Since 1977, we know granola.

New England Natural Bakers is a premier manufacturer of granola, muesli and trail mixes located on the east coast with national and international distribution. The company was founded in 1977 by John Broucek and has been a mainstay in the Natural Foods industry ever since.


From our humble beginnings starting production in a pizza parlor, to now over 40 employees and 2 locations, we owe our success to our loyal, valued customers and a great group of dedicated employee/owners. Committed to the values of Trust, Integrity, Excellence and Sustainability (T.I.E.S.), New England Natural Bakers became a 100% employee owned company (ESOP) in 2012. In addition to an extensive assortment of bulk products that include both organic and conventional formulations, we offer a popular line of organic pouch granola created with the health of the consumer in mind. With a variety of Gluten Free, protein, and no added sugar offerings, you will find a wholesome, healthy and delicious granola that is just right for you.

We know granola

Dear Friends,

We are so glad that you are visiting our website. You wouldn’t be here unless you care as much about delicious food—and your family’s health—as we do.

In the media, we read a lot about food trends. To us, trends don’t mean much. The New England Naturals approach is, and always has been, grounded in the culture of western Massachusetts’ Pioneer Valley. Here, we are a little bit Vermont-rustic, a little Boston-sophisticated and a lot hometown-friendly. In our Hilltown neighborhoods, people know your name. They grow their own food. There’s not a whole lot of pretense in these parts. We want to share New England Naturals with you, no matter where you call home.

The values of this ethical, enthusiastic, eclectic community are reflected in every delicious granola, trail mix and muesli that we make. The company was founded in 1977, and we are 100% employee-owned. Families all over the country can trust that we care about delivering excellent granola and snacks and that we do it all sustainably.

So food trends can be fun, for sure. But we are in this for the long term and committed to giving you granola and other products that you and your family can all love. Speaking of trends, you know how Birkenstocks are fashionable once again? Here in western Massachusetts, comfort and health are always in style.