Founding Director, Alara Wholefoods
Alex Smith started Alara in 1975 with just £2. He is the pioneer of natural and organic food in the UK and has been actively involved in many organisations and projects promoting sustainability.
In 1975 Alex created the first recipe for muesli without added sugar.
In 1988 Alara was the first cereal company in the world to be certified Organic.
In 2008 we became the first food company in the UK with Zero Waste, nothing goes to landfill from our factory.
The company became completely zero Waste by 2008, recently switched to no plastic, home compostable packaging and is possibly the most sustainable food manufacturer on Earth.
We’ve never compromised our values and these and many other ‘firsts’ are part of our commitment to creating delicious sustainable pure foods, and to inspire.