By Sheldon Baker08.07.24
Jared Simon is an experienced leader of natural food brands, focused on building a more healthful and sustainable food system. He brings 20 years of general management experience in the food industry along with a deep knowledge of public health. Prior to joining Manitoba Harvest and Tilray Brands, Inc., Simon was the president of CORE Foods, a functional food company reshaping the nutrition bar category.
He spent nearly 10 years at Hain Celestial, holding various leadership positions including vice president and general manager roles over Hain Celestial’s Baby, Snacks, and Pantry divisions. He also served as Hain Celestial’s vice president of food strategy and advocacy. Simon started his career at Kraft Foods, where he spent 10 years in brand management and shopper marketing roles. He holds an MBA from the Harvard Business School, a Master of Public Health from the Johns Hopkins School of Public Health, and a Bachelor of Science in Economics from the Wharton School at the University of Pennsylvania. He currently serves on the advisory board for Food Tank, The Think Tank for Food.
AC 420: Congratulations on your new hemp oatmeal product line. Hemp aside, how does it compare to standard instant oatmeal brands?
Simon: Hemp lends a nice nutty flavor and texture to our Superseed Oatmeals, but the biggest difference between our products and conventional oatmeals is our nutritional profile. Our Superseed Oatmeal delivers an outstanding 10 g of protein, 4 g of fiber and 8 g of omegas 3 and 6 per serving, with no protein isolates or artificial flavors. Traditional instant oatmeals have about 4 g of protein per serving, with no beneficial omegas. Conventional high-protein oatmeals rely on protein isolates from whey and soy, rather than whole ingredients. Integrating hemp into our Superseed Oatmeals allows us to deliver exceptional nutrition with only whole, plant-derived ingredients.
AC 420: I believe you state this is a bioactive fiber product. How so?
Simon: In 2024, we launched our first Bioactive Fiber supplement powered by Brightseed Bio Gut Fiber. Bio Gut Fiber is made from upcycled hemp hulls, the outer shells of hemp seeds. AI-led research identified hemp hulls as an untapped source of dietary fiber and gut-beneficial bioactives, which are naturally-occurring compounds in plants that help maintain human health and fight disease.
The two primary bioactives are NCT (N-trans-Caffeoyltyramine) and NFT (N-trans-Feruloyltyramine), phenolic compounds that research has shown to strengthen the gut lining to help maintain healthy gut barrier function. Our Original Bioactive Fiber launched exclusively with Whole Foods Markets nationwide, and we’ve since introduced two new flavors on e-commerce: Chocolate and Coffee.
AC 420: Is this also a superfood product?
Simon: At Manitoba Harvest, we believe that hemp and other seeds are among the world’s most powerful and sustainable superfoods, which is why you will see many of our products classified as Superseed products. Our oatmeal assortment and our hemp-based proteins and fibers harness the power of hemp and complementary superfoods to fuel your day with holistic health.
AC 420: I notice you have not stated added sugar content in your product promotion. Why?
Simon: Depending on the flavor, some of our Superseed Oatmeals do include brown sugar, such as the maple and brown sugar flavor. When developing these products, we elected to use only whole, wholesome ingredients for premium flavor and nutrition. That’s why you will see about 2 g of sugar less in our Oatmeals than in conventional alternatives. We don’t tout this because we’ve elected to focus on other nutritional claims, such as protein, fiber, and omegas.
AC 420: Does Manitoba Harvest work with local Canadian farmers to produce the hemp crop? If so, how?
Simon: One of our greatest points of pride as a 25-year-old Canadian business is our grower relationships. Hemp is a young specialty crop and many of our growers were among the first to grow hemp in North America. Our agronomy team mentors growers across Canada to understand and optimize hemp production to be better for the earth, better for farmer livelihoods and as nutrient dense as possible for consumers.
AC 420: It’s been said hemp is a labor-intensive crop. Is that due to potential plant diseases?
Simon: Hemp can be a challenging crop if you don’t have expert guidance when growing it. Fortunately, our agronomy team helped to establish hemp in Canada in 1998, when hemp was first approved for industrial agriculture. We know how to navigate its complexities.
Hemp is a very pest and weather resilient crop, due to its deep taproot system. It can thrive without pesticides and fertilizer, and requires minimal tillage, making it an ideal crop for organic and regenerative farming.
Hemp becomes challenging at its maturity. Harvesting for hemp is traditionally late September, before the fibrous stalks become too challenging to harvest. As hemp crops are maturing, they first grow tall, reaching 4-5 feet, depending on the variety. After they have elongated, their fibrous stalks then begin to strengthen. Due to the height and the high fiber content of these stalks, hemp can be challenging to harvest. It requires tall, specialty combines that can capture only the seed-rich heads of the plants. The stalks are then often worked back into the soil.
AC 420: The U.S. Congress is moving forward with legislation that may change the regulation of hemp-derived products. We’re talking about a potential $30 billion industry. Is the bottom line too good to pass up?
Simon: We have been navigating the complex regulatory landscapes around hemp for many years, and we feel confident that we will continue to. Hemp is a superfood, like chia or flax. As the seed category continues to gain momentum in the U.S. and abroad, we firmly believe that legislators will continue to see the sustainable, nutritious, and economic benefits that hemp offers.
AC 420: Do you envision other challenges for the hemp industry, especially in the U.S.?
Simon: At Manitoba Harvest, we focus on hemp seeds for food applications. We take pride in delivering the highest quality seed to our partners and consumers. As a CPG company, our largest challenges are misinformation and education. We need to continue to inform consumers of the remarkable health benefits of hemp as a superfood, while navigating retailer and media restrictions.
AC 420: Are there any current hemp product trends taking place?
Simon: Overwhelmingly, we’re seeing that consumers are embracing super seeds like chia, flax, and hemp into their diets. Consumers are looking to pack more nutrition into their snacking and daily habits. That’s why we’re excited to announce that we’ve recently acquired a seed-forward, gluten-free cracker brand: The Humble Seed. The Humble Seed features a blend of six seeds, including hemp, to deliver a satisfying and protein-rich snacking experience. You can learn more about our partnership here.
About the Author: Sheldon Baker is a full-time freelance writer who covers health and wellness and other fun topics for Nutraceuticals World, Rodman Media, and other publications. He’s based in Northern California near Yosemite National Park, and enjoys exploring worldwide destinations, especially New York City, Mumbai, India, and Sydney, AU. He’s also happy to hang out at home with his wife and the many young foster children in their care. Follow him on Twitter @SCB3128 or send him an email at contact@the420areacode.com.
He spent nearly 10 years at Hain Celestial, holding various leadership positions including vice president and general manager roles over Hain Celestial’s Baby, Snacks, and Pantry divisions. He also served as Hain Celestial’s vice president of food strategy and advocacy. Simon started his career at Kraft Foods, where he spent 10 years in brand management and shopper marketing roles. He holds an MBA from the Harvard Business School, a Master of Public Health from the Johns Hopkins School of Public Health, and a Bachelor of Science in Economics from the Wharton School at the University of Pennsylvania. He currently serves on the advisory board for Food Tank, The Think Tank for Food.
AC 420: Congratulations on your new hemp oatmeal product line. Hemp aside, how does it compare to standard instant oatmeal brands?
Simon: Hemp lends a nice nutty flavor and texture to our Superseed Oatmeals, but the biggest difference between our products and conventional oatmeals is our nutritional profile. Our Superseed Oatmeal delivers an outstanding 10 g of protein, 4 g of fiber and 8 g of omegas 3 and 6 per serving, with no protein isolates or artificial flavors. Traditional instant oatmeals have about 4 g of protein per serving, with no beneficial omegas. Conventional high-protein oatmeals rely on protein isolates from whey and soy, rather than whole ingredients. Integrating hemp into our Superseed Oatmeals allows us to deliver exceptional nutrition with only whole, plant-derived ingredients.
AC 420: I believe you state this is a bioactive fiber product. How so?
Simon: In 2024, we launched our first Bioactive Fiber supplement powered by Brightseed Bio Gut Fiber. Bio Gut Fiber is made from upcycled hemp hulls, the outer shells of hemp seeds. AI-led research identified hemp hulls as an untapped source of dietary fiber and gut-beneficial bioactives, which are naturally-occurring compounds in plants that help maintain human health and fight disease.
The two primary bioactives are NCT (N-trans-Caffeoyltyramine) and NFT (N-trans-Feruloyltyramine), phenolic compounds that research has shown to strengthen the gut lining to help maintain healthy gut barrier function. Our Original Bioactive Fiber launched exclusively with Whole Foods Markets nationwide, and we’ve since introduced two new flavors on e-commerce: Chocolate and Coffee.
AC 420: Is this also a superfood product?
Simon: At Manitoba Harvest, we believe that hemp and other seeds are among the world’s most powerful and sustainable superfoods, which is why you will see many of our products classified as Superseed products. Our oatmeal assortment and our hemp-based proteins and fibers harness the power of hemp and complementary superfoods to fuel your day with holistic health.
AC 420: I notice you have not stated added sugar content in your product promotion. Why?
Simon: Depending on the flavor, some of our Superseed Oatmeals do include brown sugar, such as the maple and brown sugar flavor. When developing these products, we elected to use only whole, wholesome ingredients for premium flavor and nutrition. That’s why you will see about 2 g of sugar less in our Oatmeals than in conventional alternatives. We don’t tout this because we’ve elected to focus on other nutritional claims, such as protein, fiber, and omegas.
AC 420: Does Manitoba Harvest work with local Canadian farmers to produce the hemp crop? If so, how?
Simon: One of our greatest points of pride as a 25-year-old Canadian business is our grower relationships. Hemp is a young specialty crop and many of our growers were among the first to grow hemp in North America. Our agronomy team mentors growers across Canada to understand and optimize hemp production to be better for the earth, better for farmer livelihoods and as nutrient dense as possible for consumers.
AC 420: It’s been said hemp is a labor-intensive crop. Is that due to potential plant diseases?
Simon: Hemp can be a challenging crop if you don’t have expert guidance when growing it. Fortunately, our agronomy team helped to establish hemp in Canada in 1998, when hemp was first approved for industrial agriculture. We know how to navigate its complexities.
Hemp is a very pest and weather resilient crop, due to its deep taproot system. It can thrive without pesticides and fertilizer, and requires minimal tillage, making it an ideal crop for organic and regenerative farming.
Hemp becomes challenging at its maturity. Harvesting for hemp is traditionally late September, before the fibrous stalks become too challenging to harvest. As hemp crops are maturing, they first grow tall, reaching 4-5 feet, depending on the variety. After they have elongated, their fibrous stalks then begin to strengthen. Due to the height and the high fiber content of these stalks, hemp can be challenging to harvest. It requires tall, specialty combines that can capture only the seed-rich heads of the plants. The stalks are then often worked back into the soil.
AC 420: The U.S. Congress is moving forward with legislation that may change the regulation of hemp-derived products. We’re talking about a potential $30 billion industry. Is the bottom line too good to pass up?
Simon: We have been navigating the complex regulatory landscapes around hemp for many years, and we feel confident that we will continue to. Hemp is a superfood, like chia or flax. As the seed category continues to gain momentum in the U.S. and abroad, we firmly believe that legislators will continue to see the sustainable, nutritious, and economic benefits that hemp offers.
AC 420: Do you envision other challenges for the hemp industry, especially in the U.S.?
Simon: At Manitoba Harvest, we focus on hemp seeds for food applications. We take pride in delivering the highest quality seed to our partners and consumers. As a CPG company, our largest challenges are misinformation and education. We need to continue to inform consumers of the remarkable health benefits of hemp as a superfood, while navigating retailer and media restrictions.
AC 420: Are there any current hemp product trends taking place?
Simon: Overwhelmingly, we’re seeing that consumers are embracing super seeds like chia, flax, and hemp into their diets. Consumers are looking to pack more nutrition into their snacking and daily habits. That’s why we’re excited to announce that we’ve recently acquired a seed-forward, gluten-free cracker brand: The Humble Seed. The Humble Seed features a blend of six seeds, including hemp, to deliver a satisfying and protein-rich snacking experience. You can learn more about our partnership here.
About the Author: Sheldon Baker is a full-time freelance writer who covers health and wellness and other fun topics for Nutraceuticals World, Rodman Media, and other publications. He’s based in Northern California near Yosemite National Park, and enjoys exploring worldwide destinations, especially New York City, Mumbai, India, and Sydney, AU. He’s also happy to hang out at home with his wife and the many young foster children in their care. Follow him on Twitter @SCB3128 or send him an email at contact@the420areacode.com.
