A Brand's True Essence: The Promise It Keeps: Why ovgo Baker Earned Its B Corp Certification (Part 3) [AdverTimes]
This column is a full English translation of the article contributed to AdverTimes on August 9th, 2024.
In the first and second parts of this series, we explored the background behind ovgo Baker's pursuit of B Corp certification, the significance of the certification, and the detailed process involved in achieving it. Now, in this final installment part 3, we turn our focus to the future as we delve into the vision held by ovgo Baker CEO Risa Takagi, and I share my reflections on the impact of obtaining such certifications.
—What are ovgo Baker’s goals and specific plans for 2024?
Takagi: We are currently focused on expanding brand awareness and reaching a broader audience through our e-commerce platform and wholesale distribution. Given our past experience with Japan Airlines, we are also planning to expand our reach into airlines and hotels. Additionally, we aim to make our products more accessible by entering supermarkets and convenience stores, so more people can experience our cookies.
For our brick-and-mortar locations, we plan to leverage the unique characteristics and atmosphere of each of our four stores to create product offerings that our customers will enjoy. We are also setting our sights on global expansion, starting with the United States, and we will continue to move forward steadily, one step at a time.
Speaking with Ms. Takagi, I was reminded of how fundamental sustainability and DEI (Diversity, Equity, and Inclusion) are to a company's mission. These concepts are not just ideals to aspire to; they are measurable, actionable goals that can be evaluated and improved upon. B Corp certification serves as a valuable benchmark in this regard, reinforcing the core of a company’s branding strategy. Knowing these things empowers both companies and individuals to move forward confidently. The adage "knowledge is power" holds true, and it is through action based on this knowledge that we make meaningful progress. The process of obtaining certification, in essence, acts like a coach, guiding a company from knowledge to action.
In Japan, phrases like "Global Standard" and "World-Class" are frequently found in corporate literature. Many business leaders and employees also wear the colorful SDGs (Sustainable Development Goals) badges on their chests. Yet, I often find myself questioning, "How exactly are you adhering to global standards?" or "What makes your approach sustainable?" The truth is, anyone can buy an SDGs badge without any evaluation or certification—it’s just a matter of money. Frankly, I tend to observe those who wear these badges from a distance, wondering if they’ve genuinely considered the future of our world or taken any action toward solving its problems. At the same time, I can’t help but wish that simply wearing that badge could somehow make us all more sustainable.
I'm not suggesting that B Corp certification is the ultimate standard of righteousness. However, it does provide a clear and internationally recognized benchmark, offering evaluations that are available even to companies in Japan. As evidenced by Ms. Takagi's interview, the certification process is anything but easy, highlighting the numerous global challenges that still need to be addressed.
But there's no need to feel overwhelmed. The first step is to learn about the existing standards. By understanding them, we recognize global issues that require solutions. To make the world a better place, it’s essential to start by measuring your company's practices against these "global standards." Isn’t now the perfect time to take that step?
I hope that as companies like ovgo Baker lead the way by obtaining B Corp certification and making it a core part of their branding, the importance of sustainability and DEI will become more deeply ingrained in both Japanese companies and consumers. Through B Corp certification, businesses can learn how to fulfill their social responsibilities, and consumers can gain a reliable way to identify trustworthy companies. Ultimately, this helps society take meaningful steps toward a sustainable future.
For ovgo Baker, their brand allows consumers to enjoy delicious and healthy cookies, which alone is a source of happiness. But beyond that, choosing and purchasing these cookies represents a conscious decision to take action for the betterment of society and the planet—a true win-win. The ability to make such a choice easily and confidently is not only "cool" but also a feel-good experience. This is precisely the kind of shopping experience that brands should aim to offer their customers. However, for the average consumer, identifying which companies and brands can genuinely offer this experience is often challenging. This is where the clarity of B Corp certification comes into play. A brand that has voluntarily undergone rigorous evaluation to obtain this certification is clearly committed to making the world a better place.
To me, making a purchase is akin to casting a vote for a company. And that vote, I believe, is also a vote for making the world a better place. If my small act of purchasing can bring happiness to myself, others, society, and even the planet, then there’s nothing more fulfilling. I hope that more companies like ovgo Baker emerge and that more businesses strive for B Corp certification, paving the way for a better society.
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