Original Chia’s Story
How Original Chia was created
Chia is coming to Denmark.
The company Original Chia was founded in 2009 due to a mix of positive events relationships:
Martin Toft, the company’s founder, had watched two independent TELEVISION shows in which chia seeds were mentioned. The first time he wouldn’t believe what he saw and heard: The qualities described for chia seeds seemed unlikely to him. The second time was a member of a very well-known in Denmark nutritionist who on Go’morgen Danmark for spoke just as amazingly positive properties about chia seeds as the first broadcast had shown.[more]
This was reason enough for Martin Toft reason to investigate intensively on the Internet about chia seeds. Two hours later, the conclusion was: Martin Toft was convinced that he had come across a particularly valuable food to which he would dedicate his future. Together with two friends he founded the company Original Chia, obtained the very first import permit for chia seeds given in the EU.
It was hard at first! In South America, chia seeds were not much more well known than in our country, which was almost non-existent. Finding a reliable supplier in this situation was also not easy. Getting the first containers shipped towards Denmark and Europe was also a challenge!
In 2009, chia was approved in bread
In 2009, chia was only approved for 5% in bread. Of course, we talked mainly to bakers. At the same time, however, they were reluctant to start something new. Although the bakers listed all the benefits for the bakery, it was still difficult to convince bakers of this new unknown seed. Why buy something so unknown that no one asked which was much more expensive than sesame or sunflower seeds?
Until an extended use permit for chia seeds took place in January 2013, Original Chia did a lot of reconnaissance work at the base! Since the end of January 2013 chia seeds are no longer just as a 5-% – owned blend used for bread, but all baked goods could use up to 10% chia seeds, mixtures of fruit, seed and nut mixtures and breakfast cereals. In addition, chia seeds were now also sold as a monoproduct with each package containing the indication that the maximum daily consumption could not exceed 15 g (EFSA).
With this permission, there began to be a real growing interest in chia seeds and chia seeds were no longer just something for health professionals and those who practiced extreme sports like marathon runners, triathletes, Ironman participants here were many, etc, it didn’t last Long. Demand has multiplied. We grew with demand.
Not only athletes appreciated the effect of chia seeds, but all. Many turned to us with comments that we could see of people feeling better and more vital with the consumption of chia seeds.
The great wave of chia seeds hits us
The large wave of demand also hit the bakers’ doors, and the first (large and small) began producing chia bread and and buns, etc.. We still experienced in 2012 at IBA Munich at quite a low interest in chia seeds, but r in 2015 at IBA there were chia seeds all over and was sold as hot bread, now also to bakers.!
In 2014, Original Chia ApS Germany was founded to better serve the growing interest and to serve the German-speaking market even more directly.
Meanwhile, chia from many people has become indispensable, and Original Chia has established itself as a quality conscious and reliable supplier internationally on the market.
Over the years we have become one of the major importers of chia seeds in the EU and traders for the trade in chia seeds in the EU and beyond.
We are still excited about expanding and using the knowledge of Chia and its properties so that as many people as possible can create their own experiences with this particularly valuable, complete food.
Watch a video clip from Go’Morgen Danmark with Christian Bitz, which refers to Chia as 1 of 5 healthiest foods, click here
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