Woolcool and B-Corp

Woolcool and B-Corp

On this episode of the show I am joined by Josie Morris MBE. Josie is the MD of Woolcool Ltd, a 2nd Generation family business and a Certified B-Corp business.

What is a B-Corporation?

Certified B Corporations are a new kind of business that balances purpose and profit. They are legally required to consider the impact of their decisions on their workers, customers, suppliers, community, and the environment. They are a community of leaders, driving a global movement of people using business as a force for good.

There are a number of tools and links on the B Corporation website that allow you to assess where you are in terms of the requirements for certification.

During the show Josie explains why this process was right for her family and for the business.

Listen to the episode here: 

Finding what works for you

The idea behind this series of the podcast is to highlight the many ways in which you might want to work towards your sustainability goals and to provide you with stories about how other families have approached the subject.

Picking what works for you is important and I think that Josie’s story highlights this. The motivation came from within the family and they were working in a way that was already aligned to their sustainability goals.

They used the B-Corporation Certification process to ensure that they could measure and report against what was important to them and I hope that what we highlight is that there is no ‘perfect’ way to run your business and that sustainability is not about placing constraints on your ability to make money.

Listening to how others have achieved what they have can act as a catalyst and inspiration for your own business and family, but picking what works for you is more likely to provide positive results than trying to squeeze your business into a particualr box!

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About Josie Morris MBE

Josie is MD at Woolcool, a UK based, 2nd Generation, family business founded by her mother in 2009. Woolcool are leading innovators in their sector, producing insulated packaging using Sheep Wool, providing a sustainable alternative to Polystyrene. 

Josie Morris MBE - Woolcool


They achieved B Corp certification in 2020, promoting business as a force for good, an ethos the company is passionate about, ensuring that both people and planet are taking into account when making business decisions. Josie is an advocate for diversity and the development of strong cultures within businesses.

In 2021 she was awarded an MBE in The Queen’s Birthday Honours List for services to Manufacturing and the Environnment.  


As well as being involved in the BBIA for the past 3 years, she also sits on the Staffordshire Chambers of Commerce Council, is a champion of Small to Medium Business Enterprises and is currently one of DiT Export Champions