An organic recipe for success

Our approach …

It’s generally agreed that food produced organically is better for people and it tastes great too!

That’s why, at ASDA, we’re working with our suppliers around the country to bring our customers healthy, organic products at affordable prices.

Our people …

The importance of this choice is something which Pauline and Gary Stiles know all about.

‘In 1996, our daughter Georgia was diagnosed with autism,’ explains Pauline, co-founder of Pure Organics. ‘We were told that additives should be cut out of her diet.’

‘Some time later it became clear that gluten, yeast and preservatives were also bad for Georgia — but there was nothing on the market in terms of ready meals for children that didn’t feature some or all of these.’

So, to help Georgia and all the other families wanting a choice of organic meals for children, Pauline and Gary began making their own organic products, and in 2006, they formed a partnership with ASDA.

‘Parents want to give their kids the best start in life. Through ASDA, we provide food that is quick to prepare, and contains the right stuff for growing children,’ says Pauline.

Pure Organics supply our Great Stuff organic ready meals for kids, and Pauline is passionate that the range should be affordable to all parents: ‘I think the way ASDA have priced the range is brilliant. It shows they’re committed to encouraging great nutrition for children — whatever their family circumstances.’

Our future …

In 2007, ASDA removed artificial colours and flavours, hydrogenated fat and flavour enhancers from all own label food and soft drinks — a grand total of 11,000 products. Suppliers like Pauline and Gary have helped to make that a reality.

But they’re not resting on their laurels. ‘We’re already working on producing even more organic products for ASDA’ enthuses Pauline.