Magic Foundry Limited (trading as Ooni)

Certified B Corporation

Scotland, United Kingdom

Certified Since

January 2023


Machinery & equipment



Operates In








Netherlands The,

New Zealand,



United Kingdom,

United States


Founded in 2012 by Kristian Tapaninaho and Darina Garland, Ooni was created out of a passion for pizza and the planet. Ooni revolutionised the landscape and created a new product category when they launched the world’s first portable pizza oven. Ooni’s purpose is to bring people together and create joy through shared food experiences, centred around the use of their innovative product range. Their vision is to help people around the world make pizza at home in a way that has a positive impact on the planet and its people. Ooni is a values-led organisation driven by passion, innovation, kindness, rigour and ambition; all of which are embedded into every aspect of the company’s activities. In 2022, Ooni began the journey to become a regenerative business - giving back more to society and the planet than they take from it, whilst still striving to be as innovative and pizza-obsessed as ever.

Overall B Impact Score

Based on the B Impact assessment, Magic Foundry Limited (trading as Ooni) earned an overall score of 80.1. The median score for ordinary businesses who complete the assessment is currently 50.9.
80.1 Overall B Impact Score
80 Qualifies for B Corp Certification
50.9 Median Score for Ordinary Businesses

Governance 15.9

Governance evaluates a company's overall mission, engagement around its social/environmental impact, ethics, and transparency. This section also evaluates the ability of a company to protect their mission and formally consider stakeholders in decision making through their corporate structure (e.g. benefit corporation) or corporate governing documents.

Mission & Engagement1.5
Ethics & Transparency4.3
+ Mission Locked10

What is this? A company with an Impact Business Model is intentionally designed to create a specific positive outcome for one of its stakeholders - such as workers, community, environment, or customers.

Workers 27.9

Workers evaluates a company’s contributions to its employees’ financial security, health & safety, wellness, career development, and engagement & satisfaction. In addition, this section recognizes business models designed to benefit workers, such as companies that are at least 40% owned by non-executive employees and those that have workforce development programs to support individuals with barriers to employment.

Financial Security8.4
Health, Wellness, & Safety6.9
Career Development3.2
Engagement & Satisfaction6.9

Community 16.8

Community evaluates a company’s engagement with and impact on the communities in which it operates, hires from, and sources from. Topics include diversity, equity & inclusion, economic impact, civic engagement, charitable giving, and supply chain management. In addition, this section recognizes business models that are designed to address specific community-oriented problems, such as poverty alleviation through fair trade sourcing or distribution via microenterprises, producer cooperative models, locally focused economic development, and formal charitable giving commitments.

Diversity, Equity, & Inclusion3.7
Economic Impact3.5
Civic Engagement & Giving5.3
Supply Chain Management4.2

Environment 14.8

Environment evaluates a company’s overall environmental management practices as well as its impact on the air, climate, water, land, and biodiversity. This includes the direct impact of a company’s operations and, when applicable its supply chain and distribution channels. This section also recognizes companies with environmentally innovative production processes and those that sell products or services that have a positive environmental impact. Some examples might include products and services that create renewable energy, reduce consumption or waste, conserve land or wildlife, provide less toxic alternatives to the market, or educate people about environmental problems.

Environmental Management6.2
Air & Climate3.1
Land & Life5.4

Customers 4.5

Customers evaluates a company’s stewardship of its customers through the quality of its products and services, ethical marketing, data privacy and security, and feedback channels. In addition, this section recognizes products or services that are designed to address a particular social problem for or through its customers, such as health or educational products, arts & media products, serving underserved customers/clients, and services that improve the social impact of other businesses or organizations.

Customer Stewardship4.5

Previous Overall B Impact Scores

2023 Overall B Impact Score80.1

Additional Documentation

Transparent Disclosure

B Labs Logo - Home Link

Sign up to our Insights newsletter, a monthly digest of the latest news on economic systems change from B Lab Global.

We take the security of your data seriously, read our privacy policy for further information. For newsletter communications relating to your local region, please visit Global Partner sites to subscribe.

Copyright © 2024 B Lab. All rights reserved.