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Ethical brand ratings and accreditation since 2001

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How ethical is Alara?

Alara is a brand of breakfast cereals which has a good score on The Good Shopping Guide’s Ethical Breakfast Cereals Ratings Table.

With a high GSG score, Alara can be considered an ethical brand. Alara hasn’t yet applied for Ethical Accreditation, but its high score would mean that if it did, it would be able to display The Good Shopping Guide’s Ethical Mark on its products.

We encourage other companies in the Ethical Breakfast Cereals sector to follow Alara’s  example and adopt more ethical policies and practices.

What does Alara do?

Alara Wholefoods was founded by Alex Smith in the 1970s and began with him driving a van around London collecting waste food from New Covent Garden Market and selling them on at a squatting shop. This shop became one of the first health shops and Alara now challenges itself to be the ‘most sustainable food manufacturer on earth’.

In which areas does Alara perform well?

Alara gets a top rating for its Environmental Report as the brand has lots of sustainability information on its website including its use of 100% renewable energy and zero waste policy. Alara also gets a top score for our GM and Organic criteria thanks to its Non-GMO statement and certification from The Soil Association.

Due to its clear ethos and focus on organic and non-GMO products, Alara has been awarded a top score for our Ethical Innovator criterion. Find out more about our ethical criteria.

What can Alara do to improve its score?

The above benchmark score that Alara is awarded on The Good Shopping Guide’s Ethical Breakfast Cereals Ratings Table is the result of an evaluation of multiple ethical criteria.

As Alara already receives a top score in the Ethical Breakfast Cereals sector, The Good Shopping Guide encourages it to get in touch and apply for Ethical Accreditation. After sending in its application, Alara will be offered the use of The Good Shopping Guide Ethical Mark.

Were you aware that your brand could benefit from Ethical Accreditation? If accredited by The Good Shopping Guide, brands can display our Ethical Mark, showcasing to consumers that it is an ethical and sustainable supplier. If you’re interested in learning more, please contact us or complete a Free Initial Assessment form.

Ethical performance in category


GSG score


GSG category benchmark


Ethical Rating


  • Environmental Report


  • Genetic Modification


  • Organic


  • Nuclear Power


  • Fossil Fuels


  • Palm Oil Free



  • Animal Welfare



  • Armaments


  • Political Donations



  • Ethical Accreditation


  • Public Record Criticisms


  • Ethical Innovator


= GSG Top Rating = GSG Middle Rating = GSG Bottom Rating