Alex Smith started Alara in 1975 and is the pioneer of natural and organic food in the UK. They have been actively involved in many organisations and projects promoting sustainability, they created the first recipe for muesli without added sugar and in 1988 Alara was the first cereal company in the world to be certified Organic. In 2008 Alara became the first food company in the UK with Zero Waste, nothing goes to landfill from their factory.
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