Umpqua oats are custom milled. And that’s why our ingredient list doesn’t say “oats,” it says “groats!” No, that’s not a typo. Groats are the whole hulled grain. Groats include the cereal germ and fiber-rich bran portion as well as the endosperm, which is the usual product of milling. What does that mean? You are getting a larger, thicker, unbleached, We are creating flavors never seen before in oatmeal, and we can’t tell you how fun it is! Oatmeal was one of those healthy American traditions that just grew old and boring. At Umpqua Oats we are making oatmeal fun, fast and convenient, without losing any of the healthfulness!whole oat that is not processed into “instant” oats. Bottom line? Our oatmeal is not soft and mushy! Like the chefs say, it’s “al dente!” Seriously . . . we buy the best ingredients we can find, and you can tell as soon as you open the lid. There are all kinds of ways to reduce ingredient costs, such as buying broken nut fragments and adding fillers to extend volume. This just isn’t the Umpqua Oats way! Umpqua Oats is whole rolled oats, no fillers, real nuts and premium fruits!