Whole Earth is committed to making food that is good for you and good for the earth. Using only natural ingredients, it has a wholesome product range with soft drinks, cereals and other ambient goods, but is best known for being the UK’s number one peanut butter brand.
Founded in 1967 by brothers, Craig and Gregory Sams, Whole Earth’s aim was to offer natural foods to consumers that were better for the body and the planet. Pioneering the production of natural and organic foods, they created a range of products that were made with real ingredients, sourced from responsible growers and suppliers – becoming the first brand to introduce organic peanut butter, corn flakes and cola.
In 2002, it was acquired by Wessanen, a European natural food company that in the UK also owns Kallo, Mrs Crimble’s and Clipper Teas. With a firm focus on sustainability and natural goodness, Whole Earth and Wessanen shared a common goal. In 2018, Wessanen UK and Whole Earth both achieved B Corp status – the accreditation that celebrates purpose-led businesses that balance profit with having a positive societal and environmental impact.
It has been rumoured that for some time that peanut butter is set to supersede jam in popularity. Having overtaken sales of jam in supermarkets during lockdown, this achievement could be even closer than expected. More consumers are turning to this product as part of a healthy and balanced diet due to its versatility and nutritional impact. While most people enjoy peanut butter at breakfast, the delicious spread can also be incorporated into a range of lunch and dinner dishes such as curries, dips, marinades and soups.
Tasty and healthy, peanut butter is also an excellent source of nutrition and packs a lot of protein. It’s recommended that healthy adults must consume around 50-60g of protein per day and peanuts typically contain 22g protein per 100g. As a plant-based option it also fits into a wide range of diets and preferences.
Whole Earth is about more than just delicious and nutritious food. It’s about what they call the ‘Whole Earth approach to life’ – that means looking at the bigger picture, being open-minded, and having a can-do attitude towards making change. Whole Earth concentrates on three key areas:
Whole Earth’s products are naturally nutritious. Its market-leading peanut butters are packed with plant-based protein, fibre, vitamins and minerals and they contain absolutely no added sugar – perfect for fuelling an active lifestyle. To reinforce the natural goodness of peanut butter, Whole Earth has a strong involvement with sport and is an official supplier to Team GB for the 2021 Tokyo Olympic Games (rescheduled from 2020)
As the UK’s first organic peanut butter, there’s no mistaking that Whole Earth’s origins are located in organic. This is why many products in the range are certified by the Soil Association – the UK’s leading membership body campaigning for healthy, humane and sustainable food.
Continuously looking for ways to lessen its environmental impact, in 2020 Whole Earth removed the plastic seal from its glass jars and replaced it with a paper tamper seal, making the jars 100% plastic-free. Whole Earth has also reduced its environmental impact through a commitment to organic sourcing.
Whole Earth doesn’t just make a tasty peanut butter; it’s a brand that truly cares for both people and the planet. So, next time you pick up a jar, you can rest-assured that you are doing your bit to shop smarter and help the world we live in.