Turning Everyday Actions Into Real Climate + Nature Impact
Between September 2024 and May 2025, Ella’s Kitchen partnered with eevie and the RSPB to launch a company-wide climate and nature action programme. As fellow certified B Corps, Ella’s and eevie aligned values and standards to drive credible results - while building on Ella’s long-standing partnership with the RSPB to protect and restore UK biodiversity. Through six themed digital challenges, 40 “Barners” collectively embraced everyday sustainable habits - logging 4,346 climate- and nature-positive actions, engaging with 70+ pieces of learning content, and restoring more than 7,000 ft² of wildflower meadow across RSPB reserves including Loch Leven, Farnham Heath, and Middleton Lakes.
Through six themed digital challenges, 40 “Barners” collectively embraced everyday sustainable habits - logging 4,346 climate- and nature-positive actions, engaging with 70+ pieces of learning content, and restoring more than 7,000 ft² of wildflower meadow across RSPB reserves including Loch Leven, Farnham Heath, and Middleton Lakes.
The initiative didn't just cut emissions, it directly supported Ella's 30by30 campaign: 30 million sqft wildflower meadows protected and restored by 2030, while fostering a workplace culture where sustainability is lived, not just talked about.
About Ella's Kitchen
Ella’s Kitchen, the UK’s leading baby food brand and a certified B Corp (impact score 103), is on a mission to help every little one grow up happy, healthy + never hungry. Under it's Healthy World strategy, Ella's is committed to working to ensure every little one grows up on a healthy planet that has plenty of food and is buzzing with life. By continuing to drive forward their Big Pledge to Little People, doing everything they can to reduce their carbon footprint and help restore, rewild and protect the ecosystems on which we all rely. This includes tackling packaging and food waste, and restoring 30 million ft² of wildflower meadows by 2030 in partnership with the RSPB. The 2024/25 programme with eevie - also a certified B Corp - was designed to bring these values to life: empowering every Ella’s employee to make sustainability a hands-on, everyday experience, while contributing directly to the 30by30 target and RSPB’s habitat restoration.
The challenge
How can a purpose-led business make climate and nature impact tangible for every employee?
Ella's Kitchen wanted to move from top-level commitments to grassroots engagement - making sustainable behaviour second nature at work and at home. Key criteria:
- - Accessible: simple actions for all
- - Engaging: friendly competition and rewards
- - Measurable: credible, reportable environmental impact
- - Shareable: inspire partners and suppliers
Results at a Glance
4,346 actions logged
108 per user on average
≈940 kg CO₂ avoided
Direct climate impact
≈7,104 ft² restored
Wildflower habitat in 3 RSPB projects from 3,800+ rewarded seedlings
"The eevie programme has been brilliant for educating, inspiring and encouraging our team to make simple, climate-friendly and nature-positive choices both at work and at home. It’s been great to see how engaged the team have been, working together to further support habitat restoration by planting seedlings earned and therefore, contributing to our ‘30by30’ wildflower restoration project with our partners, the RSPB."
- Georgina Morgan, Senior Sustainability Communications Manager at Ellas Kitchen
Our Approach
Six Themed Challenges
Unplug & Explore!, Recycle Right!, Energy Wise, Eat Green!, Shine Offline!, Into the Wild.
Gamified Action Tracking
Staff logged actions in the eevie app and earned “seedlings” that funded real wildflower restoration.
Micro-Learning And Nudges
Bite-size content linked to Ella's ESG, B Corp, and 30by30 goals kept momentum high.
Real-World Impact
Every digital seedling translated into tangible biodiversity gains across RSPB reserves.
RSPB Impact Spotlight
Loch Leven
Extending species-rich meadows and pollinator corridors, supporting bees and butterflies.
Photo credit: Sam Turley
Farnham Heath
New wildflower beds for community learning and acid grassland plots for pollinators.
Photo credit: Andy Hay
Middleton Lakes
Climate-resilient floodplain grasslands with plants like Birds-foot trefoil to support butterflies and moths.
Photo credit: Sam Turley
Challenge Highlights
Unplug & Explore!
Encouraged staff to take lunch breaks outdoors and explore local nature spots.
Promoted digital detox and mindfulness in natural settings.
Resulted in 205 kg CO₂ avoided and ~1,012 ft² restored.
Recycle Right!
Educated teams on proper recycling practices and waste reduction.
Focused on packaging optimization and circular economy principles.
Achieved 161 kg CO₂ avoided and ~1,270 ft² restored.
Energy Wise
Promoted energy-saving behaviors at work and home.
Encouraged switching off devices and optimizing heating/cooling.
Delivered 87 kg CO₂ avoided and ~785 ft² restored.
Eat Green!
Encouraged plant-based meal choices and reduced food waste.
Promoted sustainable eating habits and local sourcing.
Generated ~90 kg CO₂ avoided and ~750 ft² restored.
Shine Offline!
Focused on reducing screen time and digital consumption.
Promoted face-to-face interactions and outdoor activities.
Achieved 362 kg CO₂ avoided and ~3,240 ft² restored.
Into the Wild!
Encouraged family nature activities and wildlife observation.
Promoted outdoor recreation and environmental appreciation.
Resulted in 129 kg CO₂ avoided and ~847 ft² restored.
