Mark Cuddigan became CEO of baby food brand Ella’s Kitchen just after the birth of his first child in 2017. Since then, he has driven the company to become a force for good. Last year alone, Ella’s Kitchen re-certified as a B Corporation, joined the Better Business Act coalition, and teamed up with brands such as Mars and Nestlé to expand flexible packaging recycling in the UK.
Although the company is owned by a large corporation, Hain Celestial, Cuddigan continues to put purpose above the pressure to generate profit. His conversion to the importance of purpose was prompted by the B Corp movement. And he will not stop singing B Corp’s praises until every business joins up.
On purpose driving profit
Using your business as a vehicle for change is liberating and you’ll have a more successful business if you do that. I have made Ella’s Kitchen more money, tripled sales and quadrupled profit since I took over. Doing the right thing and making money are intrinsically linked.