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How to be a part of the 'B the Change' movement

Christine Kapperman, Senior Content Director

January 15, 2014

6 Slides

Impact. Doing. People. Planet. Meaningful. Good.

And, of course, benefit.

These are the words driving the first consumer-facing B the Change campaign launched this week by B Lab, the organization behind the 7-year-old Certified B Corporation designation.

The campaign brings together 900 Certified B Corporation businesses to promote the organization's cause of sustainable business to consumers. Additionally, B Lab has planned a yearlong media campaign (see some of the ads in the above gallery) and created a special web promo, Meanwhile, 16 businesses have created special edition products.

“It’s inspiring to see nearly 1,000 companies speaking out with one, unified voice, all in an effort to celebrate and reward people using business as a force for good,” B Lab Co-Founder Jay Coen Gilbert said via press release.   

Oregon-based New Seasons Market and the National Cooperative Grocers Association, themselves Certified B Corporations, are planning B corp promotions in March and April, respectively.

Natural foods retailers, too, can support the cause by selling the special products and planning promotions of their own, said Vale Jokisch, B Lab’s director of services. And promoting good is good business. B corp product sales reached $1.2 billion in 2012, a 15 percent increase over 2011, according to SPINS.

In-store promos could include:

  • Sharing the B the Change message via social media.

  • Promoting the idea of shopping B corps at your store.

  • Setting up special endcaps.

  • Offering thank you cards at checkout.

B Lab is coming out with a complete retail promotion toolkit including ideas and ready-made signage.

Food brands launching promotional B the Change items include Cabot Creamery Cooperative, Coda Coffee, HappyFamily, Numi Organic Tea, Pacific Northwest Kale Chips, Peeled Snacks and Plum Organics. 

About the Author(s)

Christine Kapperman

Senior Content Director, New Hope Network

As the senior content director at New Hope Network, Christine Kapperman combines her 20-year journalism background with her passion for business to cover the natural products industry for and Natural Foods Merchandiser magazine. She also led content at She loves tracking (and tasting) trends as she shares what’s next to show up in cups, plates and in pantries across the United States.

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