Five Years of Leveling the Playing Field – What Happens When You Bet on the Builders

Now in its fifth year, B Lab U.S. & Canada’s Level program continues to challenge a stubborn reality: talent is everywhere, but access is not. Women from racially and ethnically marginalized communities start businesses at some of the highest rates in North America, yet receive only a fraction of the resources. Just 2% of venture capital goes to women-identifying founders. Black women founders average $24,000 in annual revenue, compared to $143,000 for all women. And only 1% of Black-owned businesses secure the loans they apply for. These gaps aren’t about capability. They’re about access, infrastructure, and trust. 

Level was created to help close that gap—not by “fixing” founders, but by changing the conditions that have historically kept them out. Through hands-on support navigating the B Corp Certification process and beyond, Level elevates the vision and resilience these business leaders already bring to the table.

The 2025 cohort embodies the heart of that mission. From flower farms and financial education to cultural consulting and community-rooted tech, these founders are building businesses that reflect both purpose and power. They’re redefining what leadership looks like, and what’s possible when it’s truly supported.

Meet the New Class: Founders Driving Change in Real Time

The 2025 Level cohort is full of founders turning lived experience into bold, community-rooted businesses. They’re challenging industry norms, designing for equity, and proving that impact isn’t an add-on; it’s the starting point. With support from Level, they’re gaining the tools and traction to grow what they’ve already begun. Here is the 2025 cohort: 

Alejandra Aguirre | Co-founder & CEO, Cadena Collective

The word cadena means “chain” in Spanish; and for Alejandra Aguirre, it’s more than a name. It’s the street she grew up on during summers in Zacatecas, Mexico, and a symbol of the intergenerational strength and cultural pride that fuels her work today. As CEO and co-founder of Cadena Collective, a curated lifestyle marketplace showcasing artisanal fashion and accessories from Latin America, Alejandra has built a vibrant marketplace connecting U.S. and Latin American artisans—most of them women—with customers seeking ethically made, culturally rooted goods. From handcrafted earrings to embroidered clothing, Cadena is both a platform and a movement: one that celebrates, uplifts, and empowers women creators on both sides of the border.

Alejandra launched Cadena after discovering immense talent in her own South Dallas community, an underserved region brimming with potential. Today, she splits her time between Dallas and Miami, where Cadena has storefronts inside collective marketplaces. With a revenue-sharing model rooted in fairness and transparency, Cadena provides not only sales channels but also hands-on business coaching for its artisan partners. By reinvesting profits, building community, and honoring her bicultural identity, Alejandra is creating access to markets, while building a chain of opportunity, strength, and self-realization.

Alissa Assu | Co-Founder and Owner, RavenSong

Wellness, for Alissa Assu, is inseparable from culture. It’s a way of honoring tradition, nurturing community, and carrying care forward. A member of the Nisga’a and Wet’suwet’en First Nations, Alissa is co-founder of RavenSong Soap & Candle, where she’s helping carry forward a legacy of Indigenous storytelling and artisanal tradition. RavenSong’s award-winning, cold-processed soaps are made in small batches using organic, wildcrafted ingredients and centuries-old methods. But their real power lies in what they carry: the scents of ceremony, the textures of ancestral knowledge, and the spirit of healing.

Alissa is currently participating in a mentorship and knowledge transfer program with RavenSong founder Valerie Lamirande (Silnga a Jaada, “Creative Girl”), ensuring the brand’s next chapter stays true to its roots. As RavenSong evolves, it continues to center Indigenous values—not only through its ingredients and design, but through its model of intergenerational stewardship. With collections like Sacred Tobacco and Purifying Nettle, RavenSong invites customers into a sensory experience of cultural respect and renewal. Each product carries more than scent or texture; it holds teachings, traditions, and a way of being in relationship with the land and one another.

Bianca Latina | Founder, BSQUARED

Bianca Latina didn’t enter the promotional products world to play it safe. She saw an opportunity to disrupt the status quo by transforming branded merchandise into a vibrant, culture-driven expression of identity. That vision is rooted in her own journey: born in South Africa, raised in Toronto, and shaped by more than a decade in creative marketing. In 2020, Bianca founded BSQUARED to bring bold, boundary-breaking energy to a traditionally homogenous industry. Her full-service agency covers everything from promotional products and branded apparel to kitting and corporate e-stores. At its core, BSQUARED is about more than swag; it’s about strategy, identity, and meaningful connection.

By centering accessibility, customization, and cultural relevance, BSQUARED helps companies of all sizes think beyond the standard promo playbook. Under Bianca’s leadership, the agency has built a reputation for fresh ideas, pop-culture fluency, and reliable execution across Canada and the U.S. But BSQUARED is also a statement: a thriving, women-led, Black-owned business that’s carving space in an industry where visible minorities have long been underrepresented. Through her work, Bianca is showing what’s possible when diverse leadership meets creative power, and making it easier for others to follow.

Dr. Ellana Stinson | Founder & CEO, Safo Hair

Dr. Ellana Stinson is a board-certified emergency medicine physician at Boston Medical Center and president of the New England Medical Association, where she advocates for mentorship, equity, and community among Black physicians. Her path to entrepreneurship began with a deeply personal health journey. After facing thyroid cancer and reproductive challenges, she began researching the links between harmful ingredients in common hair products and serious health outcomes. When she couldn’t find safe, effective solutions for her own hair and scalp, she turned to family traditions, studied scalp science more deeply, and began formulating her own. The result is Safo Hair, a brand rooted in Southern herbal legacies and powered by science. With award-winning, plant-based formulations that are paraben-free, silicone-free, and dermatologist tested, Safo helps customers grow, repair, and protect their hair from the root up, without compromising on safety or identity.

Launched during the pandemic, Safo Hair was born out of resilience and deep intention. Dr. Ellana sourced ingredients found across the Americas, Africa, and India and partnered with manufacturers who could meet her high standards for clean, small-batch production. Every product reflects her belief that hair is more than cosmetic; it’s a mirror of our health and a powerful form of self-expression. Today, Safo offers a canopy of care for people navigating the complexities of hair loss, scalp health, and wellness. Through transparency, education, and transformation, Dr. Ellana continues to guide others toward restoration and confidence, no matter what life brings.

Jeanette Macias | Co-Founder & CEO, Seeking Ferments

For Jeanette Macias, co-founder and CEO of Seeking Ferments, fermentation is more than a craft; it’s a healing practice rooted in culture, sustainability, and community care. What began as a personal journey to restore health through traditional Filipino and Mexican remedies has blossomed into a small-batch beverage company setting a new standard for gut health across the Pacific Northwest. Based in Seattle and brewed with intention, Seeking Ferments creates organic, unpasteurized kombuchas, tepaches, switchels, and turmeric sodas that are alive with probiotics and flavor—each bottle a love letter to the land and the people who farm it.

Jeanette brings more than a decade of experience in finance, community organizing, and small business advocacy to the heart of this family- and LGBTQ-owned company, balancing operational leadership with a hands-on presence in both the kitchen and the community. She also champions BIPOC entrepreneurs through markets, mentorship programs, and local events. Seeking Ferments sources ingredients from regional farms and operates with a deep commitment to sustainability, offering bottle swap programs, practicing responsible composting, and supporting environmental causes like the Oyster Seeding Project in Olympia. Beyond beverages, Seeking Ferments is building a community connected by wellness, tradition, and a shared belief that food and drink should nourish not only the body, but the land and people behind them.

Janelle Benjamin | Founder & Chief Equity Officer, All Things Equitable Inc.

Janelle Benjamin is a trained lawyer, former human rights investigator, and longtime advocate for equity and inclusion in the workplace. Her expertise spans nearly two decades in DEI, accessibility, and human rights, shaped by both her public-sector policy work and firsthand experiences with exclusion and inequity. After enduring two layoffs without cause and a rescinded job offer at the height of the pandemic, Janelle witnessed firsthand the gaps between companies’ stated DEI commitments and their actual practices. The murder of George Floyd and the wider racial reckoning of 2020 solidified her resolve: to help organizations do more than talk about change. That conviction became All Things Equitable, a firm grounded in her belief that inclusive workplaces must be built on both empathy and structural accountability.

At All Things Equitable, Janelle leads a team that works with organizations across sectors to dismantle systemic barriers, improve retention, and drive measurable outcomes. Their approach is expert-led and deeply customized, combining legal insight with organizational strategy to foster cultures where every employee feels safe, seen, and valued. From inclusive hiring frameworks to company-wide equity audits and leadership training, the firm helps turn bold DEI statements into everyday actions. For Janelle, equity isn’t just a value; it’s a lever for innovation, collaboration, and long-term success. Her leadership in the space has earned her national recognition, including being named a LinkedIn Top Voice and one of Canada’s Top 100 Black Women to Watch.

Julie Nguyen | Managing Director, Consortium

Julie Nguyen has spent two decades in the luxury retail and wholesale world, but her most recent chapter speaks loudest to her vision. As Managing Director of Consortium, Julie has transformed a regional consignment and auction house into a mission-driven enterprise at the intersection of sustainability, design, and social impact. From her base in Napa Valley, she brings both precision and warmth to every detail: helping fiduciaries, families, and collectors find new homes for beloved items while curating experiences that feel deeply personal at every step.

Under Julie’s leadership, Consortium is redefining what resale can be: thoughtful, community-centered, and grounded in sustainability. The business offers auction services, estate support, and (soon) a retail space—each designed to turn life transitions into moments of beauty and care. For items that can’t be resold, Consortium partners with local artisans to upcycle materials into new, meaningful creations. With a hands-on team managing everything from appraisals to inventory to packaging, every step is handled with precision and empathy. Through its emerging nonprofit arm, With Love, Consortium, Julie is also creating a pathway between sustainability and recovery, directing gently used goods and partial proceeds to support individuals navigating addiction and mental health challenges. For Julie, consignment is a form of stewardship: honoring personal histories while making space for new beginnings.

Kristi Mefford | Founder & CEO, Queen of Kinks

Kristi Mefford has created more than a product line. She’s built a deeply intentional ecosystem of care in which textured hair is honored rather than managed, and beauty begins with wholeness. A U.S. Navy veteran and Licensed Natural Hair Professional with over two decades of experience, Kristi launched Queen of Kinks to fill a longstanding gap in the beauty industry: high-quality, plant-based products made specifically for locs, kinks, and curls. The brand was born out of personal loss: after losing her best friend Shayla in 2020, Kristi channeled her grief into creating products that honored their shared love of holistic hair care. What began at her Nashville salon, Kinky Rootz, has grown into a full-fledged self-care movement, where every formula celebrates identity, uplifts community, and respects the planet.

At Queen of Kinks, Kristi is reshaping beauty standards with intention and integrity. Each product in the Crown Collection is handcrafted, cruelty-free, and designed to nourish scalp, hair, and skin, without synthetic fillers or compromise. Through initiatives like the Green Vibes Only Program, the company is also leading on sustainability, offering refill incentives and sustainable packaging that align self-care with care for the earth. Beyond the product line, Kristi’s work is deeply personal and powerfully communal: honoring the wisdom passed down from her grandmother, creating space for natural hair to thrive, and guiding others to embrace their crowns unapologetically. Kristi’s work is grounded in reverence—for the stories hair holds, the heritage it reflects, and the right of every person to feel seen in their natural form.

Lonna Hardin | Founder & CEO, Live Your Song

Lonna Hardin believes every child deserves to be seen, heard, and celebrated; and she’s built an education company to prove it. A seasoned literacy expert and social impact entrepreneur, Lonna is the founder of Live Your Song, an EdTech and publishing company reimagining what literacy and learning look like for children of all abilities. The program is rooted in Lorna’s bestselling children’s book, Melody’s Song and the City of Voice Snatchers, which uses storytelling and performance to support student confidence, advocacy, and academic success. Live Your Song creates joyful, evidence-based tools that meet learners where they are—especially those with special needs. Through interactive storybooks, culturally relevant curriculum, educator trainings, and their award-winning app MelodyEd, Lonna’s team is helping children unlock their voices and thrive. 

What sets Live Your Song apart is its belief in learning as a full-sensory, heart-centered experience. From literacy-themed birthday parties to in-school programs and community events, Lonna’s work makes education feel personal, powerful, and fun. And through the Green Vibes Only initiative, the company is also building toward a more sustainable and inclusive future. With a focus on access, creativity, and emotional resilience, Live Your Song is building a world in which learning feels joyful, inclusive, and alive with possibility—where every child, caregiver, and teacher is empowered to sing out loud and live their story with pride.

Olivia Roanhorse | COO & Portfolio Lead, Roanhorse Consulting, LLC

Olivia Roanhorse’s leadership is rooted in the relationship between people, place, and purpose. A citizen of the Navajo Nation and daughter of the To’ahaní (Near to Water) and To’dichiiníí (Bitter Water) clans, Olivia was raised in Window Rock, Arizona, and now leads from Albuquerque, New Mexico. As Chief Operating Officer and Research & Evaluation Portfolio Lead at Roanhorse Consulting, she brings more than 25 years of public health, policy, and nonprofit experience to her work—always with a focus on restoring Indigenous voice, data sovereignty, and collective care. Her lived experience as a Diné woman, twin, mother, and scholar shapes how she shows up: with humility, humor, and a deep commitment to community-led change.

At Roanhorse Consulting, Olivia guides a portfolio that reimagines how research and evaluation are done, grounding every project in Indigenous knowledge systems, truth-telling, and the wisdom of co-creation. Her work spans strategic advising, health equity, and economic development with partners ranging from Pivotal Ventures to the Indigenous Evaluators Network. What unites each effort is an unwavering belief that Indigenous communities already hold the answers; they simply need systems that honor their leadership. Together with her team, Olivia is shaping a consulting practice where accountability begins with listening and systems change starts with story.

Rosalind Zavras | Founder & CEO, Aropa Consulting

Rosalind Zavras has spent her career making complex systems work for the people they’re meant to serve. As founder and CEO of Aropa Consulting, she partners with nonprofits, foundations, and international organizations to build operational strategies rooted in equity, sustainability, and deep collaboration. With two decades of experience spanning global development, public service, and nonprofit leadership, Rosalind brings a rare combination of analytical rigor and human-centered design to every engagement, whether she’s mapping donor strategies, overhauling tech systems, or building a framework for community-led growth.

At Aropa, Rosalind leads a global team helping mission-driven organizations solve their toughest operational challenges, from fundraising roadblocks to HR and finance infrastructure. The firm’s name, inspired by the Anutan concept of empathy through cooperation, reflects a core belief that real impact comes from shared vision and trust. Clients turn to Aropa for everything from strategic planning to fractional leadership, and they stay because the work is both effective and relational. Rosalind’s multidisciplinary approach is shaped by advanced degrees in law and diplomacy, economics, and mathematics, and strengthened by fieldwork across more than 10 countries. Beyond consulting, Rosalind founded the Center for Community Collaboration and serves as Board Chair of Emergent Works, extending her commitment to economic justice and community voice. Across every role, she’s working to ensure that social impact organizations aren’t just mission-driven, but structurally equipped to thrive.

Sarene Alsharif | CEO & Co-Founder, Tad More Tailoring

Sarene Alsharif is helping professionals rethink what it means to show up with power. As CEO and Co-Founder of Tad More Tailoring, she’s championing a new vision for confidence and success: one built on intentional style, ethical fashion, and environmental responsibility. A TEDx speaker and sought-after keynote presenter, Sarene equips individuals and organizations alike to boost income and influence by aligning outer presence with inner purpose.

At Tad More, Sarene leads a team transforming the tailoring industry with sustainable practices, on-demand services, and a radical message: the clothes you already own can change your life. By extending the life of garments through expert alterations, the company has saved over 1.6 million gallons of water and diverted thousands of items from landfills. Under Sarene’s leadership, Tad More isn’t just a tailoring business; it’s a platform for environmental change and personal empowerment. Sarene’s TEDx talk, How to Save the World with a Pair of Jeans, inspires audiences to rethink their relationship with clothing and embrace change one stitch at a time. She’s been recognized as an Executive Influencer and honored for her commitment to sustainable innovation; but what truly sets Sarene apart is her belief that small choices (like getting a better fit) can have lasting impact.

LaShawndra Vernon | CEO & Founder, Pryme Solutions

LaShawndra Vernon is a strategist, mediator, and multidisciplinary artist working at the intersection of cultural policy, public health, and systems change. Based in Milwaukee, she’s spent decades advancing community-led solutions, from chairing the city’s Bronzeville Advisory Committee to founding the Human Trafficking Task Force of Greater Milwaukee. LaShawndra also serves as a lecturer at the Helen Bader School of Social Welfare, and is a trusted voice in fiscal management, philanthropic advising, and lobbying for creative sector growth. As founder of Pryme Solutions, LaShawndra helps organizations navigate conflict, shift policy, and build collective power—especially in moments of crisis or transformation. Her work is rooted in creative practice, human rights advocacy, and an unwavering commitment to social equity.

Pryme Solutions is a systems-design firm dedicated to advancing the public good and cultivating collaborative communities. The team builds capacity through mediation, violence-prevention programming, and strategic planning using theory-of-change frameworks. With evidence-based evaluations and conflict-mitigation coaching, they help nonprofits, public agencies, and cultural organizations transform complex challenges into cohesive action. Grounded in community trust, Pryme empowers clients to strengthen relationships, measure impact, and implement equitable solutions that honor both people and place.

Tathy Vosgerau | CEO & Founder, Gifted Breads

Tathy Vosgerau founded Gifted Breads after a celiac disease diagnosis forced her to give up the one food she couldn’t live without: real bread. A former capital markets lawyer with degrees in Law and Business from Brazil, a Master of Laws from Northwestern, and a business certificate from Kellogg, she spent years working across New York, London, and São Paulo before leaving law in 2019 to pursue a new path. Tathy began experimenting with gluten-free flours and techniques until she recreated the baguette of her memories: crispy, chewy, and full of flavor. That single recipe became the foundation for Gifted Breads, a Chicago-based, woman- and minority-owned bakery that’s redefining what gluten-free can taste like. Today, Tathy’s work centers on joy, inclusion, and the simple power of sharing a meal, with bread that brings everyone to the table.

Gifted Breads crafts gourmet, gluten-free loaves that are free from dairy, soy, nuts, seed oils, and artificial preservatives—without compromising taste or texture. Operating out of The Hatchery in East Garfield Park, the team serves individuals, retailers, and restaurants seeking allergen-friendly options that feel like a true indulgence. Their freezer-to-oven breads make it easy for families to enjoy fresh, homemade flavor in minutes. Beyond the kitchen, Gifted Breads partners with nonprofits to address food insecurity in the gluten-free community, ensuring that access to safe, delicious food is a right, not a luxury.

Thanushi Eagalle | Founder & Creative Director, Wild Bee Florals

Thanushi Eagalle has always found solace in the garden; but in the face of climate disruption, flower farming became more than a personal refuge. It became her calling. As founder of Wild Bee Florals, Thanushi channels her background in evolutionary biology into the art and science of regenerative agriculture, experimenting with biodiversity, soil health, and seasonal design. Her work blends the sensory richness of blooms with the rigor of field ecology—each growing season a new experiment, each bouquet a quiet act of restoration. Through this lens, Thanushi is building a farm that’s both ecologically responsible and emotionally restorative.

Located on the unceded traditional territory of the K’omoks First Nation in Dove Creek, Wild Bee Florals grows over 70 varieties of blooms on just over half an acre, proving that small-scale, ethical agriculture can thrive when creativity meets intention. The business offers wedding and event florals, flower subscriptions, you-pick experiences, and workshops that invite the local community into the rhythms of the land. With a steadfast commitment to transparency, inclusivity, and local sourcing, Wild Bee Florals is more than a flower farm; it’s a living model of what regenerative, community-centered business can look like in a time of ecological uncertainty.

This Is What Leveling up Looks Like

From community-rooted consultancies to regenerative farms and ethical product lines, these founders are expanding what leadership and impact can look like. They’re also building on a strong foundation: over the past five years, Level has supported more than 60 entrepreneurs in aligning their businesses with the values behind B Corp Certification. As this new class scales its work, Level will continue to evolve alongside them, removing barriers, building infrastructure, and amplifying the changemakers shaping a more inclusive economy.

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