Good Flour, a New Superfood, Now in Sprouts
The Good Flour Co., producers of gluten-free, allergen-free and non-GMO flours, recently announced a partnership with Sprouts Farmers Market, a specialty retailer of organic foods. For the initial rollout, two of the Good Flour Company’s top-selling blends — Artisan Fried Chicken Mix and Artisan Fish Batter — will be available in all Sprouts locations.
Chef Jen Peters, who has Celiac disease, launched The Good Flour Co. so that people everywhere with Celiac disease or gluten sensitivities can enjoy the foods they love.
“I wanted something that replaced wheat completely,” Chef Jen said in a recent interview, adding that when it comes to food replacement, it’s important to do it in a way that is nutritionally sound. “My first step was to go to the store and look for stuff I could buy, but it was all twice the carbs, none of the nutrition.”
Chef Jen’s ready-made flour blends, also available at www.goodflour.co, contain nutritionally dense superfood grains like millet and buckwheat, and take out the guesswork for home cooks seeking substitutions for traditional wheat flour.
The Good Flour Co.’s products make it possible for those with gluten intolerance to safely indulge in delicious homemade bread, pasta and pancakes; battered chicken, fish and tempura; and even vanilla bean cake.
Chef Jen was a protégé of Chef Bruno Marti (the beloved godfather of fine dining cuisine in Canada), and worked and trained in Michelin-starred restaurants, where she created culinary masterpieces for others to enjoy even as she suffered the horrible effects of Celiac disease that went undiagnosed for 20 years.
With the answer she finally needed, she began researching and creating a line of gluten-free, all-purpose baking blends that would allow her to continue making popular kitchen staples like bread, pasta and pastries without sacrificing taste or texture, or settling for low-quality alternatives.
In 2012, Chef Jen finally perfected her recipe and founded Nextjen Gluten-Free with her partner (and husband), Chef Hamid Salimian, who has built a reputation as a “chef’s chef”, winning the respect of his peers for his eye for detail, insistence on quality, and his commitment to mentoring the next generation of chefs. As the co-founder of the company, Chef Hamid is also its food photographer. He acts as a culinary consultant for national brands such as Earls Kitchen + Bar, and shares his knowledge and expertise with a new generation of chiefs as an instructor in the VCC Culinary Arts program.
In 2021, the husband and wife duo teamed up with Matthew Clayton and rebranded the company as The Good Flour Co. Today, their products are used in more than 70 restaurants nationwide and are available for retail purchase online. The Good Flour Co.’s gluten-free products are also GMO-free, allergen free and contain ingredients with the highest nutritional content available.
