Green Elephant Show
Green Elephant Show
B Corp Month 2021 Interview - Josie Morris from WoolCool

Hello and welcome to our special series of Green Elephant interviews during March 2021, supporting the annual B Corps month.

B Corporations, or B Corps for short, are businesses that meet the highest standards of verified social and environmental performance, public transparency, and legal accountability to balance profit and purpose

Throughout March, we are chatting with key people in companies which have chosen to certify as B Corps and become a Force for Good.

00:35 Interview with Josie Morris from The Wool Packaging Company aka WoolCool

  • 02:25 From the classics to wool?
  • 02:55 Learn a lot from History and the classics
  • 03:15 Journalism and writing was first love
  • 04:00 Invited into the family business
  • 04:28 Not just fall into the family business
  • 05:05 Child labour!!!
  • 05:54 The vagueries of the family business
  • 07:33 WoolCool background
  • 08:13 Working with the National Trust
  • 09:08 Wool as a commodity is low value
  • 09:33 The fantastic ‘old’ fibre
  • 11:16 Wool is not vegan but there are types
  • 13:25 It’s about balance
  • 14:34 Innovation and the Queens Award for Innovation 2018
  • 15:08 Prince of Wales, Prince Charles champions wool
  • 15:32 Why go for a Queen’s Award?
  • 16:50 Respect for British made and the Royal heritage
  • 17:30 More technical awards also pursued
  • 18:40 Always try and improve, we’re not perfect
  • 19:15 How did you find out about B Corp?
  • 21:00 Was becoming certified easy?
  • 22:21 Just keep swimming – “Finding B Corp”
  • 22:45 Has this changed your strategy?
  • 23:08 Just started our carbon footprint analysis
  • 24:05 Future Forest – UK Planting
  • 25:56 Why do you value the B Corp movement?
  • 26:20 Shared family-business values

27:34 Action

  • Water usage – Brushing your teeth without running the tap – small changes

29:55 Recommendation

32:07 Fact or Fake


Find Josie Morris and The Wool Packaging Company (or WoolCool) here:


Watch the video

We really hope that you’ve found this special B Corp Month episode both informative and entertaining. Make sure you don’t miss any of the 31 interviews with B Corporations who are striving to be a Force for Good.