USA: J.M. Smucker sells Red River Cereal to Arva Flour Mills

US-based food and beverage company JM Smucker has announced it has sold its breakfast cereal line Red River Cereal to Ontario-based firm Arva Flour Mills for an undisclosed sum.

According to sources, JM Smucker had revealed in 2020 that the company was going to sell businesses that were not aligned with their “long-term strategy focus”.

Mark Rinker, owner of Arva Flour Mills, said: “Since acquiring Arva Flour Mills last Fall, hardly a day went by at our retail store without a customer asking if we carried Red River Cereal. This prompted our initial research, and we soon came to the decision that this iconic, nearly century old brand would be a natural fit alongside the historic, Arva Flour Mills Brand”.

One of the modifications that Arva Flour Mills plans to implement is to revert to a 2011 recipe including cracked wheat and rye rather than steel-cut wheat and rye. It is currently planning to acquire a hammer mill for the manufacture of the original recipe.

Sources: Financial Post / Just Food