B&B is a family owned and operated business that is dedicated to providing healthy and sustainable alternatives to conventionally grown foods. They sell a wide variety of quality products including rice, pulses, and oils. The company was started in 2009 by the Brands and Booths family: James, Anna, and their children. The company's first product was a whole-grain rice flour. It is made by grinding the whole grain of brown rice into a fine powder. The powder is then mixed with water, filtered, and dried into a flour. This process creates a product that has a nutty flavor and provides nearly 3 times as much fiber as white rice flour. It is also gluten-free, making it suitable for those with celiac disease or those living gluten-free lifestyles. In 2010, they created a whole-grain pulse rice called "B&B Superfoods Black Magic" which can be used as a brown or white rice substitute. In 2012, they introduced a sprouted green lentil called "B&B Superfoods Lentil Sprouts". This lentil is still sold today despite being discontinued in 2015 due to low demand. In 2013, the company introduced their first oil: "B&B Organics Coconut Oil". It is made from cold-pressed coconuts from Sri Lanka. In 2015 the brand introduced their first gluten-free flour: "B&B Organics Gluten Free Brown Rice Flour". In 2016, the brand introduced their first oat flour: "B&B Organics Gluten Free Oat Flour". In 2018 they released "B&B Organics Gluten Free White Rice Flour". These products are all in response to requests for healthier alternatives to conventional food products.