B Corp launches sustainability-focused pop-up in London

B Corp UK has launched a corner shop-inspired space that aims to raise awareness of eco-friendly brands rather than sell them.

The pop-up store concept, dubbed Good News, will showcase 300 ambient, fresh, chilled and frozen products from over 100 UK brands that are B Corp certified, including Cook, Tony’s Chocoloney, Vita Coco, Dash Water, Ella’s Kitchen and Pukka tea.

The aim is to teach consumers how they can ‘buy better’ by shining a light on the products that have “sustainability and community at their core”. No products will be sold to consumers, however, in a bid to shift the focus to “purpose over profit”, it added.

The project has been developed in partnership with communications company Freuds.

“More of our customers are seeing the B Corp logo as a stamp of credibility,” said joint CEOs of Cook, Ed Perry and Rosie Brown. “They want to shop ethically, and the B means a brand is walking the walk, not just talking the talk when it comes to ethical business.

“We urge people to challenge brands as to why they’re not B Corps.”

Good News will also feature a free-of-charge vending machine from Healthy Nibbles that uses social media as its currency, a payphone with a hotline to Freuds for free PR advice, and a good-cause lotto with social impact and community-driven prizes.

There will also be a box of “fresh air” behind the till instead of a cigarette cabinet.

B Lab UK executive director Chris Turner said: “After two years in a virtual world, to see this brought to life in the real world is particularly exciting – a physical anchor that our community needs to bounce back and hopefully the start of something special.”

Good News is being built with upcycled materials and any product waste will be donated to The Felix Project, where it will be distributed to local community projects and those in need.

It has launched on Rathbone Place in central London and will be open from 1 to 31 March, Monday to Saturday, 10am to 6pm.

Source: The Grocer UK