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Middleton miller Selig earns Taste of NS top award

Howard Selig, Valley Flaxflour Ltd general manager and co-owner with Wendy Rodda, holds up a package of his Valley Kitchen Pancake and Cookie Mix that was voted Taste of Nova Scotia’s Product of the Year. The Middleton miller is a chef and registered dietician and says nutrition is his No. 1 focus. The gluten-free product is mixed in small batches and packaged in Middleton.
Howard Selig, Valley Flaxflour Ltd general manager and co-owner with Wendy Rodda, holds up a package of his Valley Kitchen Pancake and Cookie Mix that was voted Taste of Nova Scotia’s Product of the Year. The Middleton miller is a chef and registered dietician and says nutrition is his No. 1 focus. The gluten-free product is mixed in small batches and packaged in Middleton.

MIDDLETON - The winner of Taste of Nova Scotia’s Product of the Year Award says it’s always been about nutrition.

Howard Selig of Valley Flaxflour Ltd. In Middleton picked up the top honour this afternoon in Wolfville for his Pancake and Cookie Mix that the province’s Minister of Agriculture Keith Colwell has been pouring on his own griddle for years.

And British celebrity chef Jamie Oliver used Valley Flaxflour’s products in his protein bred recipe that was in his book Superfoods.

“This is absolutely amazing,” Selig said. “We wanted something like this to happen to the business for so long because we believe so strongly in the product. To actually have it validated by an outside agency as credible as the Taste of Nova Scotia is just beyond fantastic.”

Taste of Nova Scotia awards were handed out this afternoon, Nov. 3, in Wolfville.

Co-owner with Selig is Wendy Rodda who was more than happy about receiving the award and gave credit to those who have been buying the product.

“Our customers have done this for us,” she said.

And that’s true. The Product of the Year Award is presented for a product that has been nominated by the public. The winning entry is selected by a panel of judges from the many Nova Scotia products nominated each year.

“I love this product,” Minister Colwell told Selig recently. “You need to export this.”

Selig’s response? “We’re working on it.”

Howard Selig of Valley Flaxflour Ltd. In Middleton picked up the top honour this afternoon in Wolfville for his Pancake and Cookie Mix that the province’s Minister of Agriculture Keith Colwell has been pouring on his own griddle for years.

And British celebrity chef Jamie Oliver used Valley Flaxflour’s products in his protein bred recipe that was in his book Superfoods.

“This is absolutely amazing,” Selig said. “We wanted something like this to happen to the business for so long because we believe so strongly in the product. To actually have it validated by an outside agency as credible as the Taste of Nova Scotia is just beyond fantastic.”

Taste of Nova Scotia awards were handed out this afternoon, Nov. 3, in Wolfville.

Co-owner with Selig is Wendy Rodda who was more than happy about receiving the award and gave credit to those who have been buying the product.

“Our customers have done this for us,” she said.

And that’s true. The Product of the Year Award is presented for a product that has been nominated by the public. The winning entry is selected by a panel of judges from the many Nova Scotia products nominated each year.

“I love this product,” Minister Colwell told Selig recently. “You need to export this.”

Selig’s response? “We’re working on it.”

Howard Seleg speaks at the Taste of Nova Scotia awards ceremony today in Wolfville. His Valley Flaxflour Pancake and Cookie Mix earned the Product of the Year Award.

The Mix

Selig, a chef and registered dietician, has been general manager of Valley Flaxflour since the company started in 1998.

“Valley Kitchen Pancake & Cookie Mix was created in 2010 as a result of consumer’s demand for a product they could use that included our core product, flax flour,” Selig said. “Our initial mix contained rice flour. But the rice flour didn’t meet our desire to provide nutritious products to our customers. We also wanted to maintain the gluten-free status of our facility. So these considerations lead us to formulate the product we offered into the marketplace in 2012.”

The product of the year is a nutritious, complete, multi-purpose pancake mix that can be used to make pancakes and cookies, muffins, sweet loaves and as a breading for fish and chicken. Selig said the mix is a blend of freshly milled flax seeds, oats, organic corn, and organic buckwheat.

“These gluten-free seeds and grains contain omega-3 fat, fibre, anti-oxidants, protein and minerals,” he said. And they also provide the structure for great baked products without adding gums or simple starches, so prevalent in other gluten-free products.

“I think this mix meets the high quality standards Nova Scotia’s producers and processors work so hard to achieve,” Selig said.

Valley Kitchen Pancake and Cookie Mix is Taste of Nova Scotia’s Product of the Year.

Nutrition

Selig said nutrition has been the focus of the company since it started.

“What’s the most nutritious product that we can make?” he said. “And not only what makes it nutritious but what makes it easy for a consumer to use. We don’t want complicated recipes that someone has to run off to a store and buy five different ingredients. We want them to be able to take our product out of their cupboard, combine it with other products they have in the cupboard and make some muffins, make some cookies, make a loaf of bread. You know, with the flax it’s as easy as adding it into the cereal they’re already eating every morning, so it’s not complicated to get that nutritional kick to start your day.”

Valley Flaxflour has been in the business of promoting healthy living by providing nutritious, functional flax to consumers for over 18 years, Selig said. In fact they started before the health benefits of flax were common knowledge and have lead the way in educating consumers about these benefits.

Howard Selig, Valley Flaxflour Ltd general manager and co-owner with Wendy Rodda, holds up a package of his Valley Kitchen Pancake and Cookie Mix that was voted Taste of Nova Scotia’s Product of the Year. The Middleton miller is a chef and registered dietician and says nutrition is his No. 1 focus. The gluten-free product is mixed in small batches and packaged in Middleton.

Fast Facts

-- Valley Flaxflour Ltd produces freshly milled ingredients, mixes, and blends from Canadian produced seeds and grains with no genetic modification (non-GMO).

-- All Valley Flaxflour Ltd products are gluten free.

-- The public can visit the mill and retail outlet at 188 Marshall Street, Middleton, NS.

-- Easy to use recipes are available on their website. www.flaxflour.com.

-- Valley Flaxflour products are sold in Sobeys retail stores across Atlantic Canada. They are also available in local markets in the Annapolis Valley and mail order throughout Canada.

-- The pancakes are easy to make, hearty, delicious, and they keep you full for several hours. They are also a great way to add local maple syrup, yogurt, and fresh fruit to a meal.

-- Last year's winner of the Consumers Choice Product of the Year Award was Haskapa Chutney, Haskapa, Mahone Bay.

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