E-focus on healthy eating: entrepreneur launches e-cominerce food venture.

• Author: Ross, Ian

Achange in lifestyle toward healthier eating was the inspiration behind Thunder Bay businessman Andrew Moorey's launch of an e-commerce venture this fall.

180 Foods is a new side venture for Moorey. the president of Global Hydration, a water purification and treatment system company.

The aim of 180 Foods is to bring Canadians premium wheat-free, gluten-free and low-carb foods, flours and baking ingredients from U.S. manufacturers and suppliers.

"I see the shift toward healthy eating as growing, and that's why I decided to start 180 Foods."

Moorey has brought aboard Amazon, the world's largest online retailer, to act as his "fulfilment partner" to assist with shipping and distribution.

Growing up in a rural area outside Thunder Bay where his family ran a bottled spring water company, farm-raised chicken and homemade bread were household staples.

But he began questioning what he was putting in his mouth a couple of years ago when he dived into a book, Protein Power, which extolled of the healthy benefits of eating foods low in carbs and high in protein. Another book, Wheat Belly, convinced him to give up his grain-based diet.

When he began looking for premium alternatives, such as coconut flours and ground flax, finding high-quality product in Canada was impossible.

He began ordering product from the U.S. and making trips into Minnesota to pick it up. Family and friends added to his grocery runs.

"But not everybody in Canada has that option."

American suppliers won't ship small, individual orders to Canada because of exorbitant shipping costs, duties and the small market.

With an idea for a business in mind, Moo-rey cold-called the manufacturers and suppliers whose products he consumed, offering to sell their product in Canada. Many jumped on board.

Moorey has extensive experience in importing, logistics, shipping and e-commerce through Global Hydration, but he said Amazon has changed the way commerce is done online.

"We quickly realized we don't have the buying power...