THE WHAT? PZ Cusson’s Child’s Farm brand has become B Corporation certified, said to be the first brand in children’s personal care to achieve the status.
THE DETAILS B Corp by B Lab is granted to companies that are considered to have the highest standards of verified social and environmental performance, public transparency, and legal accountability to balance profit and purpose.
Jonathan Myers, Chief Executive Officer of PZ Cussons, said: “Childs Farm is a clear leader in sustainability and becoming a B Corp is an outstanding achievement by Joanna and the entire Childs Farm team. As we look to accelerate growth in our core categories and priority markets, we recently acquired Childs Farm as a Must Win Brand due to its highly complementary fit and market leading position, as well as its shared values as we journey towards our becoming a B Corp.
“Our customers and consumers are making more informed choices about the brands they use and want to be associated with and we have already made good progress in a number of areas, but there is more to do. We look forward to continuing to work with Childs Farm as we progress our plans to develop the brand and learn from each other in becoming a company that is ‘Better for all’.”
THE WHY? The B Corp certification of Child’s Farm helps PZ Cussons progress further in its mission to certify its business units as B Corps in line with the Group’s ‘ambitions.’
According to a press release, “As part of PZ Cussons’ new strategy – ‘Building brands for life. Today and for future generations’ – it has been strengthening its sustainability plans as it journeys towards its own 2026 B Corp ambitions.
“Over the past few years PZ Cussons has made considerable progress in a number of areas including reducing the water use in our operations, ensuring the palm oil we use is responsibly sourced and launching product refills to reduce plastic use.”