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US plant-based milk specialists New Barn Organics and BAM The Brand have partnered to launch a buckwheat-based milk alternative product at Whole Foods Markets.
The collaboration was established through Whole Foods Market’s Local and Emerging Accelerator Program, where BAM – a producer of functional, regeneratively farmed buckwheat ingredients – was chosen to participate and paired with plant-based beverage producer New Barn as a mentor.
The partnership sees BAM’s buckwheat platform combined with New Barn’s expertise in organic, regenerative food production and retail distribution. It aims to support BAM in expanding its buckwheat ingredients, making them more scalable across various F&B categories and helping to expand them into new formats.
New Barn acquired BAM’s buckwheat milk recipes as part of the collaboration, and is now launching New Barn Organics Buckwheat Milk to market, powered by BAM’s shelf-stable Buckwheat Milk Powder innovation.
“The CPG industry is competitive, and we saw a unique opportunity to be stronger together,” said Paige Hansen, founder and CEO of BAM the Brand. “Plant-based milk remains a core category, and Buckwheat Milk is a natural next step as consumers seek regenerative, delicious ways to diversify their diets.”
“This partnership accelerates category growth and enables BAM to expand buckwheat into new formats.”
The newly launched Buckwheat Milk is free from gluten, dairy, nuts, seed oils and GMO ingredients, and is Regenerative Organic Certified.
It is available now at regional Whole Foods Markets stores across Southern Pacific, Northern California, Southwest, Rocky Mountain and Florida.
