Within months of launching, Oh My Gluten Free developed a rep as the best gluten-free flour for baking among quite a few people.
We interviewed Jessica Anderson, OMGF’s founder, about her journey from being diagnosed with Celiac disease six years ago to launching her own brand, which she hopes will soon become the top gluten-free flour substitute on the market.
“Gluten-free deliciosity at it’s best!”
Selling Since: 2010
Home Base: Riverton, Utah
Did you ever imagine yourself selling gluten-free flour?
I never thought that I would actually be selling gluten-free flour. I started making gluten-free cakes at first and selling them to local cafes and restaurants that have a gluten-free menu.
When that didn’t go very far, I thought, ‘We have this incredible flour blend that we created (my husband and I).’ And it occurred to me, ‘That’s what we should be sharing with everyone.’
And so, it pretty much started overnight. We just decided to do it and went with it. So no, I never thought that I would be doing this, but it’s been amazing, and I actually love it.
The response to your flour has been almost sensational. Would you call it that?
Umm…yeah [laughs]. We’ve only been in business since last October, so that’s around six months, and I’ve had people from other countries contact me. I’ve sold to almost every state in the U.S. I’ve had dietitians contact me, stores, catering companies, bakeries — just out of the blue.
I think we’ve mainly spread just through word of mouth. So, you know when that happens, you’ve got to be pretty proud of your product.
Tell me more about the flour itself. What makes it so great in comparison to other brands out there?
Our gluten-free flour blend can mimic the texture of a wheat-based flour product. It doesn’t have any of the grittiness. It doesn’t have a weird, nasty gluten-free aftertaste or weird flavoring to it. It tastes like a normal, white wheat-based flour. And it’s not powdery. With most gluten-free flours, you open the bag, and it’s so fine that it kind of spreads everywhere. Our flour blend doesn’t do that. It stays together, and it’s thick. We use seven different flours and starches to make its consistency like a wheat-based flour.
It took quite a few years, actually. My husband and I really enjoy cooking, and so we were always experimenting with different flours and combinations. Eventually, we got to this blend of flours after trying to find the perfect combination we could use to make something that tasted normal to me (from what I remember). It took a good three-and-a-half years to actually get it right.
How did you know you had the perfect blend?
We would make different things with every flour blend we tried. When my husband made pancakes with this blend, I said, ‘Oh my gosh, these are amazing!’ One of my best friends lives a few doors down from me, and so I ran over with the pancakes. She was just getting home. When she got out of the car, I handed her a pancake and said, ‘You have to try this!’
She ate it and said, ‘Okay. It’s a pancake.’
I said, ‘No. It’s gluten-free!’
And she said, ‘No way.’
She and her husband hate gluten-free food. They’ve said, ‘You don’t have to bring it over.’ They’re so honest about it. I made some other things with it like muffins and cookies and took them over, and we had other people try them, and no one could tell that they were gluten-free at all. They tasted so normal and fluffy. So after hearing all that, we decided it was perfect.
What do you enjoy most about running OMGF?
Ever since I was diagnosed with Celiac disease, I have always been more than happy to help anyone else who has it.
My favorite part is just being able to share this gluten-free flour blend with people who are diagnosed with Celiac disease or have a gluten intolerance so they can enjoy baking and making the things that they had before. And I get total joy out of it. I love the responses that I get from people like, ‘Oh my gosh! I just made your cookies; I just made your muffins, and it is seriously the best food that I’ve had since I was diagnosed!’
My absolute favorite thing is just hearing the feedback and helping people that are going through the same things that I’ve gone through. •
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This interview has been edited for length and clarity.