ROOTED IN VALUES:
EVEROOT DELIVERS IMPACT
A Social Enterprise Consultancy
A Conversation Between Monica Lenches, Realtor, and Becky Asselin and Avery Young, Co-founders/Owners, Everoot Consulting
Becky Asselin and Avery Young have been on my radar for over a year due to their shared worldview, which deeply aligns with our mission at A Kinder World of Commerce. As founders of Everoot Consulting, a B Corp-certified firm, they demonstrate a strong commitment to social and environmental responsibility. For those unfamiliar with a B Corp (Benefit Corporation), it is a certification granted to companies by B Lab, a non-profit organization, that meets high standards of performance, accountability, and transparency in areas like environmental impact, community engagement, and worker well-being.
When Becky was invited to join our recent Legacy Hour by the Program Coordinator of a local impact investing firm, the connection was immediate. I knew they would be the perfect change maker for our next interview.
ML: Tell us about your services.
BA/A: Everoot is a Social Enterprise Consultancy dedicated to helping purpose-driven businesses thrive. We specialize in guiding companies through the B Corp certification process while also providing sustainability strategy support, fractional Chief Sustainability Officer (CSO) services, and impact reporting. Our mission is to equip businesses with the tools and frameworks they need to create meaningful, lasting change for both people and the planet.
ML: What do you mean by a Social Enterprise Consultancy, and what sparked your passion for working in this space?
BA/A: The definition of ‘social enterprise’ can vary, but I see them as businesses that intentionally prioritize purpose over profits. While they don't neglect profits, they lead with their purpose and values at the center. Our goal at Everoot is to help conventional businesses transition to the purpose first economy. Avery and I first met at Westmont College, where we both pursued degrees in Social Innovation and Entrepreneurship. Our studies explored the powerful intersection of global business, sustainability, and innovation. However, the true spark for my passion ignited during a global experience in undergrad. Alongside Avery and a group of classmates, I had the opportunity to collaborate with local entrepreneurs in rural Haiti and Uganda, working to develop and refine microfinance programs. Witnessing firsthand how business could be leveraged as a force for good solidified my commitment to this work. It was a defining moment that shaped my belief that business isn’t just about profit—it’s about impact.
BA/A: The definition of ‘social enterprise’ can vary, but I see them as businesses that intentionally prioritize purpose over profits. While they don't neglect profits, they lead with their purpose and values at the center. Our goal at Everoot is to help conventional businesses transition to the purpose first economy. Avery and I first met at Westmont College, where we both pursued degrees in Social Innovation and Entrepreneurship. Our studies explored the powerful intersection of global business, sustainability, and innovation. However, the true spark for my passion ignited during a global experience in undergrad. Alongside Avery and a group of classmates, I had the opportunity to collaborate with local entrepreneurs in rural Haiti and Uganda, working to develop and refine microfinance programs. Witnessing firsthand how business could be leveraged as a force for good solidified my commitment to this work. It was a defining moment that shaped my belief that business isn’t just about profit—it’s about impact.
ML: What are your company's vision and values?
BA/A: Our vision is to be a catalyst for social and environmental flourishing, and our values are:
Integrity: Live in truth.
BA/A: Our vision is to be a catalyst for social and environmental flourishing, and our values are:
Integrity: Live in truth.
Authenticity: Come as you are.
Generosity: Uplift others and give abundantly.
Stewardship: Care for people & our planet.
Empathy: Listen deeply.
Adaptability: Pivot, grow, and innovate.
Adventure: Explore & play.
ML: Please give us a few examples of how you put those values into action on a daily basis.
BA/A: Generosity is a foundational value at Everoot, and we aim to integrate it directly into our financial model. Each year, we commit to donating 5% of our top-line revenue—not just our profits—to charitable causes. This ensures that giving remains a priority, regardless of our financial performance.
Another way we live out our value of generosity is through our commitment to fair wages. We pay all our employees at or above a living wage, which is well above a minimum wage, reinforcing our belief that businesses should take care of their people first.
Adaptability is another key value that drives our growth and impact. We actively seek feedback from our stakeholders—clients, employees, advisors, and community partners—and use it to refine our services. For example, we recently went through a ‘design thinking’ workshop where we interviewed many of our clients to get feedback on our current services and to get insight into what additional services would meet their needs. As a result, we added Fractional Chief Sustainability Officer (CSO) support as a primary offering. Our work is never static; we are constantly adapting to better serve our stakeholders.
ML: What types of businesses do you work with, and can you give us an example of a client engagement that you're proud of?
BA/A: We partner with for-profit businesses that are committed to making a real, lasting impact—not just those seeking B Corp certification for marketing purposes. We look for companies that are in it for the long haul, dedicated to creating a better world for future generations.
One of our proudest (and longest) client engagements is with Sun & Swell Foods, a Santa Barbara-based company that produces healthy, sustainable snacks and pantry staples. When we first began working with them in 2018, their products were packaged in plastic. However, through the B Corp certification process, their founder, Kate Flynn, made the bold decision to transition entirely to compostable packaging. This shift wasn’t easy and came at an added cost, but Kate prioritized her values over short-term convenience. Today, Sun & Swell continues to thrive, proving that doing good and doing well in business are not mutually exclusive. We’re honored to have played a role on that journey.
BA/A: We partner with for-profit businesses that are committed to making a real, lasting impact—not just those seeking B Corp certification for marketing purposes. We look for companies that are in it for the long haul, dedicated to creating a better world for future generations.
One of our proudest (and longest) client engagements is with Sun & Swell Foods, a Santa Barbara-based company that produces healthy, sustainable snacks and pantry staples. When we first began working with them in 2018, their products were packaged in plastic. However, through the B Corp certification process, their founder, Kate Flynn, made the bold decision to transition entirely to compostable packaging. This shift wasn’t easy and came at an added cost, but Kate prioritized her values over short-term convenience. Today, Sun & Swell continues to thrive, proving that doing good and doing well in business are not mutually exclusive. We’re honored to have played a role on that journey.
ML: What does the future hold for the B-Corp movement?
BA/A: The B Corp movement is entering an exciting and transformative phase. B Lab, the nonprofit behind the certification, has spent years refining its standards to ensure greater consistency and rigor across companies. We’ve had the opportunity to contribute feedback to these new standards, and the final version is set to launch next month!
While it’s difficult to predict the exact impact, I believe these new standards will strengthen and grow the movement, inspiring businesses to deepen their commitment to positive impact. Now, more than ever, leaders that truly believe in using business as a force for good must stand firm in their values and advocate for meaningful change. B Corps are at the forefront of this shift, proving that sustainability and profitability can—and should—go hand in hand.
If you're interested in learning more about how you can increase your organization's social impact, book a free consultation at www.everootconsulting.com or contact Becky Asselin at [email protected] and 805.455.8436.
Becky Asselin, Avery Young
