A decade of growth and grit for Prairie Fava

High in protein, sustainable, and kind to the very soil they grow in, it’s no wonder fava beans have been dubbed a powerhouse crop. Located along Highway 2 west of Glenboro, Prairie Fava hums with energy. But the hum isn’t only coming from the massive machinery that de-hulls and processes the hearty bean; it also radiates from the office, where 5’3” Hailey Jefferies’ entrepreneurial spirit has fueled the company’s growth for the past decade. Her optimism, determination, and grit make her every bit as formidable as the nutrient-packed bean she and her small but mighty team of four process and sell to markets across North America and parts of Asia.

Over the past ten years, Hailey and her team have learned, adapted and grown alongside the market they helped pioneer. From the early days spent educating buyers on the benefits of fava beans to now being recognized as leaders in plant-based innovation, Prairie Fava has evolved from a small start-up with big dreams into a company with global reach. Whether dealing with substandard crops, supply-chain hurdles, or market shifts, each challenge strengthened their resolve and refined their process.

With a genuine, warm smile, Hailey calls out to her office staff and poses a familiar question: “What do I call a challenge?”

In unison, they reply, “Challenges are opportunities in disguise!”
That same positive mindset carried Hailey more than a decade ago when her husband, Cale, first pitched the idea. “I grew up in Brandon, then moved to Toronto where I worked as a pharmaceutical sales rep. I knew nothing about farming least of all fava beans,” she chuckled, letting her mind drift back to those early days, long before “fava” became her favourite four-letter word.

Prairie Fava first took root after Hailey and Cale moved back home, for Cale to take over the family farm and seed business. “Cale mentioned that a number of growers were inquiring about fava beans, and he thought there might be a market and an opportunity for me to have my own business.”

Loving a challenge and ready to put her formal education to work, Hailey dove into researching the power-packed bean. She attended seminars and consultations at the Food Development Centre in Portage, and the more she learned, the more excited she became. Its high-protein, high-fibre, low-carb profile appealed to her at a time when natural nutrition felt especially important. Her mother was very ill then, and as a young woman searching for ways to support health in the most natural way possible, Hailey found herself paying closer attention to what nourished the body.

And the nutritional appeal doesn’t end at the plate, the fava bean gives back to the environment, too. “Fava beans give back in so many ways,” Hailey explained. “They add nitrogen back into the soil, and they thrive in cool, wet climates. Their ability to stand up to tough conditions is why many of our producers are based in the more northern regions of the province.”

Today, Prairie Fava is a whole ingredient supplier selling whole, split, dehulled and non-GMO flour to food processors and food makers.

Fava beans show up everywhere, from nutritious snack foods to exfoliating soaps made with their hulls, to baking products and even animal feed. A small shelf in the Prairie Fava office showcases not only the awards the growing company has earned over the years, but also a selection of finished products made by the companies they supply.

Patience, already one of life’s greatest virtues is also essential in the fava business. Hailey explained that acquiring a new customer can take a couple of years. “Most often, the initial contact happens at an agricultural or trade show, and sometimes companies find us online. Whatever the case, it takes a lot of communication before they’re ready to make a commitment. It’s not about the quanity that is important it is the retention.”

Growth has also brought physical expansion. Two years ago, Prairie Fava added a new warehouse to store totes and bags of finished product, giving them the space and efficiency needed to keep pace with rising demand. They have recently been awarded with a grant from one of their three pillars, PrairiesCan, which is enabling even more expansion for processing in the near future.

As Prairie Fava celebrates its tenth anniversary, Hailey isn’t slowing down. With new partnerships on the horizon, expanded product lines, and a continued focus on sustainability, she’s laying the groundwork for the next decade of growth. “We’ve come a long way, but we’re just getting started we have some pretty aggressive goals,” she says with a smile that belies the same drive that started it all.

PHOTO CAPTION: Cale and Hailey Jefferies looking ahead to more growth at Prairie Fava.