“Making a Positive Impact”: An Interview with Leanne, Positive Impact Manager at Lovat Parks

Can you start by introducing yourself and your role at Lovat Parks? 

So, I'm Leanne and I am the Positive Impact Manager for Lovat Parks, which is a national UK holiday park company. Physically, we're in Padstow Holiday Village. We have eight UK holiday parks and two of them are ownership parks. This is one of the holiday parks where, when it comes to B Corp, we find it a lot easier for our guests to get involved in our positive impact. 

For those who may not know, what does being a B Corp mean, and how is it understood here in Cornwall compared to elsewhere? 

B Corp nowadays is only just becoming recognised and understood. I think we've been quite lucky in Cornwall, which is where I live, to kind of take it for granted that you'll go into most independent shops or even chains of shops and they will understand what B Corp is about. They may not be one, but they aspire to be one, and it's kind of understood. Whereas when it comes to the global movement or anywhere else in the UK, I think we're just turning the corner to recognise that symbol on packaging. For instance, Waitrose, when you go into the app, actually has a B Corp section, so you can go in, find the product, understand who they are, what they are. We’re lucky enough to work with quite a few of them as well.  

But I think there’s a great fear of the unknown. As B Corps, we strive to deepen the understanding either through B locals - I’m a co-chair of the B Local in Cornwall, one of four other businesses that lead it. We invite people who are looking to be B Corp, who are just about to be certified, and those who have been B Corp for however long. I definitely think we need to do more to spread the word, so all ages understand more about it so it becomes more accessible. 

Lovat Parks was the first holiday park operator to be B Corp certified. What did that journey look like? 

We were the first holiday park operator to be B Corp certified—one of the first 250 in the UK. Now there are well over 2,000, and it’s growing daily, which is lovely to see. There’s still a backlog of people wanting to be certified from Covid times. 

Back in 2020, it was completely unknown. We were a business of about 40 team members, and it was still quite difficult to become B Corp certified because it touches on all aspects of the business. We were ramping up to become the business that we are today. 

The value it brings is not only from a marketing perspective - people recognising the brand and then thinking, “Oh, actually, they do good as well,” which is unusual in such a tough industry - but also in the fun, family-friendly ways we involve guests. For example, we do a little conservation challenge for children who stay, a Big Five Nature Trail on every park, and we work closely with local wildlife trusts. 

How does B Corp also impact your team and operations? 

I think it brings real value to the team. There’s a huge understanding about wellbeing when it comes to B Corp and giving back to the team. We share exclusive Lovat Parks discounts, but also B Corp discounts, and we’re able to partner seamlessly with other B Corps. 

There’s also an advantage in what’s called Beehive - an online platform a bit like Facebook - where B Corps share information, impact reports, and updates. That seamless sharing of information is invaluable. 

Back in 2020, it felt impossible. We were trying to grasp ideas from other tourism operators and they just weren’t there. Now, we’re really proud to say that we have such a big scattering of B Corps - not just in Cornwall, but close to our other parks as well.