Seasons of Change

Hey Friend,

Wow! Has it really been since July that we have posted some news on the blog? We are still excited about our vision with Created Whole. Right now we are in a season of decision making on how to proceed to build a successful company. Changes are happening at the bakery which may change production for us. We remain unworried and unfazed. Change can bring so many blessings. One must just be willing to adapt and accept the changes. I've been thinking a lot recently about where to take our baby company in 2010 and beyond. There are multiple answers to that question, and we will need to take some time to more thoroughly explore the options.

Tonight I read Jeremiah 29:11-14: "For I know the plans....plans to prosper...plans to give a hope...plans to give a future." For 2010, I'd like to claim the prosperous promises and apply to my life as well as the life of the company.

Happy Holidays,

-K

Want to Know What's Been Happening?

Many apologies for not keeping the die hard Created Whole Tortilla fans updated. Here, dear friends is the Cliff Notes version of what has been happening with the company:

1. Soquel Campmeeting- Spent 10 days sampling Created Whole Tortillas. Tasters found the tortillas great paired with Soy Curls. Yum!

2. Currently, Created Whole is offering Free Shipping for orders. Go to http://www.ordertortilla.com/.

3. Over the past month of Kara's new job as a flight attendant, she takes sample packs when she flys. The flight attendants and flight crew LOVE em'! She's realized that she always needs to be ready on reserve days with her uniform pressed and her tortillas in hand:)

4. Tim has been perfecting the website, coordinating production, and working on vendor agreements so that you can have Created Whole Tortillas at a store near you!

"Who's Got Talent" entries flooding in...

Entries are beginning to flood in to the talent department here at Created Whole. To become famous send us your best talent featuring our delicious whole wheat tortillas today.

Join the mission! Eat whole!

A "simple" test!

When it comes to health; simple is often healthier. Our tortillas are simple when compared to the average tortilla produced in today’s market.

Let's compare:

Created Whole Tortilla ingredients:
Wheat, Water, Oil and Salt. Pretty simple! Wouldn't you say?

A major competitor brand ingredients:
Organic unbleached wheat flour, water, organic whole wheat flour, canola oil, calcium propionate, aluminum free baking powder (sodium pyrophosphate, sodium bicarbonate, corn starch, monocalcium phosphate), monodiglycerides, spinach powder, salt, dough conditioner, spices, jalapeno powder, fumaric acid, potassium sorbate, cilantro flakes, blue #1, Yellow #5, sodium metabisulfite.

We did the following "simple" test. Our spellchecker found all four of Created Whole Tortilla ingredients in its dictionary. Our speller overloaded on the competetor with 7 words it didn't recognize. Do the spell checker test on your favorite tortilla brand and send us your results.

Which tortilla would you want to put in your body? Read the labels, apply the test!

Join the mission! Eat simple , eat whole!

Join the mission?

Did you know that of the 13 key nutrients found in whole wheat flour only 5 nutrients are added back into the refining process of flour?

Have you heard of beriberi? Beriberi (pronounced Berry-berry) is a nervous system ailment caused by a deficiency of thiamine (vitamin B1) in the diet. Thiamine is involved in the breakdown of energy molecules such as glucose and is also found on the membranes of neurons. Symptoms of beriberi include severe lethargy and fatigue, together with complications affecting the cardiovascular, nervous, muscular, and gastrointestinal systems.

Beriberi is caused by a lack of thiamine (vitamin B1). Thiamine occurs naturally in unrefined cereals and fresh foods, particularly whole grain bread, fresh meat, legumes, green vegetables, fruit, and milk. Beriberi is therefore common in people whose diet excludes these particular types of nutrition e.g. as a result of famine. Beriberi may be found in people whose diet consists mainly of polished white rice, which is very low in thiamine because the thiamine-bearing husk has been removed. It can also be seen in chronic alcoholics with an inadequate diet (Wernicke-Korsakoff syndrome), as well as being a rare side effect of gastric bypass surgery. If a baby is mainly fed on the milk of a mother who suffers from thiamine deficiency then that child may develop beriberi as well.

When wheat flour is "refined" for the purpose of making baked goods like bread, pastries or tortillas the nutrient quality of the final product (white flour) is dramatically reduced. The flour is then called "enriched" leaving the impression that it is better for your health.

It is our mission (and your) to expose the deceptive marketing practices of the industry by bringing superior tasting products to market that are simple, more nutritious and that taste delicious. There is no need to sacrafice quality and taste at the expense of health.

Join the mission! Eat only whole!

thebesttortilla.com birth to Wholeness!!

This is your chance to be a part of the history of the development of Created Whole growth. Visit our new website at www.thebesttortilla.com and give us your ideas.

Join the movement! Stamp out the White! Eat, order and share the Created Whole difference...

How Do You Roll?

Right now, I (Kara) am blogging on assignment in Las Vegas Nevada wishing that I had a whole wheat tortilla to munch on. I'll be missing the fresh goodness of whole wheat tortillas while I'm away in flight attendant training. My consolation is that perhaps I can get a mail order (hint hint Tim:).

Apparently, tortillas are a hot commodity these days. The positive response during sampling events has been awesome! We are so excited that you think the product is as great as we do. But there is one thing that I am consistently hearing. When people taste the tortillas they first say, "This is REALLY good", followed up with, "You know what would be good with this...," and then they fill in the blank. And what diversity! Some people want a peanut butter and banana wrapped up in our whole wheat tortillas, or cream cheese with some veggies, or put some refried beans in it for a burrito.

My question is, How do you like to roll a tortilla? What's your favorite way to enjoy eating a tortilla and what do you like to put in it? I'd like to get your recipes and add your ideas to the blog posts and the up and coming website: http://www.createdwhole.com/.

Happy Rolling!
Kare

Thumbs Up!

By Kara
Over the past week, more people have had the opportunity to sample Created Whole 100% Whole Wheat Tortillas, and the response has been VERY positive. At the "Mother of all Picnics", (held on Mother's Day), guests enjoyed "Pinwheels" with hummus, avocado, and veggies wrapped up in our tortillas. It was a hit! (Look for the recipe at the end of this post).

I had fun this week sampling tortillas at the Body Xchange Sports Club (on Truxtun and M) in Bakersfield. Some people were hesitant to try a tortilla sample, not expecting a whole wheat tortilla to taste good. Generally, whole wheat tortillas have the reputation of tasting gritty, stale, dry, and cardboardy. Not Created Whole Tortillas! Some people turned into serial samplers, and others responded with, "Wow! These are REALLY good! Where can I buy them?"

T.J. Giving us a thumbs up for great taste!

Now, you can buy Created Whole 100% Whole Wheat Tortillas by the dozen at Nature's Food Market or eat one for lunch at Elaine's Cafe. Hopefully, you will soon see us at other outlets including Lassen's Natural Foods in Bakersfield and Shafter Apple Market. We will also ship to you, so check out our website to place an order.

If you missed our picnic the other day, here is the recipe for the Pinwheels we served. Enjoy!

Pinwheels

1 Created Whole 100% Whole Wheat Tortilla

Trader Joe's Hummus (we like the Jalapeno Cilantro flavor)

Shredded Carrots

Sliced Avocado

Sliced Onions

Sliced Olives

• Spread the hummus evenly over the entire tortilla. Layer the carrots, avocado, onions, and olives in a row on the tortilla. (The row of veggies should be small on placed near to the edge closest to you). Begin to roll the tortilla up like a log (similar to what a sushi roll looks like). Once rolled, cut pieces 1 1/2 to 2 inches with a knife. Enjoy plain or dip in salsa!

Created Whole Tortillas at Elaine's!!!

Elaine's Cafe is now using Created Whole Tortillas for the wraps and burritos!!! Elaine's Cafe is the only vegan restaurant in Bakersfield, California. Owned by Tim and Tracy Thompson, the restaurant serves some of the best soups, salads, sandwiches, burritos, and wraps.

Elaine's Cafe

(on 20th and G in Bakersfield, California)

Elaine's also has the one-of-a-kind Thompson's Old Fashioned Ice Creme. Invented by Tracy, the ice creme is made from MimicCreme, a cashew almond base, and the only of its kind. It's absolutely amazing! For a healthy lunch, stop by Elaine's for a burrito (try our tortillas!!) and some vegan ice creme! You'll be glad you did!

Pattie and Tracy: The Vegan Princess and Vegan Queen Bee

Elaine's Cafe: 1717 20th St. Bakerfield Ca, 93301

869-CAFE

By Far The Best!

People's reactions to trying Created Whole tortillas are beginning to flow in. This unsolicited email sent shouts and hi-5's all around. (all two of us.)
___________________________________________________________
Re: Unleaven Heaven

I tried that dozen you gave us for fajitas Sunday morning. They were by far the best tortillas we've ever tasted!!

Maddie skipped the blueberry pancakes, and ate only the tortillas!

Rock on!

Steve M. (Central Coast, CA)
___________________________________________________________

Single Greatest Secret of Better Health!

Nutritional advice can often be confusing. Groups advocate everything from Atkins to raw food diets as the way to achieve long life and great health. Fortunately, keeping healthy does not have to be complicated. For many of us, eating more fiber-containing foods could be the single greatest step toward better health.

A high fiber diet offers advantages far beyond those from the fiber itself. Foods rich in fiber also have:

• great vitamin and mineral contents,
• the most healthy & balance protein mixes,
• the highest levels of phytochemicals and antioxidants,
• eliminate the need for fiber supplements.

If you are confused about dietary advice but willing to do one thing, focus on increasing fiber in your diet. In fact just one "Created Whole" Wheat Tortilla provides 13% of your daily requirement for dietary fiber. Eat your way to health and enjoy the journey!

We've Got a Winner...

While the hot tortillas began to roll off the production line,
our filming staff documented that monumental event.
Hear for yourself as Kara describes the moment in her own words.

Order minimum two dozen today for free Shipping!!!

Turning A Dream Into A Tortilla

By Kara Mulder

Today was a huge milestone for our budding tortilla company, now named Created Whole. May 1, 2009 marks the first day of production; 35 dozen tortillas!

This is the bakery where we produce our whole wheat tortillas.

This is Moses, the tortilla master, operating the machine.

We went in at 8 am this morning, and it took about two hours from starting with just the ingredients, to having the finished product in bags. This morning we went into the bakery wondering if this batch was actually going to work, because yesterday, we tried a test run of 2 dozen, and that batch wasn't sellable. Tim and I talked through where we thought the problems were and went in today, hoping we could come out with an amazing tortilla. And we did!!!

Created Whole 100% Whole Wheat Tortillas

We are so blessed and ecstatic to finally be holding what we have been dreaming about for quite awhile. What's even more exciting is that people love it! We sold 10 dozen today! What's even more rewarding is that people are interested in the story, the process, and give us suggestions on where to go and who to market to. We got great ideas and positive feedback!

Tim and Dave S., our first customer! Dave just had lunch, but we got him to try a sample. He said, "Mmm! These are really good!"

Currently, Elaine's Cafe in Bakersfield, California is using our tortillas for wraps and burritos. We have our promotional work cut out for us in getting into other outlets. If you are interested in getting your own dozen or have some great marketing ideas, email us at createdwhole@gmail.com.

Welcome to the Movement!

By Tim Mulder

I can't believe it! I am so pumped! We just conducted a major market survey of some competitive brand tortillas, and I was completely blown away at the superiority of our product! I guess I have become so accustomed to the great flavor and texture of our flour tortilla that I didn't realize how awful the other brands actually taste. One competitor product was so dry and hard that it tasted more like cardboard than tortilla. I am not only saying that because of my bias, but you too would say the same with one taste of our whole wheat tortillas. This new product will make other tortilla brands obsolete. Our tortillas our so wholesome and the ingredient list so simple that a first grader could read it in just one breath.

Also, we are closer to a business name that is soon to launch the world's best tasting commercial brand of whole wheat flour tortilla. We are leaning toward the business name of Created Whole. We like this because our company is dedicated to bringing to market the very products that we for years questioned, "Why doesn't anyone do it like this?" Since no one was meeting the needs of the consumer, we decided to jump in. Now, you will have a choice to select those foods that are wholesome, great tasting, and competitively priced. If we can't make it better than the competition, then we will not make it, period. End of story.  This is not just a company, not just a tortilla, but Amy W. put it well when she said, "This is a movement!"

Get on Board!
Tim Mulder

How Do You Make A Tortilla Choice?

It's been a few days since my last post. I have been working on the business plan, pricing, and sales forecasting, as well as doing research.

Over the last week, I have been hitting the grocery stores to see what tortilla products are on the market. How does the consumer know what is "good?" To trust just the label may not clearly state the product that it represents. Food manufacturers can use deceptive tactics when it comes to food labeling.

I was in Whole Foods Market, taking some tortilla notes on my iPod, when two women walked up. The younger said, "Oh, they must be out of them. They should be right here." Curious, I asked, "How do you know which one is good?" They proceeded to tell me which tortilla they were searching for and how great they were feeling since going gluten-free. The encounter was insightful, and it brought to my attention the gluten-free food boom. It's important to think about how this could affect our business.

So, I need to enlist your help with this research
Here are some questions that you can help answer.

1. Do you buy tortillas, and if so, what kind?
2. How do you make your choice?
3. What is your choice based on (price, packaging, ingredients, habit, recommendation, other)?
4. If you don't purchase tortillas, why not?

The Confused Consumer

How do you decide which products to buy when there are so many to choose from? I went to two grocery stores today to take an in-depth look at all the competitor products that are on the shelves. 5 shelves of tortilla products, and I thought, oh my, sensory overload. I began jotting down prices, noticing packaging, and reading ingredients. I was so appalled at the ingredients. There were ingredient lists 3 inches long with stuff that I couldn't even pronounce. What happened to making tortillas with what God created? I am so frustrated that many products marketed to consumers are not what they say. For example, a certain tortilla product said it was whole wheat. It looked nutritious, and the packaging created an appearance of healthy, but the first ingredient was unbleached white flour. These competitor products are making health claims, but that doesn't mean that the product is healthy! What a challenge for the a consumer who is wanting to make healthy choices. Sometimes, reading a nutrition label is like understanding a foreign language you've never heard before. One thing that popped out at me was the marketing of low carb. There is so much carb confusion, that people are being misled to believe that any grain product is "bad" or will cause weight gain. On the contrary, whole grains have many benefits, and carbs are actually are good for you.

My anger was coupled with excitement, because our product is superior to what is currently available. There is nothing on the market like our whole wheat tortilla product. This is an exciting opportunity for us to help the consumer confusion: give them a simple, natural product in an industry where there is little to none.

Name This Baby

Many of my friends are at that stage of life where they are spending 9 months of the year making lists of names for a little munchkin; their new little munchkin. Of course they cannot let the little darlin' pop out unnamed, or remain that way for too long, so they think up adorable names like Emma Joy or Andrew Chase. Inevitably, someone will ask the question, "Does Emma have a special meaning?" In our society, names have significance. Names create an identity and gift someone a sense of individuality. This is not only true for people, but also for companies. Currently, I have no need to make a baby name list, but I do find myself needed to name a significant and newly developing aspect of my life: a flour tortilla business. The experts say that a name can make one the talk of the town or doom it into failure and anonymity. KnowledgeWorx You Know! has compiled a list of companies and the origin of their names. It's pretty interesting to think about how colossal giants like Google or Apple became identified. A friend, Jared C., came up with the name Unleaven Heaven: cute and catchy. Great for a blog name, but does it work for a specific product? Is it a great name for a whole wheat tortilla? Not so sure, but I'm feeling the pressure, because how does one launch a business without a name? One doesn't. This is number one priority. This baby has to be named!

The question that you can help answer is:

"What would you name a 100 percent whole wheat flour tortilla?"

Here is a picture of qualities that we believe are inherent to our product.

We need a name for our tortillas! Give us your ideas!

Why Tortillas?

People inevitably ask, "Why do you want to, or why are you starting a whole wheat tortilla business?" This idea of selling homemade, whole wheat tortillas was birthed over a year ago, but due to timing and other pressing crises, the tortilla didn't make it into the production stages. Over a year later, the tortilla is back at the forefront of the thoughts of my Mom, Brenda, Dad, Tim, and I (call us "The Three Amigos").

We, The Three Amigos, stew over how to get this product to market, and during these conversations, I doubt, thinking, "We wanted to do this last year, so what is going to make this different this year? Why will it work now?" The fear brings on discouragement, and I question if this is really the route God wants us to take. Interestingly, I was reading my Bible, and I came across this passage: 2 Corinthians 8:10-12. I blinked a couple times, wondering if I had read the verse correctly. I was so impressed that God was speaking directly to me. He was addressing my fears, knowing my thoughts, and seeing my heart. He cares. Not only about this tortilla venture, but about all ventures.

From the research we have conducted, we are confident that this business will be successful for many reasons, some of which include the following:

• There is a need to improve the currently available whole wheat tortilla products.


• Tortillas are one of the fastest growing grain products on the market.


• People want convenience food items that are both healthy, affordable, and great tasting.


• Timing of entry fits in with 2009 Trends.
  
  
• Positive response from test markets.
  

Let Me Introduce You To...

Do you ever get caught in a rut of doing the same routine over and over? You'd like to do something different, try something new, but you never seem to step out of your box. Let me help! I know just the thing to add spice to your routine.

(Commence announcer voice and flashing lights)

"Introducing the inspiration behind this blog..." (drum roll)

"The all new, all natural, 100 percent whole wheat flour tortilla. Developed and engineered for quality and taste by Tim Mulder.