Certified B Corporations: Businesses that do more than make profit
What to buy, what to buy
As consumers, we find ourselves in a time where information is flowing at us nonstop, and we’re increasingly becoming aware of the impact our purchasing patterns are having on the environment. We realize that everything we’re buying deserves some thought and purposeful decision making. This has led to the creation of countless labels that help consumers make informed decisions.
One such label you may have started to notice is Certified B Corporations. It’s found on packaged foods, tourism company websites, and even construction groups. They exist to help identify brands that use business as a force for good, but what does that really mean? As a Certified B Corporation since 2011, we’re here to walk you through what you need to know, what makes it unique, and take you behind the scenes of some of Bullfrog Power’s inspiring B Corp customers.
A certification with evolving standards
Since its launch in 2006, B Corp certification has undergone six revisions to its standards, adapting to stakeholder feedback and evolving definitions of leadership in social and environmental performance.[i]Their unique raison d’être is to evaluate a company’s total social and environmental impact. Using a scoring system, they assess corporate policies through the lens of inclusivity, equitability, and contributing to a regenerative global economy.[ii]
Their profits have been confirmed to support five impact areas:
- Governance
- Environment
- Workers
- Customers
- Community
Their standards are developed and evaluated by the B Lab’s independent standards advisory council. This is a multi-stakeholder group composed of members from around the world with specific expertise in responsible and sustainable business.[i]
They are the ones that verify the certification process of:
- Scoring at least 80 points on the B Impact Assessment and passing a risk review.
- Providing documentation that supports the company’s claims to meet the B Corp legal requirement.
- Allowing for transparency, where their score is published publicly on the B Corp website.
B Corps stand out because they have made a legal commitment by changing their corporate governance structure to be accountable to all stakeholders.
Currently the B Lab is reevaluating their standards and will be publishing them in early 2025. These new standards are raising the bar to galvanize the most impactful business actions in response to intensifying environmental crises and social inequality.[ii]
Why companies choose to become a Certified B Corp
Well, we might as well start with us! We asked the president of Bullfrog Power what it means to be a Certified B Corp.
“Bullfrog is a B Corp because we believe business can and should be a force for good. Bullfrog’s mission is to build a renewably powered Canada, supporting community-based renewable energy projects and donating 10% of our profits to organizations that support sustainability. Maintaining our B Corp status and a high rating is a priority as we strive to change Canada’s energy system for the better.” President of Bullfrog Power, Suha Jethalal
Let’s hear from the team:
“I feel reassured in our power for change by being part of a community of likeminded sustainability leaders. We’ve connected with some pretty cool companies across the country that have enriched our company culture and shifted our individual perspectives on buying habits.” Olena, Customer Experience
Backstage with our B Corp customers that have joined the movement
Over 50 of our bullfrogpowered customers are B Corp Certified. We asked a few how B Corp Certification influenced their company’s sustainability journey.
B Corp impact
Monos is the first North American luggage brand to become a Certified B Corp. This certification is an extension of their ongoing commitment to travel mindfully and tread lightly. Louise Henwood – Senior manager, Company Initiatives expands on this philosophy.
“We believe that it is our responsibility to protect our planet, the place we call home. Achieving B Corporation® status is a testament to our belief that thoughtful design can coexist with social and environmental consciousness.” Bullfrog Power customer since 2023.
Muskoka Roastery was the first roaster in Canada to source 100% of their coffee from Rainforest Alliance Certified™ farms in 2011. They achieved their B Corp Certification in 2020. For them, “being a B Corp is more than a certification – it’s a commitment to stand for more than just exceptional coffee. It means holding ourselves accountable to the highest level of environmental and social standards, ensuring that every decision we make aligns with our values. For our customers, in my opinion, it’s a seal of trust.” Jordan Neudorf, Marketing Director. Bullfrog Power customer since 2017.
Ocean Brands owns many seafood and food product brands, with a passion to source their ingredients sustainably. In 2019, they became a Certified B Corp and achieved recertification in 2023. Angel Cheng – Director, Corporate Social Responsibility – highlights “The rigorous recertification process helped us identify areas where we could strengthen our positive impact and highlighted the importance of measuring and managing our social and environmental performance. This milestone shows our commitment to continue making positive impact beyond the initial certification. Bullfrog Power customer since 2019.
Righteous Gelato is a small batch gelato company from Calgary Canada, and has always been people first and profits second. Even though they achieved B Corp certification in 2016, James Boettcher – Custodian of Culture and CEO – emphasizes that “Righteous Gelato has always operated like a B Corp, long before we were the first Canadian ice cream company to be certified. We’ve always known it’s inherently right to put our planet and our people – Team Righteous, their families, our community and our fans – at the top of our priority list.” A Calgary born small business is competing with the big dogs “We scored 1 point higher than Ben & Jerry’s during our recertification in 2018! It’s the coolest thing to ‘compete’ with a brand that you look up to and admire so much.” Bullfrog Power customer since 2014.
tentree is a Canadian apparel company that plants trees for every item purchased. With one of the highest scores in their Certified B Corp category and awarded Best for the World in Community in 2021, they’ve got quite the story to tell. Ludovic Duran – Senior Director, Global Sourcing & Sustainability – summed up the meaning of their B Corp Certification as:
“When we re-certify every three years, it’s amazing to see our progress and how we continue to grow into a stronger, more restorative business. When we were first certified, our score was 94.2. Since then, it has evolved every time, first to 124.6 and then to 136.2, making us one of the top 5 apparel brands globally and top 100 Canadian companies.” Bullfrog Power customer since 2023.
Bullfrog Power and B Corp’s working in harmony
We were curious to hear how bullfrogpowering their company has amplified their environmental impact. Angel Cheng pointed out that “This partnership aligns with our B Corp commitment to environmental stewardship. By choosing renewable energy through Bullfrog Power, we reduced our environmental footprint and support the growth of clean energy across Canada.” Jordan Neudorf expresses that “It’s another reason customers can feel proud to support our brand—because not only are we owned, operated, and made in Canada, but we’re taking all the possible steps to protect the Canadian environment.”
Changing the rules of the game
The B Corp movement is driving a collective effort to transform the behavior, structure, and culture of capitalism.[i]
They are game-changing companies, standing with consumers who seek transformative economic and societal change to protect our planet’s livability for all.
They remind us to be intentional in our daily life, even the small things. Sometimes that requires occasional recommitments to our spending habits, asking ourselves “do I really need this” or “can I use this money more wisely”.
“Do not let what you cannot do interfere with what you can do.”
John Wooden, retired American basketball coach.
References
[1] B Lab, “B Lab Standards Advisory Council,” B Corporation, accessed February 26, 2025, https://www.bcorporation.net/en-us/standards/advisory-council/
[2] B Lab, “Certification,” B Corporation, accessed February 20, 2025, https://www.bcorporation.net/en-us/certification/.
[3] B Lab, “B Lab Standards Advisory Council,” B Corporation, accessed February 26, 2025, https://www.bcorporation.net/en-us/standards/advisory-council/
[4] B Corporation. (n.d.). Performance requirements. B Lab. https://www.bcorporation.net/en-us/standards/performance-requirements/
[5] B Lab, “The B Corp Movement,” B Corporation, accessed February 26, 2025, https://www.bcorporation.net/en-us/movement/.