In 2005 James Meldrum stepped away from a successful corporate career and created a new business called Whole Kids with his wife Monica. The business is founded on the principle of profit with a purpose and was the first, and now makes the largest, range of certified organic food in Australia specifically developed for kids.
Whole Kids is Australia’s first food company to be certified a B Corporation and is a founding member of B Corporation in Australia. James is also passionate about Conscious Capitalism and actively involved in growing this movement in Australia.
James believes that business is ideally placed to actively solve many social and environmental problems and, in turn, redefine the concept of what a business is. Businesses must contribute positively to a more sustainable, more equitable and more respectful relationship with their local communities, stakeholders, environment and wider society.
Whole Kids are doing just that through advocacy campaigns focused on climate change and refugee children in detention, and community partnerships with organisations like Plan Australia that aim to improve children’s health and well being through innovative and impactful projects. Whole Kids has already provided 500,000 breakfasts to children in need in Cambodia.
James holds an MBA and a Bachelor of Town and Regional Planning both from the University of Melbourne. He was previously a board member of Environment Victoria.