By SHELLY STRAUTZ-SPRINGBORN
Michigan Correspondent

HILLMAN, Mich. — People suffering from gluten intolerance can now enjoy a variety of cereals, pastas and flours, thanks to an innovative processor in northeastern Michigan.

Heartland Ingredients in Hillman has developed a complete line of gluten-free pastas, cereals and baking flours that are marketed coast-to-coast. For its efforts, the company recently received a Michigan State University Product Center award for best innovative business idea.

Heartland’s general manager and co-owner, Jim LeCureux, said the idea for developing and marketing a line of dry bean food products had been simmering for years. Heartland originally was formed by two groups of dry bean producers, Michigan Edible Bean Cooperative and Farm Connect of Minnesota.

Both were seeking alternative markets for their dry beans, and Michigan’s Thumb and Saginaw Valley areas, along with the Minnesota/North Dakota Red River Valley, are two of the most successful dry bean production areas in the United States.
“Back in 1999, we were looking for alternative markets for dry beans,” LeCureux said.

Through research and consumer surveys, the group learned there was an emerging market for products for people who are gluten-intolerant. The founding groups learned that celiacs – those who are intolerant to the gluten protein found in wheat, rye and barley – were seeking foods with more protein and fiber.

The dry bean fits that nutritional profile and work was begun to determine how dry beans, once converted to flour, could be utilized in new food products.

“We found out that bean flour was not being used, due to its flavor and availability,” LeCureux said.

Market research also revealed this segment of the food industry was growing by nearly 20 percent per year, and is expected to continue growing as more people are diagnosed with gluten intolerance. In 2002, LeCureux said the group began working with a company that could help develop products to fit the needs of gluten-intolerant consumers.

Using resources from MSU’s Product Center, University of Nebraska and North Dakota State University, Heartland Ingredients’ pasta line was developed. Several shapes of no-boil pasta are available, including spaghetti, lasagna, elbows and rotini.

The pasta line and baking flour hit the market in December 2004, according to LeCureux. In 2006, three cereal flavors were introduced, followed closely by a line of all-purpose gluten-free baking mixes in 2007. LeCureux said nine people are employed at the Hillman plant, with plans to add more as the business grows. Beans for the base flour ingredient are sourced from the Thumb area of Michigan.

Because the targeted market is the gluten-free segment, the company works with other producer-owned businesses to source and process the beans into flour to ensure product integrity.
The Hillman facility is a dedicated gluten-free facility certified by the Gluten-Free Certification Organization. The facility also recently received its kosher certification. In addition to the product line marketed under the Heartland’s Finest brand, the company co-packs baking mixes for several small gluten-free companies.
Having worked with LeCureux while Heartland was being established, the MSU Product Center staff believes it is important to recognize its more inventive clients. Tom Kalchik, associate director, said the uniqueness of Heartland’s products was a key factor in honoring the company.

“For us, the key to value-added is differentiation,” he said.
The MSU Product Center was established in 2003 to generate research and provide services in support of a profitable future for businesses and industries engaged in Michigan’s agricultural, food and natural resource systems.