Pam MacD’s Gluten Free Market- First in LA (9/11)

PAM MACD’S GLUTEN FREE MARKET – FIRST IN LOS ANGELES
ENTREPRENEUR PAM MACDONALD FILLS VOID IN GROWING SPECIALTY FOODS CATEGORY AND
PIONEERS NEW GROCERY STORE CHAIN CONCEPT
FOR IMMEDIATE RELEASE
BURBANK, CA —– With the opening of Pam MacD’s Gluten Free Market, Ms. Pam MacDonald shines a light on
the growing numbers of a gluten intolerant population in our country (est. at 60 million). Arnel McAtee, Owner of
Arnel’s Gluten Free (GF) Baking Supplies raves, “Pam MacD’s dazzles you with their friendliness and responsiveness to
the needs of their customers; they are in it for all the right reasons.” This new frontier, a store dedicated to providing
only GF inventory, has already been embraced by many, and is proof that a GF diet is not just the latest fad. One in
1001 people are afflicted with Celiac disease, a gastrointestinal disorder, and on average a Celiac suffers for 11 years
before being properly diagnosed. Celiacs can find the solution for relief of symptoms by eliminating all gluten in the
food consumed. However, cutting out gluten and living a life without wheat can be very difficult because of its wide
prevalence in majority of food products today.
Other ailments and health issues said to be attributable to gluten intolerance are autoimmune and rheumatic
in nature and may include Autism, Arthritis, Crohn’s and more. Studies suggest relief from symptoms can occur after
adopting a GF diet. It is also interesting to note that Europe, Australia, South America, and Canada are way ahead of
American’s recognition of this condition. Through her innovative retail offering, Pam MacDonald hopes to bring
attention to people with Celiac disease and open a larger health debate, educate about proper nutrition, and provide a
form of relief that not only tastes good, but can also change the lives of celiacs.
Pam MacD’s Gluten Free Market was born out of the need for GF products being readily available. It is
estimated that gluten free food lines will reach $5.2 billion dollars a year by 2013. Yet, few large stores have a wide
selection of gluten free choices or are not willing to give up valuable real estate on the shelf to stock what this
growing population of user demands. Ms. MacDonald’s own experience with Celiac disease and her intimate
knowledge of thousands of customers’ personal stories has made her first market in Burbank (with two more stores
scheduled to open in 2012) a testing ground for new products. Pam MacD’s Market has the flexibility of an
independent grocer, bringing in innovative food products that cannot get distribution elsewhere. While GF products
may be sporadically found in other stores, it is very inconsistent and the offering is minimal. People cannot find the
quantity and quality, as well as, the sheer diversity of lines offered at Pam MacD’s. What may seem like the latest
trend at other grocers, Ms. MacDonald’s inaugural store in Burbank is clearly filling an important void.
Pam MacD’s being the only market in Los Angeles with wholly GF choices has made Pam MacDonald somewhat
of a local hero. While there are a few “mom and pops” around the country, Ms. MacDonald is providing a solution to a
growing demand. Ms. MacDonald’s goal is to go into geographic locations and communities where there is little access
or awareness in addition to highly dense markets with a sophisticated health/fitness educated demographic that is
seen as a natural fit (like West Hollywood and the South Bay area of greater metro Los Angeles).
“We are the only ones that have the surfboard wax and are ready for the wave,” jokes Pam MacDonald. Pam
MacD’s Gluten Free Market is also gaining fans from the other camps as well. Vegans, vegetarians, and friends and
family of individuals that have gone gluten free are also realizing the benefits and enjoying all the delicious and
healthy choices for themselves. Ms. MacDonald adds, “Ultimately, it’s about making healthy choices for all and eating
the right foods, a person with Celiac disease or not; accommodating their special needs and for those with other food
allergies is not as difficult as one would think.”
Gluten is the protein that can cause a debilitating digestive disorder and is found in wheat, barley, rye and
other whole grains. Oats are naturally GF, but cross contamination frequently occurs in the field or in the silo. A
staple in most diets is flour but a GF substitute is a phenomenal performing blend of rice, buckwheat, tapioca, and
quinoa flours. Flour equals bread, and Pam MacD’s top selection, Rudi’s, is the closest to what people are used to in
quality. By removing gluten, the binding agent, some of the regular texture is lost when using rice, soy, or corn
substitutes. However, the companies producing bread have come a long way towards making it just like “the real
thing,” and toasting or grilling can improve the texture even more.
1 Columbia University study – 8/23/2011
A plethora of other products are available at the Burbank location and Pam MacDonald’s philosophy extends to
showcasing artisan, local, and boutique companies that otherwise would not be able to have distribution at larger
stores. Chill Baby, a provider of delicious gluten-free ice cream sandwiches is a great partner as are other brands
she carries, or with whom she maintains exclusivity, such as, Sensitive Baker in Culver City and a Canadian
purveyor, O’Dough’s. Pamela’s (cheesecake, baking goods), Glutenfreeda (pizza wraps in Italian sausage, pesto,
cheese), Conte’s (Italian lasagna, ravioli, gnocchi – frozen goods) and even a gluten free Vitamin line, Pioneer, the
first supplement company to certify their entire line as GF, and more fill the shelves of the 2,500 sq. ft. market on the
tree-lined Magnolia Boulevard. Other Pam MacD’s top sellers include; Sandy’s Yummies Vegan and Regular Red
Velvet Cupcakes, Snyder’s Pretzels, Better Life Cuisine’s Kale Salad, Rahel’s Vegan Ethiopian Cuisine, XO
Baking Mixes, Gluten Free Harvest Oats, Livia’s Kitchen, Smart Cookies, and many more. Plans to bring in
gluten free beer and spirits, such as Blue Ice Vodka (made from Idaho potatoes), are in the works. Pam MacD’s
own private label products are scheduled to debut in summer of 2012.
Pam MacD’s Gluten Free Market is located at 3516 West Magnolia Boulevard in Burbank. For an interview, list
of products, shopping excursion or more information, please contact Valentine Group LA at 323.801.0019. Visit
http://www.facebook.com/PamMacDs