Alara Wholefoods is an English whole foods company, based in London. Established in 1975 by Alex and Ciara Smith. Before setting up the business, Alex, an architecture student, had chosen to live without money for a year as a means of opting out of what he found to be an oppressive and objectionable way of life dominated by property developers and non-producing capitalists. By living in a Tolmers Square squat and salvaging food and other goods that had been thrown away by local businesses, the two managed to avoid using any money at all for a year. When they had a child, however, money began to seem necessary and reasonable for providing well for a small family. Alex found two pound notes lying in the street, and they decided to use the found money to pay the entrance fee to Covent Garden