Tell us a bit about your company

Alara was founded in 1975 by Alex Smith with £2 he picked up in the street. That two pounds was what it costs to get a van into New Covent Garden, from where he would recover discarded fruit and vegetables to sell in a squatting shop. The shop became one of the UK’s first whole food stores. And it was where he began to experiment with his first muesli recipe, which would set the beginning of the company. In 1988, we became the first cereal company in the world to be certified organic. In 1993, we produced the first certified Fair Trade cereals. In 1996, we were the first certified gluten free company in the UK. In 2008, we were declared first certified zero waste food manufacturer in the country. In 2018, all our products turned plastic free. And last year, we became the first cereal brand on Earth to manufacture net zero carbon cereals.

After more than 45 years from our beginnings, we continue to challenge ourselves daily to be the “Most Sustainable Food Manufacturer on Earth”.

Tell us about your latest product(s), promotions or launches visitors can hope to see on your stand

Our net zero carbon line started with just four recipes but our full catalogue comes now with the embedded CO2e at the back. This carbon is offset by donating to the organization Rainforest Saver, which promotes the planting of a nitrogen fixing tree called Inga, amongst farmers in Sub-Saharan Africa and Central and South America. As we also return to “normality”, we want to give our customers the opportunity to eat healthy and sustainably on the go and we have recently launched these cereals in plastic-free single portions to enjoy breakfast wherever they are. Our visitors will have the chance to discover not only these products but also our new super ingredient, yacon, which will be the focus of our next line.

Why is exhibiting at Natural & Organic Products Europe 2022 an unmissable opportunity for you?

Natural & Organic Products Europe is definitely the biggest trade show for us. It is a great opportunity to meet face to face both our current customers and also potential new clients, including some of the most relevant companies in the UK and all around the world. We believe this edition will be very special for everyone as it is the first Natural and Organic Products Europe after the pandemic and probably the very first time for many of us to be back to face to face events.

Find Alara Wholefoods Ltd on stand L21.

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