I amaranth in Ten Items or Less
Ten Items or Less with I amaranth Founders Alberto and Hellen Kalach
When you expand globally you have to be open to adapting
1. Best Sellers!
In our household half of us love the chips and half of us love the sticks!
2. What is amaranth?
A tiny super seed that’s been cultivated for 8,000 years! Incredibly nutritious, amaranth is high in protein and rich in lysine, an essential amino acid rarely found in plants. The grain is hugely popular in Mexico and loved for its diversity: it’s eaten as a cereal, popped, as a candy and many more ways!
Amaranth is deliciously versatile
3. What makes I amaranth) unique?
It’s the only amaranth based snack with authentic Mexican flavors!
“We’re the only one right now using amaranth as a base ingredient in a snack,” says Hellen.
Everywhere you go, people love Mexican food and we have real authentic flavors and ingredients.
4. Up Next? Oblas!
Oblas are a very thin wafer made by hand and a popular, traditional snack in Latin America. They’re a new innovation for I amaranth and have just launched in Mexico!
5. What inspired the launch of I amaranth?
“I would recommend amaranth to patients,” says Helen, a nutritionist and health coach. “But patients would find it only mixed up with junk ingredients. That’s what inspired us to make a clean snack.”
6. Where do you see the value in global wholesale?
“We manage the business. We’re very committed to growing for our community and our farmers.”
7. We want buyers to know…
“We’re a brand that is going to support buyers’ missions. We have the team and the production capacity, we’re vertically integrated and we directly source. We’re willing to support buyers in whatever way we can, marketing strategy, translation, etc. We have the capacity to produce whatever is needed and we’re very open to product development.”
Alberto Kalach, CEO of I amaranth, and Hellen Kalach, Director of Product Development
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