Pubdate: Wed, 28 May 2014 Source: Chicago Tribune (IL) Copyright: 2014 Chicago Tribune Company Contact: http://drugsense.org/url/IuiAC7IZ Website: http://www.chicagotribune.com/ Details: http://www.mapinc.org/media/82 Author: Matthew Boyle, Bloomberg News Page: 2 Bookmark: http://www.mapinc.org/hemp.htm (Hemp) WEED'S LESS-SEEDY COUSIN LOSING ITS STONER STIGMA George Washington Grew It. Early U.S. Flags Were Made From It. Now, Businesses Are Trying to Weave It into the Daily Fabric for Its Nutritional Benefits. Mike Fata figures that hemp could be the perfect food - if only people would stop snickering. Fata, 37, co-founder of Manitoba Harvest, has worked for the past decade on transforming the sober cousin of marijuana from the butt of jokes into a supermarket staple. The effort is paying off. Costco Wholesale, Safeway and Whole Foods Market sell his products, and hemp is on the cusp of a breakthrough because of looser cultivation bans and the food industry's hunger for nutritious plants. Even the stoner stigma is slowly abating as hemp gets recognized for its ability to deliver protein, rather than for psychoactives. "Our customers are bright enough to know that it does not have dope in it if Costco's selling it," said Jim Taylor, a founding partner of Avrio Capital, a Calgary, Alberta-based venture capital company and one of Manitoba Harvest's backers. "It's more than a fad. We believe we can build a brand here." Hemp is not a drug. It's a variety of the cannabis plant with less than 0.5 percent of the mind-bending compound tetrahydrocannabinol, or THC. This year, the U.S. government finally recognized hemp as distinct from its seedier cousin, though a federal ban on commercial cultivation remains in place. The ban hasn't stopped imports flowing in from Canadian companies like Manitoba Harvest, which plans to hand out 2 million samples of its hemp hearts - they are the soft, nutty-flavored inner kernels of hemp seeds - this year. Hemp is woven into American history. George Washington grew it, and the nation's first flags were made from it. It's easily digestible and packs more protein than chia or flax. It's also a versatile food: Hemp hearts can be sprinkled on cereal, yogurt or salads, or processed into powders, flour or oil to make everything from bread to beer. Hemp is pricier than, say, chickpeas, but it provides a more complete protein, with all nine amino acids that the human body cannot produce. "We have our eye on it," said Colleen Zammer of Bay State Milling, who has worked with food and beverage companies like Kellogg and PepsiCo to develop and promote healthy ingredients for the past 25 years. Hemp's resurgence comes amid a broader shift in climate, crops and consumer preferences. Other protein-rich plants - think peas and quinoa - enjoy booming sales and are in short supply, global warming is scrambling the cultivation map from Argentina to Canada and environmental concerns kindle demand for local produce. Amid this landscape, opposition to hemp is softening. Fourteen U.S. states have removed barriers to its cultivation, and the farm bill Congress passed in February will allow hemp-growing for research purposes in those states. Restrictions have eased as even marijuana gains acceptance, and Democrats and Republicans support the economic lift hemp could provide industries ranging from textiles to homebuilding. "Without realizing it, many Americans already use hemp in their soaps, automobile parts, or even in their food," said Rep. Jared Polis, a Democrat from Colorado (where private consumption of marijuana is legal) and one of the legislators behind the farm bill's hemp amendment. "The potential for a billion-dollar-plus domestic industry is very realistic." Hemp-growing has been legal since 1998 in Canada. As a teenager in Winnipeg, Manitoba, Fata weighed more than 300 pounds and tried countless fad diets until a friend turned him on to hemp. The mix of protein and fiber curbed his appetite for junk food. Fata and two friends started Manitoba Harvest soon after legalization, yet the lingering association with pot made it hard to gain traction early on. Others in Canada's nascent hemp sector say they faced the same stigma. "Some people looked at me and turned right around like they had seen the devil," recalls Shaun Crew, CEO of Hemp Oil Canada. Fata persisted, handing out samples of his hemp hearts at trade shows, in yoga studios and on the street. A few natural-food stores took the product, then in 2001 Fata's big break came when Loblaw, Canada's biggest food retailer, with 2,300 stores, signed on. "A lot of consumers would not give us the time of day because of all the misinformation out there," Fata said. "As we stepped up from natural-food stores to mainstream stores, the stigma started to go away." Sales have tripled, to more than $50 million, in the past two years. Prices range from $1.50 for a 0.9ounce sachet to $75 for a 5-pound pouch of certified organic hearts. At a recent industry gathering in California, Fata introduced his latest creation: hemp-heart Snaxs made with brown rice syrup and organic cane sugar. He figures that sales could hit $500 million over the next decade. John Elstrott, chairman of Whole Foods, said Fata, through sampling and education, has helped debunk the myths surrounding hemp. The two companies sponsor the annual Hemp History Week, which this year begins Monday and features more than 175 events coast to coast. Still, the stigma is hard to shed. Last year, the Air Force told its pilots to steer clear of a variety of Chobani Greek yogurt that came with a side packet of hemp seeds to be tipped into the pot. The Air Force said the product could have enough THC to be detectable under its drug-testing program. Chobani has since replaced the hemp with other seeds, according to a spokesman. It doesn't help that some hemp companies revel in stoner stereotypes: There's even a hemp gin and vodka brand called Mary Jane's. On the northwest side of Winnipeg on a frigid March morning, Fata checks in on the $6 million expansion that he said will triple his annual production. He mentions that representatives from Safeway approached him about making hemp-flour bread for its in-store bakeries. Safeway declined to comment. "Five years ago, that would not have happened," he said. "Hemp is hot." In the factory, seeds from 10 grain silos get blown into hulling machines, which loudly crack them open to release the heart. Nearby, white sacks of hearts and hemp powder weighing nearly a ton sit on pallets, ready for packaging. Fata stops to admire a new $500,000 machine that can pack up to 60 bags of hemp hearts a minute (something that was previously done by hand at onethird the speed). In a separate room, 80 oil presses sit in wooden crates, having just arrived from Germany. The expansion should be done this month, Fata said, and then he'll start looking for places in Manitoba to build a 100,000-square-foot facility. Crew, of Hemp Oil Canada, is spending $13 million on a new 35,000square-foot factory he said will be ready by the end of the year. That's good news for the food manufacturers waiting to add hemp to their products. Take Post Holdings, maker of Grape-Nuts and Alpha-Bits cereals. The company's Erewhon brand, acquired in 2012, offers a hemp and buckwheat cereal that is one of its top sellers. Jim Holbrook, executive vice president of marketing, said the St. Louis-based company is also "actively pursuing" hemp as an ingredient in an upcoming cereal from its Great Grains imprint. Other companies aren't keen to discuss their plans. PepsiCo and Kellogg declined to comment. ConAgra Foods and Northfield-based Kraft Foods said they have no plans for hemp, leaving the market open for smaller outfits like Nutiva and Nature's Path Foods. If hemp is to become a billion-dollar market, as its backers claim, more big companies need to get on board. The lingering stigma, Fata said, shouldn't keep mainstream manufacturers from seeing its promise. "They missed the Greek yogurt boom," he said. "They don't want to miss out on this." - --- MAP posted-by: Jay Bergstrom