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Getting serious on cereal: The Kasha Back story

When my dad started Fry’s in 1991, his idea was to craft nutritious and convenient alternatives to meat that my whole family (and friends) could all happily eat. Fast forward a good few 26 years later and now we are a fully-fledged second generation family business. And that means upping the ante a notch or two, all the while continuing to keep things plant-based, nutritious and tasty – just as my dad would have wanted!

My sister, Hayley, and I are both working mums and are avid cross-fitters, so we find the time in the day just slips by, while we are left scrambling in the morning to drop the kids off at school on time, getting to meetings, and working out, let alone finding the time to make wholesome meals! We needed to make things easier, and it needed to start with our food. We asked ourselves, “What can we make that is easy and doesn’t compromise our health and our kids’ health?”

It needed to be a pre-workout shake, post-workout shake, breakfast on the run, desk eating-approved, important meeting-accepted, lunchbox-friendly and afternoon snack-OK’d. It needed protein and superfoods. It also had to be natural, low in sugar and 100% vegan. Basically, we wanted to make superhero food. Not an easy task.

But we were determined to make our dream of crafting a nutritious and yummy triple-threat meal a reality.

And so Kasha was born.

First, we had to decide on the flavours and develop the recipes. Figuring out which ingredients went well together without one or the other dominating, getting the texture perfect, and ensuring it was nutritionally balanced was certainly a learning process. We played around with superfoods like moringa and chia seeds, healing spices like cinnamon, and some of nature’s finest plant proteins, soy isolate, buckwheat and oats. As my sister and I, as well as our four young children, follow a plant-based diet it was important that the ingredients were healthy, comprehensive and light on the planet. After having countless breakfast-for-dinner nights, we got the two recipes – Chocolate and Vanilla & Chia – exactly how we wanted them to be.

Then we had to figure out a name. Oh dear. After going through the dictionary, we settled on “Kasha”. Kasha is a type of cereal or porridge made from buckwheat groats that have been roasted, soaked and simmered until soft, and because one of the main ingredients in the cereal is buckwheat, we decided on the simple and catchy name.

We then moved to the packaging: a critical component to the whole endeavor. How could we package Kasha in such a way that was different from the run-of-the-mill cereal brands? We wanted our packaging to obviously be fully reusable while conveying the health benefits simply and effectively. As we were moving into another category (from frozen foods to cereals), we also had to consider how to portray Fry’s so that we were still recognizable to our current customers and impactful to new customers.

We decided on a distinctive tub shape for the box. But finding a supplier was a nightmare! The lid width was completely unique so had to be specially made but we were adamant on settling for what we wanted! The other design challenges were massive too. We brought together some of the best minds in the industry: one Australian (who was in Durban at the time on a surfing trip), myself (a Durbanite living in Australia), a marketing guru from Cape Town, and our own in-house designer, based in Durban. This was our small team of four who took on the challenge to design the cereal pack. We spent months of trial-and-error on designs that didn’t really work. Revert after revert, we finally nailed it. Kind of.

After months of hard work, we supplied the artwork to the printer. This started a whole new set of problems… They could not reproduce the colours correctly and the Chocolate variant colour looked identical to Vanilla & Chia. It was back to the drawing board!

And then everything was ready. Our desire to be different paid off and our protein-packed instant cereal, Kasha, was finally good to go! It was time to hit the shelves around the world as the perfect on-the-go meal option that could be used as a superfood breakfast cereal or added to smoothies. Made from only the best that nature has to offer and an ingredient list you can understand, Kasha is a product very close to my family’s heart and mine too.

I hope you enjoy Kasha as much as we do. Life is what happens between bowls of Kasha!

Love Tammy Fry

xxx

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News

The 7th Fry’s Annual Green Meeting and Green Morning Market – JHB

We are celebrating the seven seas at our 7th Fry’s Annual Green Festival in Joburg, with a fin-tastic theme: The Ocean!

JHB, we are gearing up again where we come together to be inspired by international and local world-class thought leaders in the field of plant-based nutrition, fitness, advocacy and entrepreneurship; network and connect with like-minded people; and of course, eat delicious food – and lots of it.

There will be the unveiling of exciting Fry’s innovations; unbelievable goodie bags worth over R700 to take home; and turtle-y radical prizes to be won!

So who is on the lineup for 2018?

Bad Ass Vegan

Introducing your headline speaker, John Lewis, aka Bad Ass Vegan! Bringing a fresh to depth edge to veganism, John Lewis is probably one of the coolest vegan entrepreneurs, change-makers and athletes we know!

At age 13, the Missouri-raised health ambassador was over 140kgs. He lost the weight as a football and basketball player in high school and in college. After receiving his MBA from Nova Southeastern University in Florida, he coupled his education in business with his love for health and fitness and created his venture, Bad Ass Vegan, a health and nutrition company that strives to educate individuals on plant-based nutrition. John’s love for his community brought forth the brainchild of “VeganSmart”, a plant-based protein shake company with a foundation whose mission is to prevent obesity through education, physical activity and plant-based nutrition. He is also releasing a documentary “Hungry for Justice” with Keegan Kuhn, the maker of Cowspiracy and What the Health. The goal of their new documentary film is to speak about food injustice through the lens of Hip Hop.

Tammy Fry

If you don’t know the back story, Tammy was a born vegetarian in Durban, South Africa. Her father, Wally Fry, grew up as an animal farmer where meat was a staple in his everyday diet. Tammy’s mother, Debbie Fry, was also a lifelong vegetarian, and together they helped to inspire Wally to embrace a vegetarian diet and sparked the creation of The Fry Family Food Co.! With over a decade of experience at the helm of marketing at Fry’s (and the brainchild behind the #FrysAGM concept), Tammy is guided by nutritional expertise, a love of fitness, love of the environment and an outdoor lifestyle.

Recently, she has taken her message to the global stage, having spoken to audiences around the world including London, New York City’s Climate Change Summit, and Australia on a wide variety of topics including plant-based nutrition, vegan advocacy, food choices and climate change. An avid Crossfitter, 5th Dan Karateka and multiple South African National Champion, self-defense coach, surfer, businesswomen, public speaker, and mom of 2 little boys, Tammy Fry embodies health and wellness. Enabling others to live a happier and more energetic lifestyle through plant-based nutrition is the cornerstone of her passion.

Dr Paul Palmer

Dr Paul Palmer breaks the science down into bite-sized pieces of informative and interesting nuggets of wisdom around plant-based nutrition. He is a registered Chiropractor, Musculoskeletal OH Specialist and plant-based nutrition expert, and has successfully helped people reverse type 2 diabetes, lower cholesterol and lose weight as well as alleviate fatigue and stress in the workplace as part of his employee wellness clinical services. He strives to educate patients about the importance of a healthy lifestyle incorporating evidence-based nutrition and exercise. He is one of the leading advocates for a plant-based diet in South Africa.

Andre Rutishauser

A ship’s Captain for renowned Ocean Conservation group Sea Shepherd, Andre is passionate about our ocean life, animal rights, and marine life sustainability, and is a sea warrior! He is also the owner of the organic and self-sustainable restaurant, Conscious Café, in Durban, where his mission to show people just how tasty, colourful and nutritious food can be. His motto is “Act Locally, Think Globally”. A keen animal rights activist and environmental conservationist, Andre is on a mission to save our planet one sea creature at a time.

Ricardo Marques

Ricardo knows what it’s like being thrown in the deep end. He started his own plant-based biltong company, Oh Poppyseed and is the co-founder of the vegan skincare brand, Lenka Skincare. Over the years, he has learnt first-hand what it’s like building a successful, local business in what is still considered a niche market. Dive deeper into his life as a plant-based entrepreneur, how he has learnt ride the seas of change when building a brand and how Ricardo still has a smile at the end of it all. Aloha.

Excited much? We think so!

Be inspired to live a healthier and more purposeful life at our Annual Green Meeting. Get your tickets here: https://www.quicket.co.za/events/57540-annual-green-meeting-joburg/#/

Join us in the morning, before the #FrysAGM begins, at our Green Market. Get your day started with a browse of multiple food and lifestyle vendors; enjoy live music, entertainment and kiddie activities; and snack on free Fry’s samples. The Green Market is 100% plant-based and eco-friendly. #shellyeah!

All are welcome to attend the AGM! From the plant munchers, to the animal lovers, to those wanting to live a healthier lifestyle, and to those who are looking for good food and fun!

Come hang out, eat great food, learn about the benefits of eating a plant-based diet and make lasting connections with other passionate people!

Will you join us?

Date: 3rd November 2018

Venue: The Ground

Plot 19, Driefontein Rd, Muldersdrift (55 mins from OR Thambo)

Market Time: 10am to 1pm

AGM Time: 1pm to 5pm

Get your tickets here: https://www.quicket.co.za/events/57540-annual-green-meeting-joburg/#/

RSVP to our FB event and share the love #FrysAGM with friends and family – the more the merrier: https://www.facebook.com/events/376725886200843/

Seas and greetings,

The Fry Family Food Co.