“Right now we sell a percentage of our premium marrow bones to customers as pet treats, meaning that people know the great nutritional value of bone marrow,” explains Deering. “I see this leading to a future opportunity for an expanding market, as consumers realize the large health benefits in bringing back into our diet a natural food product, not to mention a new exciting market for Medicine Hat.”
Even though beef bones currently have limited value, that doesn’t mean there’s not potential. Bone broth has been a central part of many diets for millennia. Recent studies have suggested broth can reduce inflammation and promote healing in addition to a host of other health benefits.
Thanks to those studies and a clever bit of product rebranding, bone broth has seen a resurgence among the popular CrossFit and Paleo Diet movements. As it spills beyond those niche groups and into the general public, as it already has begun to do in Manhattan and San Francisco, big players have taken notice.
Whole Foods Market, which has built a reputation as a high-end grocer with over 430 locations worldwide, has ordered more than some producers can deliver. In Canada, Kelowna-based Boned Broth is expanding to keep up with demand as they expand from two dozen Western Canadian grocers to nation-wide this year. All of this activity for a premium product that sells for about $10 per 500ml in Canada.