The hemp sector was very present in France before, but the regulations on narcotics have restricted its field of use. Edible hemp is now popular from a nutritional point of view. Hemp seeds can be used as such or processed into an ingredient or even a finished product.
Ananda & Cie is an association that has existed since 2001. Organic producer and processor, this company, at the heart of the hemp value chain, sees many interests in the seed consumption. We were able to talk directly with the founder.
In what dynamic was Ananda & Cie born?
Hemp has real potential. Since the late 1990s, we have seen pioneers develop flours or oils from seeds for their nutritional values. We first worked in association for the purchase of an oil press and one thing leading to an other we installed our processing systems in Lyon in order to produce in larger quantities.
What is the nutritional value of these products?
The first major health benefit is their high protein content, which is found in flour and puree. The diversity of essential amino acids present but also their assimilation makes hemp a source of quality protein. In addition, hemp has an interesting omega 3/omega 6 ratio that is found only in fatty fish and nowhere else in the plant world. It is also a good source of gammalinoleic acid usually available in breast milk.
From flour and oil, you have diversified. What types of products do you sell today?
There are different degrees of transformation from the seed. At the beginning, we even sold the hemp seed as it is, advising customers to roast it or add it to the salt to make a gomasio. Only a very limited public takes the time to work on the natural seed itself, so we decided to roast the seeds ourselves, then make products like Canna’Sel or Canna’Sucre that meet consumer expectations. We have also been producing hemp almond puree for the past 2 years, which can be incorporated into preparations or used as a base. Its advantage is that it has the nutritional interests of flour but also those of oil. Soon we plan to develop flakes from roasted hemp seeds for breakfast.
As we are both processors and producers, we also work with other companies that formulate products with our hemp. However, we prefer working with local partners for ethical reasons. For example, there is Gonuts, which develops cereal bars for athletes. But also, Konoï vegetable creamery which offers ice cream from our seeds. In bakery as well, Pain des Potes incorporates our seeds into its product ranges.
The ways of valorizing hemp are not limited to food, it must be aware that it can also be used for textiles or cosmetics. We also work with a soap factory that makes soaps from oil.
Are there any obstacles related to the regulation of food hemp in France?
The plant is not recognized as a whole in France, only hemp seeds and stems are marketable. The flower, which could be a source of a very interesting essential oil, is theoretically illegal. I say theoretically because today we see a multitude of breweries using it to make hemp beers by presenting it as « the extension of the stems ».
On the other hand, in France, only certain varieties can be used as food hemp. The national federation of hemp producers restricts varieties because the products must not contain more than 0.2% THC. However, some prohibited varieties produce seeds that are richer in nutrients and therefore more interesting from a nutritional point of view. There is therefore a loss of the pkant’s potential.
In your experience, what types of consumers are most attracted to your product? And does this target tend to grow?
At first our customers were often used to this seed, or they were looking for more original products for their food. It’s true that it has a « fun » side for some consumers! Now our buyers are often looking for a protein source other than meat, or a source of omega 3. There are vegetarians, athletes, the curious or people who want to eat well with quality products. It is also interesting when you are looking for a gluten-free diet. Most of the time, we make ourselves known by word of mouth: our customers appreciate our ethics and our approach.
The number of customers has clearly increased in recent years, although hemp remains a niche market. On the one hand because we are more and more known in our region, but also because there has been a strong media coverage of the interest of omega 3s for health. Naturopaths have even recognized hemp oil as a therapeutic oil. Although this « media crisis » has passed, plant-based proteins are popular now and hemp seed also attracts for this reason. Our positioning in the organic market is also an asset because this market is constantly growing.
In which distribution network can you find your products?
All our products have the ECOCERT label, we distribute mainly through organic stores in our region. We already work with Biocoop and Satoriz stores. We also seek to meet the consumer by increasing our presence at fairs and exhibitions related to organic farming.
An idea for a favourite recipe?
I will not recommend any particular recipe. Hemp is an ingredient that can be incorporated to give taste to our classic cuisine. It’s all a question of dosage, take for example a traditional shortcrust pastry, or Breton cakes, you can add up to 25% hemp flour to give a light nutty taste. Those who are used to incorporating hemp often even have difficulty returning to traditional preparations, they very often have the feeling that they are bland and less nourishing!
