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Why Gruff?

Updated: Mar 1, 2023


Our Inspiration

Our company name is a nod to the beloved Norwegian folktale which was penned in the 1800’s, “The Three Billy Goats Gruff”. The story began with three brother goats whose last name was Gruff. The trio were longing to graze the lush pastures across the river. Sounds simple, but as in every good story, they faced an obstacle. There was a bridge across the river but it was guarded by a huge hangry troll. The wise goats were a bit scared, yet undaunted because they were quite certain that in this instance, the grass really was greener on the other side. Driven by the desire for something better, the Gruff brothers put their horns together and hatched a bold and daring plan that resulted in a delectable ending.


At Gruff, we also had a goal, so we made a plan. First we planted the grain, watched and waited while it grew, and when it was golden, we harvested it, cracked it and put it in a box. We are stoked to give you a Big Gruff experience. When you taste Gruff Ancient Grain Grits, and enjoy your first meaningful meal with our wholesome, nutty, tasty Montana terroir, you’ll know just why the three Billy Goats Gruff had to cross that bridge!


Taste and See

So, what is your journey? Are you facing a health crisis that requires making more intentional dietary changes? Trying to keep your growing family nourished in an affordable way? Searching for an interesting addition to your menu? Wanting to find and support growers using organic and regenerative agriculture practices? Whatever path led you to us, we’re glad it did. We truly desire to help you navigate your wellness journey. It takes true grit to make real change.





When you taste Gruff Ancient Grain Grits, and enjoy your first meaningful meal with our wholesome, nutty, tasty Montana terroir, you’ll know just why the three Billy Goats Gruff had to cross that bridge!

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