Don’t put this flour in your pantry.
Food this fresh belongs in your fridge.
Protect those precious oils.
Grocery store flour is a casualty of the over industrialization of our food systems. Most flour found in grocery stores is bleached, deconstructed, heated and chemically altered to withstand the lengthy grocery store supply chain. Industrially made flour is the product of highly mechanized food processing that prioritizes efficiency, economy, and shelf-life over flavour and nutrition.
Mass produced, commodified foods dominate the wholesale dry goods industry. Our basic necessities are bought and sold on global markets, just like oil and gas.
Vistabright offers an opportunity for you to regain control of your food sources and reclaim freshness in your cupboards, and more importantly, in your fridge.
Our stone mills slowly and gently crush organic grains at a low temperature, producing flavourful, aromatic, highly-nutritious flour. Our mills grind the entire grain kernel (germ, bran and endosperm) at once, maintaining all the nutrition and flavour of the whole grain. We do not add chemicals or whitening agents to our flour like large scale commercial millers. There’s no hidden ingredients here. Just freshly milled, organic grains.
Industrial flour producers remove portions of the grain that could lead to rancidity, namely the germ, which contains nutritious b-vitamins, anti-oxidants and unsaturated fatty acids. This is because flour sold in grocery stores must be shelf-stable—that is, the product must not degrade in quality during the time it takes for the batch to be shipped from the mill to the distribution warehouse and then to the grocery store, where it will likely sit for some time, before ending up in your cupboard.
Even grocery store whole wheat flour lacks the nutrients found in the germ and includes only a percentage of the bran that was originally removed. The Canadian Food Inspection Agency permits up to five per cent of the wheat kernel to be removed from whole wheat flours, “which includes much of the germ and some of the bran—to help reduce rancidity and prolong the shelf life of whole wheat flour.”
The fresh alternative is flour milled to order, with no hidden ingredients.
