B Lab respectfully acknowledges the Wurundjeri people of the Kulin nation, the traditional custodians of the land on which we work, and recognise their continuing connection to land, water and community. We pay respect to Elders past, present and emerging.

  • LinkedIn Social Icon
  • Facebook Social Icon
  • Twitter Social Icon
  • Instagram Social Icon

© 2019 B Lab Australia & New Zealand.

  • Gayertree Subramaniam

State of the B case study: Grow Good

Download the full State of the B report here


Tim Jones A.K.A the Grow Good Guy, helps organisations unleash their human potential by assisting them on the transition to becoming businesses as a force for good. He does this by helping you to define your big-picture purpose and how you can grow positive change in the world.


Why did your business become a Certified B Corporation?


It started when I had the full realisation that the job and industry I was working in was a sham. What I thought was a noble profession was actually just a mechanism for a smallgroup of people to maximise their profit, regardless of the negative impact on people, society and the environment.


It was only after the near-death experience of the Canterbury earthquakes and the birth of my daughter in 2012 that I saw it for what it really was. This subconscious awakening then led me on a journey to see if there was a better way to do business. It was on that journey that I discovered B Corp and the amazing Steve Ardagh from Eagle Protect. He is the founder of the first B Corp in NZ and his passion for the movement and what it could do was so infectious I was immediately convinced that being a B Corp was the only way forward for all business.


What changes did you make during the certification process?


The first time I certified was very daunting. But that’s a really good thing. If changing the world was easy, everyone would be doing it right!? The assessment made me look at my business and consider things that I’d

never had thought about.


What are the positive impact your business has on environment, workers, and/or community?


The main focus for Grow Good is helping organisations connect to a higher purpose so that they can make more positive impact, so my impact is less direct than if I was solving a social/environmental challenge directly. That being said I am doing the best I can to make the most positive impact in my day to day operations!


By being third party verified I know that I guarantee to my clients that I am legit. Beyond that it was just the right thing to do - I’d still certify even if no one knew about it!

Do you have impact improvements planned?


Yes! The main ones I want to get ready for my next certification are a full and indepth public-facing impact report detailing the impact I am making and being more transparent.


What benefits have you experienced from being a Certified B Corporation?


In the work that I do helping other organisations connect to purpose, being B Corp Certified shows that I am walking the walk. There is real potential for purpose washing in this market and indeed for any business claiming to be doing good. By being third party verified I know that I guarantee to my clients that I am legit. Beyond that it was just the right thing to do - I’d still certify even if no one knew about it!


Tim Jones, The Grow Good Guy and B Corp Ambassador, Grow Good


B Lab AUNZ gratefully acknowledges Tim Jones’ role in building the B movement in NZ


This case study is featured in B Lab's State of the B Report 2019.