A business strategy that’s shared and owned by everyone enables employees to make autonomous decisions. And that can create a new generation of leaders in the business.
So says Mark Cuddigan, CEO of This, the UK plant-based food company on a mission “to force animals into retirement.” To date, the recipe has helped This to grow to be the fourth largest brand in the UK's plant-based category, since it was founded in 2020. The company now almost 8 % of the chilled meat-free market.
Mark explains what drives this purpose-drive B-Corp, and discusses how collaboration within the industry could help advance the linked causes of animal welfare and environmental protection, in the latest episode of The Purposeful Strategist.
Prior to joining THIS, Mark was CEO at Ella's Kitchen for over 12 years. A passionate advocate for business being a force for good, Mark was on the board of B Lab that charity that runs the B Corporation movement for 5 years. Mark is also a NED of the smoothie company Mockingbird and the IT provider Klyk.
Mark Cuddigan