Cook it officially joined Fresh Prep last year, bringing together two brands that share a deep commitment to sustainability and responsible business practices. Fresh Prep has been a Certified B Corporation since 2019, making a public commitment to balancing profit with purpose.

This March, as we celebrate B Corp month, our COO Husein Rahemtulla reflects on what it means to be a B Corp, the progress we’ve made, and how consumer choices help drive meaningful change.

Why is being a B Corp even more important in 2025?

The world has changed significantly since our initial certification. In 2025, B Corp status holds even greater weight as consumers, employees, and investors demand more from businesses. With the climate crisis intensifying and skepticism around corporate sustainability claims growing, third-party validation has never been more critical. 

B Corp certification offers a rigorous framework that distinguishes businesses genuinely committed to making a positive impact from those engaging in greenwashing. For Fresh Prep, our B Corp certification reinforces our foundational belief that businesses must lead the way in sustainability and gives our customers confidence that their choices contribute to meaningful change.

How has Fresh Prep evolved as a B Corp since 2019?

Since becoming certified, we’ve moved from setting ambitious sustainability goals to delivering real results:

• Reusable meal kit containers: Our Zero Waste Kit eliminates 19 grams of single-use plastic per meal. With a 95% return rate, the program demonstrates strong customer engagement. 
• Lower carbon footprint: We fully offset delivery emissions and have expanded our electric vehicle fleet, reducing environmental impact and cutting operational costs by 30%.
• Higher B Corp score: We’ve reached a score of 109, placing us among the highest-rated food manufacturers and reinforcing our commitment to continuous improvement.

Key lessons from our B Corp journey

One of our biggest takeaways is that sustainability is a continuous process, not a fixed destination. Operating under the B Corp framework has taught us:

• Innovation is key: Challenging industry norms leads to meaningful impact.
• Transparency builds trust: Open communication with customers, employees, and stakeholders fosters authentic relationships.
• Accountability drives progress: Having measurable goals ensures we stay true to our mission.

Unexpected benefits of being a B Corp

Beyond the obvious brand and environmental benefits, B Corp certification has:

• Strengthened talent attraction & retention: Our mission-led culture draws employees who want purpose-driven careers, increasing engagement and retention.
• Enhanced customer loyalty: Consumers like to support brands that align with their values.
• Opened doors to collaboration: The B Corp community has provided valuable partnerships, shared resources, and accelerated our innovation.

Fresh Prep’s role in the Canadian B Corp ecosystem

With our national expansion and acquisition of Cook it, we have a unique opportunity to raise sustainability standards across Canada’s meal kit industry. We have scaled our Zero Waste Kit technology and circular systems nationwide, which proves that sustainability can go beyond niche markets. As both learners and leaders within the B Corp community, we aim to share our insights while continuously improving our practices.

What’s next for Fresh Prep as a B Corp?

Our next phase includes:

• Nationwide expansion of our reusable packaging system to reduce waste on a larger scale.
• Further reducing our carbon footprint through electrification and sustainable sourcing.
• Deepening community partnerships to combat food insecurity and support local initiatives.

The biggest challenge? Maintaining our high standards while growing. We consider sustainability in every decision to minimize our impact.

The real impact: employees & customers

For our team, being a B Corp fosters a culture of pride, engagement, and shared responsibility. For our customers, it means knowing that every meal they enjoy contributes to a more sustainable future.

Six years in, our B Corp journey is far from over. We’re committed to challenging the status quo and proving that business can drive real change. Here’s to making sustainability the norm.