Max grew up in Eastern Europe, where buckwheat is an essential part of the everyday diet. Buckwheat is also popular in Central Asia and Japan. It's gluten-free nature, high protein content, and unique nutty flavor makes it a go-to everyday food.

Max moved to America as a teenager, and had to rely on international stores to find high-quality buckwheat. It was a big culture shock that this superfood was not commonly available.

During his days as a traveling salesman, Max was struggling to fuel his mornings. As a fitness and nutrition enthusiast, it was difficult to find quick and healthy breakfast options, especially in rural areas. Dry cereal bars, liquid meals, and fruits all left something chewable, delicious and filling to crave.

One day, Max was making dinner for himself and his dog Bobby. Both of them were having Bobby's favorite meal: buckwheat with chicken. It was then and there that Max connected the dots and realized that the best way to introduce Buckwheat to America is with a ready-to-eat breakfast. Max took his favorite morning buckwheat recipes and tweaked them with a team of food scientists to create a shelf-stable and all natural ready-to-eat breakfast superfood: Groats.


Buckwheat helps farms by acting as a beneficial cover crop. Its quick growth and dense foliage suppress weeds, reducing the need for herbicides. When incorporated into the soil, buckwheat adds organic matter, improving soil structure and fertility. Moreover, it attracts pollinators, benefiting overall crop pollination and promoting biodiversity on the farm.

Buckwheat is also good for the earth because it is a highly sustainable crop that requires minimal resources to grow. It thrives in diverse climates and poor soil conditions, reducing the need for fertilizers and pesticides. Additionally, buckwheat's deep root system helps prevent soil erosion and improves soil health by promoting nutrient cycling.

Groats donates 1% of profits to American Farmland Trust, whose mission is to protect vulnerable farmland and ranchland, promote environmentally sound farming practices, and keep farmers on the land.

Donate to American Farmland Trust: farmland.org/donate/