The Brief
Ooni, a certified B Corp based in Scotland, is renowned for its innovative pizza ovens. As the world’s first portable wood-fired pizza oven, their ovens run on a range of fuels—from charcoal, gas and sustainably sourced wood to electricity – offering an option for everyone. In 2022, Ooni publicly declared their ambition to become a regenerative business by 2050 – one that “helps to create conditions for all life to thrive”. As part of this ambition, Ooni recognised the need for the business to go beyond causing zero harm to people and planet and instead, create net-positive and regenerative impacts.This is where the Future-Fit Business Benchmark’s Break-Even Goals and Positive Pursuits came in. The Future-Fit Business Benchmark provided Ooni with a structured outline of the minimum a business must do to avoid causing harm (23x Break-Even Goals) and identified a range of possible actions (24x Positive Pursuits) which the business can take to further positively contribute to a Future-Fit Society. By 2023, Ooni had transformed their strategic approach into a new and comprehensive Regenerative Business Strategy, structured around six core impact pillars: climate action, zero waste, collective action, social responsibility, transparency, and their Impact Fund. To guide and measure this transformation, Ooni adopted the Future-Fit Business Benchmark to provide the core architecture for developing their ‘Regenerative Business Strategy’.
Adopting the Future-Fit Benchmark
Drawing on scientific research and economic models rooted within the Future-Fit Business Benchmark – such asPlanetary Boundaries and Doughnut Economics – this provided Ooni with an understanding and a clear set of goals the business needed to achieve to ensure they stayed within ecological and social limits. By adopting the Future-Fit Business Benchmark, Ooni was then able to develop a tailored strategy that aligned directly with their operations and long-term vision. This can be seen in the creation of Ooni’s own personalised 9x Regenerative Business Goals. An example of how the Future-Fit Business Benchmark’s Break-Even Goals relate to Ooni’s Regenerative Business Strategy in practice can be seen with Break-Even Goal #18: Products Emit No Greenhouse Gases. In the case of Ooni, as part of their collection of products they offer a multi fuel oven. This means that they’re providing the consumer with a choice – to purchase an oven that provides the option to use gas, wood fuel that is sourced sustainably and burns cleanly or an electric oven – therefore taking steps as a business to provide products that reduce or do not emit GHG’s. Whilst this may mean they’ve not yet completed this goal, it means that they are taking strategic and transformative steps as a business to become a regenerative and ‘Future-Fit’ Business.
Result
Ooni recognised that the path to becoming a regenerative business wasn’t something that could be faced in isolation, but that performance must be looked at holistically in order to deliver systemic change. And so in 2023, the business made it a major focus to strengthen their transparency and accountability across the whole business, extending across their supply chain and global operations. In their 2023 Impact Report published at the end of 2024, Ooni publicly states that;“From late 2024, this new [Regenerative Business] strategy will inform all of our actions, and how we report and measure our success. This involves a real step change – transforming our impact rather than making incremental improvements. It means transforming and measuring our success in terms of our impact on people and planet. It means we’re on a path to actively stop – and, in time, reverse – any social and environmental harm associated with our business and supply chains. And it means increasingly ensuring that we and others adopt regenerative practices.”
As they continue to implement their Regenerative Business Strategy, Ooni remains committed to transparency, publishing annual Impact Reports and inspiring others to follow suit. Their partnership with the Future-Fit Foundation provides them with a robust framework to measure, adapt, and achieve their vision of becoming a regenerative business by 2050—paving the way for a future where business thrives in harmony with the planet.
👉 To learn more, explore Ooni’s latest Impact Report here: https://www.futurefit.community/posts/49983713?utm_source=manual
