Leaving a Legacy for the Future Through Your Purpose-Driven Brand
Michelle Tunno, Bella Tunno
There’s a chilling reality that children go hungry, and they are losing even more meals they depend on from the effects of the pandemic.
Feeding children who do not have access to healthy resources is the heart of Michelle Tunno’s work — it’s why she created the buy one, feed one fund within her organization. As the Founder and CEO of Bella Tunno, a personality-filled baby and parent accessory brand, Michelle is doing her part to eliminate hunger, racism, and cultivate an environment of diversity, empowerment, and education. Her personality-driven products are sustainable and functional — with just the right splash of fun and humor. So, how can you leave a legacy through your brand that impacts the next generation?
In this episode of For the Better, host Ben Cash is joined by Michelle Tunno, Founder and CEO of Bella Tunno, to discuss innovative ways to give back with each product sold. Michelle talks about the mission and meaning behind Bella Tunno, success during uncertain times, and producing sustainable and practical products.
Here’s a glimpse of what you’ll learn:
Michelle Tunno shares the inspiration behind her nonprofit and charitable donations
How Michelle pivoted her brand and team for success during the pandemic
Michelle talks about how she sets mantras and goals for her company to achieve
Crafting products that are fun and functional
What does Michelle mean by “learn and turn”?
Michelle describes working with sustainable materials and products
What is the certification process like to become a B Corp?
How should you measure success?
Resources mentioned in this episode:
Sponsor for this episode...
This episode is brought to you by Reason One, a group of problem-solvers and change-makers who help those who do good, do better. Whether you work in healthcare, a nonprofit, or a mission-driven organization, we help create beautiful, effective experiences for you and the people you care about.
Start turning your meaning into the message and your audience into advocates. Visit reasonone.com today.
Episode Transcript
Ben Cash 0:06
Hi, this is For the Better, a podcast for those working to effect change within their team, organization, or communities. I'm your host, Ben Cash. Thanks for tuning in to the podcast, where we talk with leaders and change makers from purpose driven organizations and discuss the great things they're doing. This podcast is produced by Reason One, a full service digital agency helping those who do good, do better. Today's guest is Michelle Tunno founder of Bella Tunno. Bellatunno.com. That's bellatuno.com I got that right. They are the maker of award winning baby products from sippy cups to spinners from bibs to bowls and beyond. Welcome, Michelle. Thanks for joining me today.
Michelle Tunno 0:53
Yeah, and I'm really happy to be here. Looking forward to our conversation.
Ben Cash 0:59
Oh, thanks. So we actually met through Kindred, which is a community of purpose driven businesses that that describe that so businesses coming together to learn from one another and be better companies and make a bigger impact. And I believe we attended a session together and have to be paired in a breakout room. And as you can see in the background of your wall there, I saw your products and I and I didn't know who you were at first and then I and then I remember this I'm showing during the screening a new products that we bought so I have twin daughters are three years old. And for a number of years, we have had our our Bella Tunno products and I we love them so much the bibs are amazing, the teething of it, like teething rings, all of it. I'm holding here the one that says fries before guys. And Fiesta them yeah,
Michelle Tunno 1:54
yes. Yeah. But goodie, Oh,
Ben Cash 1:57
these are great. Yeah, yeah, just, there's just so much so much fun. There. So functional. And they just were the our favorite of everything. And so we kept buying new new products and things and what was so so that was my first, you know, realization. But what was what sort of blew my mind was that, you know, like, initially, I just liked the products, we just loved the products. And then I realized, after getting to know you, that you actually there is a a mission behind the products. Right, and that, and that's what I one of the reasons I wanted to talk to you today was to, to learn more about that mission and your journey as a purpose driven organization and the impact you're making. And and I think it can be summed up in in, you know, the that phrase that I see on all your, you know, your materials and your website, buy one, feed one. And, you know, as I said, I already liked your products, but I feel good about supporting your brand now, even more and wondering if you can tell us you know where that buy one feed one with what that is and where the inspiration came from?
Michelle Tunno 3:16
Yeah, absolutely. Well, I love that you are one of our customers and that just kind of serendipitously we got meet and I love those full circle moments. So by would be one is it's the heart of our company, we exist to help eliminate childhood hunger. Right now in America, one in six children go to bed hungry. During the height of the pandemic, it was one in for that type of statistic is the type of thing that keeps me up at night wakes me up in the morning. We both have kids, Ben, I mean, I can't imagine my kids missing a meal. It just doesn't happen because we're so fortunate. And so when I heard that statistic back in 2014, I dug in, and I did so much research because you know, I spend time in third world countries. And I thought that statistic has to be there. That cannot be in our country. We can't have 18% of our American children going to bed hungry every single night. And it turned out, that was the case. And so we kind of were in this situation where we were already making bibs and the plate that you showed is feeding products. And so there was just a very powerful mission alignment. opportunity to start doing a buy one feed one model similar to Tom's and we didn't invent give back model. Just it makes sense for it to be meals for us. But I should back up because we were actually founded in 2005 and it had nothing to do with meals at that point. At that point. I had lost My brother, and he was my only sibling. And he, you know, he was my person, we were thick as thieves. And he started struggling with drugs and alcohol when he was in his mid teens, and never got a hold of it just really became his demon. And so he passed away back in 2003. And at that time, and I think there still is, but there's such a stigma around drug and alcohol addiction and losing a battle to drugs and alcohol and the stereotypes and the stigmas and the lack of understanding about addiction and mental health. It was devastating to me. And this, my brother was all these things. He was an academic, and he was the smartest person I've ever met. He was so funny to this day, no one can make me laugh like Matt. And the fact that he passed away, and the stamp that just was on his name, and like kind of was his legacy was oh, he was a drug addict. You know, of course, he finally overdosed. And I was like, oh, no, no, no, that is not going to be his legacy. And so, you know, we can talk about it more later on. But at the time, I was in corporate America, and I really was hungry for corporate America. And at the time that he passed, that just came to this like, screeching halt, I just, I had no place for that rat race anymore. And so I knew, I didn't know how I was going to do it. But I knew I was going to do something, to honor Him, and to use his name in such a positive way for all the good things that he represented. And so when I launched Bella Tunno, the same exact time I launched the Matt Tunno make a difference fund. And we have never, ever sold a product without a portion of the proceeds going into the Matt Tunno make a difference fund. So for the first, I guess, maybe eight years of Bella Tunno, all of the nonprofit work that we did went to drug and alcohol rehabilitation and education and prevention efforts. And it wasn't until 2014 that the forward facing effort of our company became feeding hungry children. And the way that came about was that you can imagine you have three year old twins. No one has a baby and thinks, gosh, I'm really glad this company supports drug and alcohol efforts because my child might be an addict someday, right? Nobody thinks that everyone thinks, you know, like, my child is gonna world peace or, or cure cancer, you know. And by the way, I'm sure yours will Ben. Not every story is up like that. The challenge was we're selling these darling, funny, really personality driven products. And on the back, it's like, hey, a portion of all proceeds will go to drug and alcohol rehabilitation efforts. And it was like, there's just no connection there. Right? So in 2014, I came across that statistic I was sharing with you. And when I dug deeper, there was some research linking food insecurity and adolescence to addictive behaviors in adulthood. And so that was wow, that was the connect the dots moment for me where I thought, okay, so we can align the mission of our brand to what happens to be the number two sustainable development goal for the entire United Nations solving hunger. But on the back end, it's still all going through my brother's fund. And you know, as a family, we're still doing a lot for drug and alcohol rehabilitation. But we started doing the buy one feed one in 2014, late 2014 November, and we've given 7.8 million meals now with the help people like you support amazing
Ben Cash 9:01
amazing so so these two plates that were two meals
Michelle Tunno 9:06
two meals. Yeah, exactly.
Ben Cash 9:09
Wow. That is just such a unique and compelling story. Um you know, I have so many questions. You know, I'm curious because you know running a business that is has a greater purpose is in itself very rewarding. And but the way that you tied it together in 2014 is so inspirational. Interesting. I'm just, I'm curious when when that sparked hit when you connected those dots? How did that change the business? Did it? Did it change your success? Did it change the way you thought about the business? Like, how was that for you?
Michelle Tunno 10:11
It was actually just what I call rocket fuel. Until 2014, the mission of the brand had been my personal passion project, it had been my family story that I wanted to try to change. Once it became feeding children, every single person we touch both inside our organization and outside of our organization, can grasp that can get behind that wants to be a part of that. And so we started doing a lot, both internally to get our team to understand how big of an issue this is, both in our city and just in our country and outside of our country, we educated our reps, we use the wholesale model. So we educated our reps, there's about 100 of them on the the challenges we face, and we started rewarding them based on the meals they donated through their sales instead of the dollars brought in, we started being able to attract just insane talent, because people want to work for a company that has heart, they want to work for a company that cares and gives back and if they can come and put their 40 hours in at a place where, you know, they feel valued. And they like the products, but they also feel like they're making an impact in this world. That's just like a triple win. Um, so I will say that was, that was the turning point for our company, it couldn't have happened at a better time, because if you think about it, we were about to brace for some really big things in the world. And so having such alignment and such momentum going was just a huge help and to back up from it to give you some like tangible examples of what this is done. When we first started doing this, we we partnered with a program in Charlotte where we would go and adopt a classroom. So this is for our local team to see what is going on with food insecurity and children right here in our neighborhood right here in our zip codes in our city. And we're in Charlotte, by the way. And so we had about about five of us, when maybe six of us went and we each had a classroom at this school. That's called a title one school Title One schools, I don't know if that's a national thing or not, but their schools that there's a very high percent of children on free and reduced lunch. And because they struggled socio economically as families. So we would go in and we would read books, we would play games, and we'd bring healthy snacks. The very first time we went in, we brought tangerines and granola bars. And I was in my own classroom. I don't know exactly what the other team members experienced. But um, I was in this classroom of kindergarteners, and a few of them, you know, they're sitting there, and we're handing out the snacks. And um, I was doing flashcards that day, and I look up this one kid looks at the tangerine. And he's just like, any bites into it. Oh, he doesn't. He doesn't know to take the peel off. And then another kid looks at him and was like, oh, that's how you do it. And he bites into it. I was like, okay, they're kids in Charlotte, North Carolina, who clearly don't get fresh fruit, because they had no idea how to eat a tangerine. So I went over and I'm like, Hey, let me help you, you know that outside doesn't taste this good. You know, let's get to the inside. So I'm about to leave that day, we spent about an hour in the class. And I noticed over half of them have not eaten the granola bar. And I said, you know, I want to bring snacks y'all like if you don't like granola bars tell me because if my kids aren't eating food, it's because they don't like it. Right? And when little kids like oh, no, thank you Miss Michelle, I love it. I just want to save it for dinner. Okay, and so it's moments like that, that we that I experienced for the first time that my team experienced. And it makes you so on fire for change. Because no kid should be taking home or granola bar that some lady they don't know gave them. Yeah, just is not the way this should work. I mean,
Ben Cash 14:27
and that's it. It's something that I've experienced it too as well and in running our business, that when you set a vision when you take a stand when you do these things, you you start to you have to walk the walk you have to follow through and each step you take each new action. It fuels this, I want to lean in now I want to learn more and it is it is sort of the self fulfilling thing, you know, and I didn't that's something that I didn't think about when we were are starting to, you know, use our business as a force for good, that it would change me as well, that I thought I was gonna always have to be out in front of it and sort of leading the charge, but it's pushing me to do more. And it's so, you know, when you were talking about the tangerine, some somebody that I wanted to, I'd love to introduce you to is Jesse Blum. He, I interviewed him recently, he is the executive director of a program called Green Heart Green Heart Project. And they partner with Title One schools and schools, underserved communities, that build garden programs to help them grow, you know, teach them life skills and skills and through, you know, the garden experience, but also, they bring in the families and everyone in the community, you know, to, to learn how to cook the food and to and sort of combat food deserts and combat, you know, I would love to connect you to because I think there's, there's such a, a shared mission there.
Michelle Tunno 16:08
Yeah, I love that. Thank you.
Ben Cash 16:11
So one of the questions I had to from what you shared earlier was when you had a, you had an initial purpose, that purpose evolved. And I think, when you are purpose driven as a business, the true test is when things change, things happen, you know, forces work against you. And, you know, how do how do we show up? Right, with our values and our stated mission? And, and how do we adapt? Right? For us, it was in 2020, with the murder of George Floyd. You know, we showed up by starting a mentorship and scholarship program for black youth, because our industry, the tech industry is woefully underrepresented in, in the black community. Not not for lack of talent, there's so much talent. It's just our industry has blind blind spots and bias and a number of things. And so that was our way to sort of write. That's how we should have been reacted to that. And I'm curious how your business has had weathered some of the things like the whether it's the pandemic or whatever, and how your your values and your purpose has helped you show up.
Michelle Tunno 17:34
Yeah, so I love that question. Because when the pandemic hit, and we all knew it was here to stay, because, you know, at the beginning, were like, well, this is six weeks, eight weeks. Yeah, yeah. Everyone's just like, you know, saying for 14 days, and we'll be good. And when we realized like, this is not going away. And food pantries were shutting down, and our food banks were shutting down because people couldn't work it and they didn't know the, you know, the how contagious things were and what to do. I remember having a moment and being like, this could be the end, like all our stores, 85% of our stores in the US closed overnight, because of the regulations. And yeah. And then the stores you remember when people couldn't get toilet paper and hand sanitizer, until the stores like our big box stores like targets. They didn't care about all these little giftable fun, kind of mid to high end boutique II items they needed to get toilet paper and sanitizer. We didn't matter, because the truth is our product is not a critical product. It's a giftable. Fun, right? Additive product, I guess I would say. And so I thought this, this very well could be the end. And if it is we're going to give back and do the we're going out with a bang and giving like it to we are in to the very first thing we did when everything shut down was we wrote a check. And we wrote it to the COVID-19 fund to try to do as much as we could. And it wasn't for a ton of money. I think it was like $10,000. But at that time not knowing what was going to happen that that's what we could do. We start doubling a lot of our meal donations, areas that were being hit really hard. We donated our meals out there. So wildfires are going on, if you remember out West during the pandemic, and it was like these people are not only struggling with what the rest of us are struggling with in the unknown and the fear but they're losing their homes to wildfire. So we did extra meal donations out there because they did figure out how to get some of the food banks open. And we just never quit. And what I decided to do was to double down on technology and new product development, because I knew that this would take a lot of people unfortunately out of business. I love competition. I don't want our competition to go out of business competition like steel sharp Steel, right? I mean, I think there's a place for everyone, I'm always going to move over and make a seat. But the truth of the matter is people that were maybe as mature in their business or hadn't gone through a growth phase like we had, they weren't going to survive the pandemic. And so we doubled down on our strategy on our new product development, we released more products than we ever have, during the pandemic. We brought in a huge technology platform that nobody else was buying, we leased a much bigger building and a new building. And I was like, we, if we can recover, we're going to be ready for it. And we're going to be here and show up because people are going to keep needing meals, and they're going to need them even more. And fortunately, you know, that gamble paid off. Because we had our best year ever last year. We're on track for another completely banner year this year, but as a leader, that was I don't even know how to describe that time because I wasn't terrified. I think I just I think I lead on instinct a lot. And my instincts said, and that sounds a little flighty. What's that?
Ben Cash 21:17
Yeah, good. And
Michelle Tunno 21:19
and we've always been a giveback brand. And I think it's so easy when times are good to say, Okay, we're gonna write a check, or we're gonna double down on this or really give more we're gonna go when times are rough, and you don't know where it's going. That's where your true character both as a person and as a brand shine. And, and, and I wasn't, I wasn't gonna step down, I was gonna step forward. And I think I, I've never been so proud of our team, we had no layoffs. Um, you know, I didn't take a salary for a long time. And some of our top executive team took a little bit of a pay cut nothing major. But we had a bunch of pregnant people on our team at the time, we needed to make sure that they had their benefits, we needed everyone to have full health care, because health was a huge risk at that point, not knowing what the pandemic was going to do. So I'm really proud to say no one lost their job. Everyone throughout it stayed fully employed, we got really good at working remotely, even though we're creative team, and we do better in person. But it really showed how strong our teammates have committed there, and how passionate about our purpose they are. It was great. And when we came back, it was like I get out of our way, we are ready the fact
Ben Cash 22:41
that is amazing. It's been fun.
Michelle Tunno 22:43
It's been fun. And we gave over 2 million meals last year. Two, of course, was the most meals that we've ever given in a calendar year. And this year, we're on track to do 3.1 million meals. And I think it's one of those things, I'm sure that we have mantras every year as a company. So we set company goals, and they are detailed goals. And they're, it's fun. I love goals. I just feel like if you don't where you're aiming, your chances of getting there is very slim. So goals are huge. But we also have this this umbrella mantra that we do every year. And during the pandemic, it was learned in turn. And it was that idea that we have to be comfortable in the uncomfortable because nothing is going to feel comfortable right now. We have to fail forward. And failure is not a choice, failure will happen. Failure, write that down. It's so good. And that was more what we did. And so if you made a mistake, nobody knew. It's not like you, you could see a little bit around the bend. What should we do? It was like, You have no idea what's coming next. So we're just gonna keep making decisions based on what we think is right. And if we make a mistake, we're gonna pick ourselves back up, learn from it move in a different direction. And nobody's going to get in trouble for it. No one ever has. But I just didn't want them to put their heads in the sand waiting for like, the sky to open and the sun to come down and be like now SHOT Show us what we should do. We got to keep moving and so comfortable in the uncomfortable fail forward and learn and turn. Oh, yeah, that was what that's what it was about. And I that's why we're here.
Ben Cash 24:19
Congratulations. That's That's so exciting to just to hear how that the purpose and passion drives your thinking is it's funny when you talk about the sort of like seeing around the curve and to the turn. The analogy that I've often sort of used in these moments is, you know, I grew up I grew up in the South, we didn't have a lot of snow. But I you know, I did had to learn a few times how to steer on icy roads. Mm hmm. And what's bizarre about it is that when you're starting to slide, your instinct is the turn the opposite direction. Your right to recover, you actually have to steer into the curve flow and that's how Do you straighten yourself out? And and that analogy is just has always stuck with me that you know, you got to steer into it. You got to steer into the curve, even if it feels like the wrong thing to do.
Michelle Tunno 25:13
Yeah. I agree. And I grew up driving in the north. So you know that what you're talking about? Yeah. You know what the other thing, Ben, you don't slam on the brakes? You don't
Ben Cash 25:24
know. And yes, that's okay. We just
Michelle Tunno 25:28
we just great analogy. Yeah, wait
Ben Cash 25:32
winter, you know, lead your company like, like you're driving in the winter. I love it. I love it. I love it. Oh, that's so funny. So, gosh, that's standing still sort of love that, that conversation to where we talk about next. You know, I will say I'm like, I'm looking here at the, these products and I just love I love them so much. And both in the just like I said, the the humor and the functionality. But I know, you know, when you started this in 2005. You know, and you're building that first product. That had to be such a unique experience. Because you you know, it's there's no manual, there's no, you know, like, what was that? Like? What was your first tell me about your first product? And then experience of creating that.
Michelle Tunno 26:34
So the only reason that Bella Tunno is baby products in general is because after my brother passed away, I found that I was pregnant, you know that year. And so that is literally the only reason that it's baby products. I have never had this passion for baby products. I never saw myself as an entrepreneur. I mean, I had really, no Oh gosh, no, I grew up in the smallest town in PA with a government worker, father and a teacher, mother and like, I don't think I ever heard that term. until college. I digress. But anyways, I had my point is I had no business starting a company I had what I like to say is the will but not the skill. Right? And so it's funny because the way you're phrasing the question, it feels like the sky was the limit. What do I want to do? Like I could launch anything but there's there's nothing but my own creativity to limit me. I felt the exact opposite. Because it was me. And it was a sewing machine. And it was $6,000 That's what we committed to that's what we had to save for our kids education. For yet. We had $6,000 in a fund that my husband's like, here you go start it and see what you can do with it. But yeah, that's it, you know, and we were not wealthy people we didn't grow up wealthy, it was like so it really would it came down to was the idea that I looked at the baby industry when I was shopping for my soon to be daughter. And I just couldn't stand it. It just put me to sleep. Everything was yellowing quilted, and teddy bears and it's a it's, it was no reflection of my style. I could not find anything out there that wasn't like super high end that I couldn't touch. That was fun and whimsical and made me smile and made me think like, I can still have an accessory of my style in my children's.
Ben Cash 28:34
Because these moments, you know, when you're with your your children, and they're growing up, those are fun moments. Those are fun, right? And if you can't laugh at it, you know, at throwing spaghetti somewhere or the plate or the you know, getting food everywhere. Like it's such a fun time. Yeah. And the product should match the experience.
Michelle Tunno 28:54
It's exactly right. And it didn't exist. And so at that time, I was very limited to what I could do on a sewing machine and I my mom, I grew up with my mom making my clothes more out of necessity and monetary constraints but I never had a desire to sew I'd seen her so but then you know I was kind of I was pretty depressed after my brother passed away. My mom bought me a sewing machine thinking I could fill my time and so I guess that's the start of start of it all but all I did was I went and I bought these crazy fabrics like imagine the craziest, boldest pattern or they said crazy things on them and I just started making products but at the time because I didn't know how to sew. All I could make were burp cloths and changing pads because they were just two squares or rectangles sewn together. I couldn't do curves. I couldn't add snaps or Velcro. I couldn't do anything.
Ben Cash 29:46
Constraints can be good things though.
Michelle Tunno 29:47
I mean, it was nuts. And I will tell you there's nothing in our line that we started with because we've evolved so much and our products are proprietary in their custom molds and a lot of fun but The thing that has always carried us through is swimming the opposite way of the trend. So the trend was like this sweet pink and blue and Gangnam. And little daisies, we were like this coochie and Lilly Pulitzer in your face graphics. And that's always, I think, separated us from the pack, I used to run a brand strategy comm brand strategy department before I started this, and that was kind of the one thing that truly prepared me to be an entrepreneur, that if you're in the sea of sane, no one's gonna notice you. And so everything we've done since day one, and continue to do, we tried to make stand out. And so it's evolved over time. But it started with me in the sewing machine, and the first product that was a cotton product, and it was just right off the shelf at the fabric store sewn together. And now we're doing some really cool unique products that we own, we design we create the molds, and they're uniquely ours. So we've come a long way in product design.
Ben Cash 31:04
That's amazing. That's such a that's it's just origin stories are always so interesting. When you when you when you have a creative process. I would imagine it's like you said it's very different now in the you have more than a sewing machine.
Michelle Tunno 31:22
Yeah, we do. We are very fortunate now. Yeah.
Ben Cash 31:26
Well, so what is so from sewing machine to molds to, you know, what is next for your products where you taking ability to?
Michelle Tunno 31:36
So one thing that became apparently clear during the pandemic was that we had taken this model of focusing and becoming the leader in silicone for baby products. That seemed great, because you know, basic marketing 101 is like focus, does everything go deep make their mark. But then when silicone raw material prices, but 297% Oh, yeah, you realize that's a really bad idea to only be we work with eight factories, but they're all they were all silicon. And so one of the big things we're doing right now is truly differentiating our product line. And this is a shame on me moment. This is kind of a basic thing that we should have been focused on. But we were just growing so quickly and having so much fun with the silicone, that we're expanding into teething feeding, soothing, but it was all the same material, all your eggs in one bed. Yeah, pretty much, pretty much. So one of the big goals right now is expanding across different materials. And we are trying to really focus on the sustainability component with that there are some really cool plant based materials that we have been working with recycled materials that we're working with, I think it's just if we can make it work, it's a really responsible thing to do. You know, you and I both are part of associated with the B Corp community. And that's one of their main pillars sustainability. And that's something that as we look at different product lines that we want to launch, it really is top of mind for us, it's not as easy to do as just saying, I want to create a sustainable product, because one, there's a lot more testing, you can't just say let's buy biodegradable or recyclable, you know, these materials have to be certified. But also you have to make sure that the right materials for babies and children and they're safe. And I think that's one thing we've always loved about silicone, it's so clean and doesn't have chemicals. It's non toxic. Like it's such a good clean material for children.
Ben Cash 33:51
When I was when we were cleaning the bibs after you know the messes. We one of the reasons we like using those was because it was so easy to clean, right, and you'd have the ones the other ones have the stitches and the velcro and that food would just get in the get all in there. And it just it's just such a hassle. Yeah, that's what we loved. Yeah.
Michelle Tunno 34:08
Yeah. Yeah. And so it kind of does have sustainability components. It is recyclable, not in your outside trash. There's different recycling centers for silicone. And just the fact that the long lasting nature, the lifecycle of it the durability, but as we grow, we are looking to get into some different areas like that. We're also releasing I'm not saying much about it, but why don't really wanna say about it because it's so relevant. No, I can't i It'll be out in spring 20 that we have a follow up and a brand new Yes,
Ben Cash 34:44
we'll follow it to you when they when it comes out. Ping me and we will we will. We'll talk about the new product and you can you can nerd out.
Michelle Tunno 34:51
I like it and I will Yes I'm very and I love new product development that is you know I that's still Where I have the heaviest hand in the company? Because I just think it's limitless for creativity. And it's it's just fun.
Ben Cash 35:06
Yeah. 100%. So you mentioned B Corp. Yeah, that that's, you know, we're we're in the application process, we're still waiting for approval. It's a very long process. A lot of requirements, but I think the beauty of that is that it it means, you know, one's greenwashing no one's, you know, sort of like, you know, this is to your point earlier about, you know, your background as being in marketing. You can't this is not about marketing, right? It's about well, actually walking the walk in the verification nickel requirements that prove that you are a that you care about, you know, people in Planet, those things. So, I'm curious, when did you at what point in the business journey to do that? And how did it change your business.
Michelle Tunno 36:00
So we've been certified going on two years now. And it did take the better part of 10 months to become certified. One thing that I love about B Corp, and you're about you're about to jump right into this now is that their vacation process, pulls back so many layers of your business. And it just makes you realize there's so much more opportunity to do better. And so we you know, we were verified and became certified on our first try. Clearly, we we were doing well. But the there's a welcome letter that you get, it's like congrats, you're certified your B Corp. Now. I am not kidding, within two days. They're like, Okay, now you're done celebrating. And we look at what your company does. And here are the main areas that we see opportunity to do better. Oh, and I love that. I just love that. And even going through the certification process. And if there are any companies out there listening, you can take the assessment, just without turning it in. But in taking it, it's so eye opening. And so we have this whole list of things that we are working on. And we just think differently, everything from the timers on our lights being instead of 15 minutes till they go off, it's only five minutes, we don't want to waste electricity, we moved into a new office building, all the water is automatic, we don't want a chance of leaving it on all of our paper and eight are recycled or compostable, or I don't know all the things. So little changes, but also really big changes the policies for our people. We've always treated our people, I thought really well we're a small company, we pay 100% of the premiums for all dental health vision, we have 401k We have unlimited sick, unlimited vacation. I mean, we're card by heart, we made it even better. We added all this flex work, we added a better parental leave program, but it's like, once you start seeing things that are out there, B Corp has just made us I made this into a company I'm really really proud to be a part of and part of it is like just the the visibility to what more we could be doing that we didn't know, we could be doing.
Ben Cash 38:29
What what what it makes me think of is, you know, it's not about a one and done certification. But it's more of a journey, right?
Michelle Tunno 38:36
Yeah, what do you have to reapply three years? So we're already on that track and you don't just stay the same you got to do better. Right and no, I love B Corp. I really do and I also love the fact that there's a community of like minded leaders that push each other to do better so like there's the women's group called me the change and it's women's certified be corpse and you know mirroring the rest of the world there aren't as many women B Corps male run B Corps and so we come together and the ideas we share and the way we partner and the way we support each other and if we have a choice in partnering with a company we're going to go B Corp first. It's just been it's been a really supportive community but the type of community that you know you're I don't know if your mom ever said this to you but my mom always said you know you are who you associate with and I tell my I can't say that exact phrase cuz I'm not ready to turn exactly into my mom yet but I
Ben Cash 39:34
will say from your mom your mom seems to be pretty pretty smart lady so
Michelle Tunno 39:37
she is she's awesome but it's like that would be her you know it kindred thing thing it's you really surround yourself with if they're the types of people and leaders that make you want to do better. Yeah, in a convicting way, not a condemning way. Yeah,
Ben Cash 39:54
no, I'll say that's that's what that's why I'm doing this podcast is to get to talk to people like You because I, I've been secretly taking notes and some of the things you said, I'm like, oh my god, I gotta use that or, or I feel. I feel inspired. This is this is so wonderful. Thank you so much. I got one last question for you. So you've been in business for 17 years now? What would you tell your startup self in 2005? What would you do differently?
Michelle Tunno 40:27
So part of me? Part of me wouldn't tell her anything. Because if she knew too much, she'd be terrified. Absolutely. I know, kidding. I mean, Never did I think I would be running this company never did, I think we would be giving that many meals or putting that many people through rehab, or it's so exciting. And I think that unknown and the ability to adjust in the unknown is like, I really do. Um, so I think what I would tell myself is, you enjoy the ride more. This so often it was what next and when you compare yourself, I'm super privileged to be in a group have been granted some really nice words like Darren Stan winning Women program and the Vital Voices global and thought ambassador program. And these are programs where I get, I get to sit next to some women that have exceeded 100 million dollar companies. Well, that's a good and a bad thing. It matters your perspective, right? Because if I'm looking at my company next to theirs, I'm like, oh, you know, look at my little company, that's no good. But if I'm looking at it as like a learning and a mentorship opportunity, that's great. What I've really realized is, my measuring stick has to be what matters to me. So my measuring stick is giving meals back. And all of a sudden, it doesn't matter how big their company is, it matters, that they're living out their version of success, and I'm living out my version of success. And so I think I would just, I would truly tell myself, you need to just enjoy the ride, enjoy the failures, because that's what's gonna make you successful. Enjoy the successes more, I never stopped to enjoy the successes. Never. I mean, to this day, I don't do that we'll get a big win. And I'm so I should be telling my stuff. Now my 40 something yourself. Really enjoy the journey. I still haven't learned that, then I really have it. But I also think that's what makes us hungry, as entrepreneurs, right? Yeah. But I want my kids to learn that more because you just fly through life sometimes. And you're like, let yourself feel it. Let yourself soak it in, good or bad. Own it, and then move on.
Ben Cash 42:47
Yeah, well, I think I think your team needs celebration, they need the the recognition. And that and that that moment. Yeah, yeah. Well, thank you so much. This is so fun to talk to you. I feel like I'm I owe you so much. Just you've given me so much inspiration and and takeaways. And, I mean, when I say we're going to follow up when that product launches, I want to I want to know, yep. And keep keep doing what you're doing. And inspiring others.
Michelle Tunno 43:17
You too. Thanks for the opportunity. I enjoyed it.
Ben Cash 43:21
And I've got to get some new products. I'm gonna go on Bellatunno.com. I gotta, I gotta try some of your new stuff. You know, because they're, they're three and a half now. They're they're a little more a little better at home the food on the plate and the fork. Yeah, but I gotta I gotta find some good ones. So
Michelle Tunno 43:40
oh, we have to do more toy items for that. You'll be able to find out. Yeah, exactly. So awesome. Well, I enjoyed it. Thanks for Thanks for the conversation. Ben.
Ben Cash 43:52
Thank you so much, Michelle. Take great care. This has been an episode of For the Better for more information episodes or to be a guest on the podcast visit forthebetterpodcast.com Thanks y’all be well.