Jordans (company)

Jordans is a company that makes brands of crunchy oat and nut cereal (similar to muesli) based in Biggleswade in Bedfordshire.

History
Holme Mills on Langford Road in Biggleswade, situated next to the River Ivel, was bought by William Herbert Jordan in 1855. It burnt down in 1899. It produced flour until 1972, when W. Jordan (Cereals) Ltd, the present-day company, was formed. It is run by Bill and David Jordan, who are partners of the company. There is a factory shop in Langford, Bedfordshire. Its main product it started with, and still produces, is called Crunchy Oats, which is based on Granola.

In 1981, Waitrose began to stock their products. Country Crisp was introduced in 1991. In 2005, Bill Jordan was made a MBE. In April, 2003, it won a Queen's Awards for Enterprise. Luxury Bars were introduced in 2004.

In September, 2007, it sold 20% of its company to Associated British Foods (ABF), who make Ryvita.

Cereal bars
In 1981, Jordans produced the UK's first breakfast/cereal bar called Original Crunchy. It now produces 4 different cereal bars including Frusli which contains 25% fruit, Breakfast Bars, Luxury Absolute Nut Bar and Original Crunchy Bars.

Conservation Grade
Jordans use oats which are grown by Conservation Grade farmers around Britain who are paid a premium to create nature-friendly habitats on 10% of their farmed land.

Nature reserve
Jordans also has its own Nature Reserve at Pensthorpe in Norfolk which is taking part in high profile projects to bring back the rare European Crane and safeguard British natives such as the red squirrel.

Bees preservation
Similar to The Co-operative Group, the company is concerned about the rapid decline in the bee population. It started the Big Buzz campaign in May 2009, with the help of the British Beekeepers' Association and the Bumblebee Conservation Trust.

Joint-ventures
In 2002, they formed the Organic and Natural Food Company with Yeo Valley Organic. It produced vending machines for schools filled with healthy food.

Market share
From 2000-5, its cereals business grew 59%. The company grew 10% per year over the same period. It is the UK's fourth largest cereals manufacturer after Kelloggs, Nestlé and Weetabix. 25% of their produce is exported, with France being an important market with half their exports going there where it is the country's best-selling muesli cereal. The brand leader of crunchy muesli in the UK is their Luxury Crunchy. They belong to the Association of Cereal Food Manufacturers, which is a member of the European Breakfast Cereal Association.

Food contents
Types of nut used in the food products include hazelnut, pecan, Brazil nut and almond.

Cereals

 * Muesli (Fruit & Nut, Truly Fruity, Nut & Seed, Fruity Fibre, Natural, Organic, Super Berry)
 * Country Crisp - crunchy oat clusters (Strawberry, Raspberry, Honey, Chunky Nut, Dark Chocolate, Raisin)
 * Frusli - cereal/breakfast bar (Truly Tropical, Apple Sultana & Cinnamon, Raisin & Hazelnut, Cranberry & Apple, Red Berries, Blueberry Burst)
 * Crunchy Oats (Super Nutty, Raisin & Honey, Special Fruits & Nuts, Tropical and Super Berry Granola)
 * Porridge Oats (Chunky Traditional, Organic and Quick & Creamy)
 * Wheatgerm & Wheatbran

Cereal bars

 * Original Crunchy - Honey & Almond
 * Breakfast in a bar - cereal bar. Fruit & Nut, Cranberry & Raspberry, Maple & Pecan flavours.
 * Absolute Nut Luxury Bar
 * Absolute Berry bar

News items

 * Bees in London in July 2009
 * Bees in June 2009
 * The Sun June 2009
 * 20% of company sold to ABF in September 2007
 * Upton Farm in May 2006
 * Independent July 2005

Audio clips

 * The Bottom Line' on 18 November 2006