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Ethical brand ratings and accreditation since 2001

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How ethical is Jordans?

Jordans is a breakfast cereals brand which has a below-benchmark score on The Good Shopping Guide’s Ethical Breakfast Cereals Ratings Table. Although Jordans has not yet met our ethical benchmark, we hope to see the brand make progress in the future.

We would have extra confidence in Jordans if it applied for Ethical Accreditation, whereby The Good Shopping Guide would make further detailed assessment and recommendations for ethical improvement. Find out more about the ethical issues facing the Breakfast Cereals sector.

What does Jordans do?

Jordans was started in 1855 as a flour mill in Bedfordshire. In 1972 it started producing granola, which they had discovered whilst in California, and Jordans Cereals was created.

In which areas does Jordans perform poorly?

Jordans was marked down under our criteria for GM as parent company, Associated British Foods, confirms use of GMOs in some cases. Find out more about how we rate by exploring our ethical criteria.

Past Criticisms of Jordans’ record

We found no past criticisms of Jordans.

In which areas does Jordans score well for its ethics?

Jordans’ parent company, Associated British Foods, has a number of documents containing targets including packaging, carbon emissions and responsible sourcing, so Jordans gets a top rating for its Environmental Report. Jordans also scores well for our Organic criterion due to having products certified by The Soil Association.

We found no public record criticisms of Jordans relating to Nuclear, Fossil Fuels, Animal Welfare, Political Donations or Armaments so it scores well for these criteria.

How can Jordans improve its ethical rating?

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

To reach our minimum ethical benchmark and qualify for Ethical Accreditation, Jordans has some issues to resolve, including its use of GMOs. If it applies for Ethical Accreditation, The Good Shopping Guide will be able to give Jordans some guidance to improve on these areas.

Were you aware that your brand could benefit from Ethical Accreditation? Brands accredited by The Good Shopping Guide can display our Ethical Mark, showcasing to consumers that it is an ethical and sustainable brand. 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


  • Public Record Criticisms+


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