Avena Foods

What Avena Foods does

Avena Foods Limited is a privately held Canadian specialty miller headquartered in Regina, Saskatchewan, operating three production facilities on the Canadian Prairies (Portage la Prairie, Manitoba; Rowatt, Saskatchewan; and Regina). Founded in 2006 and tracing its operational lineage to B.C. Pea Grower's Limited / Best Cooking Pulses, Inc. (active since 1936), the company produces pure, uncontaminated, organic-certified, gluten-free oat and pulse ingredients for food, beverage, nutraceutical, and pet food manufacturers worldwide.

The company's product portfolio is organized around four pillars: (1) Avena Purity Protocol oat ingredients — whole grain rolled oats, flakes, steel cuts, groats, and flours verified gluten-free to less than 10ppm via a seed-to-dock traceability system; (2) Avena Best pulse ingredients — beans, chickpeas, lentils, and peas in whole, split, decorticated, flour, grit, and meal formats; (3) Avena Best specialty milled RTE ingredients — including Pulse Visco Enhancer (PVE) functional pulse flours with 21-28% protein content for egg replacement, and pea hull fiber (TDF 90%) and organic oat hull fiber (TDF 87%); and (4) the newly launched Avena RegenAg Protocol (ARAP), a seven-pillar outcome-based regenerative agriculture verification framework. Proprietary technology centers on a thermal-treatment process for tempered functional pulse and oat flours that improves flavor and functionality in plant-based egg replacement, bakery, snacks, pasta, plant-based meat analogues, and other applications. The Portage la Prairie mill runs on virtually all renewable energy with zero-waste by-product upcycling.

Avena generates revenue through B2B bulk ingredient sales via a direct enterprise field sales motion, with quote-based pricing and no public price list. Distribution is global across North America, Europe, and Asia, anchored by named customer relationships including Daiya Foods, Big Mountain Foods, Bob's Red Mill, HIPPEAS, Huel, Danone, Nestlé, Warburton's, Old Dutch, The Village Bakery, Bakenology, and Once Upon a Farm. The company holds GFCO gluten-free, Glyphosate Residue Free (Detox Project), Non-GMO Project Verified, Organic, Kosher, Halal, and SEDEX certifications, and participated in Protein Industries Canada's $6.3M CAD tempered flour co-investment consortium in 2020. Current leadership is CEO Wayne Arsenault (appointed January 2024 following Gord Flaten's retirement).

Name

Avena Foods

Legal name

Avena Foods Limited

Website

http://avenafoods.com/

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

101–250 employees

Short description

Avena Foods is a Canadian specialty miller producing gluten-free, organic-certified oat and pulse ingredients under proprietary Purity Protocol and ARAP traceability systems. It supplies food, beverage, nutraceutical, and pet food manufacturers globally from three Canadian Prairies facilities.

Ownership category

akta.pro rank

Product category

Specialty Food Ingredient Manufacturing

NAICS

Food Manufacturing (311), Fruit and Vegetable Canning, Pickling, and Drying (31142), Dried and Dehydrated Food Manufacturing (311423)

SIC

Grain Mill Products (2040), Food And Kindred Products (2000)

akta.pro primary industry

Plant-Based Egg Alternatives Manufacturing (AFAKAGAC)

akta.pro secondary industry

Alternative Protein Snacks, Bars & RTD Nutrition Manufacturing (AFAKAGAK)

Keywords

• Specialty food ingredients
• Gluten-free oat ingredients
• Pulse flour milling
• Functional plant proteins
• Clean label ingredients

Headquarters

HQ city

Regina

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Technology or R&D, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Ingredient Sales to Manufacturers: Avena generates revenue through the sale of specialty milled oat and pulse ingredients to food, beverage, nutraceutical, and pet food manufacturers. Products include whole grains, flours, fibers, cracked pulses, grits, and meals sold in both conventional and certified organic formats.
2. B2B Ingredient Supply: Primary revenue stream from supplying bulk quantities of gluten-free oat ingredients (Purity Protocol and RegenAg Protocol), pulse ingredients (beans, chickpeas, lentils, peas), and specialty milled functional ingredients to commercial food manufacturers worldwide.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Avena Foods is a specialty miller that produces and supplies whole oat and pulse ingredients (oats, beans, chickpeas, lentils, peas) to food, beverage, nutraceutical and pet food manufacturers. Its offerings include Purity Protocol gluten-free oat ingredients, regenerative agriculture-verified (ARAP) ingredients, native and ready-to-eat (RTE) pulse flours, dietary fibers (pea hull fiber, oat hull fiber), cracked pulses/grits/meals, and the Avena Best Pulse Visco Enhancer (PVE) egg replacer, all with full farm-to-manufacturer traceability.

Product overview

Avena Foods is a specialty miller offering a comprehensive portfolio of oat and pulse ingredients organized into distinct product lines. The core offerings include Avena RegenAg Protocol Ingredients (regenerative agriculture-verified conventional ingredients) and Avena Purity Protocol Oat Ingredients (gluten-free certified oats with full traceability). The pulse portfolio encompasses whole, split and decorticated pulses under the Avena Best Cooking Pulses brand, along with native pulse flours, cracked pulses, grit and meal. Value-added specialty products include ready-to-eat (RTE) functional ingredients such as Avena Best Pulse Visco Enhancer (egg replacer), dietary fibers (pea hull fiber and oat hull fiber), and specialty milled flours. The company also offers the Avena Solutions Portal as a resource center for food industry professionals. All products are non-GMO and gluten-free, with options for certified organic, and feature full traceability from farm to manufacturer.

Differentiator

Problem solved

Functional benefit

Brands

• Avena RegenAg Protocol: Regenerative agriculture verified oat and pulse ingredients, GFCO certified gluten-free (<10ppm), glyphosate-residue free.
• Avena Purity Protocol
• Avena Best Functional Ingredients
• Avena Best Companion Ingredients
• Avena Best Cooking Pulses
• Avena Best Pea Hull Fibers
• Avena Best Organic Oat Hull Fiber
• Avena RegenAg Protocol (ARAP)
• Avena Solutions Portal

Products and services

• Avena RegenAg Protocol (ARAP) Ingredients Conventional regenerative agriculture (regen ag) oat and pulse ingredients verified through Avena's ARAP program, GFCO certified gluten-free (<10ppm), and glyphosate-residue free. Targeted at food and beverage manufacturers seeking verified sustainability claims.
• Avena Purity Protocol Oat Ingredients Whole grain rolled oats, quick flakes, steel cuts, groats and flours that are GFCO Certified gluten-free (<10ppm) and glyphosate-residue free, grown under Avena's Purity Protocol system for full farm-to-manufacturer traceability. Sold in conventional and certified organic formats to food manufacturers.
• Avena Best Pulses and Pulse Ingredients Comprehensive pulse product line including bean, chickpea, lentil and pea flours, cracked pulses, grit, and meal; whole and split yellow and green peas, whole green lentils, chickpeas; ready-to-eat functional pulse flours; and natural dietary fibers including pea hull fibers (TDF 90%) and organic oat hull fiber (TDF 87%). Sold to food, beverage, and pet food manufacturers in conventional or certified organic formats.
• Avena Best Pea Hull Fibers Specialty milled natural dietary fiber from cleaned outer seed coat or hulls of North American dried peas with 90% total dietary fiber (TDF 90%) content. Available in Pea Hull Fiber 125 and Pea Hull Fiber 200 grind sizes. Pea hull fiber is recognized as 'intrinsic and intact' under FDA Nutrition and Supplement Facts Label Regulations. Sold to food manufacturers for dietary fiber fortification.
• Avena Best Organic Oat Hull Fiber Specialty milled organic dietary fiber from outer hulls of certified organic gluten-free Canadian oats with 87% total dietary fiber (TDF 87%) content. Available in Organic Oat Hull Fiber 125 grind size. Sold to food manufacturers seeking certified-organic, non-GMO fiber ingredients.
• Avena Best Cooking Pulses Bulk pulse supplier brand (formerly Best Cooking Pulses, Inc.) of high quality, polished green split peas and other whole, split and decorticated pulses (chickpeas, lentils and peas) available in conventional or certified organic, gluten-free, non-GMO formats. Targeted at mid-market and large food processors and manufacturers.
• Avena Solutions Portal An online resource centre for food industry professionals providing focused topics, information, research and data to assist in product development goals and marketing strategies, including access to Avena's ready-to-eat pulse ingredients with targeted functionality. Accessed via a "Request to Join" enrollment.

Quantifiable outcome

• 28% reduction in fertilizer use achieved by Willmar Farms over six years using regenerative agriculture techniques supported by Avena
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

22 partnerships are on record, tiered core and minor.

• Big Mountain FoodscoreStrategic or Co-development Partner · 8 December 2020Part of the Protein Industries Canada consortium developing new plant-based products using Avena's tempered pulse flours. Based in Vancouver, B.C., Big Mountain Foods will utilize the flours in development of new products for the growing vegan and flexitarian markets in North America and overseas.
• Daiya FoodscoreStrategic or Co-development Partner · 8 December 2020Part of the Protein Industries Canada consortium. Daiya Foods, an industry leader in innovative plant-based foods based in Vancouver, will use Avena's tempered pulse flours in products for vegan and flexitarian markets distributed across North America, UK, Australia, and other markets.
• BakenologycoreStrategic or Co-development Partner · 8 December 2020UK-based company developing customized ingredient blends for bakery manufacturers. Partnered with Avena to develop pulse-based egg alternatives using Canadian-sourced raw materials for sweet and specialty bakery applications in the growing vegan category.
• The Village BakerycoreStrategic or Co-development Partner · 8 December 2020Based in North Wales, UK with contracts including M&S, Waitrose, Tesco, Morrisons, Co-op, Sainsbury's and ASDA. Focus on gluten free bread and rolls development using Avena pulse flours to replace egg in vegan products.
• South East Research Farm (SERF)coreStrategic or Co-development PartnerAgronomist Lana Shaw from South East Research Farm leads tour of experimental field plots at CAFAD events, providing expertise on intercropping, cover cropping, and regenerative agriculture practices. Long-term research collaboration on Prairie crop sustainability.
• Field to Market CanadacoreStrategic or Co-development PartnerPartner in Field to Market Canada innovation project - first ever pulse sustainability project. Markus Weber provides sustainability metrics using Canadian Fieldprint Calculator comparing data against baseline metrics for land-use efficiency, soil conservation, GHG emissions, energy use and soil carbon.
• Bob's Red MillcoreStrategic or Co-development PartnerLiving Lab partnership with Willmar Farms and Avena to demonstrate regenerative agriculture practices. Bob's Red Mill supports farmers implementing field scale trials of intercropping. Julia Person is member of Avena Sustainability Advisory Panel (ASAP).
• HIPPEAScoreStrategic or Co-development PartnerLiving Lab partnership with Rosengren Farms and Avena. HIPPEAS Snacks sponsors pollinator strip impact projects and field trials demonstrating intercropping practices. Majestic Lewis-Bryant, food technologist, participates in farm tours.
• Danone North AmericacoreStrategic or Co-development PartnerPartner in experimental field plots and Living Lab initiatives. Jean-Marc Bertrand from Danone Canada is member of Avena Sustainability Advisory Panel (ASAP). Supports regenerative agriculture field trials and sustainability impact projects.
• HuelcoreStrategic or Co-development PartnerSupports Sustainability Impact Projects including multi-year oat/cover crop project. Huel is sponsoring pollinator strip projects and regenerative agriculture initiatives. Active participant in CAFAD events and sustainability programs.
• Old DutchminorStrategic or Co-development PartnerSponsor and participant in experimental field plots and CAFAD events. Supports regenerative agriculture practices and intercropping demonstration projects.
• Once Upon a FarmcoreStrategic or Co-development PartnerSponsors pollinator strip impact projects in collaboration with Avena and farmers. Participates in farm tours and sustainability initiatives. Active partner in regenerative agriculture partnerships.
• Collective Impact AgcoreStrategic or Co-development PartnerPartner implementing and coordinating pollinator strip impact projects. Regan Ferguson provides expertise on measuring and quantifying benefits of pollinator strips including soil carbon content, microbiome analysis, water infiltration tests, and yield analysis. Coordinates reports and provides social media materials.
• Warburton'sminorStrategic or Co-development PartnerUK-based bakery partner sponsoring experimental field plots. Participant in CAFAD events and supports regenerative agriculture initiatives for sustainable ingredient sourcing.
• Riverside Natural FoodsminorStrategic or Co-development PartnerDisplays products at CAFAD tent including MadeGood brand. Supports sustainability initiatives and regenerative agriculture partnerships.
• SAI PlatformcoreStrategic or Co-development PartnerAvena joined SAI Platform in 2026. SAI is a pre-competitive group of 200+ food companies worldwide committed to accelerating widespread adoption of sustainable agriculture practices. ARAP aligns with SAI's global definition of regenerative agriculture.
• University of British Columbia - Food Systems PRISM LabcoreStrategic or Co-development PartnerJannatul Ferdous and Nathan Pelletier from UBC PRISM Lab conducted the first ever Life Cycle Assessment of processed pea, lentil, and bean products in Canada. James Del Frari, VP Operations at Avena Foods, was included as second author. Research quantifies environmental impact across 15 impact categories.
• Nestlé North AmericaminorStrategic or Co-development PartnerTodd DeKryger from Nestlé North America is member of Avena Sustainability Advisory Panel (ASAP). Representatives participated in farm tours including Rosengren farm tour alongside HIPPEAS and Only Oats.
• TerrapassminorOthersCarbon offset provider. Avena committed to offset environmental impact of staff air travel through purchase of Terrapass carbon credits which fund climate-friendly projects including reforestation and landfill gas capture.
• Only OatsminorStrategic or Co-development PartnerSponsor of experimental field plots. Participated in farm tours. Part of broader network of sustainability-focused partners in Avena's ecosystem.
• Oat AdvantageminorStrategic or Co-development PartnerJim Dyck shared update on Avena's new higher protein oat variety at CAFAD 2025. Partner in varietal development research.
• Ninth Avenue FoodsminorStrategic or Co-development PartnerPartner in experimental field plots and CAFAD events supporting regenerative agriculture initiatives.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• AGT Food and Ingredients: Canadian pulse crop processor (lentils, peas, chickpeas, beans) with global B2B ingredient and packaged foods reach. Directly comparable as a Prairie-based pulse ingredient supplier competing for the same manufacturer customers as Avena.
• Bob's Red Mill: US specialty miller of whole grains, flours, and gluten-free oat products sold to food manufacturers and retail. Directly comparable as a specialty gluten-free grain miller; Avena is also a Bob's Red Mill partner in the Willmar Farms Living Lab regen-ag project.

Broad incumbents

• Roquette: Global plant-based ingredient leader with a major pea protein franchise (Roquette NUTRALYS) and growing pulse flour portfolio serving food and nutraceutical manufacturers. Comparable as a large-scale plant-protein ingredient incumbent to Avena's pulse flour/fiber and egg replacer offering.
• Cargill: One of the world's largest agricultural product and food ingredient processors with a broad portfolio including specialty grain milling, pulse ingredients, and plant-based proteins. Competes with Avena across B2B food and beverage manufacturer accounts.
• Ingredion: Global ingredient solutions provider with pulse- and plant-based protein capabilities (e.g., VITESSENCE Pulse) serving food and beverage manufacturers. Comparable to Avena's specialty milled pulse flours and functional proteins serving the same buyer set.
• ADM: Global nutrition and agricultural processor with plant-based protein ingredients and specialty grain milling capacity. Overlaps with Avena in functional flours, fibers, and clean-label ingredient categories for food manufacturers.
• Tate & Lyle: Global food and beverage ingredient solutions provider with texturizers, fibers, and plant-based proteins serving food manufacturers. Comparable to Avena's specialty milled flours, fibers, and clean-label functional ingredients in the B2B ingredient market.

Emerging players

• Puris Foods: US-based pulse protein ingredient company focused on pea protein for food and beverage applications. Comparable to Avena's functional pulse flour and egg-replacement positioning in the plant-based protein category.
• Axiom Foods: Plant-based protein ingredient supplier specializing in pea, rice, and vegan protein flours for food and beverage manufacturers. Overlaps with Avena's specialty pulse flour and egg-replacer ingredients in plant-based product applications.

Regional players

• Cosucra Groupe Warcoing: European (Belgian) processor of pea-derived ingredients (Pisane pea protein, pea fiber) for food manufacturers. Comparable to Avena's pulse flour and pea hull fiber ingredients, but primarily serves European customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks4 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/avenafoods
• Xx.com/avenafoods

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Avena Foods