Tom Cullen says Purity Dairy Ltd. in Charlottetown is still going to focus on supplying customers with milk products, which the company has done for the past 75 years.
But this week, the company is trying something new by launching three flavours of an alternative, non-dairy, plant-based, oat and barley beverage.
"I think people are looking for something new. They want to try something new. Ours is oats and barley. The barley balances out the flavour and taste and has a better taste," said Cullen, the company's general manager, on June 30.
The flavours are original, vanilla and chocolate. They are packaged in the company's familiar two-litre containers.
"I think people are looking for something new. They want to try something new. Ours is oats and barley. The barley balances out the flavour and taste and has a better taste.”
Tom Cullen
Initially, the products are going to be carried on P.E.I. at Independent Grocer stores, but Cullen is hopeful that will expand to other retailers, both on P.E.I. and off-Island.
Cullen said Purity Dairy has been looking into producing alternative, plant-based beverages for a couple of years. Alternatives to dairy, such as almond, soy and coconut milk-type products, have been increasing in popularity for years with consumers. Purity Dairy was also considering a potato beverage, but Cullen said the company went with oats and barley because it tasted better.
The company is also working on a plant-based barista blend for coffee shops.
The oats are P.E.I.-sourced, and the barley comes from a Canadian producer. Cullen explained that the company worked with Canada's Smartest Kitchen to develop the products and the oat and barley recipes. Purity Dairy is also working with the P.E.I. Brewing Company, which is taking the oats and barley and creating an extract for the finished products.
Purity Dairy was started in 1946 by Tom's parents, Eugene and Gladys Cullen. The couple had a farm in an area then-known as Central Royalty near the current location of the Charlottetown airport.
Cullen explained that Purity Dairy was started during the industry movement towards pasteurized milk in the 1940s. His parents opened the facility on Kent Street in Charlottetown (where it is still located today) to help local farmers sell their milk and provide city residents with the pasteurized product.
"When pasteurization came in, it really changed the industry overnight," he said.
Five P.E.I. dairy farms currently supply the business, and, in turn, the business supplies retailers, schools, restaurants and hospitals with pasteurized milk. Purity Dairy currently employs 18 people.
Cullen has been working at the family business full-time for about 40 years. He and his wife, Beth, have four children, including their son Patrick, who has been working at the company since the fall.
"So, that's kind of neat," he said.
Cullen is in charge of the business. Over the years, he has worked in a variety of roles, but he still remembers his first summer job at Purity Dairy – delivering milk with his uncle to customers along the Island's North Shore route.
"That was good," he said with a laugh.
Tom thinks his parents would have liked the oat and barley plant-based beverages.
"They were entrepreneurs, and I think they would have been impressed with the product. When you're in business, you need to be adaptable going forward. I think they'd be excited."
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July 03, 2021 at 05:50PM
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