ARVA, ONTARIO — Arva Flour Mills, the oldest continuously operating commercial flour mill in North America, announced its acquisition of the Red River Cereal Brand from J.M. Smucker Co.’s Canadian subsidiary. Red River Cereal joins Arva Flour Mills’ product portfolio, which includes artisan flours, beer and corn bread, and Red Fife pancake mix.
Following its official acquisition on June 1, Arva Flour Mills plans to launch the brand on its website and brick-and-mortar retail store with further distribution plans to other retailers projected for later this year.
“Since acquiring Arva Flour Mills last fall, hardly a day went by at our retail store without a customer asking if we carried Red River Cereal,” said Mark Rinker, owner of Arva Flour Mills. “This prompted our initial research, and we soon came to the decision that this brand would be a natural fit alongside the Arva Flour Mills brand.”
Though Red River Cereal’s recipe was altered in 2011 to include steel cut wheat and rye, Arva Flour Mills plans to revert the product back to include cracked wheat and rye. To accomplish this, the company is working on acquiring a hammer mill to crack wheat, rye and flax ingredients to restore the cereal’s original, creamy texture.