A Brand's True Essence: The Promise It Keeps: Why ovgo Baker Earned Its B Corp Certification (Part 1) [AdverTimes]
This column is a full English translation of the article contributed to AdverTimes on August 9th, 2024.
There is a company called ovgo Baker that manufactures and sells vegan American cookies. They began their activities in 2019, formalized as a corporation in May 2020, and opened their first store in Nihonbashi Kodemmacho in 2021. Despite the challenges posed by the COVID-19 pandemic, their e-commerce business flourished, leading to steady growth. Today, they operate four stores and an ever-growing number of retailers stock ovgo Baker cookies.
The ovgo Baker brand was born out of a deep admiration for the cookies the founding members tasted in America. Their goal was to create delicious cookies that are not only kind to people but also to society and the planet. True to this mission, their cookies are made without any animal-derived ingredients and are produced using environmentally friendly methods. The brand’s vision is to offer products that are not only tasty but also sustainable and socially responsible.
Last spring, I had the opportunity to meet the management team of ovgo Baker during their visit to New York, and since then, I have been closely following their journey. What particularly stands out is their achievement in 2022 when they obtained the B Corp certification, an international recognition awarded to companies that meet high standards of social and environmental performance, accountability, and transparency. Attaining this certification signifies a crucial step in fulfilling a company’s social responsibility.
To earn B Corp certification, a company must answer a wide array of questions and provide detailed information to assess its impact on society and the environment. The evaluation is based on five key categories: Workers, Community, Environment, Governance, and Customers. Importantly, these criteria also consider how well a company prioritizes diversity, equity, and inclusion (DEI).
To earn B Corp certification, a company must answer a wide array of questions and provide detailed information to assess its impact on society and the environment. The evaluation is based on five key categories: Workers, Community, Environment, Governance, and Customers. Importantly, these criteria also consider how well a company prioritizes diversity, equity, and inclusion (DEI).
Obtaining this certification is no easy feat, but ovgo Baker embraced the challenge and succeeded. Through this process, they gained a deeper understanding of the efforts required to fulfill their social responsibilities as a company and demonstrated a commitment to putting those practices into action.
Some may argue that a certification is merely a label defined by an external entity. However, the distinction lies in the willingness of a company to engage with and meet these global standards of social responsibility, as opposed to those that choose not to. Furthermore, B Corp certification isn’t a one-time achievement; it requires periodic renewal, compelling companies to continually update and improve their practices. This ongoing commitment to betterment makes it a smart choice as a guiding principle for a company’s actions.
Companies that obtain B Corp certification are entitled to display the B Corp mark. In ovgo Baker’s case, they issued a press release upon earning the certification and painted the B Corp mark on their store’s windows. As shown in the image, their transparent presentation—where customers can observe the activities inside through the glass—features the prominent display of the B Corp "B" mark. They also feature the B Corp mark on some of their products and actively promote their certification to investors.
During a recent visit to a trade show in New York, I noticed several brands displaying the "B" on their booths. To those unfamiliar with it, this mark may go unnoticed, but for those who understand its significance or have experience obtaining it, the presence of the "B" can instantly build trust and shorten the distance between like-minded individuals.
@Shoppe Object
@Shoppe Object
@Shoppe Object
Certifications and qualifications are not just about the accolade itself. What matters most is what a company learns in the process of obtaining them and how it upholds its promises through concrete actions after the certification is achieved. This is when a company’s true purpose and awareness are put to the test, prompting a deeper understanding of what it means to be a brand. As a result, each member of the company becomes more conscious, confident, and capable of engaging with customers in a way that earns trust. This, in essence, is the core of branding—a promise to society and consumers. The real challenge is for the brand to strive to fulfill that promise and achieve business success through these efforts.
In Part 2, I’ll delve further into the background of ovgo Baker’s B Corp certification and the challenges they faced during the process.
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