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Ask the Fixer: Why should brands become a Certified B Corporation?

Three natural products industry experts unpack the importance of becoming a Certified B Corporation.

There’s a rising demand within the natural products industry for responsibility, from responsible ingredient sourcing to sustainable packing. With the growth of these consumer demands, many companies are working to become Certified B Corporations—those businesses that marry profit and purpose and meet the highest standards of social and environmental performance, legal accountability and public transparency. It’s the gold standard for good business practices, though the entire process might seem intimidating.

To help demystify B corp certification, we asked these three companies, representing various parts of the certification process, this question: Why should brands consider becoming a Certified B Corporation?

Andy Fyfe: Senior B Corp Growth + Activation, B Lab

Andy FyfeIndependent certifications are important to hold companies accountable and reaffirm that we're voting with our dollars (and our jobs) in ways that align with our values. B Lab certifies for-profit companies called B Corporations that meet the highest standards of social and environmental performance, transparency and legal accountability.

Just as businesses are unique from one another, so are their reasons to certify. I would say the three most share in common are:

1. Certifying as a B Corporation separates good companies from what is just good marketing.

2. Employees are demanding it.

3. Certified B Corps are building a global community of practice and peer support to use their collective voice and action to steward a more regenerative rather than extractive economy.

Pete Brennan: Co-founder, Soñar! Foods

Pete Brennan Soñar!We created Soñar! Foods to bridge cultural and health divides through organic sourcing, positive ingredients and a brand that celebrates the Latino community, nourishes and empowers, demonstrating the power of a Latina-owned business to serve its stakeholders and the community beyond just profits.

We will always hold ourselves to the highest standard, and by pursuing B corp certification, we are demonstrating that we will continuously monitor and optimize our impact in pursuit of the greater good across a rigorous set of metrics that address sourcing, hiring practices, partnerships, business performance, our product, the environment, social impact and more.

We believe it’s our responsibility as good corporate citizens to be at our best, attract and excite the best people and partners that represent the colorful community we serve, deliver the best product possible and to do our best to inspire others to join us through our business practices and our mission to empower and nourish a nation of dreamers!

Scott Norton: Co-founder and CEO, Sir Kensington’s

Zach SeelyWe first decided to take the Certified B Corp assessment because we knew it would illuminate new ways to consider the impact we make and who our stakeholders are. It would show us potential futures and possibilities in which we could marshal our company as a force for good in the world and one that continues to find new possibilities to protect the dignity of food.

We didn’t achieve a certifiable score when we first assessed ourselves, but our team worked for more than a year to better understand and improve our impact on society. And though we’ve surpassed the minimum score to become certified, we see this as the beginning of a journey rather than the end. Being part of the B Corp movement isn’t about the seal alone but a commitment to setting and delivering more and more ambitious goals to live our values as a company.

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