Erewhon Organic
| Company type | Subsidiary |
|---|---|
| Industry | Food manufacturing |
| Founded | 1966 |
| Founder | Aveline Kushi, Michio Kushi, Paul Hawken (leader from 1967) |
| Defunct | 2019 |
| Fate | Phased out and replaced by Three Sisters Foods |
| Headquarters | United States |
Area served | North America |
| Products | Organic cereals, macrobiotic whole foods |
| Parent | Post Foods |
Erewhon Organic (pronounced AIR-wahn) was a subsidiary brand of Post Foods specializing in organic cereals. Renowned for its allergy-conscious organic cereal products distributed throughout health food retailers in North America, Erewhon was a pioneer in introducing macrobiotic, organic whole foods to the U.S. market. In 2019, Post Foods phased out the Erewhon label and replaced it with Three Sisters Foods, which offers a comparable range of organic cereals.
The brand name "Erewhon" is derived from Samuel Butler's 1872 satirical novel Erewhon, portraying an ideal society where individuals are accountable for their own well-being.
History
The introduction of modern macrobiotics into the United States can be credited to founders Aveline Kushi and Michio Kushi, who had been students of George Ohsawa since the early 1950s. By the late 1960s, they had established study groups in New York and Massachusetts, which helped stimulate interest in macrobiotic and whole food products. Erewhon's early product lineup featured processed soy items such as miso and shoyu, sourced from suppliers based in New York.
Facing challenges with domestic product quality, Michio Kushi collaborated with Akiyoshi Kazama, founder of Mitoku in Tokyo, to enhance sourcing standards. In August 1967, entrepreneur Paul Hawken assumed leadership, rebranding the enterprise as Erewhon Trading Co. and broadening its scope. By the early 1970s, Erewhon had partnered with 57 farms across 35 states to cultivate organic crops and introduced a “Charter of Quality Standards for Natural Products.”
The company experienced rapid expansion by 1979, which exerted pressure on its financial resources. Despite serving approximately 2,000 customers with a catalog of 4,000 products by 1981, cash flow issues emerged. Disruptions from suppliers followed; however, Kazama remained committed to fulfilling orders. In November 1981, Erewhon filed for Chapter 11 bankruptcy protection; Mitoku was the largest creditor and incurred a loss of $300,000.
Following these difficulties, Erewhon merged with U.S. Mills in 1986—a firm established in 1908—uniting their mutual dedication to whole grain cereals and straightforward production methods.
In 2009, San Francisco-based health foods company Attune Foods acquired U.S. Mills, continuing efforts to support digestive health through natural ingredients. Attune Foods was subsequently acquired by Post Foods in 2013. During Attune's ownership, Erewhon offered eight varieties of organic cereals, including six gluten-free options.
See also
External links
- Official website (archived, April 13, 2014)
- History of Erewhon - Natural Foods Pioneer in the United States (1966-2011)
- Articles with short description
- Breakfast cereal companies
- Organic farming organizations
- Food manufacturers of the United States
- American companies established in 1966
- Food and drink companies established in 1966
- 1966 establishments in New York (state)
- Post Consumer Brands brands
- Companies that filed for Chapter 11 bankruptcy in 1981