Bob’s Red Mill

Bob’s Red Mill is a leading health food brand from the United States, renowned for its use of traditional stone milling techniques in production. This method helps preserve the full nutritional value of grains. The brand is especially well known for its range of whole grain and gluten-free products, which are certified according to international standards.

 

Founding Story of Bob and Charlee Moore

The story of Bob’s Red Mill began in the 1960s in California, USA. It was founded by Bob Moore and his wife, Charlee Moore, who was also a major source of inspiration for him. Both shared a strong interest in health foods even before establishing the brand.

 

The Inspiration from John Goffe’s Mill

One day, while visiting a public library, Bob came across a book titled John Goffe’s Mill by George Woodbury. The book told the story of an archaeologist who rebuilt a flour mill in New Hampshire and started a business with almost no prior experience. This story ignited a dream in Bob’s heart and helped him recognize the potential of traditional stone-ground grain milling.

 

Learning and Investing in Stone Milling

Following this inspiration, Bob began seriously studying the art of traditional stone milling. He contacted experts and various companies to locate sources of antique millstones and the necessary equipment to start his business. With strong determination, he eventually acquired millstones dating back to the 1880s.

 

Opening the First Flour Mill

In 1974, Bob and Charlee decided to retire and moved to Redding, California. There, they opened their first flour mill with their son. However, they later handed the business over to their children and intended to fully embrace retirement once again.

 

Discovery of the Red Mill in Oregon

Their peaceful retirement did not last long. In 1978, while walking through Milwaukie, Oregon, the couple came across an old red-painted mill that had been abandoned. Bob was immediately captivated by the building and decided to purchase it. He renovated and transformed it into a new mill named Bob’s Red Mill Natural Foods, marking the beginning of a new chapter for the business.

 

Early Local Distribution and Growing Recognition

In its early days, Bob’s Red Mill sold grains only within the local community. However, it quickly gained attention from both the media and consumers. At that time, traditional stone milling—which preserves the full nutritional integrity of grains—was rare in the modern food industry.

 

The 1988 Fire Incident

Despite this early success, Bob’s journey was not without challenges. In 1988, tragedy struck when the beloved red mill was destroyed by arson. Most of the machinery and grain supplies were lost, with only the valuable millstones surviving. At the age of 59, Bob faced one of the most difficult moments of his life.

 

Rebuilding and Relaunching the Business

Instead of giving up, Bob and his team chose to rebuild. In 1989, the mill reopened, and the company was formally re-established. From there, they expanded distribution across the United States.

 

The Turning Point at Expo West

Bob and his manager even drove continuously for 22 hours to attend Expo West for the first time. Although they were not fully prepared at the time, this decision became a turning point that opened the door to nationwide growth.

 

Resilience and Determination

Rather than discouraging him, the fire strengthened Bob’s determination. He once shared that he had experienced bankruptcy twice—first from a gas station business and second due to the fire.

 

Bob’s Inspirational Quote

“I’ve been to the bottom, and I know how to get back up.”

 

Expansion into Retail Chains

In 1993, Fred Meyer supermarkets in the northwestern United States began stocking dozens of Bob’s Red Mill products, significantly increasing brand recognition.

 

International Expansion

By 2000, the company expanded into international markets, starting with Canada and South Korea. This marked the beginning of its transformation into a globally recognized brand.

 

Promoting Whole Grains Through Organizations

In 2003, Bob’s Red Mill co-founded the Oldways Whole Grain Council, a nonprofit organization dedicated to promoting whole grain consumption. The company also opened the Whole Grain Store & Visitors Center, which features an operational 18-foot waterwheel, historical milling exhibits, traditional working millstones, and a food-focused library.

 

Leadership in Gluten-Free Products

Bob’s Red Mill was also one of the first brands to recognize the importance of gluten-free foods. At a time when celiac disease and gluten intolerance were not widely understood, the company established dedicated gluten-free production lines to prevent cross-contamination.

 

Product Range and Market Leadership

This strategic decision positioned the brand as a leader in the health grain market. Its product range—including almond flour, coconut flour, quinoa, and gluten-free oats—has been widely recognized for quality, purity, and international safety standards.

 

Unique Production Philosophy

What truly sets Bob’s Red Mill apart is its unwavering production philosophy. In a 2017 interview with Oregon State University, Bob explained that the grain industry often removes the most nutritious parts of grains—such as the bran and germ—resulting in significant nutritional loss.

 

Preserving Grain Nutrition Through Stone Milling

In contrast, Bob’s Red Mill continues to use traditional stone milling to preserve all key components of the grain, including the bran, germ, and endosperm. As a result, its products contain higher levels of fiber, vitamins, minerals, and antioxidants compared to refined flour.

 

Brand Identity and Packaging Message

Every package of Bob’s Red Mill features Bob’s portrait along with the message “To Your Good Health,” reflecting the brand’s enduring commitment to consumer well-being and quality of life.

 

Rejecting Acquisition Offers

As the company grew, Bob faced increasing pressure from large corporations seeking to acquire the business. Despite receiving highly lucrative offers, he chose to reject them all.

 

Commitment to Values Over Profit

For Bob, the company was not just a business—it was a reflection of his values, beliefs, and lifelong commitment to healthy food.

 

Establishing Employee Ownership (ESOP)

In 2010, on his 81st birthday, Bob made a remarkable decision: he established an Employee Stock Ownership Plan (ESOP), transferring ownership of the company to its employees. This meant that every employee would receive shares annually, allowing them to participate in and benefit from the company’s success.

 

Employee Ownership and Company Culture

Bob believed that those who worked hard to build the company should also have a say in its future. Today, Bob’s Red Mill is 100% employee-owned, fostering a strong sense of dedication and pride among its workforce.

 

Achieving Full Employee Ownership

On April 30, 2020, Bob’s Red Mill Natural Foods officially became a fully employee-owned company, with over 700 employees sharing ownership.

 

A Rare Business Model

This achievement places it among approximately 6,000 companies in the United States operating under this model—an uncommon accomplishment in the business world.

 

A Model of People-Centered Leadership

This decision has been widely praised as a model of people-centered leadership, emphasizing the importance of valuing individuals over profit.

 

The Passing of Bob Moore

On February 10, 2024, Bob Moore passed away peacefully at home at the age of 94, just days before his 95th birthday. His passing brought sorrow to many around the world, including those who knew him personally and those connected to the brand.

 

Continued Role After CEO Retirement

Although he stepped down as CEO in 2018, Bob remained a board member and continued to play an active role in guiding the company until the end of his life.

 

The Influence of Charlee Moore

Charlee Moore, his wife and lifelong inspiration, passed away earlier in the same year, 2018. Bob often spoke of her with deep love and respect, saying:

“She was my guide in both life and our food business. She taught me what good food should be.”

 

Legacy in Education and Public Health

Beyond building a global brand, Bob and Charlee left a lasting legacy in education and public health. In 2011, they donated $5 million to Oregon State University to establish the Moore Family Center for Whole Grain Foods, Nutrition, and Preventive Health. The center aims to promote education, research, and knowledge dissemination related to whole grains, nutrition, and disease prevention.

 

Supporting Nutrition Research Institutions

They also supported the establishment of the Bob and Charlee Moore Institute for Nutrition & Wellness at Oregon Health & Science University, a research institute focused on studying the long-term impact of food on human health.

 

Continuing Impact on Nutrition Knowledge

Both institutions continue to advance research and knowledge in nutrition, reflecting Bob and Charlee’s enduring commitment to improving public health—not only through food products but also through education and scientific understanding.