A Brand's True Essence: The Promise It Keeps: Why ovgo Baker Earned Its B Corp Certification (Part 2) [AdverTimes]
This column is a full English translation of the article contributed to AdverTimes on August 9th, 2024.
In the first part of this series, we explored the background behind ovgo Baker's pursuit of B Corp certification. In this middle segment, I'll delve into the significance of this certification and the challenges faced during the process. Through an interview with ovgo Baker CEO, Risa Takagi, I’ll uncover the specific steps involved in achieving this milestone.
B Corp certification is not merely a label or a status symbol; it represents a company's sincere commitment to sustainability and social responsibility. The lessons and experiences gained throughout this journey significantly contribute to the growth and evolution of a business. The case of ovgo Baker is no exception—the path to certification was anything but smooth.
One of the greatest challenges ovgo Baker encountered during the certification process was the collection and management of data. The B Corp application requires detailed evidence of how a company considers the environment and contributes to society. This includes a broad spectrum of information, from energy consumption and waste management to employee welfare and community contributions.
Moreover, the B Corp evaluation process places significant emphasis on corporate governance and transparency. This aspect evaluates how decisions are made within the company and how these decisions are communicated externally. Through this evaluation, ovgo Baker refined its governance structure and strengthened its commitment to operating with greater transparency.
Another critical aspect of obtaining B Corp certification is the assessment of a company’s dedication to social responsibility. ovgo Baker has demonstrated its commitment through fair treatment of employees and active community engagement. This includes participating in local events and building cooperative relationships with local suppliers.
As of August 8, 2024, there are 8,751 companies worldwide that have achieved B Corp certification, including 43 based in Japan. Among them, ovgo Baker stands out as the first Japanese food and beverage company to receive this certification. Globally recognized brands with a strong commitment to social responsibility, such as Patagonia, Allbirds, Warby Parker, and Aesop, are also certified B Corps.
To learn more, you can check out the following link: https://www.bcorporation.net/en-us/find-a-b-corp/
Interview with Risa Takagi, CEO of ovgo Baker
—What motivated your company to pursue B Corp certification?
Takagi: Our mission is to become a global sustainable lifestyle brand, and we believed that obtaining B Corp certification was an essential starting point for competing on the global stage. It was a crucial step that we saw as the baseline for our journey.
—How does B Corp certification relate to your brand's identity?
Takagi: To be honest, B Corp is still not widely recognized in Japan, so the impact has not always been significant. However, in the B2B context, being certified has often been acknowledged, particularly by large corporations. There have been many cases where companies have positively reconsidered working with us after learning about our certification, which is incredibly encouraging. As this positive impact continues to spread, we hope it will lead to greater awareness of B Corp in Japan. Additionally, being part of the B Corp community in Japan has allowed us to exchange valuable information each other, which has been a significant benefit. The connections we've made with other certified companies have been incredibly supportive and invaluable.
—What challenges did you face during the application process?
Takagi: One of the most challenging aspects of the application was that many of the governance-related questions were based on U.S. standards rather than Japanese ones, making it difficult to earn points in certain areas. Additionally, gathering the necessary data was extremely labor-intensive. However, even in these challenging situations, by understanding the true intent behind the questions and providing logical explanations, we were able to have some points recognized. Especially for the questions with higher weight, it was crucial to analyze and comprehend their fundamental meanings and what the evaluators were looking for, which added to the complexity of the process.
—What should companies be mindful of during the application process?
Takagi: The application requires detailed data on aspects such as the energy used and waste generated by the business. Collecting all relevant data takes a significant amount of time. Furthermore, all the application questions and communications with B Corp analysts (via email and online meetings) are conducted in English, so the person responsible for the application needs to not only understand the business but also have a strong command of English. It's also important to note that B Corp certification requires re-application every three years, so the data submitted during the initial application must be continually collected and updated.
—What industries in Japan do you think would benefit most from obtaining B Corp certification?
Takagi: Rather than focusing on specific industries, I believe that more companies, particularly large, influential corporations in Japan, should take an interest in this certification. If leading companies pursue B Corp certification, it will raise awareness and underscore the importance of this movement. This could help B Corp's significance resonate more deeply with consumers.
In Part 3, I will explore CEO Risa Takagi's future outlook and offer further insights into the significance of B Corp and other certifications.
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