Alara began when founder Alex Smith found a fateful £2 on the street back in 1975. That’s how much it cost to get a van into New Covent Garden, collect rejected fruit and veg, pack it into a Morris Minor van and sell it in a squat. Since then Alara has been a record-setting company. They became the first cereal company to be certified organic in ’88 and the first UK food company to be Zero Waste in 2008. Alara has never rested on their laurels and sustainability remains at the heart of the business even to this day, working with plastic-free packaging and tree-planting initiatives to ensure a greener, cleaner future. That’s a whole lot of good for just £2.