Creating new opportunities for Canadian oats—from family breakfast to feline comfort

Companies from across Canada’s value-added agrifood sector will soon be bringing new opportunities to the Canadian oat market, as they work to develop a range of ingredients, food products and pet products derived from the staple protein crop.

As part of a new Protein Industries Canada project, B.C.-based companies One Degree Organic, Vibrant Health Products Inc., Tuft & Paw and No Meat Factory are coming together to bring a selection of oat-based products to market across Canada. With a focus on improving the functionality of one of Canada’s biggest crops, the partners are combining their expertise to help meet the growing demand for sustainable, Canadian-made products, while bringing the country closer to its $25 billion agrifood potential.

“The Canadian agrifood opportunity can’t be achieved by one step in the supply chain alone; it takes a coordinated approach across the full value chain, encompassing ingredients, food and co-products together,” Protein Industries Canada CEO Robert Hunter said. “With full collaboration and alignment of the value chain, we can create new benefits for the whole country, starting with new market opportunities for our farmers, and ending with nutritional and health benefits for every member of our Canadian families—parent, child and pet.”

The core of the project starts with developing and scaling One Degree Organic’s oat fractionation technology, which will be utilized to create a protein ingredient for use in each of the final commercialized products. At the same time, the company will use the new ingredient to expand their breakfast line, which includes oatmeal and cereal, helping meet the growing demand for a diverse selection of high-protein, Canadian-sourced food options.

“At One Degree Organics, we're passionate about transparency and innovation in food. This project deepens our commitment to Canadian-grown ingredients and brings new plant-based protein options to families across the country. By advancing oat fractionation, we’re unlocking the full potential of oats—not just for breakfast, but for a healthier, more sustainable future,” said Stan Smith, CEO & Founder of One Degree Organic Foods.

Vibrant Health Products Inc., a sister company of One Degree Organic, will test the oat protein ingredient in baking applications. The expansion of products under each of its sub-brands would allow Vibrant Health to expand the protein-rich offerings of its wheat, gluten-free and low-carb lines, supplying Canadian families with the bakery products they need to meet a variety of health needs.

“Vibrant Health Products Inc. has always focused on creating products that support health-conscious lifestyles without compromise. Testing these new oat protein ingredients opens exciting possibilities for our wheat, gluten-free and low-carb lines—bringing better nutrition to the shelves for all Canadians, especially those with specific health goals,” said Stan Smith, CEO & Founder of Vibrant Health Products Inc.

Completing the project’s work on food products is No Meat Factory, which will test the oat protein ingredients in meat-alternative products. Currently at the testing stage, No Meat Factory intends to move quickly to scale-up, bringing a new line of sustainable, protein-rich meat alternatives to market to supply consumers with a diverse selection of protein options.

The final partner in the consortium, Tuft & Paw, will shift the project’s work from grocery stores to pet stores. Currently offering a line of kitty litter made from imported soy fibre, Tuft & Paw’s work will focus on reformulating their product to use oat fibre and starch sourced from One Degree Organic. The reformulation would bring the company’s supply chain home to Canada, and create a new, sustainably sourced kitty litter option for pet lovers.

“This project gives us the chance to bring our supply chain closer to home and build a better, more sustainable product. We’re excited to explore oat fiber as a local alternative to imported materials and continue pushing innovation in the pet category,” Tuft & Paw Founder Jackson Cunningham said.

With their coordinated approach to developing new ingredients, food and pet products, partners One Degree Organic, Vibrant Health Foods, No Meat Factory and Tuft & Paw are ensuring families across the country have access to a diverse selection of Canadian-made products. As these products hit grocery and pet store shelves, their benefits—nutritional, economical and sustainable—will begin to ripple out, helping Canadian oats find new market opportunities and solidifying the country’s ability to meet its $25 billion agrifood opportunity.