Shann Jones, the Co-Founder and Co-Director of Chuckling Goat, exemplifies the transformative power of personal adversity.
With no formal business education, Jones’s journey began in the bustling city of San Francisco as a journalist and radio talk show host. Her pivot to entrepreneurship was not driven by profit, but by necessity—a quest to heal her family’s health woes. “I created solutions for my son’s eczema and my husband’s MRSA infection,” Jones reflects. It was this innovative spirit that caught the attention of the Welsh Assembly Government and led to collaborations with scientists and Aberystwyth University, validating her homegrown remedies against formidable pathogens. Today, under the leadership of Shann and her husband Richard Jones, Chuckling Goat is at the forefront of microbiome research, partnering with Cambridge University to develop a UK-based test, marking a 29% growth from the previous year. Her story is not just one of business acumen but of a relentless pursuit of evidence-based solutions for common health issues.
Doing Well by Doing Good
At Chuckling Goat, the ethos of innovation intertwined with familial values has been the cornerstone of its success. Shann and her husband have always prioritised the well-being of their family and community over mere financial gain. “Cash has never been king for us… we’ve done well by doing good,” Jones states. The company’s growth has been organic, allowing for a steady expansion without external pressures. This approach has not only fostered a resilient business model but also cultivated a workplace where every employee is treated as family, contributing to a harmonious and productive environment.
The journey, however, has not been without its hurdles. The introduction of the microbiome test presented a significant challenge, necessitating a pivot in strategy when faced with the sudden departure of a key staff member. In true Chuckling Goat fashion, the solution was found within, as Jones empowered her existing team to upskill into nutritional therapists, ensuring customers received the expert guidance they deserved.
Moreover, the company’s flagship product, kefir, due to its unfamiliarity and unique taste profile, required not just marketing, but educating consumers on the importance of gut health—a mission Jones and her team have accomplished with remarkable success, leading to a staggering 6000% growth over four years. Such achievements underscore Chuckling Goat’s commitment to its customers, with Jones affirming, “It’s about relationships… I’m taking them on this gut health journey which can take years.”
A Healthy Influence
Chuckling Goat has since emerged as a trailblazer in the UK’s healthcare landscape. The company has become the leading seller of microbiome tests in the UK, reflecting a growing public awareness of the importance of maintaining a healthy gut. “We’re dealing with the root cause of the health problem,” Jones explains, emphasising the company’s commitment to long-term health solutions over quick fixes.
With the National Health Service (NHS) struggling, the company’s ethos of offering complementary alternatives to traditional healthcare is timely. “The NHS is on its knees,” Jones remarks, acknowledging the challenges faced by the public health system and positioning Chuckling Goat as a supportive partner in the journey towards preventative care. This shift towards prevention over treatment is akin to the patience and dedication required in gardening—a metaphor Jones uses: “I’m like the lady at the garden centre… you’re gonna have to do the gardening.” It’s a call to action for personal responsibility in health, a message that Chuckling Goat embodies as it guides customers through their gut health journey.
Alongside being an advocate for responsible and preventative approaches, Shann wishes for a paradigm shift in healthcare, focusing on evidence-based natural remedies and the power of microbiome testing. “We need to start looking not at our failures but at success frames,” Jones asserts, highlighting the importance of learning from what is effective. She champions the use of antimicrobial vinegars, which have shown promise in combating pathogens without fostering antibiotic resistance—a significant breakthrough for healthcare. “The science is out there, but nobody’s doing anything about it,” Jones laments, underscoring the gap between scientific knowledge and its application in healthcare.
Jones advises other leaders to seek out and amplify the ‘bright spots’—look at what is working rather than is failing. Her approach is not just about treating symptoms but addressing the root causes of health issues. “It’s like dealing with the trunk of the tree,” she explains, describing how tackling gut health can lead to improvements in various conditions. Jones’s message to leaders is clear: invest in research and empower individuals to take charge of their health. This, she believes, is the key to transforming healthcare and creating a ripple effect that extends beyond individual well-being to societal benefits. “It’s an easy win that, at the moment, is being left on the table.”
Merging Nature’s Wisdom with Science
When it comes to leaving a legacy, the Co-Founder and Co-Director envisions Chuckling Goat as a beacon of innovation and integration between the wisdom of the natural world with the precision of scientific technology. “I would like Chuckling Goat to be remembered as the company that took the information from the natural world and joined it to the technology of science to make massive improvements in people’s health,” Jones reflects with pride. Their ambition is not just to create a successful business but to empower individuals to become custodians of their own health. “We are making people stewards of their own ecosystems,” she explains, drawing a parallel between personal health and the natural environment. For Shann, it’s about providing the knowledge and tools necessary for people to take control and enact positive change in their lives. “It means giving them the tools so that they can make their own improvements. That’s what works.”
