Middleton's Valley Flaxfour goes big time

Local company gets invite from famed British chef Jamie Oliver

Heather Killen hkillen@annapolisspectator.ca
Published on November 3, 2015

Wendy Rodda and Howard Selig, of Valley Flaxflour, were invited to participate in a buy local food expo, featuring celebrity chef Jamie Oliver.


MIDDLETON - A Middleton based business has the right ingredients to be featured in a celebrity chef’s new cookbook and cooking demonstration.

Sobeys Inc. recently organized a food expo at Cameron’s Farm in Merigomish to promote a buy-local theme. Well-known British chef Jamie Oliver gave a cooking demonstration using quality foods produced in the Maritimes.

Wendy Rodda and Howard Selig, of Valley Flaxflour, attended the event last week. Rodda said she enjoyed having the chance to meet Oliver and watch him cook.

The expo was organized at an old barn where the audience sat on hay bales.

“He was so funny and real, we had a ball,” she said. “It was just wonderful.”

She added that Oliver personally chose their flax flour as a key ingredient for the protein bread recipe that is also featured in his new cookbook, Everyday Super Food.

Valley Flaxflour Ltd. was among nine Atlantic producers selected for showcase in the expo. Other Annapolis Valley based vendors included Pure Infused Maple Syrup, produced in Aylesford and Just Us! Coffee Roasters Co-op, of Wolfville.

During his cooking demonstration, Jamie Oliver prepared a shoulder of pork served with haskap and apple sauce made with dried haskap berries from Mahone Bay, and apples from New Brunswick.

The menu also featured smashed potatoes made from PEI potatoes. Oliver also prepared a protein loaf recipe using flax flour from Middleton-based Valley Flaxflour Ltd.

Other Nova Scotia producers included:  Haskap Berry Products, of Mahone Bay; Knoydart Farms, of Merigomish, and PepperHead of Truro. Most famous for his Emmy-Award winning television series, Jamie Oliver's Food Revolution on CBC, he has become a campaigner for better school food and food education.

"This is my first time visiting Nova Scotia, and having the opportunity to meet some of the people who produce amazing, delicious and fresh food for Canadians has made this trip extra special," said Oliver. "Part of eating better, is eating local, seasonal food. It's fresher and tastes better."