Alara Cereals Business Est. 1975 & Brands Organic, Gluten-free, No Added Sugar or Salt & Made Sustainably
The Business History • Est. 1975 with 2 pounds found on the street (after living without money) • Started as a shop, muesli and bread added, then wholesale
• 1988 – World’s first cereal company to be third party Organic certified through Soil Association. Since then…
• FIRST IN THE WORLD to become Zero Waste & Green Business of the Year at the Fast Growth Business Awards 2008. • FIRST company IN THE WORLD to be registered with the coeliac society (Asda was second). • FIRST company IN THE WORLD to produce Fairtrade certified cereals. • A-Grade BRC Accreditation (since 2000). • More info www.alara.co.uk
Alex’s Campaigning For many years, Alex has been an active campaigner within various organisations to support organic and other sustainability movements: London Leader for Sustainability, appointed by Boris Johnson Chair of FDF Organic Group served on DEFRA Organic Action Plan Committee Vice-chair of SA Processor Liaison Group Member of the Organic Trade Board (sponsored and help to organise an initial meeting) has been working for the last 3 years enabling an EU funded organic promotion scheme Treasurer of Camden Fair Trade Network Committee member of Camden Sustainability Task Force Member of a Good Food Network Member of Kings Cross Terra Madre (Slow Food Movement)
Outstanding Achievement Award 2009 for Environmental Excellence in Camden
Mission Statement & Values Mission Statement Aim: The most sustainable food manufacturer on Earth. Our company is devoted to anticipating customer requirements and fulfilling obligations. We are committed to staff empowered in body, mind and spirit and are determined to enhance our community and environment by working to welcome the sun. The Vision Alara is a world leading business in the cereal industry, highly innovative, reliable, efficient & profitable. It is renown with consumers for it’s high quality healthy muesli, biodegradable packaging and sustainable business practices.
The most sustainable food manufacturer on Earth. MISSION MEASURES: • FINANCIAL Cash on delivery to all our suppliers (our creditors list has reduced by 75%, and in value has fallen from £648,000 to £84,000) Banking with ethical company Triodos • SOCIAL GREAT PARTIES (next is our Wassail in February 2014) Charitable food donations – SPAT & Hare Krishna • ENVIRONMENTAL Small Holding – Permaculture Garden, London Orchard Project, Community garden, compost service, CARBON IN – measured by our computer system which is central to all areas of the company ZeroWaste & Renewable energy – recent additions are photovoltaic panels, an electric car, employee bike parking on site and bike deliveries to local customer.
Our commitment to the
Environment
• We chose to sell and promote organic products for the health benefits and for positive impact on the environment. • Zero Waste, a goal already achieved in August 2008. We do not send any waste to the landfill. Everything is reused, reduced, recycled or composted. • Energy – we are using 100% renewable “Green” energy. Also, by installing different light fittings, we reduced the energy usage. • Alara was the first cereal company awarded Green Mark in Feb 2007 • We won the Green Business of the Year at the Fast Growth Business Awards 2008 • We set ourselves the ambitious target of being a carbon negative site by the end of 2010 and achieved this in 2009. • Our next “green” step is to install an anaerobic digesta in our factory
Our Garden Few years ago, there was a waste land behind our factory. We removed 50 tonnes of rubbish and turned it to a permaculture forest garden to: • make use of an otherwise unused and derelict piece of land • use the land to sequester CO2 and reduce the effects of global warming • educate young people about healthy eating and where food comes from In March 2008, we also planted the biggest • provide an area of land for locals and employees at vineyard in London on a south facing slope Alara to enjoy around our yard. • grow fruit trees and edible plants for people to eat • reduce the amount of municipal waste being sent to landfill by starting a composting scheme • promote links between local businesses and the local community Recently, We collaborated with the London Orchard Project and Waitrose to open more Community Orchards to address the city’s shortfall. Improving our community compost site to increase holding capacity and create a more practical, safe site for users.
Camden Community
- Our activities
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EcoPark Compost Hub: Launched with LondonWaste April 27th 2013, we now offer residents free compost to encourage gardening, home-grown fruits & vegetables and recycling.
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London Orchard Project - Alara provides a site for over 40 ‘Core Blimey’ variety of apple tree. This is a charity which operates specifically in London and works with local communities to promote healthy eating as well as caring for the environment. We hold two parties in every year at our sites with the London Orchard Project to help them raise money for their project.
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Camley Street Neighbourhood Forum – We are an active member of the Camley Street Neighbourhood Forum, a formal body, approved by Camden Council. The purpose of the Forum is to promote and improve the social, economic and environmental well-being of the Camley Street Area.
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We open our Permaculture Garden for the community & residents throughout different events. We have participated in the International Permaculture Day, Compost Awareness Week and Open Square Garden Days.
Alara The Ultimate Breakfast Brand Browse from our gluten free, organic & fair trade delicious and nutritious range!
Healthy breakfast from our Alara range is made without sugar, salt or any other artificial additives!
• Organic 1988 - First cereal company in the world to be third party Organic certified. Currently we produce ca 60% of all organic muesli in the UK
• Fair Trade First cereal company in the world to be Fair Trade certified. 100% of Fair Trade muesli production in the UK
• Gluten Free First company in the UK to be Coeliac Society certified. We produce ca 60% of gluten free muesli in the UK
Dreamy Oats Porridge 500g Boxes of Creamy Organic Goodness Organic, excellent quality & inexpensive.
Chocolate A desirable combination of bitter cacao powder and sweet dates for a rich start to the day.
Vanilla Creamy smooth delicious porridge with real vanilla beans naturally sweetened with banana flakes
Everyday Fantastic Muesli for everyday Rich Over 40% Fruits, Nuts and Seeds in our original muesli.
Tropical muesli Offers 40% Pineapple, dates, banana & toasted coconut.
BranBerry Deliciously crispy toasted flakes with oddles of real fragrant sweet strawberries & High Fibre!
Fairtrade A delicious blend of sun dried fruits & nuts, in a wholesome wheat-free base of cereals and spiced with cinnamon & honey.
Everyday range muesli: organic, good quality, affordable – What more could you want?
Gluten Free Delights Including Porridge, Muesli & Granola
100% Pure Oats
Fruity Oats Muesli Pure oats mixed with sweet and juicy apricots, dates, raisins and seeds
Crunchy Oats Granola Pure wholegrain oats toasted with only honey, fruit & seeds.
Luxury Muesli The high contents of fruit and nuts, and also soya flakes give it a crunchy chewy texture and nutty fruity flavour
Delight Muesli 50% fruits, nuts & seeds!
Luxurious Oatfree Porridge A Creamy blend of rice, millet and buckwheat flakes with linseeds.
Into The Garden Premium Organic Muesli Very Berry Muesli inspired by summer! Crispy & crunchy whole grains with the sweet fragrance of strawberries, blueberries & cranberries!
Date & Cocoa Nibs Blended on a crunchy wholegrain wheat & kamut base with whole cashew nuts.
Active Very light from puffed amaranth, sweetened only with apple, with lots of seeds.
Goji & Cranberry – super gojis and cranberry on base of soya flakes, puffed quinoa and rice flake base.
Fruit, Seed & Spice Oats, Rye & Spelt flakes with 26% Fruits, 21% Seeds & Cinnamon.
Goji & Pineapple Oats, Rye & kamut flakes with dried fruits & seeds.
Maca’s Secret – For Adults Only Premium Organic Muesli with Superfood It’s like no other muesli – sweet, hot & tempting! Sweet sticky dates, hot granola, pleasing cereals and firm pumpkin seeds spiced with Maca!
Maca – a Peruvian vegetable- is eaten to balance the daily diet with its wide variety of minerals, amino-acids, vitamins, phenols and other components. Maca is thus one of the greatest natural food supplements in the world, in the current climate of an accelerated life-style and carelessness with respect to balanced nutrition.
This blend of wholegrain cereals, dried fruit & seeds topped with Maca superfood will make you want it again & again!
Scottish Oats Gluten Free & Organic Range Muesli Delicious
Oatmeal 100% oatmeal
blend of dried fruits and seeds.
Granola Porridge 100% Oat flakes
A mix of honey toasted oat flakes with almonds, apricots and seeds.
This entire range is made from gluten free, organic oats grown and processed in Scotland, and products made in London. What a spectacular range!
Alara’s presence in Europe & Overseas We cover main fields of Europe. Our products are easily accessible in Finland, Scotland, Spain, Belgium, France, Ireland, Sweden, The Netherlands, Turkey, Denmark, Italy, Greece, Malta, Portugal and Norway. There is also a possibility to become an exclusive exporter on a specific market.
Alara is taking an active part on the world market. We have an extended network of exporters from all over the world. We have a extended coverage in Europe, but the number of overseas exporters are continuously growing. We maintain successful business relationships with Australia, The United Arab Emirates, Malaysia, Japan and Egypt.
Organic
Quality
Easy-to-use
Hand-packed
Superfoods from London, UK!
Power of Superfoods
At Of The Earth Superfoods, we exist to bring people naturally nutrient-dense foods that have been traditionally used for their medicinal qualities by many ancient cultures. More than 30, exciting natural products has been passionately created to elevate energy and enhance health. We take care that our products are certified organic, and use absolutely no GM, artificial ingredients or additives. We walk the talk by using these foods in our diet everyday. That’s how we spotted a need for ready-to-use blends; breakfast pots and instant drink mixes – answering the call for convenience without compromising on quality ingredients. Yes, ‘superfoods’ are just foods with impressively high levels of micronutrients, but we truly believe that it helps us prevents common diseases and prefer this taking fortified tablets daily. Eating these special fruits, seeds and vegetables is a delicious way of keeping the body energised and in tip-top shape. All our products are carefully hand-packed in the UK by Alara Wholefoods, a manufacturer striving to be ‘the most sustainable food manufacturer on Earth by 2018’. They run their machinery using energy made from the solar panels on their roof and even have a permaculture forest garden and the biggest inner city vineyard around their Kings Cross Factory!
Super Powders
For full range, please see separate catalogue!
Super Fruits
Super Seeds
Super Sweeteners Super Snacks (no added sugar / salt)
Super Cereals
Super Drinks
Pertwood Farm Organic Cereals All of the Pertwood product recipes contain no added salt/sugar, are organic, wheat-free, high in fibre, low in fat and made from 100% British-grown grains.
Fruit & Nut Granola
Delicious Fruits Muesli
A tasty, crunchy mix of organic oats, hazelnuts, sesame and sunflower seeds, all toasted with honey and coconut before adding sultanas for the most irresistible clusters.
A delicious blend of oats, rye, barley flakes, succulent sultanas, apricots , apple and exotic dates and pineapple.
Fruit & Seed Muesli A rich blend of oats, rye, barley flakes, sultanas, apricots with sesame, sunflower and pumpkin seeds.
Jumbo Oat Porridge Every boxed is packed with organic, jumbo oat flakes.
Oomf Instant Porridge Protein Infused Pots and Skinny Pots Skinny Pots 50g - Less than 200kcal Per Pot! Choose from Plain, Golden Syrup or Berry flavour!
Whey Protein Infused Pots 20g Protein Per Pot! Choose from Apple Cinnamon & Raisin, Gingerbread or Banana flavour! Protein Infused Instant Porridge Pots, providing a quick breakfast option fuelled with a balance of protein / carbs. Skinny Oats Pots – the latest addition for slimmers: less than 200kcal pot, made with added green tea, LCarnitine and guarana extract to support weight management. The oomf pot ranges are currently selling well in Dubai and the UK, with recent interest shown by distributors in Australia and Japan.
A journey from squats to a muesli making empire‌ In February 2014, The Guardian made a short film about Alara and our founder, Alex. They visited us at our factory to find out, how our organic journey has started and to see where our delicious & nutritious products are made! Watch here: http://tinyurl.com/ndz7sle
Contact For Sales, Marketing & General inquiries, please contact our team!
Aisha Smith
aisha@alara.co.uk
Agnes Troszt
agnes@alara.co.uk
Tel: 0207 387 9303 Ext. 225 110-112 Camley Street London N1C 4PF United Kingdom www.alara.co.uk / www.OTESuperfoods.com /www.pertwood.co.uk/ www.giveitsomeoomf.co.uk