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Ethical brand ratings and accreditation since 2001

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Whole Earth

How ethical is Whole Earth?

Whole Earth 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, Whole Earth can be considered an ethical brand. Whole Earth 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 Whole Earth’s example and adopt more ethical policies and practices.

What does Whole Earth do?

Whole Earth was started in 1967 when brothers Craig and Gregory Sams opened an organic, vegetarian, macrobiotic restaurant in London called Seeds. They then created Whole Earth, a company that would bring organic food to the masses, from peanut butter to the UK’s first organic cornflakes.

In which areas does Whole Earth perform well?

Whole Earth’s parent company, Ecotone, has an Impact Report 2022 with lots of targets and evidence of progress, so the brand gets a top rating for its Environmental Report. Whole Earth also gets a top score for our GM and Organic criteria as Ecotone’s CSR policy states that all of its brands are GMO free, and Whole Earth has products certified by The Soil Association.

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

What can Whole Earth do to improve its score?

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

As Whole Earth 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, Whole Earth 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