A WHITCHURCH-based clothing store is the first retail shop in Shropshire to obtain an accreditation recognising its social and environmental performance.

Maddie, Stella and Jonjo Ashbrook, owners of Moo and Boom, say they are passionate about the planet and recognizing that Britain is one of the fastest growing communities of sustainable business in the world.

They set up their business in 2020 in Whitchurch, and since then they have worked hard to achieve their Certified B Corporations, or B Corps, which shows they are verified by B Lab and that they meet high standards of responsibility within their working framework.

They said: “We decided to be certified by B Corporations in the UK, showing transparency and accountability, social and environmental performance that is over and above.


“The planet is getting hotter, we have global temperatures increasing, the flooding throughout the UK has become more challenging year on year, as a business MOOand BOOM takes responsibility for its actions and encourages other businesses to do the same.

“We are proud to join Patagonia, Danone, Arbonne and Fat Face international companies that are part of the B Corp Family, as well as all the independent businesses that have gone through the same rigorous protocols that we have to get here, we put the following at the front of our business.”

The family explained that they balance purpose and profit, so their business model is for the good of their community as well as the planet.

They added: “Attaining B Corporation Status for Moo and Boo and JB and Boom has been a long journey over 14 months, in depth questions on our business practices, our model and our staffing procedures and terms, it has been disheartening, enlightening as well as a huge learning experience which we embraced with every set back and every achievement.

“Having B Corp status helps us step up with the challenges in this moment, from acting to help with the climate crisis to tackling the cost of living that has effected so many, we measure what matters and we are excited to see what we can achieve with this framework behind us, we want to hold ourselves accountable and improve year on year and having the support of our team, our customers and our families makes this so much easier.