What is the Jordans Farm Partnership?

The Jordans Farm Partnership (JFP) is a UK programme built through a partnership between Jordans, The Wildlife Trust, Linking Environment and Farming (LEAF), and the UK oat farms that we partner with (“JFP Farmers”). Through this programme, our JFP Farmers are supported as they grow oats that meet the JFP Standard for use in certain Jordans Cereals (see below for more details on this). It is a working collaboration where each partner brings a different area of expertise to shape the JFP, including habitat creation and restoration knowledge from The Wildlife Trusts, insights on sustainable farming practices from LEAF, and on-the-ground experiences of their own unique farming model from the JFP Farmers.

What is covered under the “JFP Standard”?

Every one of our JFP Farmers agrees that their farm will meet the JFP Standard. The JFP Standard includes a requirement that JFP Farmers receive LEAF Marque certification (read more about this below), as well as meeting additional criteria on wildlife and habitat provision that are specific to the JFP. Specifically, each JFP Farmer works with a dedicated wildlife advisor from their local Wildlife Trust to make sure that at least 10% of their land is managed for wildlife on their farm (the average for the year 2023-2024 was 30%)*.

* Whilst the JFP Farmers are contractually required to manage at least 10% of their land for wildlife, the 2025 report highlighted that the average portion of land managed by JFP Farmers was actually 30%. Please read this report for more details – By working with our JFP Farmers, The Wildlife Trusts and LEAF, the JFP has managed a staggering 4320 hectares for wildlife over the last 10 years!

What does ‘managed for wildlife’ mean?

Managing land for wildlife can include a variety of activities: a wildlife habitat may be created, maintained or restored on a portion of land, depending on the state of the existing habitat. For example land may be maintained so that ground-nesting birds have somewhere to shelter, or grasslands may be created or preserved for beetles. Every farm is different, and every JFP Farmer must work hard at analysing their land to either preserve or create these different wildlife habitats. Luckily, their Wildlife Trust advisor is always on hand to help them make the most of their wildlife habitat. Learn more about what we’ve done with The Wildlife Trusts here www.wildlifetrusts.org.

Each JFP Farmer also identifies at least four focus species for their measures, such as barn owls, brown hares, bees and bats. At the time of writing, according to the latest (2023) State of Nature report* one in six native species face extinction in Great Britain, and the farmland birds that so many of us are familiar with are in decline, an average of 58% decline between 1970 and 2020.

*State of Nature 2023 – report on the UK’s current biodiversity

What is the LEAF-Marque certification?

All JFP farms are required to be LEAF-Marque certified, which means that the JFP Farmers’ practices meet LEAF Marque’s certification requirements. As of 2025, all JFP farms are certified to LEAF Marque Standard Version 16.1.

In LEAF’s words, the LEAF Marque “is a leading global assurance system recognising more sustainably farmed products. LEAF Marque certified businesses have been independently verified against the robust LEAF Marque Standard**.”

The LEAF Marque Standard is a standard which reviews criteria from 9 areas across each farm’s total business, in areas such as soil management and fertility, crop health and protection, water management, and raising public understanding of agriculture in the rural community. You can find out more about LEAF here (leaf.eco) and what is covered by the LEAF-Marque standard here (leaf.eco/leafmarque/standard).

**Quote from LEAF’s website: leaf.eco/leafmarque/about

How does this relate to Jordans products?

Products in the UK and France (except exclusions mentioned below):

Every year, we use annual sales forecasts that enable us to source the amount of oats we need to make our relevant products for sale in UK and French markets. In some rare cases, we need more oats than we forecasted for, in which case we procure oats from the open market.

As part of our oat sourcing process, we follow an industry-standard approach called “mass balance”. This means that the oats we purchase are a blend from different sources. The mass balance approach is common across the food industry – including in cocoa and sugar sustainability programmes – and helps to ensure our supply chain is efficient, but it means that oats from JFP Famers are mixed with oats from other farms during the milling process. As a result, our Jordans products may contain a mix of JFP and non-JFP oats. Rather than diverting resources to building a costly system to segregate the JFP oats, we believe our resources are best invested in the JFP, to support JFP Farmers and help them to protect wildlife habitats.

So, whilst we cannot guarantee that every Jordan’s product contains JFP oats, we’re proud to support farming practices that help to protect wildlife habitats.

International markets (excluding UK and France):

Please note that the oats used in our international products (all markets, excluding UK and France) and our Popped cereals and Granola Thins (all markets) are sourced from the open market. They are not sourced from mass balance supply chains that use JFP Farmer oats.

So that’s The Jordans Farm Partnership! We have to say, we’re very proud of it. By working together with such brilliant farmers & partners, we’re able to produce great granola!