Oatmeal business, started from scratch, now heating up


Mandy Holborow, left, and Sheri Price are co-owners of Las Vegas-based Umpqua Oats.

Describe your business.

Umpqua Oats oatmeal does not contain any processed or gluten ingredients, and the ingredients are all kosher-certified and awaiting certification from the Non-GMO Project. Now headquartered in Las Vegas, we sell our super premium oatmeal in more than 2,000 retail outlets across the United States, including grocery stores, club stores and specialty coffee shops, as well as via food-service channels.


Address: 6295 Harrison Drive, Suite 7, Las Vegas 89120

Phone: 877-303-8107


Owned/operated by: Mandy Holborow and Sheri Price

In business since: 2008

What makes your business unique?

We started our business from scratch, literally and figuratively. After being disappointed with instant oatmeal packets for years, we started experimenting in Sheri’s kitchen, trying different types of oats with various other natural ingredients. The pieces started coming together. Friends wanted to try our creations, then friends of friends, and before we knew it, Oregon’s Umpqua Valley was buzzing about our “reinvention” of oatmeal.

What is your business philosophy?

We are passionate about creating a product that’s a convenient source of nourishment. It is important to us to provide a product that not only meets consumer standards, but meets our standards as business owners and moms as well.

What’s the most important part of your job?

As the founders and co-owners of Umpqua Oats, we are committed to the growth and success of the company and are involved in every step along the way. We travel at least once a week to meet with new and existing customers and hear their feedback firsthand so we can find ways to continue improving and serving their needs.

What is the hardest part about doing business in Southern Nevada?

Establishing relationships is always a challenge in any new market. The Umpqua Oats name brand is new in Southern Nevada, so earning recognition in the local community will require more work on our part, which we’re happy to do. We are excited by the challenge, because we are committed to the community. Our roots are now planted here; the kids are in schools, playing soccer, going to homecoming … so it will take some time, but we’ll get there.

What is the best part about doing business here?

We both believe that our story and enthusiasm is as much a part of our company as our oatmeal. For that reason, we are frequently traveling to meetings in-person. The direct flights in and out of Las Vegas provide the convenience we need to travel for work and balance a family life.

What obstacles have your business overcome?

Our competitors are the largest food companies in the world, so competing against them can be a sobering and frustrating experience.

How can Southern Nevada improve its business climate?

Southern Nevada is doing a great job. The rules, regulations, red tape, fees and taxes in neighboring areas pose a significant burden to business that does not exist in our region.

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