New Seasons Market is an Oregon-based grocery store chain founded in 2000 by three families who set the goal of “rethinking what a grocery store could be.” The store is known for offering local and organic products. As of 2019, the company had 21 stores and more than 3,253 employees.
From the start, New Seasons Market was dedicated to both socially and environmentally responsible initiatives, including advocating for raising the minimum wage and the need for affordable housing. The stores divert more than 90% of all their waste from landfills via programs focused on composting, donations, and recycling. Fulfilling the company’s mission statement “to be the ultimate neighborhood store,” New Seasons Market offers events and classes, provides opportunities for its employees to do community volunteer work, and gives back 10% of after-tax profits to nonprofit organizations.

Case Discussion Questions 1. If you were a manager at New Seasons Market, how would you have reacted to B Lab certification? Would your answer change if you were an employee?
2. What are your thoughts regarding the pros and cons of measuring social and environmental impact of organizations? How would you know if a particular question on the certification is effective?
3. Prior to reading this case, had you heard about B Corp certification?
What new things did you learn about this concept from the case?
4. Do you agree or disagree with Patagonia CEO Rose Marcario that “the B Corp movement is one of the most important of our lifetime”?
Please explain your answer.
5. Do you think that New Season Market’s B Corp certification has positive or negative implications for employee relations? Please explain your answer.