The Refill Shoppe: A Certified B Corp on the Quest for Growth to End Plastic Pollution

Abstract

The Refill Shoppe, located in Ventura (California), is a certified B Corp zero-waste social enterprise selling personal care and cleaning supplies in refillable containers. The founder, Michelle Stevens, grew up on a boat and became aware, at an early age, of how plastic pollution impacted the oceans and marine life. In 2010, her love for the Earth motivated her to start this social enterprise, The Refill Shoppe, to reduce plastic consumption and bring awareness to this environmental issue. Eight years later, her original vision had turned into a successful business selling not only in her Ventura storefront but also online. However, in late 2018, Stevens wrestled with the idea of growth and expansion to scale her impact. The case introduces students to the plastic pollution issue and the common dilemma for social entrepreneurs of impact scaling and growth. Through Stevens’ experience, students learn about the advantages and disadvantages of different growth approaches. The case is based on both secondary and primary data (in-depth interviews with the protagonist and observations). The case can be used in both social and commercial entrepreneurship courses at the undergraduate level.