Joanna Allen, the CEO of Graze, comes to our virtual studio to tell Ollie Lloyd all about how she is helping a teenager become a leading voice in the B Corp community. Graze recently turned 15 and is on a mission to help people make small changes that can have big impacts, from both a sustainability and health perspective.
Graze was one of the early innovators in D2C, dropping boxes full of healthy snacks through consumer’s letterboxes. Nowadays D2C only makes up 20% of its business and it plays a more nuanced role. The team use it as a way of collecting data, for media targeting, product testing and selection and as a recruitment vehicle for a cohort of fans that can spread the word on social media.
The story Joanna tells, reminds us that the brands trying to do the right thing from a sustainability and health perspective are choosing the harder road. It just comes down to consumers to back these choices, which isn't always easy during a cost of living crisis.
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