Behind Stoked Oats

It takes out of the box thinking to take the humble oat in a new direction. It’s no surprise then, that those behind Stoked Oats are doing just that, creating high-protein, low-sugar, oat-based so called ‘superfoods’ using planet-friendly practices. There are traditional and innovative products in the lineup, from granolas to a new oat rice, but just as importantly, there’s a focus on being good to the earth in how the products are made. And the company founders are passionate about bringing that story to the fore.

Food that tastes good and is good for you, but that is also sustainable – that’s always been the focus for Stoked Oats founders Simon Donato and Chanelle Mayer, the entrepreneurial couple behind the nearly 15 year-old Calgary company. Donato brings a breadth of experience to the business, including work as a geologist, ultra-marathoner and producer of the TV adventure show Boundless, while Mayer brings a fresh, creative eye for new product development.

Donato recounts the origins of the business, which grew out of a move from Ontario to Alberta, bringing his oatmeal blends to work at Imperial Oil to support his own efforts as an endurance athlete. Things grew organically, he says when the racing hobby and exposure of a TV adventure show made the oat-based high protein, low sugar products catch on like wildfire in the cycling and running communities.

“There was a massive change after the TV show, leading to travel and work with farmers markets, partnering with races and working with retailers,” Donato says. “We went from the original product – blended with a canoe paddle in a rain barrel, to a significant growth with the number of players.”

Other significant changes came early on too, when Donato met Mayer on a speaking engagement in 2014. The likeminded, adventurous pair, (Mayer joined the company full-time in 2020), now with seven- and three-year-old sons, Leo and Bode, are as committed as ever to running a business that, as they say, saves the planet, ‘one oat at a time’. The product lineup has grown from rolled, quick, and steel cut oatmeals – simple and traditional, or with a host of tasty add-ins – from berries to nuts to exciting newer offerings like pancake mixes, OatRice, and the new Stoked O’s, a ready to eat cereal that is lightly sweetened and made with Canadian oats. Whatever the product, it’s always been the focus to source local, primarily rainwater fed, organic oats that are non-GMO, and grown without pesticides or preservatives.

There’s also the use of Regenerative Organic Certified (ROC) oats as the number one ingredient in Stoked Oats products. ROC is a collection of practices which can include crop rotation, low or no-till, using compost and zero use of persistent chemical pesticides and fertilizers. “ROC is the gold standard of farming,” explains Mayer. “It builds healthier soil, captures carbon and restores ecosystems. Plus it pays farmers fairly, creates better tasting, more nutritious food, and respects the planet.”

The company walks its talk, utilizing local, Canadian and North American ingredients wherever possible. That means prairie-grown oats and flax, maple from Quebec – even boxes and product pouches made locally. A handful of other ingredients – almonds and walnuts – are sourced from US producers, and while current trade issues mean shipping to US customers is currently on hold, the company does have a substantial and growing presence there. In Canada, Stoked Oats is widely available through retailers including Loblaws, Sobeys, Costco and more.

“The US is a different beast altogether,” Mayer says of a stateside operation that includes some 1,000 doors, from online customers to natural food outlets. “It has helped during COVID and now with tariffs, we source all our oats from Canadian farmers. We’ve always prioritized that.”

Striving for the highest value, cleanest, and nutrient-dense food products has resulted in Stoked Oats’ innovative OatRice (in regular and herb/garlic varieties), a rice alternative using the whole oat groat that cooks up the same but with more nutrition and lower glycemic score than traditional rice. Like all its oat products, OatRice is naturally gluten-free, and is packed with essential vitamins, protein and fibre. Options as a creative side dish abound, but Mayer is just as excited about the dramatically lower environmental impact OatRice has compared to traditional rice production.

“Listening to our customers is paramount,” adds Mayer. “The Gen Z and millennials, people we reach on social media, tell us they care about locally grown, clean ingredients. The environmental and sustainability side matters to them too, so it’s helped us reimagine classic staples like rice. With our ‘Grain from Rain’ initiative, we can grow without irrigation, using just rainwater.”

In the varied and competitive breakfast food aisle, (the breakfast cereal market in Canada was a hefty $1.9 billion in 2024), Stoked Oats continues to grow its presence. “We’re always in the expanding mode,” Mayer adds, acknowledging the company’s granolas, oatmeal and pancake mixes are higher end buys. But product developer Mayer and team have a finger on the pulse of consumer demands and trends, so there’s an emphasis on more protein, less sugar, recipes and all-natural add-ins to the lineup–from chocolate chips, coconut and chia, to nuts, apples, berries and maple for hot or overnight oats. “We expect to double sales this year, and that speaks to how much we listen to and engage with our customers, online or when we meet them in person.”

That engagement comes by way of trade shows, in-store demos, meetings with retailers, and multi-channel marketing on Instagram, TikTok and such. Stoked Oats also hasn’t forgotten its roots in the health and wellness scene, continuing with product donations, sponsorships and even partnering to host the company’s own YYC Sub Ultra Trail Run (formerly Stoked Oats Sub Ultra Trail Run). The annual Calgary event includes a 2 km kids run, plus 6.5 km, 17 km, and 34 km distances – something for all ages and skill levels.

Donato says he continues to train and race as a hobby – encouraging an active outdoor lifestyle or just enjoying real life adventuring is something of a signature for the entire family – but it might be getting a bit more difficult to fit it all in, thanks to recent product launches and continued growth that keeps the business a going concern. Mayer acknowledges that even though it’s an all day, every day operation, the business has settled in with a nice cadence. The pair credit a core staff of about eight in the office and a strong board of directors that has taken years to build as key to the company’s steady success. It’s a mix of experienced vets that understand the business, and fresh, young, talents seeking out new customers and innovation in the food category that are helping the company reach new heights, Donato adds.

“We like to say that whether you're hitting the trails or just trying to survive a Monday, we’re here to keep you stoked with clean, hearty oats and ready for whatever comes next,” says Mayer. “We do oats differently and we don’t cut corners – no fillers, no mystery ingredients. We want our product to really DO something.”