Who made breakfast?

This article first appeared in our autumn ’18 issue of MyGreenPod Magazine, The Consumer Revolution, distributed with the Guardian on 16 Nov 2018. Click here to subscribe to our digital edition and get each issue delivered straight to your inbox

It’s not easy to effect positive change from the breakfast table: cereal producers face competition from big brands and customers are often shopping for kids who pay more attention to the box than its contents.

Not to be deterred, Primrose Matheson, founder of Primrose’s Kitchen, is ‘passionate about changing breakfast behaviour’, and is determined to set a new standard for breakfast cereals.

Gluten free, organic, vegan friendly and made with love and attention, all Primrose’s Kitchen products are handmade in small batches in Buckland Newton in rural Dorset.

They contain fresh British vegetables, whole fresh fruit and organic wholefood, slowly air dried at low temperatures for nutrient preservation. They include apples, beetroot, cacao, carrots, cashews, cinnamon, courgette, ginger, goji berries, kale, lemons and oranges.

‘I am passionate about British ingredients that support local growers and producers’, Primrose explains. She also hires from the local community; everyone in the small team lives less than 20 minutes from the kitchen, with some only walking distance away.

Toxin-free mornings

Primrose started Primrose’s Kitchen after struggling with chronic fatigue and IBS. She wanted to create accessible, gluten-free products that would also introduce more fresh fruit and vegetables into her diet.

With first-hand experience of the damage caused by toxins in our food system, Primrose now advocates for a toxin-free world. Primrose’s Kitchen is a member of the Soil Association and supports the charity’s work.

Primrose also believes in a circular system through which waste is recycled or composted. The company’s cardboard packaging is made from 80% recycled cardboard, which is fully recyclable, and the inner film is 100% certified home compostable with Vincotte. Any food waste from the kitchen goes to a very lucky local pig called Fern, who would testify the cereals are great at any time of the day.

Click here to view the full Primrose’s Kitchen range.