Case Study: KULA Foods
Purpose of the Company
KULA Foods is a Vancouver-based company focused on connecting people back to the roots of where our food comes from through delicious, plant-based nourishment. Their mission is to bring people together through nourishing and sustainable plant-based options, and embracing diversity to create a more sustainable future, where food is not just sustenance but a cultural experience, a healer, and a bridge to tradition.
Founded in 2018 by Asha Wheeldon, KULA offers plant-based proteins, flavourful sauces, and exclusive catering services. KULA emphasizes sustainability, community, and accessibility in its mission.
Every purchase supports the planting of mangrove trees in Kenya, contributing to ecosystem restoration. KULA’s products are 100% vegan, gluten-free, and free from added sugar, reflecting a commitment to health and environmental stewardship.
To achieve their mission, KULA is focusing on the impact they are making through their products, as well as the suppliers they invest in and the communities served. KULA is guided by the term "Umoja" which means unity in Kiswahili. Umoja represents community, collaborations and finding ways to contribute to the greater good.
The Opportunity We Activated
Asha Wheeldon's journey towards B Corp certification began with the foundational Getting to 80 Program at Decade Impact, which unveiled both the significance and the challenges of obtaining full certification. We then had the pleasure of working with Asha and the incredible KULA team again through the LEVEL program, a truly inspiring initiative hosted by B Lab U.S. & Canada. The LEVEL program is dedicated to uplifting businesses led by Black, Indigenous, and People of Color (BIPOC), especially women, by providing them with vital resources to measure and enhance their impact. It empowers these entrepreneurs to navigate the B Corp Certification process and adopt stakeholder governance practices, fostering a collaborative environment that builds capacity and deepens relationships among historically marginalized leaders.
As original consultants involved in the LEVEL program, we find our work to be immensely fulfilling and joyful. The program not only enables businesses to share their unique stories and achieve certification but also plays a crucial role in advancing the broader movement for racial equity and economic justice. We are proud to be part of a vibrant community that champions inclusivity and strives to create a more equitable economy for all. Together, we are sparking change and paving the way for a brighter future!
B Corp Certification: A Testament to Excellence
In a stunning validation of their efforts, KULA achieved B Corp Certification with an astounding score of 121.9 points.
As a startup sole proprietor, resource constraints initially hindered KULA's ability to complete the process, and at one point they even hired an internal sustainability specialist to help but found they needed B Corp expertise instead. Asha's participation in the 2023 LEVEL program was a turning point, allowing her to collaborate with the Decade team once again in a more 1-1 tailored approach. KULA’s goal was to create clear internal and external policies and start BCorp certification, and Decade helped the team to understand the process to certification through both the Getting to 80 and Level program. This partnership was crucial; despite limited resources, the team's collective effort enabled KULA to successfully submit the B Corp assessment, achieving their impressive score backed by thorough research and solid documentation.
“Back in 2021, I was connected to Kristy who introduced me to her incredible team. My team and I attended Getting To 80 which created a more clear understanding of our mission and impact. With this understanding, Decade supported KULA through the BCorp assessment journey in the LEVEL program.” - Asha Wheeldon, Founder of KULA Foods
How KULA and Decade Worked Together
The Journey to B Corp Excellence
Decade helped with developing policies and internal protocols that supported hiring and onboarding, community engagement, suppliers, and environmental practices. Asha & team appreciated how Decade supported in collecting valuable data and learning how to analyze the data to support their impact journey including communicating it internally and publicly. Some of the key areas of improvement for KULA in response to working with Decade are brand story and marketing, culture and engagement, strategic actions, and foresight into future product design.
KULA’s assessment included three Impact Business Models: Workforce Development, Local Economic Development, and Resource Conservation.
“Decade was instrumental in guiding us through the B-Corp certification process. At every step, they were there to help us if we had any questions or concerns. Highly recommend to any company looking to apply for BCorp or analyze their organization in depth.” - KULA Team
KULA's Workforce Development Program is designed to support those facing systemic employment barriers, such as BIPOC individuals, new immigrants, and underserved youth. This comprehensive initiative includes partnerships with non-profits, focused recruitment, and an eight-week paid apprenticeship offering valuable skill development in high-demand areas like digital marketing. The program emphasizes inclusivity in hiring, aiming to uplift local community members and promote diversity. Additionally, it supports participants with mentorship and professional development opportunities, ensuring they receive the same benefits and training as other KULA employees. KULA's Workforce Development program is crucial for addressing systemic barriers faced by Black youth in the workforce. Statistics show that Black Canadians face higher unemployment and lower income levels compared to the broader population, alongside challenges in obtaining post-secondary education. By partnering with organizations to provide opportunities for recent graduates and young people, KULA aims to enhance job accessibility and combat these disparities. This program not only promotes employment among Black youth but also supports their resilience and job satisfaction, contributing to broader social equity and inclusion. Decade supported Asha in building the documentation required to successfully recognize this IBM, as well as all other areas in the B Impact Assessment. Following our project together, KULA is now equipped with a complete suite of robust employee policies to support all employee hires including those that come through KULA’s workforce development program and as a result onboarding has been streamlined and made easier.
For Local Economic Development IBM, as part of our analysis we found that in the fiscal year 2022, KULA notably spent 65% of its expenses with local and independent suppliers. As a result, Decade facilitated the discussion of making this a long-lasting commitment and as KULA Foods now maintains a commitment to local and independent suppliers, aiming to source over 50% of its core products from these vendors regardless of company growth. This achievement underscores KULA's dedication to supporting the local economy and fostering community connections through its sourcing practices.
For Resource Conservation IBM, KULA Foods aligns with principles of resource conservation through business practices. By offering vegan alternatives to meat, KULA reduces environmental impacts associated with traditional animal farming, such as land use, water consumption, and greenhouse gas emissions. Additionally, KULA's initiative to plant a mangrove tree in Kenya for every purchase made on their website further enhances their conservation efforts. Mangroves are vital for carbon sequestration and act as natural coastal defenses, which underscores KULA’s commitment to sustainability and ecological preservation. Decade was able to support recognition for these intentional efforts through receiving this IBM.
Decade’s Reflections
KULA: Leading With Heart & Purpose
With their B Corp certification now locked in, KULA has taken their commitment to sustainability and social good to a whole new level. This isn’t just about checking boxes—it’s a testament to the care and purpose driving everything they do, and it’s making them stand out in a big way.
What’s next? KULA is perfectly positioned to grow their digital footprint and roll out new products that meet the booming demand for sustainable, better-for-you foods. It’s a natural next step that will build even stronger connections with their customers and keep them ahead of the curve.
But the best part of working with KULA is the inspiration they bring to the table. Their passion for making a positive impact is contagious, and it's been a true joy to partner with a team so deeply committed to making the world a better place. Every step of the journey, they’ve infused their work with creativity, energy, and a genuine care for the communities they serve.
KULA isn’t stopping at certification—they’re constantly thinking bigger. With a focus on expanding their impact, they’re continuing to create products that cater to underserved communities. Think affordability, accessibility, and nutrition tailored to real needs. Their vision for reaching people where it matters most is inspiring, and it’s clear they’re making a real difference.
To top it all off, KULA is tracking the real-world benefits of their products to share their story with the world. It’s about celebrating the wins, learning from the challenges, and inspiring others along the way. Their dedication to transparency and impact isn’t just admirable—it’s leading the conversation on what it means to be a truly responsible business.
Asha and her team are on the move, and the future looks bright. With big ideas, bold actions, and a deep commitment to doing good, they’re not just part of the sustainable food conversation—they’re leading it. And having the chance to work alongside them has been nothing short of a privilege.
KULA’s Reflection
“Without Decade, the possibility for certification would not be possible for us. As a small Black led business in Canada, this means a lot to us. I am forever grateful for Decade and recommend working with them. If you are an impact focused entrepreneur and organization, collaboration with Decade would be the best thing you do for your organization.” - Asha Wheeldon, Founder of KULA Foods
Working with Decade has been a game-changer for KULA. The frameworks and strategies developed together have set KULA up for lasting, impactful outcomes that go far beyond what was initially envisioned. From unlocking access to new funding opportunities to engaging more intentionally with customers, Decade’s guidance has opened doors that once seemed out of reach.
Asha and the team agree—Decade didn’t just help KULA reach a goal; they helped achieve something that once seemed unattainable. Their work empowered KULA to effectively market both products and impact, ensuring the story resonates with those who care about sustainability as much as KULA does.
But it doesn’t stop there. With Decade’s continued influence, KULA is more equipped than ever to keep refining supply chain efficiency and customer engagement strategies. These are the keys to KULA’s ongoing growth and making an even bigger difference in the communities served.
The journey with Decade has truly been transformational, and KULA is excited to carry this momentum forward, knowing that the impact created today will ripple into the future.