Cereal entrepreneur to get a taste of food research

22nd June 2011

Bill Jordan, founder of Jordan’s Cereals, visited the Institute of Food Research, on the Norwich Research Park, on the 23rd June to learn about the work of the institute and the Food and Health Network.

The Food and Health Network is a forum for knowledge transfer and collaboration between the science at IFR and the food industry. During his visit, Bill will see some of the IFR’s latest work including a tour of a new Biorefinery Centre. This building, funded by EEDA, IFR and the Biotechnology and Biological Sciences Research Council (BBSRC), will house research on second generation biofuels and the exploitation of biomass, derived from so-called waste products in the food production chain.

Increasing the sustainability of the food chain is part of IFR’s mission, and through the Food and Health Network IFR ensures that the goals of reducing wastage and delivering added value are fully aligned to the needs of industry.

The tour of the IFR site introduced Bill to the Plant Natural Products and Health Programme at IFR.

After seeing the benefits of eating whole foods while travelling through California in 1969, Bill Jordan brought the idea of eating wholesome foods back to the UK. Bill Jordan and his brother David set up their business at the back of the Jordans’ family flour mill and made their first organic breakfast cereal in 1972. Today the business employs around 350 people and has an annual turnover of about £70 million, making them one of the largest British-owned breakfast cereal manufacturers.

Bill also heard from other scientists on the Norwich Research Park working on cereal diseases and the composition of cereal grains.

This special visit has been organised by Norfolk Network, the enterprise and innovation business community.   Bill was guest of honour at their 8th birthday event in the evening, at the Forum in Norwich, where he shared his fascinating business story with over 100 members and guests.

Lucy Marks, Development Director of Norfolk Network is delighted to be welcoming Bill to Norwich saying:  “it is great to be making the most of our distinguished speakers when they visit the city. A special visit such as this adds value for the speaker too and Bill is very keen to meet the scientists, learn about their work and establish new relationships.