Omega Crunch lands deal on Dragon’s Den

Condiment baked and packaged in New Minas

Wendy Elliott
Published on December 1, 2011

By Wendy Elliott

Workers at the Flower Cart in New Minas were glued to the television recently when Brent Larsen took his flagship health product Omega Crunch Flax to CBC-TV’s Dragon’s Den.

The entrepreneur pitched his flax products on the Nov. 9 episode. Larsen, who said he hailed from "Hali-flax," asked the Dragons for $50,000 in exchange for 25 per cent of his company.

His dream is to roll out ground flax condiment shakers across the country. Dragon Jim Treliving, who knows the food business inside and out, offered $50,000 for 50 per cent of the company. And Larsen went with the offer.

The Bedford businessman hired the Flower Cart in New Minas to bake and package the flax seed product back in 2007. Omega Crunch is a condiment, intended for everyday use in the same way salt, pepper or ketchup might be used.

Roger Tatlock of the Flower Cart said his staff has “been working on a steady increase in production and getting our teams trained in anticipation of the airing of the Dragon’s Den show.”

In the past two months production has doubled, Tatlock said.

“The product is well positioned in the stores now and we are ready to respond to customer orders.”

Larsen, who operates Steep Hill Solutions, also markets the shelled flaxseed with Nova Scotia maple syrup and roasted garlic flavours to about 200 stores across the country.

He partnered with Acadia University’s School of Nutrition and Dietetics to develop the newest roasted garlic flavour of Omega Crunch.