For the Barnes family in Carterton, gluten free is a way of life and a way of business.
Six months ago, Sean and Kate Barnes opened their Goodness of Food cafe in the town and are now setting their sights on becoming the country's largest supplier of gluten free goods.
Their new wholesale company Frillys, named after their two children Freddy, 2, and Lily, 3, sells home-made products from as many locally made or gathered ingredients as possible.
Diagnosed with coeliac disease three years ago, Mr Barnes had to start eating gluten-free and said what he needed just wasn't there, and what little there was was unreliable.
"When I was diagnosed, my whole life turned upside down and I didn't know what to do.
"Being allergic to all forms of gluten when you don't know what it is, and you start to experience being sick all the time and the tiredness it's not easy. But when you're diagnosed, your whole life changes. It limits what you can eat and you basically can't eat out anymore at all," he said. Having been a chef for roughly 20 years, he and his wife saw an opportunity and jumped at it.
The family started Frillys with the plan to cook at a Masterton deli but found there was a huge list of regulations for how to avoid cross-contamination which couldn't be met there, so they opened Goodness of Food cafe.
"If you cook something in a cafe that contains flour, then flour is everywhere, even in the air, and that's a glutenised kitchen. So here, there's no chance that anything with gluten can come through these doors at all," Mr Barnes said.
"We set it up so it's the first of its kind, the first cafe where you can sit down and know that everything is safe.
"You don't even have to ask. We get people coming in here telling us their life story, thanking us and telling us what a difference we've made."
They have signed with marketing and sales agency Pure Wairarapa, and are now wholesale supplying to cafes and restaurants in Auckland, the South Island and even Waiheke Island, where they're told products are flying off shelves.
They have also recently started catering for children's birthday parties "so they get a chance to feel normal and have normal party foods that they don't have to worry about".
Frillys supplies five cafes and restaurants in the Wairarapa area and Mr Barnes said they had a few places waiting in the wings for when summer came around and "they're all go".
Mrs Barnes said: "The people that come in here who have gluten restrictions are really thankful that they finally have somewhere to come, and others that come in without the restrictions like it too."
The couple said they developed the company mainly for their children, and because of them they wanted to work harder. "They're your proof that it's good for you too they've pretty much been raised on gluten-free food," Mrs Barnes said.
She hoped that fact might just help people realise Goodness of Food cafe and Frillys products weren't just for people with coeliacs or intolerances. "We'd like to show people that gluten-free doesn't necessarily have to mean taste-free," she said.