It Started with Frustration—and a Father’s Love
Peetz didn’t begin in a lab or a boardroom.
It started in a small kitchen with a stubborn Dutch dad and a hungry little girl, both with hereditary food intolerances.
After years of fighting health issues caused by diets and calorie counting, our founder and holistic nutritionist Peter de Hoog had enough. Every so-called “healthy” gluten-free flour he found was the same: starch, white rice, and marketing fluff.
Tastes like cardboard. Nutrition of a packing peanut. Feeds like air. Costs a fortune.
So he created his own.
He called it S.M.A.R.T. Blend—because real health isn’t a gimmick. It’s Simple, Mindful, Allergen-Free, Real, and Trusted.
What Makes S.M.A.R.T. Blend Unique?
For decades, “gluten-free” has been sold as a miracle. In reality, most blends are empty starch bombs, with white rice pretending to be food. They hold a cookie together but give your body nothing back.
Peetz exists to fix that.
We believe Canadians deserve flour that actually nourishes.
That’s why S.M.A.R.T. Blend is intentionally made with 60 % superfoods and ancient whole grains—sorghum, millet, brown rice—and only 40 % natural starches—arrowroot and tapioca.
No corn. No potato. No modified starches. No white or sweet rice. No gluten. No soy. No casein(dairy). No nonsense.
It’s flour that fuels health, not disease.
And it’s crafted right here in Canada, in a CFIA-compliant, BRC-certified gluten-free facility.
Peter’s own story reads like a warning label on the modern diet.
At 315 pounds, following Canada’s Food Guide to the letter, his body was shutting down. Doctors called it simple weight loss “calories in, calories out.”
He called it garbage advice.
That frustration turned into purpose and the catalyst that changed his life.
He trained as a holistic nutritionist, studied inflammation and gut health, and learned the hard truth: most modern food is stripped of what the body actually needs. Mother Nature had it right from the beginning. We are healthiest and strongest when we are closest to nature and that can’t be true than with our food.
So he did what every practical stubborn Dutch dad does—he fixed the problem himself.
He combined superfoods, ancient whole grains and natural starches that have nourished families for centuries across Africa, India, China, and the tropics—before laboratories ever meddled with them.
- The result?
A low-starch, nutrient-dense, all-purpose, naturally allergen and gluten-free flour that actually behaves like wheat and naturally provides over 15 essential nutrients vitamins & minerals including A natural source of vitamin B6, thiamin, niacin, pantothenate, manganese, and magnesium (over 5 % DV each)
Before Peetz S.M.A.R.T. Blend ever hit a retail shelf, from 2012 to 2020, S.M.A.R.T. Blend was already feeding local families through bakeries, restaurants and retailers across Ontario—Farm Boy, Gabriel’s Pizza, and Your Independent Grocer—with over $4.8 million in sales, S.M.A.R.T. Blend was used to bake cakes, cookies, squares, breads, pies, pizza crusts, muffins, pancakes and waffles before its was ever sold retail.
The success wasn’t in fancy marketing or speciality recipes. It was in the product.
Real food works. Real food sells. Real food keeps people coming back.
S.M.A.R.T. Blend is FREE from Gluten, Soy, Corn, Casein (dairy) Nuts, Peanuts, Legumes, and Pulses, making it safe for those with dietary sensitivities, intolerances, auto-immune and inflammatory bowel diseases.
Developed by a holistic nutritionist to help all those like my daughter and I, suffering from leaky gut. S.M.A.R.T. Blend naturally nourishes the body with the energy, wisdom and power of nature’s foods, better addressing intolerances, sensitivities, autoimmune and inflammatory bowel diseases such as Celiac, rheumatoid arthritis, MS, lupus, Crohn’s, colitis, and IBS.
S.M.A.R.T. Blend ensures that you are not only baking healthier, delicious but more nutritious food, making it the perfect choice for anyone looking to improve their diet with natural and wholesome ingredients.
Our Belief
We’re not chasing trends. We’re rebuilding trust in food.
At Peetz, every decision starts with one question:
Does this nourish?
If the answer’s no, it doesn’t go in the bag.
- We keep it simple.
No fillers. No fine print. No fake health claims.
Just honest Canadian flour made from imported and domestic ingredients.
ingredients your gut recognizes and your grandmother, can pronounce and would approve of.
The Legacy
This company was built on three generations of kitchen wisdom:
taste with your fingers, trust your instincts, and never waste good food.
Peter’s Ukrainian grandmother taught him to bake without recipes, mixers or bowels—just her finger, the kitchen table, love, passion, patience, and real ingredients. That spirit lives in every bag of Peetz S.M.A.R.T. Blend.
Our goal is simple:
to help families eat better, feel better, and take back control of their health—one loaf, one cookie, one kitchen at a time.
Beyond Baking
Food should heal, not harm.
That’s why 2 % of profits support families torn apart by parental alienation—helping parents and children reconnect through food, trust, and time together. Funding family reunification and cooking counseling programs—because families that bake together, heal together.
We don’t sell hype. We sell real, functional nutrition wrapped in honesty and grounded in nature’s wisdom.
Peetz S.M.A.R.T. Blend—
Canadian. Allergen-Free. Low-Starch. Ancient-Grain-Powered. Real Food That Works