Holly’s Oatmeal

by James Simpkins

Did you know there is a company that makes consciously healthy, all-natural oatmeal from scratch in Torrington? Me neither.

Recently, I’ve been heading south for my day job going through Torrington to avoid dealing with Hartford traffic. I noticed a sign for Holly’s Oatmeal a few times and decided that I was, in fact, not seeing things. Located on Northside Drive, it serves as both office and residence for Holly DiMauro, founder and owner of Holly’s Oatmeal.

In November, 2006, Holly started packaging the oatmeal she had been serving at her restaurant “Holly’s Place” in Saulsbury, CT. A short while later, she sold the ‘place’ and starting creating oatmeal full time in March of 2007. Her recipes are generated from fond childhood memories. Because she couldn’t source the grains she needed anywhere else, she gets her main ingredient from Bob’s Red Mill, an all-natural grain supply in Oregon.

Take a look at Bob’s products the next time you’re at the supermarket—especially a Whole Foods. They are pure, whole grains—and you’ll pay for them, but Holly swears there is no substitute. For instance, she uses a flax meal that is guaranteed to hold its nutritional value for 12 months. And, none of the recipes have added sugar or salt. When I asked her why she was spending the money on sourcing the grains, she said, “Look, I’m going to make you something I would make and give to my family.” Not exactly spoken like a capitalist.

“I started with the ideas of healthy, convenient, and easy-to-make,” she continued. “Then I considered the money.” When I asked why she goes through all the trouble to do what she does if not for the dough, she said, “If for no other reason, it’s for the thanks that people give me. Those keep me going when I wake up sometimes and think, ‘Why do I do this again?’ It’s definitely a labor of love.”

Holly tells me she is getting a lot of support from locals. But without the appropriate funds behind the product, her hands are tied. She said her big needs are capital, marketing, and public relations to really make a push into the national market.

For instance, this month’s issue of Fitness Magazine named Holly’s the “Healthiest Oatmeal” and offered her a ½ page ad in the same issue—for $75,000. I should mention they seemed rather sweet, though, as they reconsidered when she said “no” and offered her a one-time deal of $45,000. She passed. But don’t think she’s not still swinging for the fences.

DiMauro said that the U.S. government actually reserves funds for breakfast programs in public schools, which she would more than happily support. But in Holly’s experience, schools simply won’t fill out all the paperwork to do it. Not just a critical voice, she has supported the idea in action, recently visiting one school in PA where she cooked oatmeal for 300 kids—on her own dime.

The thing about Holly and her oatmeal is that I believed in her and her product. Talking to her, listening to the fervor (or was that fever?) in her voice, I couldn’t help but be moved. Here is a person who has a commitment and is doing something with it. Even though I consider myself more aware than the average person about food issues, I still had a visceral excitement and real concern for eating even healthier by the time we finished speaking. It was refreshing. I kept thinking that no one I had ever met was more excited by life, business, and oatmeal that Holly DiMauro.

Her oatmeal retails for between $5.99-6.99/lb. Some folks balk at this, but Holly pointed out that most cereals you find in supermarkets are about $4.99 for an 11 ounce box. For $1 more you get a full pound of oatmeal. It’s healthier, less processed, and it doubles its weight when you cook it.

Though she has her regulars from all over the country, she has yet to elicit a response from CT NPRs own Faith Middleton, host of “The Food Schmooze”, one of several versions of her eponymous (and aired- twice-daily) radio program. Considering her interest in the “richness of life” (the tag line), I’m a little surprised. In an e-mail I received from Faith last year, she informed me that “The Schmooze” is really all about the pleasures of eating. Clearly, she’s never had a bowl of Holly’s Oatmeal.

Sadly, no, she is not at any of the local Farmers’ Markets. With only a few employees, she can’t afford to go quite yet. But we can always hope! (And, hope for an investor or two as well.)
Should you want to stop by, Holly’s wholesales to the public. But, bring a check as she doesn’t handle cash on premises.

Some Fun Facts About Oatmeal
•    Oats help to form the enamel on teeth
•    10% of all oats grown in the whole world are consumed by people….the rest is animal feed
•    oats do not contain gluten, so it’s a great option for those with celiac disease
•    Oats are also a source of the elusive soluble fiber.
•    ½ C of Holly’s Oatmeal with a slice of whole grain bread and you have your daily allowance of fiber.

For more information about Holly’s Oatmeal, visit her web site. Or better yet, take a drive out to Torrington and pick some up for yourself!

Comments

[Timothy Eastwood]

The facts stated here lead to a conclusion that oats are beneficial for one's diet. The fact that it's gluten-free and it contains soluble fiber is also good to know. It's a good addition to your daily dental hygiene routine, too.