Jordans Cereal

Jordans Cereal is a breakfast cereal brand from Bedfordshire, England, and the pioneering producer and distributor of Granola and Granola Bars in the United Kingdom. Today, the brand offers a range of Granola, Muesli, Cereal bars, and instant porridges. Furthermore, the ancient mill, which was the brand's starting point, has been transformed into a historical tourist attraction. Jordans also plays a crucial role in environmental conservation and in disseminating knowledge about the history of milling grain and flour.

A Mill's Deep Roots: The Family Business Begins

The history of milling grain and flour in Europe dates back thousands of years, particularly in England, where windmill-powered mills were common fixtures on farms. By 1850, railway and canal transportation developed significantly. Biggleswade, the current location of the headquarters, was the first town in Bedfordshire to have a main railway station, which led to increased trade in milled grains and flour.

Although not explicitly documented, it's believed that the Jordan family was involved in farming and milling from their early days. William Jordan, originally from Devon, moved his family to Colesdon in Bedfordshire and immediately purchased a farmhouse with a windmill (a mill powered by wind to control the grinding machinery), indicating the family's prosperity.

Following European tradition, the Jordan family named their firstborn sons after themselves. The first heir of William Jordan, William the Second, began transforming the family mill into a business of milling flour and trading rice and flour to support his large family, which included his wife and nine children. He also acquired hotels and large farms to further increase his income.

William the Third continued the family's legacy. He trained at large mills like Albion Mill in London, owned by the Powers family, who also owned several other mills, including Holmes Mill, a watermill situated on the River Ivel in Biggleswade. Later, William the Third leased Holmes Mill and moved his family to live and work there. In 1883, the Powers family faced financial difficulties, leading William to purchase Holmes Mill, finally bringing it into the Jordan family's ownership.

From Flour to Cereal: The Birth of the Jordans Breakfast Brand

While his heir, William the Fourth, chose a different path, focusing on animal feed milling and opening a shop called W. Jordan & Sons, William the Third continued to operate the mill himself into old age. It was not until the generation of William the Fifth, or William John Jordan, that the entire business of his grandfather was acquired and his father's enterprise inherited. John initiated the first branding effort in 1950, using the name Jordans to sell various ready-made flours, accompanied by advertisements in different locations. John also upgraded the Holmes Mill building to allow for the mechanical transport of goods to the top floor and installed more modern machinery, such as safer new-generation mills and automatic flour packaging machines.

John had three children: William Bill, David, and Lindsay. Bill and David became the driving force behind the Jordan family's significant business expansion. They began with Bill undertaking mill operations training at Henry Simon in London, where David was working as an engineer. Afterward, the two brothers embarked on international travels to gain new experiences and knowledge. A trip to America in 1969 introduced Bill and David to Granola, a breakfast cereal made from various grains, mixed with nuts and dried fruits, and often coated with syrup or honey.

Bill and David began developing products for their new brand, Jordans, as it is known today. The first product launched in 1972 was Original Crunchy G, their own version of Granola, consisting of just two ingredients: puffed wheat and crispy oats. They were the first to introduce these golden breakfast cereals to the British public, achieving great success with sales at festivals, health food stores, and supermarkets. They also sold Muesli, a breakfast cereal distinct from Granola in that it is not baked crunchy and has no added sweeteners.

Sustainable Growth: Innovation and Environment

With positive market reception, the two brothers continued to innovate. In 1981, Jordans launched The Original Crunchy Bar, another product they pioneered in the UK. By the 1980s, Jordans' cereal sales reached 80 tons per week. During this period, they also established the Conservation Grade Farming policy, which mandated that the entire production process, from start to finish, be based on preserving the environment and wildlife.

By 1990, Jordans introduced new products, building on their existing success. Country Crisp was a new form of Granola that incorporated various nuts and freeze-dried fruits to enhance nutritional value and make it easier to eat. Its flavors have continued to evolve, now offering 10 varieties. Another product, Frusli Bar, was a low-fat Granola Bar with a softer texture than the original Crunchy Bar. By 1997, Jordans successfully exported its products to 40 countries worldwide. From its humble beginnings in a mill, the company expanded to a new factory in 2000, producing nearly 1 million units per week, all under the same Conservation Grade Farming philosophy.

From Business to Charity: Jordans Mill and Food Heritage

Having achieved business success, Bill and David began to focus on social initiatives. They initiated a project to renovate the historically significant Holmes Mill and established the Jordan Trust in 2009. This charitable organization is dedicated to restoring Holmes Mill and the surrounding environment along the River Ivel. This community has deep ties to the history of milling in England, as documented in the Domesday Book, a census record from 1086. The Trust also aims to disseminate related historical knowledge to future generations.

After nearly 10 years of effort, in 2013, Jordans launched a new tourist attraction named Jordans Mill, which combines an educational area, children's activities, a shop, a restaurant, and a cafe. Within the Holmes Mill building, an exhibition details the 1,000-year history of milling and the flour-making process through different eras, particularly the Victorian era, which saw a leap in innovation. The building also displays authentic Victorian-era machinery. The slogan for all these activities is keeping our food heritage alive.

Beyond the indoor exhibition, visitors can experience the restored natural environment surrounding the area, especially the restaurant situated by the River Ivel and the Mill Garden. Here, Jordans aims to showcase the abundance of their fields, featuring various grains, vegetables, and fruits, which have made East Bedfordshire an important food-producing region for the country. There are also meadows and woodlands rich in natural flora and fauna. All mentioned activities are included in the admission fee (excluding goods, food, and beverages) because Jordan Mill is a project of the Jordan Trust, a non-profit charitable organization. In addition to relying on volunteers, all revenue from admission fees is used for the organization's various charitable endeavors.