Food News

Let’s make affordability part of the organic conversation, says founder

Alara Wholefoods’ new Affordable Organic range of mueslis is the culmination of 45 years’ work in sustainable and organic food production, says the company’s founding director Alex Smith. 

The retail launch for the new range took place earlier this month at Bristol-based Better Food, renowned too for its uncompromising ethical values and commitment to organic. 

Commenting on the launch, Smith says: “The Affordable Organic range brings together all of the values that underpin Alara’s businesses ethos, that we been developing over more than four decades. That includes our early commitment to organic, a business ethic founded on sustainability and fairness, being a zero waste and carbon neutral manufacturer and never compromising on quality and great taste. These are also the first Alara products to carry a Scope 3 carbon emission declaration on pack, and information about how we have been offsetting the embedded carbon in the products through our five year partnership with Rainforest Saver. In that way, they are a culmination of 45 years’ work in sustainable and organic food production.

“It’s very fitting that we launched the range at Better Food, which has been a beacon of innovative organic and ethical retail for nearly twenty years”. 

Phil Haughton, founder of Better Food, says: “Alara Wholefoods are an important and long-standing supplier for Better Food and a popular choice for our customers due to well-established organic and environmental credentials as well as accessible pricing and a commitment to quality. Alara fit closely with our own ethics and values and we are delighted to offer the new Affordable Organic range in all stores”.

Making affordability part of the conversation 
Affordability and accessibility were key goals during development of the new four-product strong range. Alex Smith again: “Affordability is not often part of the organic conversation. That’s partly because the organic sector is engaged in an important debate to highlight the costs – to the environment and public health – of cheap food. But at Alara we want to show that organic is both good value and, in many cases, genuinely affordable. I also believe we have a responsibility as a movement to make organic accessible to as many people as possible. Alara’s Affordable Organic Range offers a great entry point to organic, while delivering fully on quality, taste and ethics.” 

“With retail pricing at £270-£3.29 for a 650g pack, a generous 70g portion costs around 30p. We think that’s a very affordable price for a nutritious breakfast made from high-quality organic and responsibly sourced ingredients”

Alex Smith

With retail pricing at £270-£3.29 for a 650g pack, a generous 70g portion costs around 30p. “We think that’s a very affordable price for a nutritious breakfast made from high-quality organic and responsibly sourced ingredients,” says Smith. 

Alara’s new Affordable Organic range comes in four variants – Apple & Cinnamon Bircher, a creamy Bircher with sweet apple; Crispy Fruit Muesli, a crunchy mix with dates and coconut; Fruits & Seeds Muesli, with linseeds, pumpkin, sunflower and sesame seeds; and Original – an evolved copy of the recipe used in Alara’s first ever cereal product, produced in a squat in London’s Tolmer’s Square in 1975. 

The range is packaged in card from sustainably sourced wood, with ‘no plastic’ garden-compostable enclosures.

• Photo: The new Affordable Organic range from Alara Wholefoods

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