Wheatless bakery opens in Wheat City

Wheat City Wheatless Goods, a new specialty bakery, has opened its doors at 1203 Princess Ave., offering the city a 100 per cent gluten-free bakery.

The business began as a home-based baking venture before quickly expanding into a storefront, following strong demand at farmers’ markets and local events, co-owner Brooke Quigley told the Sun.

Since opening last month, the bakery has seen overwhelming support, she said.

“On our first day, we sold out within an hour and made about $1,000 in profits. There was a lineup out the door. People have been desperately needing gluten-free food in the city.”

Brooke has spent about 15 to 20 years working in the food industry and said the idea for the business was deeply personal. After being diagnosed with celiac disease, she discovered how limited truly safe gluten-free options were in the city.

“Gluten-free was the only option for me, and there was nothing around here,” she said. “I started baking in 2024, going to farmers’ markets, and people really enjoyed it. I just haven’t stopped.”

She baked from home until last August, when she and her partner, Lane Quigley, secured the Princess Avenue location and paused production to complete renovations.

The move to a storefront came after consistently selling out at farmers’ markets, including the Riverbank Discovery Centre market, Lane told the Sun.

“We were selling out at basically every show,” he said. “When the summer season ended, we needed a place to consistently sell, and this location was just too good to be true.”

What sets Wheat City Wheatless Goods apart, the owners say, is their strict no-gluten policy.

“There is no trace of gluten here,” Brooke said. “We don’t allow any gluten in the bakery because we want to be 100 per cent safe for people with even the most sensitive celiac disease. There’s no risk of cross-contamination.”

The bakery offers a wide range of freshly baked goods, including gluten-free bread, muffins, cookies and cinnamon buns, and many items are also dairy-free to accommodate multiple dietary sensitivities, Brooke said.

“We try to keep it as safe as possible for people,” she said. “Most gluten-free bread in the city is frozen. Our bread is baked fresh, soft and malleable like normal bread, and people really appreciate that.”

Despite being open for only about a month, demand is already exceeding supply.

“Most days we sell out,” Lane said. “Demand is almost too high for just the two of us.”

Currently, the bakery operates Wednesday through Saturday with limited hours, as Brooke handles most of the baking while Lane works full-time at Brandon City Hall during the week and helps on Saturdays.

The couple hopes to hire their first employee by the end of the month, with plans to gradually expand production and hours.

Looking ahead, the Quigleys have ambitious plans, including wholesale distribution to other local businesses, expanding into a café-style space and eventually opening a fully gluten-free restaurant. They have also seen growing interest from communities across Manitoba and beyond.

“We’ve had demand from places like Neepawa, Minnedosa, Rivers, Thompson, Swan River and Winnipeg,” Brooke said. “We’ve even served people from Saskatchewan, Alberta and the United States.”

The couple said their downtown location has been a positive experience so far.

“This area has been fantastic,” Brooke said. “The community has been welcoming, accessibility is great, and people are happy to come down and support us.”

While parking and financing remain challenges, the couple said they are in communication with the Brandon Downtown Development Corporation and are exploring grants and investment opportunities as they grow.

“Our plan is not to stop here,” Lane said. “If the community wants us, it will show, and we’ll keep expanding.”

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