If there’s one thing vendors at Squamish Farmers’ Market share, it’s a passion for what they do. For James Lewis, Red Seal chef and owner of James Lewis Foods, that passion comes from sharing food with others.
“I’ve always enjoyed cooking and food since I was young,” he says. “I enjoy the artistic side to cooking and find it’s much like playing an instrument. You can add different notes and tones every time you play a song – just like every time you make a dish you can make fine adjustments that let you influence how the person who eats it will feel and enjoy it. This keeps things interesting even after I’ve made something a thousand times.”
Achieving his Red Seal was the realization of a personal challenge, he says – to show that he had what it takes to be a certified chef. But after years of working for others he felt it was time for a change. “As fun as it had been working in restaurants, I was ready to try something new and something that was mine,” he says. “You never know what can happen if you don’t try things.”
That new thing was a small business selling homemade granola bars – something he’d been making and perfecting for years.
“I have three varieties,” Lewis explains. “One has nuts, seeds and berries; one is a chocolate cashew cranberry and the other one’s got dried fruit, candied ginger and spices. They’re all oats-based using natural peanut butter, some brown rice syrup, honey and molasses.” He’s hoping to develop a nut-free variety soon.
He has come up with unique names for the bars: Trailblazer, Day Tripper and Puddle Jumper.
His business is less than a year old and gaining momentum. “It’s such a new business that there are a lot of small victories to celebrate. Of course, the amount that needs to be done grows faster than the time that I have to do it, which is the challenge of operating a new business while wearing all the hats,” says Lewis.
His hope is that the farmers’ market is his first step towards owning a small manufacturing business. In the meantime, granola bars are a good product with which to start, he explains.
“It’s one I’m comfortable making and I think I can make it well. It’s a product I stand behind and something I really enjoy doing.”
He’s also really enjoying the positive reaction from his customers at the market – including some Squamish Search and Rescue members who, he says, always take a bar in their backpacks when they’re working.
“It’s a good place to see how people enjoy the product and I always take away a lesson or new idea or meet someone who can lend me advice.”
Lewis will be at his stand at the market on Saturday, Feb. 21, 11 a.m. to 3 p.m. at Squamish Elementary School.
