Breakfast of champions



How much capital does it take to start a business? If you can squeeze £2 then you are off to a great start. Almost 47 years and £2 later, the family business Alara makes half of the organic muesli in the UK and has earned industry accolades. Alara is the 1st cereal in the world to be certified organic and 1st zero waste food business.


Alara came up tops in Ethical Consumer ranking of 36 cereal brands for its ethical and environmental record. In fact their Fairtrade muesli, organic cereals, and cereals came in 1st, 2nd and 5th respectively in the evaluation including big brands like Kellogg’s. Some of the evaluation criteria include Fairtrade certified, low in sugar, organic ingredients, free of palm oil, and GMO-free.


This is an inspiring story of a successful founder’s humility and people-first mindset. Alex Smith understands that cashflow can be a challenge in all businesses. They have a Cash On Delivery (COD) approach and pay for all goods & services on delivery and approval. One of the reasons for COD is to build trust and value in their relationships with their network of suppliers and customers. Alex and his team engage with the community where the business is based through street parties to celebrate harvest with free eats and entertainment.


Alara was ahead of its time and has stayed relevant for the times by growing alongside its stakeholders, neighbours, employees, and consumers. So if you want to start your day on the right foot, just add milk.