Craig and Gregory Sams launched Whole Earth Foods 40 years ago. Whole Earth products are organic wherever possible (which is the majority of the range). All their products are natural with no artificial additives, preservatives or colours, and have been regularly recognised in the Organic Food Awards. Whole Earth invests in environmental projects to balance out the global warming gases generated by the company's offices. As a result they have been given carbon-neutral status by the Carbon-Neutral Company, with whom they have been working since 1997. Melanie joined Whole Earth Foods as Senior Brand Manager two years ago.

• What do you do? How would you describe your business?
  Whole Earth is an organic and natural food manufacturer. We take normal everyday food categories like cereals and peanut butter and offer consumers something a bit different by challenging the 'rules' of that category. For example, we were the first people to make jams sweetened with fruit juice rather than sugar. There are 15 of us who work on Whole Earth and we are still as passionate about it as Craig and Gregory Sams were when they launched it back in the '60s. As a result the brand continues to achieve double-digit growth 40 years on.

• Where in the UK is your business located?
  Our office is based in Wormley in Surrey and we use third party factories to manufacture our products on our behalf.

• Can you give a short history of how you got to where you are now, including why and when you 'went organic'?
  Whole Earth is renowned as an organic pioneer. The Whole Earth story began in 1967 when Craig Sams and his brother Gregory opened Seed – a vegetarian, organic and macrobiotic restaurant in Paddington, London. The duo soon realised that many of their devoted customers were as passionate about organic food as they were and wanted to buy their products. And so 'Ceres Grain' was founded, the first of a new generation of natural food stores, which sold Whole Earth products and baked goods.
  
  In 1974 Whole Earth launched the first wholenut peanut butter and in 1991 made the UK's first organic corn flakes. Since then, Whole Earth has continued to develop its range of products to include fruit spreads, drinks and other foods that deliver an organic, healthy option.
  
  As the original Whole Earth positioning was based around a macrobiotic diet, our products are organic wherever possible (which is the majority of the range). All our products are natural with no artificial additives, preservatives or colours.

• Can you describe a typical day in your life?
  I get into the office about 8.30am, pour myself a bowl of Whole Earth organic cereal and check my emails. Everyday is so varied, whether it's developing new products, an advertising campaign, answering consumer queries or arranging a meeting with one of our customers to discuss the Whole Earth range and plan instore activity. I am currently working on a project to reduce the environmental impact of Whole Earth. We already work closely with the Carbon Neutral Company but we are also looking at ways to reduce our packaging and increase our level of recycled packaging (most of our products are made from recycled packaging already!). Once a week we hold product tasting sessions, either trying new recipes for launch or taste testing the quality of our current range. There's never a dull moment in the office!

• Can you say how long you have been involved in organic enterprises?
  I've only been involved in the organic world for about two years. I've worked in the food industry for the last 12 years and became disillusioned with big multinationals that were focusing on profit and sales rather than producing great quality, delicious tasting products that don't damage our environment.

• Who are your customers and where are they?
  Traditionally the biggest chunk of our business has always been with health food stores and they are still essential to the growth of Whole Earth. The focus on organic from multiple supermarkets has really helped to push Whole Earth into the homes of mainstream consumers and we welcome this interest from them. Surprisingly, we also export almost 10% of our products.

• Organic principles – why do they matter?
  Organic food is grown - or raised - as nature intended, without artificial fertilisers, pesticides or hormones. Whole Earth have always championed this way over intensive farming because it's better for you and for the planet. We also believe it tastes better.
  
  At Whole Earth, there is the belief that when taking from the environment in order to produce organic food products, there is a need to give back too. Whole Earth invests in environmental projects to balance out the global warming gases the company offices generate and as a result they have been given carbon-neutral status by the Carbon-Neutral Company. Whole Earth and the Carbon-Neutral Company have been working together since 1997. Since then over 7,000 trees have been planted in forests over the UK by Whole Earth consumers.

• What does the Soil Association mean to you?
  The Soil Association has been a great support in providing advice on organic standards for our new product ranges, updates on changes in the law and working together to provide clear communication to consumers on what organic really means.
  
  The Soil Association stamp is also highly regarded by consumers and provides them with the reassurance they need in a complicated and confusing 'organic world'.

• What is your greatest achievement?
  Way back in 1976 we came up with the idea of jam sweetened purely with fruit juice. Having no added sugar, it wasn't technically 'jam' but after four years in the law courts we won the right to call it jam. Two years later, the law changed and in 1996, we were in the dock for trafficking jam that wasn't legally 'jam'. It is now commonly known as fruit spreads.
  
  More recently, I'm really proud of our new listings with Asda. Asda are really supporting the organic market at the moment and have listed 22 Whole Earth products. I believe this is a real opportunity for us to become popular among mainstream consumers.

• How do you plan to progress in the future? What is your vision?
  We want to continue producing great products in mainstream categories but to also offer 'added value' products for those who want a little bit of indulgence. For example, with our new fruit spreads range.
  
  We will continue to improve the recipes of our current range to ensure that they are free from artificial additives, organic and as healthy as we can make them (and still taste good!).

• What is the most important lesson life has taught you?
  Life is too short not to enjoy it and the world we live in is too precious not to protect it.

• Who or what is your biggest inspiration?
  It goes without saying our founder, Craig Sams. Forty years after launching Whole Earth he is still passionate about organic food. His energy is contagious and he prioritises ethics over profit in this highly commercial world which has to be commended.

• What is the key to your success?
  To keep our energy and passion high by constantly looking for new challenges and enjoy our worklife as much as our homelife.

• What do you love most about what you do?
  Reading consumers' feedback. It makes it all worthwhile when consumers react positively to something you have worked so hard on.

• What single thing would most improve your life?
  More time.

• What do you find most frustrating about what you do?
  When retailers don't appreciate the value of organic food. When they say that they would love to take our products but they want to slash the price (potentially damaging the quality of our food) or want the product in shrink wrap packaging (causing unnecessary excess packaging) and basically treat us like a big multinational focusing only on profit. I feel that they are missing the point that organic food is not just about how the products are produced but the underlying principles and ethics that organic companies have.

• How can the organic market be improved?
  By providing help and support for farmers and growers. I feel that we are in a situation at the moment where demand for organic food is so high that we are struggling with supply of basic ingredients. More farmers and growers need to be encouraged to convert to organic farming and supported in this transition.
  
  We need to lose the image that organic food is for sandal wearing hippies and communicate the benefits to the mass market (i.e. it's not just about 'better tasting').

• What's the main benefit of being organic for you?
  A guarantee that the food produced is safe (free from pesticides) and of high quality.

• What other organic ventures do you admire and why?
  I think Green & Black's have done a fantastic job of making organic chocolate available to mainstream consumers. I think it is seen as a luxury but obtainable treat rather than a brand that doesn't resonate with consumers.

• Supermarkets – good or bad?
  At the moment we are seeing an increase in interest in organic food from the supermarkets. However I have two concerns about their interest:
  
  Firstly, I am nervous that they will use mainstream tactics to encourage consumers to buy into organic (e.g. deep cut price promotions that will drive the value out of the market). It is our job as organic brand leaders to educate the supermarkets on how to drive the organic market effectively.
  
  Secondly, the increase in the presence of supermarket private label brands at the expense of organic brands is increasingly worrying. Some supermarkets do not acknowledge the value, heritage and expertise that organic brands can bring to their organic shelves. The organic market will not grow from own label offerings alone and again it is the responsibility of the key organic brands to communicate this to the retailers.
  
  On the positive side, some supermarkets understand the value of organic brands and are seeking our advice and support in growing the organic market.

• What is the biggest threat to what you do?
  The price of raw materials increasing due to the increase in demand. The supermarkets not respecting the role of organic brands.

• What's the best thing about organic food?
  When you eat organic food, it feels like its doing you good inside and out.

• What is your favourite meal?
  Marmite toast and a cup of tea.

• If I was Prime Minister I would...
  Invest heavily in public transport in the UK and set tougher targets for UK businesses to reduce emissions. I believe that our planet is in crisis and the urgency is not being recognised.

• The world would be a better place if...
  Everyone accepted that people have different beliefs, values and faiths and that no one person is necessarily right.

• I'd like to be remembered for...
  Being a kind and loyal friend.

• When were you happiest?
  When I'm spending time with my family and close friends.

• What is your greatest fear?
  Not living life to the full.

• What is your favourite word?
  Inspire.

• What would be your 'Desert Island' luxury?
  Marmite!

• Is the customer always right?
  No, but its important to listen to their views and opinions – we can't always think of everything!