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Award-winning travel communications specialist, Lemongrass becomes B Corp

Lemongrass CEO Mirjam Peternek McCartney pictured centre)

B Corp is a community of companies that use the power of business as a force for good and is one of the fastest-growing movements in the UK.

Lemongrass, an award-winning PR and content agency for travel brands announce that it has achieved B Corp status, demonstrating its commitment to being a more environmentally and socially responsible business in the travel sector.

B Corp certification is a rigorous process that assesses a company’s environmental, social, and governance practices to ensure they meet the highest standards of sustainability and ethical business conduct. Lemongrass, an independent business founded 15 years ago, has long set itself apart by having a strong, values-driven culture as an impact company with an ethical code of practice, putting planet and people above profit.

The 15-strong firm has demonstrated its commitment to B Corp principles throughout its operations, meeting the highest standards of verified performance, accountability, and transparency on a range of issues including financial operations, employee benefits, charitable giving, supply chain policies and marketing. Companies that apply for B Corp certification need to achieve an impact score of 80+. Lemongrass smashed it with a high-ranking impact assessment score of 96.2 from B Corp for its contributions across all areas of certification, further validating its achievement.

As part of the process, the team at Lemongrass, led by Head of Sustainability, Victoria Martinelli, implemented a range of environmental and social initiatives, including reducing its carbon footprint, minimising waste, and supporting local community initiatives. It set a target to facilitate 25% of all press trips and business trips by train, ferry or electric car and as an impact company donates 5% of its revenue in pro bono work to The Conscious Travel Foundation, a non-profit membership community that promotes meaningful, positive impact travel. Lemongrass also switched banking to the ethical bank Triodos and no company funds are invested in fossil fuels.

In July 2023 Lemongrass formally announced the move to a 4 Day Week, meaning that staff could choose to use their day off to volunteer or campaign for a good cause and in October launched the first Travel with Purpose Media Roadshow for responsible and regenerative travel brands. The team travelled around the UK and Ireland by train, bus, ferry and EV to meet with over 100 leading travel journalists. By travelling in this way, Lemongrass saved 586kg of carbon, the equivalent of eight flights from London to Paris and also planted 112 trees for every journalist meeting taken.

Mirjam Peternek McCartney, founder and CEO of Lemongrass Marketing said of the achievement: “We decided to become a B Corp as we wanted to provide a positive response to the climate crisis as well as promote positive social change.

“Tourism – if done right – can reduce poverty and social inequality as well as support nature and wildlife conservation. Becoming a B Corp allows us to positively contribute towards that.

“Becoming a B Corp also means creating a good workplace where employees are valued, and supported and where their voice matters. Winning the Sunday Times Best Places to Work Award this year is also a testament to that.”

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Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.