​The Mark of Commitment: How Rhino Foods Brings JEDI to Life

The B Corp logo is simple, but it carries weight. During B Corp Month, that mark signals something deeper than certification. It represents a company’s verified commitment to people, the planet, and continuous improvement. Every B Corp looks different, but the logo unites them in a shared promise: business can, and must, work for everyone.

For Rhino Foods, that commitment to people is not theoretical. It is operationalized through inclusive hiring systems, formalized Justice, Equity, Diversity, and Inclusion (JEDI) practices, and a human-centered approach that reshapes what workforce investment can look like in manufacturing.

As a Certified B Corp under B Lab’s standards, Rhino Foods is required to meet foundational JEDI criteria, including a focus on inclusive hiring practices.

Inclusive Hiring as Business Strategy

Compliance with JEDI requires companies to reduce barriers for individuals historically excluded from employment opportunities. The framework includes four core actions:

1. Include a clear public JEDI commitment statement in all job postings
2. Eliminate unnecessary credit checks and criminal background inquiries during the application stage (unless legally required)
3. Implement bias-mitigation measures such as structured interviews, diverse review panels, and standardized evaluation criteria
4. Systematically review job descriptions to ensure language and qualifications are equitable and accessible

Rhino Foods didn’t approach this as a box-checking exercise. Its inclusive hiring philosophy is rooted in experience. Over time, the company observed that some of its strongest employees were individuals who had previously faced structural barriers to employment but thrived when given an opportunity.

Today, approximately 35% of Rhino’s workforce consists of immigrants— a reflection of its culture of access and opportunity.

For entry-level roles, the company uses streamlined applications focused on skills and motivation rather than credit history or prior records. Background checks have been removed from the hiring process. Structured interviews and diverse review panels help mitigate bias and ensure more equitable decision-making.

As President & CEO Rooney Castle puts it, “Investing in people to be successful here is more valuable than spending money to try to filter people out based on judgment.”

That philosophy reframes hiring from a risk-management approach to one focused on talent development.

Rewriting the Language of Access

One of Rhino’s most ambitious initiatives in 2024 was a comprehensive review of approximately 100 job descriptions. The year-long project, supported by an external HR consultant, examined language, qualification requirements, and structural clarity across roles.

The company removed gendered and socioeconomic bias from job postings and intentionally shifted to “you will” statements, placing the reader in the driver’s seat rather than presenting a static list of duties. The review also distinguished between competencies and job skills, creating clearer growth pathways and internal mobility opportunities.

This work required time and cross-functional collaboration. Supervisors, managers, and directors participated in the process, and employees were given dedicated time to review and understand the updated descriptions once finalized. The result was more than revised language, it was expanded access.

Beyond Compliance: The Employee Support Coordinator

While not formally required under JEDI, Rhino Foods deepened its commitment to people by creating a full-time, in-house Employee Support Coordinator (ESC).

The role evolved from a two-decade partnership with United Way’s Community Resource Coordinator program. About a year ago, Rhino internalized the position, increasing flexibility and responsiveness across shifts.

The ESC supports employees navigating external barriers to employment, including transportation, childcare, documentation, housing, financial assistance, and wellbeing. In some cases, the coordinator transports employees to appointments, assists with paperwork, or helps secure essential items for families.

Implementing the ESC role required careful design. The company reviewed liability policies, clarified confidentiality boundaries distinct from HR functions, and defined clear parameters around when direct assistance versus referrals were appropriate. Legal counsel was consulted, and trust-building was prioritized.

The investment has been measurable. In March 2025, the ESC logged 90 contacts with 38 employees. By August, that number rose to 221 contacts among 57 employees. Most recently, utilization reached 303 contacts involving 75 employees. The most common needs addressed include finance, benefits, housing, and wellbeing.

These numbers tell a story that employees are using and trusting the support systems in place.

Castle notes, “Our employee programs and human-centered approach are one of the things that help us be a successful business because we have dedicated employees who care.”

The B Corp Logo in Action

Rhino Foods’ experience illustrates what the B Corp logo represents during B Corp Month. Certification is not static recognition; it is a commitment to measurable, evolving impact.

In Vermont’s tight labor market, inclusive hiring has strengthened Rhino’s workforce acquisition and enhanced its reputation as a welcoming employer. Engagement at job fairs and recruitment events reflects community trust. What began as a compliance requirement has proven to be a sound business strategy.

The JEDI standards push companies to move from intention to implementation. Collect data. Create formal plans. Remove barriers. Measure progress. Iterate. Every B Corp is different, but the circle around the “B” signals a shared goal: building an economy that values dignity as much as profit.

Rhino Foods demonstrates that commitment to people is not a slogan. It is systems, policy updates, structural review, and daily practice. It is leadership choosing to widen the door rather than guard the gate.

This B Corp Month, the logo serves as a reminder that impact is not accidental. It is designed. And when businesses invest in people both fully and intentionally, the results extend far beyond certification.

Learn more about Rhino Foods’ commitments to people here.