I don't feel that this conveys the wholesome and honest image we are looking for, it's too complex. We want something really simple and down to earth. Dorset Cereals (http://www.dorsetcereals.co.uk/) has exatly the kind of image we are looking for, if that's helpful.
I wasn't clear: by "image" I meant the overall feel of the brand, not their exact logo... We don't want any grains or bread in the logo, but we love the vibe that Dorsey Cereals gives. This is far to similar to their logo.