Jordans (company)

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JORDANS CEREALS

The History

Jordans is the largest UK-owned cereal manufacturer and producer of organic breakfast cereal products in the UK. W. Jordans (Cereals) Ltd is a family owned business formed in 1973 by brothers Bill and David Jordan at Holme Mills, Biggleswade, where the Jordan family has run the flour mill since 1855.

Driven by a passionate belief in the benefits of healthy eating, Bill Jordan founded the cereals firm following a trip to the USA in 1969 where he was heavily influenced by the whole food movement in California. He became an early advocate of the wide-ranging benefits of natural food and set up Jordans to produce high quality whole foods using only natural ingredients.

In 1973 Jordans launched their first wholegrain breakfast cereal called ‘Crunchy G’, now known as ‘Original Crunchy’. ‘Crunchy G’ was a radically new type of breakfast cereal called ‘granola’ made from baked wholegrain oats and honey.

Since the launch of Crunchy G, Jordans has continued to produce wholegrain based cereals and cereal bars including the UK’s first ever cereal bar, ‘Original Crunchy’, that was launched 26 years ago in 1980. Jordans now produce a range of wholegrain mueslis and more recently the flagship brands of ‘Country Crisp’ cereal and ‘Frusli’ bars. Jordans have been selling organic cereals since the 1970s and today are the largest manufacturer of organic breakfast cereals in the UK.

Pioneers in the natural food trade, Jordans exciting new Superfoods range are the first products of their kind in the breakfast cereals and cereal bars market. They include natural ‘Superfoods’, such as cranberries, blueberries, almonds, pumpkin seeds and wholegrain oats, which are rich in powerful nutrients including vitamins, minerals and antioxidants, recognised by nutritionists to help maintain good health and wellbeing.

Today, Bill and David Jordan continue to run the business. Jordans remains committed to using the best quality, natural ingredients and sourcing produce locally where possible. Their wide range of premium breakfast cereals and cereal bars are tasty, healthy and natural, and completely free from artificial ingredients. Not only does Jordans believe that food grown naturally with the minimum of processing tastes better, but the company is actively dedicated to sustainable farming methods. All the cereals used in Jordans products are either Organic or Conservation Grade; farming methods that actively encourage wildlife and help reverse some of the environmental consequences of intensive farming.

Bill Jordan, chairman of Jordans Cereals says, “We believe that great tasting food comes from working closely with nature. My family has 150 years of experience as millers that’s been passed down through the generations to ensure that our products make the most of natural cereals. We don’t over-process our ingredients because we believe in preserving the full flavour of the grains and retaining the natural fibre and nutrients. Wholegrain oats form a substantial part of most of our products. We have a long-standing commitment to environmental farming with ingredients grown to Conservation Grade and organic standards being the mainstay of our product ranges.”

Jordans’ commitment Jordans believed in healthy, natural foods long before the current UK health debate began. It is committed to: • Producing the best tasting natural food - Jordans use many wholegrain cereals and its unique expertise in blending ingredients ensures that its great tasting food is also good for you • Natural farming - Jordans work with farmers to protect the environment for wildlife. Jordans’ experience with organically sourced ingredients goes back to 1970s when they were one of the first manufacturers of organic breakfast cereals. In 1985 Bill Jordan developed Conservation Grade farming methods • Healthy balanced lifestyles - Jordans believe that eating a good breakfast and regular meals, combined with an active lifestyle, is the recipe for well-being and good health

Jordans is very particular about the quality of all its ingredients. Cereals, fruit and nuts are carefully sourced from suppliers that have been checked by a team of quality auditors who travel the world visiting growers and food processors, ensuring Jordans source from trusted suppliers.

Why Conservation Grade?

While most people understand what organic means, Conservation Grade is an emerging farming system originally founded by Bill Jordan in 1985. Farmers take 10% of their land out of food production and devote it to habitat creation so that wildlife can be protected. This practice allows natural predators such as beetles and spiders to thrive and keeps other pests under control for the benefit of the crops. A variety of habitats must be created such as flower rich grassland. This is a prime source of pollen and nectar which has scientifically been shown to benefit a wide range of species.

Conservation Grade farmers also plant specific crops which provide food for birds in winter, they erect and maintain bird boxes and also provide habitats for species such as bats, skylarks and bumblebees. Conservation Grade has been scientifically proven to increase species of wildlife five-fold per hectare versus conventional farming method, whilst still maintaining farm profits.

Celebrating 150 years of business: • Biggleswade, Bedfordshire, has been the Jordan family home town for over 150 years and is still the centre of the family business today

• Jordans now occupies three sites on the outskirts of the market town of Biggleswade and is a major local employer with 335 members of staff

• Offering a wide range of great-tasting, premium breakfast cereals, cereal bars and fruit snacks, the company’s vision is to use the best quality, natural ingredients sourced locally wherever possible

• Jordans supply to all major UK retailers and export over 33% of their tonnage to international markets including France, Holland and Canada, winning the Queens Award for export on two occasions

• As part of the Jordans celebration of 150 years in Biggleswade and ongoing commitment to conservation, the company restored over 150 acres of threatened wetland habitat in Bedfordshire and Norfolk in 2005, in partnership with a range of independent conservation organisations

• Bill Jordan and his wife Deb have had a long held interest in nature conservation and also own the Pensthorpe Nature Reserve near Fakenham, Norfolk

For further information visit www.jordans-cereals.co.uk

[edit] 100% Natural

One of the factors that makes the entire "Jordan's" brand of cereal so popular is that most, if not all of their cereal packets state that the cereal in each box is composed entirely of natural ingredients, made with no artificial colours, flavourings, or additives and also and also suitable for vegetarians.