Five:am rises on social, environmental credentials

AUSTRALIAN organic foods brand five:am has been awarded a special status among food producers, awarded for its rigorous social and environmental approach to business.

The B Corp certification five:am has been awarded reinforces the Gold Coast-founded brand’s ongoing commitment to using business as a force for good, according to managing director Michael Tinkler. 

Mr Tinkler, said the certification reflects the company’s long-standing commitment to running its business ethically through sourcing quality local and organic ingredients. B Corporations – known as B Corps – are certified by the not-for-profit B Lab to demonstrate the principles of social and environmental performance, accountability and transparency.

“Five:am’s B Corp certification gives us an opportunity to demonstrate our values of health and nutrition, locality, community and the environment, which are ingrained in the DNA of five:am,” Mr Tinkler said.

“We make products that empower and inspire people to take on their day and live a healthier lifestyle.

“Our B Corp status means that consumers can be confident that the product they are buying comes from a company that genuinely cares about the environment and our community. “These values are exactly what attracted PZ Cussons to acquire the business last year, and we look forward to seeing how five:am continues to  flourish with the support of PZ Cussons,”  Mr Tinkler said.

Founded in the Tallebudgera Valley five years ago by ‘chief yoghurteer’ David Prior, five:am was a reflection of his lifestyle – named after his love for 5am starts to the day, of surfing and meditation, that bring “a moment of clarity and anticipation at the very beginning of the day, when hope and promise lie ahead”. He developed yoghurts using Australian organic fruit, sustainable cane sugar, and sourcing milk from the Organic Dairy Farmer’s Cooperative, a group of farms in the region dedicated to upholding the highest of standards of sustainable and organic farming.  Mr Prior has remained involved with five:am since its sale to PZ Cussons Australia and New Zealand, known for its brands Imperial Leather, Morning Fresh and Radiant.

B Lab executive director Alicia Darvall said the certification recognises five:am’s commitment to upholding the core values the brand was built on, as the company grows in presence and market share.

“We are delighted to announce five:am as a certified B Corporation – the largest company in Australia to achieve this status,” Ms Darvall said.

Five:am is joining a global movement of 1200 B Corps, so far, that are helping to redefine success in business.

www.fiveam.com.au