Shann Jones MBE: The Woman Who Turned Goat Milk into a Movement

Visionary & Innovative Female Entrepreneur | Chuckling Goat

The rolling green hills of rural Wales might seem a world away from the high-stakes, hyper-accelerated landscape of modern enterprise. But it is here, in a world scented with freshly mown hay and wild herbs, that one of the UK’s most visionary business leaders is building an empire of a different kind. Shann Jones MBE, the founder and director of Chuckling Goat, is not a typical entrepreneur. She didn’t rise through the ranks of corporate finance or launch a tech startup in a bustling city. Instead, her journey began with a personal crisis, a quiet act of defiance against a failing medical system, and a desperate search for healing in an old folk remedy.

In a business culture that prizes rapid scale and aggressive growth above all else, Jones has built a company on the radical principle of depth over scale. She has proven that a small-batch, family-run business can earn global recognition and redefine an industry—not by shouting louder, but by serving with unwavering integrity. As the UK’s Visionary and Innovative Female Entrepreneur of the Year for 2025, Jones embodies a leadership style that is heart-led, hands-on, and deeply rooted in the land. Her company’s tagline, “We believe in the quiet power of care… Do the little things. Because the little things are what build trust, heal bodies, restore balance, and keep us human,” is not just marketing copy. It is the very foundation of her business, a mission statement that has transformed a personal tragedy into a thriving, purpose-driven enterprise.

“We believe in the quiet power of care… Do the little things,” says Shann Jones MBE, Founder & Director, Chuckling Goat.

The Genesis of an Entrepreneur: A Mother’s Desperate Act

Jones never set out to be a businessperson. Before Chuckling Goat, she was a journalist, a storyteller by trade, and a woman whose life was guided by words, not spreadsheets. But life, as it so often does, presented a challenge that demanded a different kind of narrative. When her son, Benj, fell seriously ill, she found herself in a frustrating labyrinth of conventional medicine, where answers were scarce and solutions were non-existent. It was in this moment of profound desperation that she turned away from the established system and back to the wisdom of nature.

Her discovery was an ancient one: kefir, a fermented milk drink celebrated for its probiotic properties. “I made it myself, by hand, in our farmhouse kitchen,” Jones recalls. “And it worked.” That singular moment—the quiet, transformative power of a traditional remedy working where modern medicine had failed—changed everything. “I didn’t build a business from ambition—I built it from love, necessity, and fierce maternal instinct,” she says. This origin story is the heart of Chuckling Goat, a company born not from a desire for profit, but from a profound need to heal.

This powerful genesis fundamentally shaped her leadership style. It is a style she describes as “heart-led, hands-on, and rooted in truth.” Unlike the detached, hierarchical models of many large corporations, Jones’s philosophy is one of presence and consistency. “I don’t ask anyone to do something I wouldn’t do myself,” she explains, “and I believe in doing the little things well, every day. Because that’s how you build trust—through care, not control.” This hands-on approach keeps her intimately connected to the work and the people it serves, ensuring that the company’s soul remains intact, even as its reputation grows.

The Chuckling Goat Blueprint: Real Kefir, Real Science, Real Care

In a market saturated with industrial-scale health and wellness products, Chuckling Goat stands as a beacon of integrity. The company’s value proposition is refreshingly simple and profoundly compelling: “We’re a family business on a mission to heal from the inside out.” They craft handmade kefir from live cultures and raw goat’s milk, eschewing the powdered starters and industrial processes that define the competition. This commitment to authenticity is their unique selling proposition, a three-part promise of real kefir, real science, real care.

The integrity of their process is non-negotiable. Their kefir is made with real grains, not lab strains, and each batch is meticulously tested for purity before it is shipped. To ensure their products are not only natural but also clinically sound, they have partnered with scientists at Cambridge and Nottingham universities. “We don’t outsource. We don’t cut corners,” Jones insists. “And we answer every customer email ourselves—because healing is personal.” This dedication to customer connection is a direct extension of her original motivation, proving that a business can be both a scientific entity and a deeply human one.

Their mission, “to build healing ecosystems—starting in the gut, extending to the family, and rippling out to the world,” is a powerful counter-narrative to the prevailing business wisdom of the day. In a world where scaling is often the sole measure of success, Jones offers a different metric: service. “We’re not here to scale—we’re here to serve,” she states. This mindset has allowed Chuckling Goat to cultivate a loyal and deeply engaged customer base that trusts the brand implicitly, knowing that its purpose is genuinely rooted in helping people, not just selling products.

The Power of Authenticity: Mentors, Milestones, and an MBE

Jones’s leadership journey was shaped not by business titans but by the quiet wisdom of her closest confidant. Her greatest mentor, she reveals, has been her husband, Rich. He taught her a lesson that has become the bedrock of their company’s philosophy: “that things don’t have to be huge to be meaningful—and that growth for its own sake isn’t the goal.” Through him, she learned to stay grounded, resist the allure of speed and scale, and build something real and lasting. “From Rich, I learned that authenticity is its own kind of strength,” she says. This philosophy is evident in every aspect of Chuckling Goat, from the well-tended goats on their farm to the happy, family-like team.

Two pivotal moments in her career underscored the power of this authentic approach. The first came unexpectedly. When she self-published a small book, Secrets of Chuckling Goat, it was picked up by Hay House and became a bestseller. The resulting publicity and a radio interview led to a “tidal wave of orders,” transforming a tiny farmhouse business into an operation with an eight-week waiting list overnight. This exhilarating but overwhelming experience was a crucial learning moment. “I realised very quickly that scale without structure can crush a soul-led business,” she reflects. It was a baptism by fire that taught her to prioritize sustainable, thoughtful growth over chaotic expansion.

The second pivotal moment arrived in the form of national recognition: receiving an MBE for Services to Innovation and Charity. This prestigious honor was a powerful affirmation that her unique, heart-led approach was not only valid but worthy of the highest commendation. It proved that a business grounded in nature and science, built from a place of personal necessity, could be recognized at the highest level of British society. These experiences deepened her resolve to “lead with integrity, to stay close to our roots, and never lose the soul of the work.”

A Culture of Kindness: Presence Over Pressure

Shann Jones’s leadership philosophy is a stark departure from the cutthroat, results-driven models prevalent in many industries. It is built on a foundation of “presence over pressure, integrity over image.” For her, leadership is not about wielding authority but about fostering an environment of care, consistency, and truth. “I believe trust is built in the small, unseen actions,” she explains, “and that culture is formed in the margins: how we treat each other when things go wrong, how we answer a customer at the end of a long day.”

This philosophy creates a powerful sense of loyalty and shared purpose. Jones is not a director who delegates from a distance; she is still a journalist who writes all of the company’s copy and a customer service representative who answers emails personally. By staying close to the work, she sets a clear example for her team, creating a culture where everyone feels seen and respected. “People want to be part of something real,” she says. And at Chuckling Goat, the reality is a business where kindness is culture, and success is measured not in quarterly profits, but in a stable, loyal team and a community of customers who feel genuinely cared for. This “quiet growth” is what she believes makes a business not just successful, but lasting.

"I didn’t build a business from ambition—I built it from love, necessity, and fierce maternal instinct."

Bridging the Past and Future: Ancient Wisdom Meets Modern Science

In an increasingly complex world, Chuckling Goat offers a masterclass in how to balance traditional values with modern innovation. While their kefir is made by hand using ancient fermentation techniques, their process is supported by cutting-edge technology. Each small batch is meticulously logged, tracked, and tested using a custom-built digital system, ensuring purity and traceability from the farm to the consumer’s home. The company’s Scientific Advisory Board, comprised of globally recognized researchers, and their collaboration with university clinical trials demonstrate a deep commitment to scientific rigor.

This unique fusion of “old-world wisdom and modern science” is at the heart of their value proposition. They use digital tools to “support care—not automate it.” As Jones eloquently puts it, “We’re not afraid of digital transformation. But we won’t lose our soul to it. Our business may live online, but it still carries the scent of wild herbs, freshly mown hay, and hand-stitched care.” This approach allows them to remain both authentic and a leader in their field, proving that innovation doesn’t always have to be loud and flashy. Sometimes, it looks like “doing ancient things—better. More honestly. And with more heart.”

A Vision for the Future: From the Gut to the Land

As the UK navigates economic instability and growing regulatory pressures, Jones’s strategy of deepening, not just growing has become a powerful form of resilience. She believes the future will be defined by “purpose-driven resilience,” where consumers increasingly value provenance, transparency, and integrity. This cultural shift positions Chuckling Goat perfectly. They are not just an agri-food business; they are a beacon for the values that are gaining traction across the nation—sustainable agriculture, local supply chains, and artisan foodcraft.

Looking ahead, Jones’s vision is not about further commercial expansion, but about a profound new frontier of innovation. Her personal and professional goals are intertwined. She wants to spend more time in her garden, hands in the soil, while also leading a groundbreaking new initiative: a collaboration with scientists at Cambridge University and the John Innes Soil Centre to develop a pioneering soil microbiome test. This ambitious project seeks to establish a living, measurable link between gut health and soil health. “I believe this work will be transformative, not just for agriculture, but for human wellbeing,” she says. It is the perfect next chapter for a company dedicated to healing ecosystems, proving that their mission starts in the gut, but truly ripples out to the world.

Shann Jones’s legacy, as she hopes it will be remembered, is not about the size of her company but the depth of its impact. She wants to be remembered as someone who was “quiet, clear, and rooted in care.” A leader who “showed up. She told the truth. She did the little things well.” Her journey, which began with a mother’s love, has become a testament to the power of authentic leadership and a new blueprint for what business can be. She has proven that a woman can build something strong without losing her heart, that science and nature can work together, and that true, lasting success is found not in the pursuit of scale, but in the quiet, consistent power of care.

Shann Jones MBE: The Woman Who Turned Goat Milk into a Movement

“We believe in the quiet power of care… Do the little things,” says Shann Jones MBE, Founder & Director, Chuckling Goat.

The Genesis of an Entrepreneur: A Mother’s Desperate Act

The Chuckling Goat Blueprint: Real Kefir, Real Science, Real Care

The Power of Authenticity: Mentors, Milestones, and an MBE

A Culture of Kindness: Presence Over Pressure

"I didn’t build a business from ambition—I built it from love, necessity, and fierce maternal instinct."

Bridging the Past and Future: Ancient Wisdom Meets Modern Science

A Vision for the Future: From the Gut to the Land

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“We believe in the quiet power of care… Do the little things,” says Shann Jones MBE, Founder & Director, Chuckling Goat.