A change in lifestyle toward healthier eating was the inspiration behind Thunder Bay businessman Andrew Moorey’s launch of an e-commerce venture this fall.
180 Foods is a new side venture for Moorey, the president of Global Hydration, a water purification and treatment system company.
The aim of 180 Foods is to bring Canadians premium wheat-free, gluten-free and low-carb foods, flours and baking ingredients from U.S. manufacturers and suppliers.
“I see the shift toward healthy eating as growing, and that’s why I decided to start 180 Foods.”
Moorey has brought aboard Amazon, the world’s largest online retailer, to act as his “fulfilment partner” to assist with shipping and distribution.
Growing up in a rural area outside Thunder Bay where his family ran a bottled spring water company, farm-raised chicken and homemade bread were household staples.
But he began questioning what he was putting in his mouth a couple years ago when he dived into a book, Protein Power, which extolled of the healthy benefits of eating foods low in carbs and high in protein. Another book, Wheat Belly, convinced him to give up his grain-based diet.
When he began looking for premium alternatives, such as coconut flours and ground flax, finding high-quality product in Canada was impossible.
He began ordering product from the U.S. and making trips into Minnesota to pick it up. Family and friends added to his grocery runs.
“But not everybody in Canada has that option.”
American suppliers won’t ship small, individual orders to Canada because of exorbitant shipping costs, duties and the small market.
With an idea for a business in mind, Moorey cold-called the manufacturers and suppliers whose products he consumed, offering to sell their product in Canada. Many jumped on board.
Moorey has extensive experience in importing, logistics, shipping and e-commerce through Global Hydration, but he said Amazon has changed the way commerce is done online.
“We quickly realized we don’t have the buying power of these fulfilment partners, like Amazon, for shipping costs. That’s the biggest challenge in Canada. What might cost us $15 to ship a box to an individual customer in Calgary, Toronto or Ottawa, Amazon will do for $3 or $4.”
He’s ordering large volumes directly from the U.S. and storing product in his Thunder Bay warehouse where it’s quality-checked and inspected before it’s posted online and shipped out to Amazon’s fulfilment centre.
“This was supposed to be an evening and weekend thing, but it’s getting busier,” said Moorey.
Almost every day, he’s firming up orders and business relationships with producers of almond flour, flax seed, hemp seed hearts, kale chips, specialty teas, goji berries, and other superfoods.
Initially, his focus was on hard-to-find U.S. products but a friend suggested he tap into some northwestern Ontario producers of wild rice, teas and syrups, and give them greater national exposure.
He’s now working with Thunder Bay’s Bare Organics to bring their natural soaps, balms and facial serum products onto Amazon.
Moorey expects the domestic demand for these products will be huge if the activity on message boards and online forums is any indication.
“Where it’ll go, who knows, but if I can help someone eat a bit healthier and we can help grow northwestern Ontario companies, that would be great.”
