True Grain Bread is an authentic Old World-inspired European bakery with two retail locations in British Columbia, Canada. Our passion is creating fresh, local, organic, handcrafted bread. We specialize in 'modern wheat free' ancient grains, (ie Emmer, Spelt, Kamut, Red Fife, Einkorn, Rye) which we buy directly from local organic farmers and freshly stone-mill on-site. German Master Bakers lead our team of talented bakers in handcrafting a wide assortment of breads and pastries, which are currently sold under the brand 'True Grain Bread'. Over the last several years, our product line has evolved to include flour, breakfast items (oatmeal, granola, cream of spelt, etc), cookies, crackers, crisps, croutons, bread crumbs, etc., which are currently sold under the brand 'True Grain Mill'.
We wish to combine 'True Grain Bread' and 'True Grain Mill' into one master brand called 'True Grain.'
WHAT DO WE MEAN BY TRUE GRAIN?
Pure/Natural - all our grains are non-hybridized heritage and ancient grains found in nature, and not altered by man like today's wheat
Stone-milled - we mill on natural stones and do not add conditioners or preservatives. We grind slowly at low temperatures to maintain the integrity and nutrients of the grain
Organic - all our grain is certified organic. Healthy soil. Healthy waterways. Healthy food. Healthy people.
Simply put, we are being true to the grain, the way nature intended.
Our master brand & our packaging should be designed to resonate strongest amongst our value-graphics (4) and demographic (1), while still appealing to the masses. We segment our target value-graphics into 4 key categories:
The Foodie - values the craft of the Miller and Baker, and the temptation of taste
The Health Conscious - values real food made with simple, high quality ingredients
The Community Conscious - supports locals who support locals (ie food sourcing)
The Environmentalist - values the environment, nature, and anything organic
Our target demographic:
- female, +40, living alone or with a spouse
- retired or approaching retirement, she owns her home, has a higher than average disposable income, and her children no longer live at home
- she values community, health & wellness, the environment, and nature, and finds comfort in small indulgences, spending more on premium, organic, healthy food than her younger counterpart
- she shops for food multiple times per week, almost always after 11am.
Products branded 'True Grain' will be sold in our two bakery locations, as well as select specialty food retail locations throughout British Columbia, Canada.