Jordans' Cereals

overall rating:



Flora Frankopan
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Jordans’ Cereals is a food product company based in the UK. Founded in 1855, it produces a range of breakfast-based goods, such as muesli, porridge and granola. Its values are based around the environment such as sourcing the best ingredients, being naturally delicious and protecting nature. The company produces over 25 million packets of breakfast cereal consumed a year by the British public. Overall, in addition to its food production business, it works alongside farmers and other projects to protect the environment and its biodiversity. Although more can be done to ensure its production process is fully sustainable, it is taking important strides towards protecting the countryside sustainably, thus giving it a solid earth rating score.

What it's made of:


Jordans’ Cereals produces a range of nutritional products in the food industry. This includes their ‘Crunchy oat granola’, with flavours such as tropical fruit, raisin & almond, organic dark chocolate & coconut and organic granola goji berry & blackcurrant. They also have a range of ‘Super Granola’ as well as their ‘Country Crisp’ cereal (such as fruit & nut, super berry, and chunky nuts), as well as cereal bars, porridge and a specifically ‘Organic’ line. They try to use natural ingredients in their goods and also try to use a more sustainable palm oil, which is 100% certified Sustainable Palm Oil (CSPO) of around 500 tonnes a year. While they are attempting to make their packaging recyclable, they admit that it is not perfect (and have decided against short-lived compostable packaging) but are trying to reduce their waste and make it more recyclable. They have also signed up to be part of the UK Plastics Pact (such as to making 100% of plastic packaging to be reusable and/or recyclable). While all the resources for their products are perhaps not fully sustainable, they take accountability and are attempting to better that as well as use natural ingredients, thus giving them a just above average rating.

How it's made:


In addition to the food and packaging resources Jordans uses they also try to be more sustainable in the production process. Although they recognise that they are not carbon neutral, they are focused to reducing their food miles. The company likes to use local producers, and over 50% of their Jordans Farm Partnership oat farmers are within 50 miles of their local Biggleswade bakery. Similarly, while they admit they import ingredients from abroad, they try to use sea freight transport to give the lowest carbon impact possible.

In addition to their food products, much of how their company works involves their efforts in the nature of different communities. For example, Jordans work with FareShare and local foodbanks to try to minimise food waste, donating the equivalent of 24,000 breakfasts in 2020 alone to those in need. Similarly, beyond the UK, they are continually involved in environmental preservation projects through their profits, such as working with CIPCA in the Bolivian rainforest supporting 15 communities (planting over 37,000 Brazil nut trees in the Amazon in 2019 to help replenish it). Similarly, they are working with Californian almond groves through the project Apis, ‘Seeds for Bees’, where in 2021 they are supporting the growth of 700 acres for bees (around 11,000 tennis courts). According to the WWF, 75% of leading global crops depend on animal pollination. These efforts internally and externally in their company processes demonstrate the active effort they are taking to promote sustainability across the world and its environment. Although they are not perfect, they are still dedicated to improvement, thus giving them a good score.

Who makes it:


The company Jordans was founded by brothers Bill and David Jordan over 36 years ago in Biggleswade, Bedfordshire. In 1972, they introduced their Crunchy Granola, the first natural grandola in the UK and in 1981 the first ever cereal bar to the UK. In addition to the company itself they work with other companies and trusts to promote their ‘passion of nature’. For example, they collaborate with 31 farmers, The Wildlife Trusts, Leaf and The Princes Countryside fund to care for green spaces, farmland and biodiversity (called The Jordans Farm Partnership (JFP)). Through this, they have protected over 4,000 hectares for wildlife in the last 5 years, a size as big as Oxford.

Similarly, Jordans helps to fund farmer networks, community-run businesses and to help young people gain crucial rural qualifications and financial support, as well as encouraging UK farmers to manage at least 10% of their land as habitats for wildlife. As well as investing almost £2.4 million, they have also created a ‘sustainable agriculture bursary’ which aims to support 17 young people at university (2019-22) to improve their knowledge of sustainable farming practices. These extensive partnerships and investments thus demonstrate how nature conservation is at the core of Jordans’ philosophy and actions, thus demonstrating how committed there are to sustainability, especially within the farming industry.

Overall, Jordans has received an above average rating. Although it is not fully sustainable, it openly recognises that and is taking constant steps to improve these issues. Similarly, they attempt to both use natural resources and methods in their products as well as promote the environment in their external activities. Their partnerships, projects and initiatives thus demonstrate their dedication to sustainability and should be continued and increased in the future to make even more difference!