When your purpose is helping create the next generation, responsibility comes with it.
Every day at Proceive®, our purpose brings us close to the very beginning of something: people preparing to start or grow their families, new pregnancies and, ultimately, the next generation.
It’s a privilege that comes with responsibility.
Today, we’re proud to share an important milestone in how we’re living up to that responsibility. Affirm Health, the company behind Proceive, is now a Certified B Corporation™.
For us, becoming B Corp certified reflects a simple belief: the responsibility we have to the families we support should extend to the way we build and grow our business.
A Long-Held Ambition: Why B Corp Certification Matter
Becoming a B Corp has been an ambition for us for a long time.
Proceive was created to do things differently. Our starting point was a belief that people preparing for pregnancy deserved more comprehensive, evidence-led nutritional support. That same thinking – questioning whether there is a better way to do things – has continued as the business has grown, because our responsibility doesn't end with the products we make.
If our purpose is centred on helping create and support the next generation, we believe we should also think carefully about the business we're building around that purpose: how we support our people, the partners we choose to work with, how we communicate with our customers, the communities we're part of and the impact we have on the world those families will inherit.
For us, B Corp brings those things together.
Graham Stafford, CEO, said:
“Becoming a B Corp has been an ambition for Proceive for a long time. We know certification doesn’t mean we’re perfect, but when your business is focused on helping people prepare for the next generation, you have a responsibility to think about the world that generation will inherit. This is an important milestone for us and a commitment to keep doing better.”
How B Corp Certification Applies Across Our Business
Becoming B Corp certified means looking beyond what sits on the shelf.
The assessment challenged us to examine the business as a whole – from how we support our team and work with our suppliers, to how we communicate with customers and consider our environmental impact.
Importantly, the process wasn't about replacing our values with a new set of ones. It helped us put more structure around those commitments, look honestly at where we could improve and turn good intentions into clear actions.
That work has touched many areas of the business. We've strengthened how we think about our supply chain and environmental impact, continued our investment in clinical research and healthcare professional education, and formalised policies in areas where we believe Proceive has a particular responsibility.
Responsible Marketing in Fertility and Pregnancy
One of those is responsible marketing. Fertility and pregnancy can be deeply personal and sensitive, and the way brands communicate in this space matters. We introduced new ethical marketing guidelines to put a formal framework around our commitment to evidence-based, transparent and responsible communication.
Suzanne Acton, Head of Brand, said:
“Going through B Corp made us look at Proceive through a different lens. It challenged us to look beyond our products and think about the responsibility we have at every point – from the way we communicate with our customers to the choices we make behind the scenes.
“People put a huge amount of trust in Proceive at an incredibly important time in their lives. For me, this is about making sure the way we grow the brand continues to be worthy of that trust.”
What B Corp Certification Means for Proceive Going Forward
Certification doesn't mean we've got everything right – and that's partly the point. It gives us a framework to keep asking questions, measuring our progress and improving as Proceive grows.
We’re ambitious for the future of Proceive and for the difference we can make to the people and families we support. But for us, progress isn't only about growing – how we grow matters too.
As we look ahead, we’ll continue to hold ourselves to the same responsibility that brought us here: supporting the families of today while thinking carefully about the world the next generation will inherit.
