W Jordan (Cereals) Ltd. - Introduction

Introduction

Holme Mills, Langford Road
Biggleswade SG18 9JY
United Kingdom
Telephone: (+44) 1767 318222
Fax: (+44) 1767 600695
Web site: http://www.jordans.co.uk

Private Company
Incorporated: 1981
Employees: 420
Sales: £93.2 million ($165.75 million) (2003)
NAIC: 311230 Breakfast Cereal Manufacturing

W Jordan (Cereals) Ltd. is the United Kingdom's largest independently owned breakfast cereals and snacks producers. Owned and operated by the Jordan family, under brothers William J. and David Jordan, the company has established itself as a major among the global breakfast cereal by targeting the "natural" cereals niche. The company produces a variety of additive-free cereals, including its top-selling Country Crispy and its first cereal, Original Crunchy, among others. The company produces its own line of cereal bars, and since the 2000s has added a number of other snack foods, including chips. Initially a producer of organic cereals, Jordan was nevertheless a pioneering member of the Guild of Conservation Grade Producers, which allows farmers and food producers to operate under a less stringent set of requirements than those followed by organic food manufacturers. Jordan has also joined with fellow natural foods producer Yeo Valley to launch a venture in order to place vending machines featuring its foods in Britain's schools, thus offering to students an alternative to traditional snacks and soft drinks. Jordan remained based in Biggleswade, where the Jordan family has operated flour mills since the 1800s. In 2005, the company celebrated its 150th anniversary.