“Walk the talk,” Hanna says with a smile. “We don’t just want to help other companies create impact; we also want to be part of the movement striving for a fair, just, and sustainable world. Becoming a B Corp is a dream come true,” says Hanna Huisman, the driving force behind Grooblue’s B Corp journey.
What Does B Corp Mean for Grooblue?
“From the moment we founded Grooblue in 2023, we knew one thing for sure: we wanted to inspire companies to create positive impact and contribute to a better world for future generations,” Hanna shares. Together with partners Alice Muurlink and Emilie van Ittersum, the three certified B Leaders united their strengths to achieve this shared goal.
B Leaders are experienced sustainability professionals trained by B Lab to guide companies in obtaining B Corp Certification.
“Our different backgrounds complement each other,” Hanna explains. “Alice brings expertise in purpose and strategy, Emilie adds her experience in HR and culture management, and I focus on the technical aspects of the B Corp assessment. Together, we ensure companies are guided towards maximum impact.”
What Are You Proud Of?
Hanna’s eyes light up as she talks about the Impact Game, an initiative that began as a simple idea and grew into a powerful tool.
“We noticed that clients found it difficult to grasp what becoming a B Corp truly entails. The BIA (B Impact Assessment) is an excellent online tool, but it’s also quite complex. I started by distilling the key questions into an Excel sheet. Alice immediately said, ‘Great idea, but no one will read that. Let’s turn it into a card game!’ Emilie suggested adding inspiring examples, and that’s how the Impact Game was born.”
The success didn’t go unnoticed: “Together with B Lab Benelux, we further developed the game, and they now use it regularly. That’s a huge recognition of the value of collaboration and innovation.”
Why Did Grooblue Become a B Corp?
“Walk the talk,” Hanna says with a smile. “We don’t just want to help other companies create impact; we also want to be part of the movement striving for a fair, just, and sustainable world. When our team grew with two enthusiastic new colleagues, it was the perfect time to embark on the B Corp journey. Eight months later, we are proud to call ourselves a B Corp.”
How Was the Journey?
“The B Corp journey is intense but incredibly rewarding,” Hanna shares. “It’s like shining a flashlight on your organization from the inside out. You discover where you can make the most impact and support that with data and documentation. The assessment is a fantastic guide: it’s a mix of affirming what you’re already doing well and finding inspiration for new opportunities.”
Does Grooblue Have an Impact Business Model (IBM)?
“Absolutely,” Hanna says. The IBMs in the assessment delve deeper than the operational questions, identifying and evaluating whether and how a company’s business model is designed to create specific positive social and/or environmental impact.
“Our Impact Business Model, called Impact Improvement, is at the heart of what we do. It clearly outlines how we, as an organization, contribute to positive change. For us, the added value lies in helping our clients amplify their impact. This way, we create a chain of positive change.”
What Are Your Future Goals of Grooblue?
“We feel the urgency to involve as many organizations and people as possible in the transition to a sustainable world,” Hanna shares. “Our focus is on activating businesses to make choices that contribute to a livable future. The more people we reach, the greater the impact.”
Grooblue’s team has now grown to 11 experienced and passionate colleagues, each contributing to the mission through their unique expertise.
“We are open to new colleagues who share our ambition and want to contribute to positive change. Additionally, we collaborate closely with B Leaders in Germany and Belgium to join forces across borders and support companies in future-oriented entrepreneurship.”
What Tips Do You Have for Other Companies?
“Involve everyone in your organization,” Hanna emphasizes. “Sustainability and future-proof work are collective responsibilities. Behavioral change takes time, but with the right guidance—such as from a B Leader—you can make real progress. Ensure you create clarity and structure so everyone feels motivated to contribute.”
About Grooblue
At Grooblue, everything revolves around the philosophy of the blue economy: an approach that prioritizes sustainability, collaboration, and innovation. With passion and dedication, we help organizations make future-oriented choices that contribute to a livable world—for today and for generations to come.
Our unique “scaling up” approach places people and the environment at the heart of every change. We call this blue growth: building a sustainable future together, where both people and organizations can thrive. Together, we grow impact!
Grow People, Grow Impact
Want to learn more about Grooblue and how we can support you and your organization? You are warmly welcome at our office, De Vink, in the Jordaan (Amsterdam), for a coffee and an inspiring conversation.