Once, the CEO of HORN Countertops Thought He Was Helping People on the Edge of the Job Market. As More and More of Them Joined the Payroll, He Realized They Were Helping Him. Among Other Things, They Helped Him Achieve the Prestigious B Corp Certification – Proof That Social and Environmental Responsibility Pays Off.

"Originally, we wanted to help people on the edge of the job market. I don’t have that perspective anymore. What I thought was a good deed turned out to be common sense," says CEO Jakob Bressendorf of HORN Bordplader A/S, who one day received a clear message from the new employees: "We’re happy to be here, but we want you to set expectations for us."

"That’s when I understood that it wasn’t about feeling sorry for them, and that they too should live up to the same expectations as everyone else. It was a double eye-opener because, in an instant, I could see how much the job meant to them – and what they could give the company."

Today, Jakob Bressendorf views disability as a condition, just like poor eyesight. You need to take precautions, like wearing glasses or working part-time, and then contribute from there.

"Everyone at HORN shows up to contribute. Some may only be able to work two hours a day, but that's what we measure them on. In the beginning, we didn’t set performance expectations, but of course, we do now, managing with a more informed perspective than when we simply thought we were doing a good deed. Our many employees on the edge of the job market are each an important part of the business."

The Company's DNA Showed the Way

The social perspective on good business has helped HORN Bordplader become the first company in the kitchen industry in Scandinavia to achieve the prestigious B Corp certification. HORN went through a 360-degree assessment of the entire business and was evaluated on over 230 parameters covering leadership, employees, society, environment, and customers.

B Corp is considered the highest standard because it is a global movement that sets high standards with ambitious goals in transparency, social responsibility, and environmental accountability.

Of course, it has been a long journey to achieve international recognition. HORN Bordplader has worked tirelessly on this for years.

"With a location in one of the world’s most expensive manufacturing countries, we have to be able to do something different from our competitors. Our DNA showed us the way; we wanted to work ‘green,’ as we called it back then. Now, we use the word responsibility," explains Jakob Bressendorf.

Danish SMEs Can Be the Future Winners

HORN Bordplader started its journey by eliminating harmful substances, recycling coolant for the machines, developing software to manage efficient electricity use – and much more. Over the years, this effort has led to certifications such as FSC, Indoor Air Comfort Gold, Swan Label, and CO2 measurements at both company and product levels.

"It sounds like a big and comprehensive process…"

"Yes, we’ve used an extraordinary amount of resources, and we’ve done that for years. But it has also led to a number of spin-off effects. We have a huge knowledge base regarding legislation and reporting to customers. Additionally, we’ve gained new customers both nationally and internationally. Our clear ‘Why’ also influences recruitment. Even though we’re located in Aulum, we’ve been able to attract talented employees at all levels for many years," says Jakob Bressendorf, noting that the mission requires persistence.

"Eight years ago, we launched a green series that hit the market too early. But we kept going because we believed the demand would come. We knew this from the knowledge networks we were part of. It’s about always being one step ahead – that’s also why we’ve fought to get into B Corp."

He believes the fight isn’t just for HORN's sake, but for Denmark's:

"We’re so skilled in our small country that we can succeed in combining responsibility and digitalization and create transparent documentation. Our education level and standards are so high that we can develop systems that the rest of the world can use. This could become a huge export commodity for the next generations. But we need to accelerate this even more, so Danish SMEs can win the competition. ESG, global goals, and sustainability may sound like buzzwords right now, but in 10 years, they’ll be a license to operate."

Equal Collegiality

Early in the ‘green process,’ the company noticed a lot of waste in production. This led to the establishment of Denwood by HORN, which today upcycles offcuts and residual materials from countertop production into interior products.

This is where the recruitment of colleagues on the edge of the job market really took off.

"It created good cooperation with municipalities and job centers – and also an awareness of working with equality, whether it’s gender, age, or ethnic minorities," explains Jakob Bressendorf, who concludes:

"We shouldn’t feel sorry for our fellow humans because no one can bear that. Instead, we should help each other equally to move the company forward. Here, we are colleagues, whether we use legal paragraphs or glasses. It’s been a huge learning experience for the entire organization – that we have space for everyone."

"HORN doesn’t just want to be the best in the world – we want to be the best FOR the world. We want to make a difference and push for change in our society. We do this by taking responsibility and making decisions that are responsible from both a social and environmental perspective."

CEO Jakob Bressendorf, HORN Bordplader

Good Advice from HORN on Working Responsibly

Start with the Obvious
The key is to get started. For example, begin by removing a product from the production process. Motivate the entire organization to spot small actions that you can begin with.

Facilitate a Strategy Process
HORN Bordplader has engaged external facilitators several times. After each session, leaders and employees work purposefully to make strategy and learning operational.

Allocate Ample Resources
Commit wholeheartedly to the process. Competition has always been about dedicating the resources needed to win, both in terms of employees and finances.

Facts About B Corp

B Corp stands for Benefit Corporation
The B Corp certification is carried out by the non-profit organization B Lab. Worldwide, more than 6,200 companies in 89 countries are certified, all with a shared goal of using business to make a positive difference.

HORN is (as of March 2023) the third manufacturing company in Denmark to be B Corp certified.

There are 80+ B Corps in the Nordic region, 61 of which are from Denmark.