Biggleswade Chronicle

Jordans Cereals’ success in developing sales of its breakfast cereals and cereal bars has been rewarded with a prestigious Queen’s Award.
The Biggleswade company, founded by chairman Bill Jordan in 1981, has been picking up a variety of awards in recent years, but the latest accolade tops those honours. W Jordans (Cereals) Ltd has increased its exports by 54 per cent in the past six years and overseas orders now represent 24 per cent of all sales. Exports go to 24 countries in Europe, North America and Asia.
France is Jordan’s top selling export market by far, representing 51 per cent of foreign sales. The company has a wholly owned subsidiary there with its own sales force. Elsewhere exports are achieved via distributors.
Carol Flint, international marketing manager, said adaptability in local markets drives overseas growth.
“For example we adapted Country Crisp, our top selling UK cereal, to suit the French palate by launching a high quality dark chocolate variety which now outsells all the rest, “ she said.
Jordans sees the USA and Germany as areas of massive potential and aims to build further market share in Canada and France, particularly.
Its other markets include Spain and Portugal, the Czech and Slovak republics, the Caribbean, Japan, Jordan, Quatar and the United Arab Emirates.
Founder Bill Jordan has been a pioneering advocate of modern healthy eating in the UK for nearly 30 years.
He launched his vision of nutritious and natural foods in the 1970’s when Jordans was a small family firm and such thinking was considered to be the preserve of a handful of cranks.
His vision has transformed Jordans into one of the country’s leading natural food manufacturers and exporters.
The firm’s other award success in 2002-2003 include a national award from the Health & Safety Executive for making staff aware of workplace stress and A Heart in Business award for outstanding service to Bill Jordan from the Natural Products Industry.

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