New Barn Rolls Out Buckwheat Milk at Whole Foods

New Barn Organics has begun rolling out its Buckwheat Milk at regional Whole Foods Market stores across Southern Pacific, Northern California, Southwest, Rocky Mountain, and Florida. The launch follows a partnership with BAM the Brand, Inc., whose buckwheat ingredient platform forms the basis of the product. The gluten-free milk is Certified Seed Oil Free and Regenerative Organic Certified® (ROC™), making it New Barn’s first SKU built from the ground up as ROC™. New Barn acquired BAM’s Buckwheat Milk recipes and is bringing the product back to market under its own brand.

A Partnership Through LEAP

The relationship began through Whole Foods Market’s Local and Emerging Accelerator Program, where BAM was selected as a participant and paired with New Barn as a mentor. The companies have paired BAM’s buckwheat ingredient platform with New Barn’s organic and regenerative food production and retail distribution experience.

New Barn is BAM’s first commercial customer under the collaboration. BAM plans to expand its supplier role by scaling the ROC™ buckwheat supply chain and introducing its Buckwheat Milk Powder across new food and beverage categories.

Paige Hansen, Founder and CEO of BAM the Brand, Inc., said:

“The CPG industry is competitive, and we saw a unique opportunity to be stronger together. Plant-based milk remains a core category, and Buckwheat Milk is a natural next step as consumers seek regenerative, delicious ways to diversify their diets. This partnership accelerates category growth and enables BAM to expand buckwheat into new formats.”

Buckwheat Powder Supports Expansion

New Barn’s Buckwheat Milk uses BAM’s shelf-stable Buckwheat Milk Powder, developed for broader use across food and beverage applications. The companies also worked with the Regenerative Organic Alliance, the nonprofit that administers the Regenerative Organic Certified® standard, to develop the supply chain for the product line.

The alliance’s guidance and support helped bring the ROC-certified product to market and establish a scalable supply chain for regenerative buckwheat.

Jasen Ureña, Vice President of New Barn Organics, said:

“We chose buckwheat because of BAM's early leadership and the consumer traction Paige created. BAM's innovation gives us a powerful ingredient to build from, and we're thrilled to bring it to consumers through the New Barn portfolio.”

Retail Rollout Across Regions

Whole Foods Market connected the two suppliers through its LEAP cohort, which BAM joined in 2023. The new Buckwheat Milk is now rolling out through the retailer’s regional stores in five markets.

Lisa Tosun, Emerging Brands Forager for Whole Foods Market, said:

“At Whole Foods Market, one of our core values is to practice win-win partnerships with our suppliers, so it's an extra win for us when two of our suppliers join forces like this. I've had the pleasure of working with New Barn Organics for about nine years now and knew when BAM joined our LEAP cohort back in 2023 that these two brands would instantly connect through their commitment to regenerative agriculture. I look forward to seeing the good they accomplish together!”

A New Outlet For Buckwheat

The partnership adds a buckwheat-based plant milk to New Barn’s portfolio while giving BAM a commercial route for its Buckwheat Milk Powder. The arrangement combines BAM’s ingredient platform with New Barn’s food production and retail distribution capabilities as both companies pursue broader use of regenerative buckwheat.