Daniel Walton of OLPRO talks B Corp, greenwashing & customer expectations

Most sustainability founders are trying to balance two conflicting truths: the pressure to grow and the responsibility to stay true to their values. In this episode, Daniel Walton, founder of OLPRO, shares his hard-earned lessons from building one of the UK’s most recognisable sustainable outdoor brands.From navigating greenwashing fears to earning B Corp certification and adapting to fast-changing customer expectations, Daniel opens up about what’s worked, what’s failed, and why sustainability is now core to both product and brand strategy.You’ll learn why their early “loan a tent” initiative didn’t stick, how they’re using recycled materials without compromising quality, and what surprised him most about the B Corp process. If you’re a purpose-driven founder trying to build something that lasts — without losing your edge — this episode is packed with real-world insight.