Jordans Cereals Talk

A full house at the LALG Transport and Industrial Heritage Group meeting in December<--break-> was treated to a talk by Rachel Kerr from Biggleswade-based Jordans Cereals about the company and its products.
Holme Mills, Jordans' headquarters, has been in the Jordan family since 1855 but only since 1970 has it been synonymous with the well known cereal range. Originally offering a
single cereal - Crunchy G granola, based on a product discovered in America by Bill Jordan in the late 1960s - the company now produces a selection of oat-based items which
includes several granola products, muesli, porridge and a range of cereal bars.
Jordan also created the concept of 'Conservation Grade - Farming for Wildlife', an initiative where the company asks the farmers which supply its grain to turn 10 per cent of
their land into what it calls 'hedgerow homes' for wildlife. In addition to providing some worthwhile nutritional advice, Rachel also revealed that a new Heritage
Centre - At Holme with Jordans - will be opening in the Spring of 2013. Tours of the mill and displays of traditional milling methods and machinery will be available, plus a
café and gift shop.
For their part, and in response to hercomment that she rarely got to meet 'real' consumers, the members of the Group were able to provide Rachelwith some spirited advice on the
company's new advertising campaign!