Europe’s First B Corp Certified Vegan Pet Food

“Working with The Good Crowd was a brilliant experience for us - Natalie and Catherine really understood our vision and values, and led us confidently along our B Corp journey, making it really engaging and enjoyable. Catherine helped us to focus on what mattered to us, breaking actions down into manageable chunks and reducing the overwhelm hugely. The policy templates provided were a huge help, saving us hours of time”

Damien Clarkson, Co-Founder

About The Pack

The Pack is a startup brand creating vegan dog food that’s better for the planet. Set-up by committed environmentalists, Judy Nadel and Damien Clarkson, they have a strong mission to create a better world for pets and the planet.

Why The Good Crowd

Founder’s Judy and Damien wanted to achieve B Corp certification as a way to validate the great work they were already doing and to formalise their practices to aid their growth ambitions. Catherine and Damien had met on a panel discussing B Corp at The Bread & Jam festival in 2022, so when they were ready to get started, they knew Catherine’s expertise would be a huge help and she’d be great to work with.

What we did

Starting in January 2023, our sustainability & B Corp expert, Catherine, led Judy & Damien through the full certification process resulting in The Pack successfully certifying in October 2023 and becoming Europe’s first B Corp certified vegan pet food brand.

Our process always starts with getting under the skin of the business, reviewing the vision, values and reason to exist beyond commercial goals. Catherine guided The Pack through the B impact assessment, breaking this down into weekly virtual meetings, making the complex process manageable whilst also keeping momentum.

The outcome of this “Discover” phase concluded with a report of The Pack’s current impact across 5 areas (Governance, Workers, Community, Environment & Customers) and a bespoke action plan focusing on both short and longer-term actions to grow their positive impact, aligned with their vision and values. A detailed action plan, including example policies and practices, and support along the way, enabled the team to implement the necessary improvements and set-out a roadmap for continued improvement.

The Pack certified B Corp in 2023 with a score of 82.6