How a failed hippy is making healthy profits

Profile of Bill Jordan, the failed hippy who went on to establish one of the country's best-known cereal brands.

Bill Jordan is, by his own admission, a failed hippy. In 1967, aged 18, he left home to travel the world, and ended up near Oakland in California, staying with friends, drumming with bands, and generally having a good time. It was while living the West Coast lifestyle that he made the discovery that would make his fortune. "Granola a sort of baked muesli was a very popular American food," he says. "I thought it was absolutely brilliant stuff. We were brought up on cornflakes, but this was a complete food it had oats in it, nuts, and fruit and seeds."

His family had been running a flourmill in Biggleswade in Bedfordshire since 1855. So when he returned to the UK in 1972, it seemed the perfect place to start his campaign to introduce granola to the British palate. Jordan's father, who made flour and ground horse feed, thought he was crazy. "He said it was like trying to sell horse food to humans," says Jordan.

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Jody Clarke

Jody studied at the University of Limerick and was a senior writer for MoneyWeek. Jody is experienced in interviewing, for example digging into the lives of an ex-M15 agent and quirky business owners who have made millions. Jody’s other areas of expertise include advice on funds, stocks and house prices.