Dope created the first enriched flour


This “enrichment process” only  adds back some of of the many missing nutrients, and does so in proportions different than they originally existed. The enrichment of B-vitamins was necessary in order to prevent disease, but fiber, minerals, protein and good fats are not counted for.

Yes it is important to prevent disease, but what about promotion of health?

What Scientist Albert and Farmer Joe didn’t consider are that the BRAN contains insoluble fiber (important for digestive health), protein, B vitamins, and iron. The GERM  is the most nutritious part of the wheat kernel containing protein, vitamin E, additional B vitamins-including folic acid- antioxidants, and omega-3 fatty acids.  

These components were all missing in the enriched flour.  

Refining a grain removes about a quarter of the protein in a grain, and half to two thirds or more of a score of nutrients, leaving that wholesome, natural  grain just a mere shadow of its original self.

A whole grain has all three of its original parts: • The bran (fiber-rich outer layer). • The endosperm (middle layer). • The germ (inner layer). Whole grains are rich in nutrients, including fiber. Whole wheat, oatmeal, rye, cornmeal, bulgur, barley, brown rice, and even popcorn are all whole grains. A refined grain has been milled, so only the middle layer (endosperm) is left. Milling removes much of the vitamins. “Enriched” flour has had some of the nutrients added back, but not the fiber.


If you would be given the choice to eat FOR GOOD HEALTH or eat JUST ENOUGH TO AVOID DISEASE…which one would you choose?

Here lies, our reason for WHOLE HEALTH.


Our passion for GOODNESS.  

Our push for natural, unprocessed and nutrient-rich morsels.