Season 4 \ Episode 5 \ Moju, Supply Chains, and Behaviour Change

Transcript

“I actually think a modern supply chain is all about the relationships.

That is the key.  Where you get the strongest service level, under the toughest conditions,  it's all because you've focused on building relationships.

How Moju Builds Supply Chains That Boom

Intro

Welcome back to The No Bull Ideacast. I’m Becky Holland, and today we’re going upstream.

We talk a lot on this podcast about behaviour change, but we often think about that through the lens of customers – what they buy, how they live, what they believe.

But real change – the kind that drives lasting, systemic impact – often starts much further back. Not just with customers, but with teams, stakeholders, and the supply chain.

In this episode, I’m joined by Nella Janssen-Wright, Head of Operations at Moju – UK leaders in functional health shots. Moju is one of those challenger brands that does things differently. And in this conversation, we dive deep into what it means to build a supply chain that’s not just efficient and ethical, but joyful.

From co-manufacturers to ginger farmers in Peru, we explore how Nella and the Moju team are creating meaningful, human relationships all along the supply chain – and why that’s critical for brand impact, resilience, and long-term growth.

So whether you’re scaling a startup or running a global operation, get ready for practical insights, honest reflections, and a few unexpected stories. Like crawling up a 70% slope in the Peruvian jungle…

Let’s dive in.

Nella: So, functional shots are small drinks – not alcoholic – that you take to either increase your performance, boost your health, or add to your overall vitality.

We make shots with nature’s freshest ingredients – things like ginger, turmeric, hot mango and spicy piña – and we’re the category leaders in this space in the UK.

Becky: Ooh, boom! Very exciting. So, do you drink Moju every day?

Nella: I do, yes. My favourite is the turmeric shot – it’s quite earthy, but I love it. I’ve been taking it every morning for two years and haven’t had so much as a sniffle. Whether it’s the placebo effect or not, I feel amazing.

Becky: Let’s talk about impact. What does that mean to you?

Nella: Impact is everything. Of course, you have to make the right commercial decisions, but you also have to put people and planet first. I’ve worked in B Corps for nearly a decade now, and I can’t imagine working anywhere else. It gives you a north star – a reason for the brand’s existence beyond just sales.

Becky: So it’s what gets you out of bed in the morning?

Nella: Absolutely. At Moju, our impact starts close to home – helping people feel the boom, including our customers, our team, and our suppliers. We want everyone who touches the brand to feel energised and proud of what we do.

Becky: Tell me about growing up in Finland – it sounds like that love of nature and simplicity really shaped your worldview?

Nella: Yes! Every summer we’d stay on a remote island with no running water or electricity. It taught me so much about resilience and being close to nature. Even now, I need to be outside every day – it’s what grounds me.

Becky: Which brings us to supply chains. Why do you think behaviour change has to go beyond marketing and into operations and manufacturing?

Nella: Because that’s where it starts. It’s people who make your product. If you don’t have a meaningful relationship with your co-manufacturers and supply chain partners, it’s just transactional. When things get tough – and they do – it’s those deep relationships that pull you through.

Becky: And how does that work in practice at Moju?

Nella: We manufacture in Europe with a partner who really shares our values. Recently, we helped fund solar panels for their roof – not because we had to, but because we want them to thrive too. The whole team visited their site – and it was hugs all round. It’s an emotional connection.

Becky: That’s pretty rare. What do you think it takes to build those kinds of relationships upstream?

Nella: Time. Honesty. A shared mission. In my last role, we supported our largest manufacturer to become a certified B Corp – something you don’t see very often in manufacturing. But now, 500 more people benefit from that shared approach to impact.

Becky: You mentioned B Corp a few times. What is it, in a nutshell?

Nella: Triple bottom line: people, planet, and profit – treated equally. Every decision you make balances those three things.

Becky: I love that. Let’s talk about inspiration. You’ve said before that you admire what Tony’s Chocolonely have done. Why?

Nella: Because they revolutionised the way cocoa is sourced – with traceability, fair pricing, long-term commitments, and deep collaboration. But they don’t just stop at chocolate. They help other brands source ethically too. That open-source mindset is what’s needed.

Becky: And you’ve got your own ripple starting too – I was very jealous to hear you’d been to Peru. Tell me about that trip.

Nella: We went to visit ginger farmers. The ginger in Peru is incredibly potent – two and a half times stronger than what you’d find in most shops. It grows in nutrient-rich soil, high altitude, tropical conditions. But it’s also hard work. We climbed 70% slopes to see the fields. You have to crawl up and hug the roots!

Becky: Wow. So what’s it like building relationships with farmers on the other side of the world?

Nella: It’s all about listening. No agenda. Just being present and understanding their reality. For example, they told us it’s now illegal to farm ginger on slopes steeper than 70% – for worker safety. That sort of local knowledge is critical.

Becky: And what about bringing that impact mindset back home – to the Moju team?

Nella: We have a crew called the Mojo Makers – one rep from each team – who help lead impact projects. It’s not their job title, but they care deeply. We ran a breakfast panel on the new B Corp standards, completely outside of normal workloads. And it was brilliant. Oh, and the goodie bag was excellent!

Becky: Very important. So final questions. What do you wish more people understood about supply chains?

Nella: That it’s all about relationships. Not logistics. The reason we thrived through COVID was because we’d built trust. It takes effort, but it’s worth it.

Becky: And one practical step for brands who want to make their supply chain more responsible?

Nella: Map it. Understand where everything comes from. Do a materiality assessment – figure out who’s impacted and how. Use the B Corp framework – it’s a brilliant guide.

Becky: And finally – your bold hope for the future?

Nella: I’d love to see supply chains judged not just by how efficiently they deliver – but by what they leave behind. Positive impact should be part of the scorecard. Things like QR codes with full traceability. And more collaboration, open-source impact like Tony’s are doing.

Becky: Amazing. What are you up to this weekend?

Nella: Paddleboarding! And heading back to the island in Finland.

Becky: You’ve made me very jealous again. Thank you so much, Nella – this has been brilliant.

Outro

That was Nella Janssen-Wright from Moju – a brilliant conversation that reminded me how much of a brand’s impact happens behind the scenes.

It’s easy to talk about values. It’s harder to live them – in procurement decisions, supplier relationships, and in the choices you make when no one’s watching.

But what stood out most for me is this: impact starts with people. It’s built in factories and fields, in B Corp frameworks and ginger farms, and in the day-to-day decisions of teams like Nella’s.

If you’re building a brand that wants to change the world – even a little – don’t forget to look upstream.

And if you enjoyed the episode, please share, subscribe, and tell a friend. We’ll be back next time with more stories from the people driving transformation from the inside out.

Until then – stay curious, stay bold, and stay boom.