SUZANNE BEARNE – In 2019, Ms Ventura’s feelings started to shift when she decided to certify her business as a so-called “B Corp” organization. This is a global certification scheme whereby firms aim to meet the best possible social and environmental standards. “As a B company, we know that in order to fulfill our corporate purpose we cannot turn a blind eye to these questions: Who am I selling to? What am I selling? Will I be proud of what I am selling in 10 years?,” says Ms Ventura.