In this episode, we chat with Helen Paul-Smith, co-founder of ŌKU New Zealand, about the company's path to B Corp certification and how they balance business with their deep commitment to rongoā Māori, sustainability, and ethical sourcing.

Episode Highlights:

• ŌKU’s Story & Mission – Helen shares how she and her husband, Scott Smith, founded ŌKU to honor the healing power of Aotearoa’s native plants, blending traditional Māori knowledge with modern wellness.

• Why B Corp? – She dives into why ŌKU pursued B Corp certification, what the process was like, and the key changes they made to meet the rigorous social and environmental standards.

• Challenges & Lessons Learned – Helen reflects on the challenges of becoming a B Corp, including supply chain transparency, measuring impact, and ensuring ethical business practices.

• Kaitiakitanga & Sustainability – She explains ŌKU’s commitment to regenerative practices, sourcing native botanicals responsibly, and how their values align with the B Corp movement.

• The Future of ŌKU as a B Corp – Helen shares what’s next for ŌKU, from expanding their impact-driven initiatives to inspiring other businesses to adopt ethical and sustainable practices.

This episode is a must-listen for business owners, sustainability advocates, and anyone curious about B Corp certification and what it truly means to run a values-driven company.

🎉 100 EPISODES! Top Lessons & Favourite Guests from 5 Years of The B Better Podcast 🎉Welcome to a very special episode of the B Better Podcast — the 100th!Since January 2020, I've been diving deep into what it means to build a better business—one that balances purpose and profit. In this milestone episode, I reflect on my biggest lessons from 100 episodes and share highlights from 5 of my all-time favourite guests.👉 Whether you’re a business owner, leader, or impact-curious human, this episode is packed with honest insights, practical takeaways, and behind-the-scenes stories from five years of podcasting with purpose.🎧 In This Episode: • My top reflections from 100 conversations with B Corps and purpose-driven leaders • Why doing good isn’t easy—or black and white • The risks of unintended consequences (yes, even with the best intentions) • The trap of judgement vs. influence—and why inclusion beats exclusion • Why business for good should be the best party on the street • A look back at my Top 5 Favourite Guests: 1. Perry Drysdale – Untouched World 2. Jennifer Boggiss – Heilala Vanilla 3. Ian Harvey – Collective Intelligence 4. Jay Coen Gilbert – Co-founder of B Lab 5. Jenn Harper – Cheekbone Beauty🙌 THANK YOU to all the incredible guests and listeners who’ve supported this journey. If the B Better Podcast has helped you in any way, I’d love to hear from you in the comments.📩 Want help growing your business for good or getting B Corp Certified? I might know a guy 😉📌 Don’t forget to LIKE, SUBSCRIBE & SHARE if you’re ready to B Better.#BBetterPodcast #Episode100 #PurposeDrivenBusiness #BCorp #ImpactBusiness #JennHarper #JayCoenGilbert #HeilalaVanilla #UntouchedWorld #BusinessForGood

In this episode, we sit down with Bron Thomson and Emily Vaka’uta, the co-CEOs of Springload Te Pipītanga, to explore their journey in leading one of New Zealand's foremost digital agencies with a focus on purpose-driven work and bicultural leadership.

Episode Highlights:

In this episode, Richard Evans, Managing Director of Talent Nation, discusses the evolving landscape of sustainability recruitment and the critical role of aligning purpose-driven professionals with organisations committed to environmental and social responsibility.

Key topics include:

• Talent Nation's Mission: Richard shares how Talent Nation specialises in executive search and recruitment within the sustainability, environment, and energy sectors, emphasizing their commitment to connecting purpose-driven individuals with organizations that prioritize positive impact.

• B Corp Certification: He discusses Talent Nation's achievement as the first recruitment company in Australia to attain B Corp status, highlighting the significance of this certification in demonstrating a company's dedication to high social and environmental performance standards.

• Trends in Sustainability Recruitment: Richard provides insights into the growing demand for expertise in sustainability and environmental roles, reflecting on how businesses are increasingly seeking professionals who can drive their sustainability agendas.

• Challenges in Purpose-Driven Recruitment: He explores the challenges organisations face in recruiting for purpose-driven roles and offers strategies for effectively attracting and retaining talent committed to sustainability.

• Future Outlook: Richard shares his vision for the future of sustainability recruitment, discussing emerging trends and the evolving expectations of both employers and candidates in the sector.

This conversation offers valuable perspectives on the intersection of recruitment and sustainability, providing listeners with a deeper understanding of how aligning talent with purpose-driven organisations can drive meaningful change.

Andrew Thornton is the co-founder of Heart in Business and the founder of Belsize Budgens, a London-based grocery store known for its commitment to sustainability and community engagement. He is also a keynote speaker, sharing his journey from a profit-focused entrepreneur to a purpose-driven business leader.

Episode Highlights:

This episode offers valuable insights into how businesses can integrate purpose and profit, setting a standard for ethical leadership in the industry.

In this episode, Paul Button, co-founder of Rotorua Canopy Tours, joins us to share his journey of combining eco-adventure tourism with a strong commitment to sustainability. Paul dives into Rotorua Canopy Tours’ process of becoming a B Corp, reflecting on the challenges and rewards of building a business that not only provides unforgettable experiences but also makes a positive impact on the environment.

Key topics include:

This conversation is a perfect example of how businesses can be a force for good—balancing profit with purpose and doing business the B Corp way. Don’t miss out on hearing how Rotorua Canopy Tours is setting a new standard for sustainability in the tourism industry!

In this episode, Matt shares his journey from professional skiing and founding Forefront Ski Brand to pioneering sustainable innovation with Checkerspot and Wnder Alpine. Learn how bio-based materials from algae are transforming ski and snowboard production, the challenges of commercialising new technologies, and the impact of earning B Corp certification. Matt also discusses future plans to expand into apparel and other industries, showcasing the versatility of algae-based alternatives.

In this episode, we chat with Dawn Boulware, VP of Social and Environmental Responsibility at Taos Ski Valley, the only B Corp-certified ski resort in the world. Dawn shares the fascinating history of Taos, from its founding by Ernie Blake in 1955 to its transformation under current ownership. We discuss the unique community and cultural heritage of Taos, the challenges of running a sustainable ski resort, and the importance of authentic purpose in business.

Learn how Dawn created her role, spearheaded Taos’s sustainability efforts, and achieved B Corp certification. We explore everything from geothermal heating and renewable diesel to supporting local businesses and balancing environmental impact with customer experience. Dawn also highlights the power of connection, community, and action to drive meaningful change in the ski industry and beyond.

If you're ready to learn how to ski responsibly, embrace local culture, and be inspired by a leader committed to doing business for good, this episode is for you. Tune in and discover why Taos Ski Valley is more than just a ski resort—it’s a movement.

In this episode, I'm joined by Leo Tsuo from Weston Backcountry to talk about his journey from growing up in Boulder, Colorado, to leading a sustainable transformation in the ski and snowboard industry. Leo shares insights from his early career in renewable energy, the importance of authentic purpose in business, and how he transitioned Western Backcountry from a faith-driven brand to one rooted in sustainability.

We explore challenges in supply chain and offshore manufacturing, the difference between taking a stance and making real impact, and how businesses can do good by doing well. Leo also opens up about his path to B Corp certification and why it’s more about building community and bringing people on the journey than just crunching numbers.

With memorable wisdom like "offer a handshake, not a pointed finger," this conversation is packed with inspiration for anyone passionate about purpose-driven business.

Join Tim Jones as he chats with Chris Jansen and Jason Pemberton from Leadership Lab about their journey of integrating purpose into business, their exploration of the B Corp framework, and how collaboration and systems thinking drive their work. They share candid insights on the challenges, lessons, and future opportunities in creating a business that balances profit and impact.

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