ABOUT
Big Deal Oatmeal was founded in Asheville, North Carolina in 2023 as a premium breakfast option for people who care deeply about what fuels their day. Our signature superfood oatmeal blends are generously composed of nuts, seeds, and dried fruits, and carefully seasoned with select Spicewalla spices. The result is a plant‑based breakfast that delivers both exceptional flavor and nutritional abundance — a true upgrade to the morning routine.
OUR STORY
Big Deal Oatmeal began with a lifelong love of oatmeal — and grew through partnership.
Founder John Baldwin has been enjoying the benefits of oatmeal for as long as he can remember. As a kid, he shared bowls before school with his sisters. Later, oatmeal became part of his rhythm with his two sons before big days spent exploring town or heading into nature. Through eight years in the U.S. Marines, ten years as a yoga teacher, and three years as a wilderness guide, oatmeal remained a constant. John learned firsthand that starting the day with something fast, filling, and nourishing makes it easier to seize the day, get things done, and move closer to meaningful goals.
The idea for Big Deal Oatmeal truly took shape while John was working 8‑day shifts as a Wilderness Recovery Guide for young men in substance‑abuse recovery. Breakfast needed to be simple, accessible, and sustaining. Locked kitchens and limited time meant friction — so John began making large, ready‑to‑go batches of oatmeal for himself, his co‑guides, and clients. Packed with seeds, nuts, dried fruit, and thoughtfully chosen spices, the mixes quickly became a favorite.
Enter Missi.
Missi is the creative heartbeat of Big Deal Oatmeal. She is the one who named it — Big Deal Oatmeal — and from the beginning helped shape not just the product, but the personality behind it. As design lead, Missi brings the brand’s sunny, welcoming look to life. As chief taste‑tester, she helps refine every recipe until it’s something she’s proud to share. As top cheerleader and local promoter, she’s been instrumental in introducing Big Deal Oatmeal to farmers markets, neighbors, and the Asheville community.
Together, John and Missi built Big Deal Oatmeal around a simple idea: good mornings matter. Food should be nourishing, flavorful, and made with care — and it should help people feel supported as they move through busy lives.
Made in Asheville, NC, Big Deal Oatmeal is crafted with heart — for your heart — so you and your family can enjoy many bowls of delicious superfood oatmeal, seize your days, and move confidently toward your goals.