Wegmans Introduces Store Brands Whole Grains and Unique Blends

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January 25, 2011

In partnership with Minnesota-based Indian Harvest, Wegmans introduced six new store brands whole grains and blends, the company announced on one of its blogs.

Varieties include Red Quinoa, Kansas Medley (a wild rice blend); Golden Jewel (with Israeli couscous); Jasmine Blend (aromatic white rice); Whole Grain 5 and Super Sunrise Start (a whole grain breakfast quinoa blend). The blog by Julie Jordan, the grocer’s corporate vegetarian development chef, also offers assorted recipes for the new grains, including elaborate salads as well as main dishes. The recipes are also features in the January 2011 of Wegmans’ Menu magazine.

Indian Harvest’s courtship of Wegmans began in last January with a visit to Rochester. “During their visit, Michael Holleman, the Indian Harvest chef, cooked up a whole bunch of grains and grain blends; and with a little help from me and Chris Coffey, made some of them into elaborate salads and main dishes,” Jordan wrote. “There followed several months of us testing samples of different blends in Prepared Foods … and eventually six were selected to be carried in grocery as special Wegmans brand items.”

Special recipes featured online and in the Menu magazine include Red Quinoa and Avocado Salad, Golden Jewel Blend Mediterranean Salad with Feta, and Super Sunrise Start recipe that also features Wegmans’ new Organic Super Yogurt Vanilla on the Bottom.

Wegmans is promoting the new grains with a $1 off coupon in its January Menu magazine issue.

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