A healthier, fitter you in 2025 – if that’s the plan then UK organic brand Biona has a feast of nutritious, plant-based foods and drinks to keep your resolutions on track and help the planet too. Co-founded by visionary entrepreneurs Noel and Donata McDonald 33 years ago, Biona (parent company Windmill Organics) has grown from a start-up making cereal mixes into a star of the sustainability sector employing 35 and with customers in 30 countries.
The family business’s expanding portfolio comprises more than 500 high quality products, free of additives and preservatives, while turnover for 2024 is expected to reach £28million, a rise of 16 per cent. “We are on the good side of the road, yet when we started few knew what organic meant,” says Noel whose commitment to a wholesome diet was first nurtured in a commune before evolving commercially with a shop and a vegan restaurant.
Now working with 85 suppliers around the world Biona’s products span 20 categories, with protein packed pulses and beans, piquant sauces, creamy milks, rich nut butters and low sugar granolas (oat, seed and nut mixes) all consistent best sellers.
New product development is a defining strength, some 30 to 40 items a year are created– and the company’s positive grass roots’ influence on land management has been life-changing for many smallholders.
Working with them, so far 4,867 acres of farmland have been converted to organic. Among the successes are a regenerative farming programme in Bolivia which has improved poor soils and increased quinoa production three-fold, while an assured income provides stability for coconut farmers in Sri Lanka and tomato growers in Italy. Part of a UK organic market worth £3.4 billion, Biona sells online directly, has listings in Tesco, Waitrose and Morrisons and is also available through a network of independent health food stores such as Wild Thyme in Oxted, Surrey, a retail channel that plays a crucial role in boosting local high street footfall.
Post-pandemic health awareness, concern about the environment and climate change and worries about the impact of eating ultra processed foods have also contributed to Biona’s more recent growth. “But the challenges around producing organic food are multiple as we navigate the complexities of organic certification and supply chain logistics,” the McDonalds point out. “Our solution is to stick to our core values, never lose sight of the long term and continuously innovate.”
This year a key focus will be on gut health with a vegan cashew nut-based kefir (fermented milk) due in early summer. Other moves include more seasonal recipe books to increase brand awareness and new body care and cleaning products. “Our customer base is broadening with more younger consumers and two years ago bought our own production facility to develop opportunities to make our own products,” say the McDonalds. “Now we need to cement Biona as the organic brand of choice for the nation.” https://biona.co.uk
