In the beautiful Welsh countryside, a remarkable story is unfolding, blending tradition with innovation. This narrative has attracted the interest of wellness enthusiasts and business leaders alike. A brand that has made the humble goat a symbol of health and hope is at the heart of this story. What started as a kitchen-table experiment has blossomed into Chuckling Goat, a respected name in the gut health and wellness industry.
Shann Jones MBE, the founder and director of Chuckling Goat, is a visionary entrepreneur known for her authentic and empathetic leadership. She received an MBE for her contributions to innovation and charity in the King’s New Year’s Honours List 2024. Shann’s journey began with a simple goal: to assist her son, Benji, by using natural solutions when traditional medicine was ineffective.
What started with kefir, a traditional fermented drink, has developed into a successful business that promotes the importance of the gut microbiome, educates people about holistic health, and supports communities through charitable initiatives. Shann’s story is not only about establishing a brand; it is about challenging societal norms, embracing change, and leading with compassion.
Building a Business with Heart
Shann’s journey with Chuckling Goat exemplifies passion, perseverance, and the belief that business can positively impact the world. It began not in a corporate setting, but at her kitchen table, where Shann sought to help her son by discovering the healing properties of goat milk kefir. This personal quest quickly transformed into a mission to assist others with their gut health, ultimately reaching over 120,000 customers.
From the start, Shann Jones MBE prioritized a heart-led approach, focusing on building a business that genuinely cared for its people—be it her growing team, the goats, or the customers seeking solutions. Today, Chuckling Goat is recognized as the UK’s leading kefir producer and an authority on gut health, offering a range of products, including award-winning kefir, prebiotics, collagen, herbal teas, and microbiome testing, all supported by in-house nutritional therapists.
The company’s motto, “family first,” reflects Shann’s belief that family extends beyond her loved ones to include her 27 team members, 15 barn cats, and 50 goats. This commitment to community and care has distinguished Chuckling Goat in a competitive market, showcasing that leading with heart and purpose can create something truly special and transformative.
Rooted in Tradition, Backed by Science
Chuckling Goat stands out by blending traditional knowledge with modern science to promote gut health in a personal and holistic manner. The company handcrafts its kefir on a family farm in Wales, using age-old methods and fresh goat’s milk from its own content herd. However, its approach goes beyond just making kefir; the company also provides microbiome testing, clinical research, and practical plans that empower customers to take control of their health.
This initiative is not focused on fleeting trends or quick solutions; instead, it emphasizes integrity, tangible results, and meaningful relationships. Chuckling Goat supports its community by offering genuine solutions, compassionate assistance, and products that the team uses themselves on a daily basis. This authenticity—rooted in family values, farm practices, and effective results—is what differentiates Chuckling Goat and encourages customer loyalty.
| Key Statistics for Chuckling Goat 652% revenue growth over the past 10 years250,000+ bottles of kefir handcrafted and shipped4.9/5 Trustpilot review score from 7,000+ verified reviews3 bestselling books on gut health available on Amazon |
Overcoming Growth Challenges
The biggest challenge Shann Jones MBE faced in scaling Chuckling Goat has been maintaining the integrity of the business while experiencing rapid growth. When handcrafting kefir on a small Welsh farm, a sudden increase in demand can create pressure to cut corners—such as automating processes, outsourcing production, or compromising on quality. However, Shann refused to take these shortcuts.
Instead, the company overcame this challenge by remaining firmly committed to its principles: producing small batches, using real ingredients, and avoiding shortcuts. It constructed its own dairy, trained its own team, and kept all operations in-house.
Another significant challenge was educating a market that was not yet familiar with gut health. This required writing books, creating educational content, and consistently engaging with the community with patience and clarity. Shann states, “Scaling with soul is tough—but if you hold your values like a compass, you can grow without losing your way. We’ve done just that.”
Innovation with Real Solutions, Real Impact
“To me, innovation means listening deeply—to nature, to science, and to our customers—and having the courage to act on what you hear,”
Shann Jones MBE
For Chuckling Goat, innovation is not about flashy technology or gimmicks; it focuses on real solutions that improve people’s lives. Chuckling Goat blends rigorous scientific testing with all-natural health solutions, integrating microbiome analysis, traditional herbal practices, and handmade kefir from their family farm.
This unique approach allows the company to offer actionable gut health plans that are evidence-based and rooted in nature. One of Shann’s proudest innovations is the Microbiome Test, developed in collaboration with scientists at Cambridge University. This test, which took nearly three years to create, provides evidence-based insights using advanced scientific methods.
The test analyzes 86 biomarkers, including pathogens, probiotics, and mental wellness indicators, employing gold-standard 16s rRNA sequencing. Each test comes with a 30-minute consultation with a trained Nutritional Therapist, who helps clients understand the results and creates personalized action plans. This innovation effectively connects scientific testing with natural health solutions, empowering customers to manage their gut health with confidence and clarity.
The Regenerative Gardening Partnership
Shann Jones MBE is thrilled to announce that Chuckling Goat is pioneering a soil microbiome test for home gardeners, in collaboration with talented scientists from Cambridge University and the John Innes Centre. This initiative is a natural extension of their work with the human microbiome, recognizing that soil health and gut health are closely linked.
Just as the company helps individuals understand and improve their internal ecosystems, it aims to empower gardeners to nurture the health of their soil in a similar manner. This partnership combines advanced scientific research with regenerative gardening principles, providing people with the tools they need to grow stronger and more nutritious plants from the ground up. Shann Jones MBE describes this as an exciting new frontier and is proud that Chuckling Goat is at the forefront of this living, breathing soil revolution.
Caring for People, Animals, and the Planet
Sustainability is at the heart of Chuckling Goat’s business model, shaping how the company operates, lives, and grows. Operating from their family farm in Wales allows the team to see the direct effects of their decisions, which keeps them focused on responsible actions. They have planted thousands of trees on their land to restore biodiversity and capture carbon, and their factory is powered by solar panels installed on the roof, utilizing clean energy for production.
The kefir is handmade in small batches using goat’s milk, which helps keep food miles low while maintaining high quality. The company uses recyclable packaging and composts all farm waste. For Chuckling Goat, sustainability means taking care of people, animals, and the planet by creating natural products that truly heal, with minimal waste.
Adapting to New Demands
At Chuckling Goat, adapting to changing consumer behaviors and market demands has involved a commitment to listening, learning, and leading with purpose. As more people look for natural, science-backed solutions for gut health, the company has expanded its product range beyond traditional kefir to include items such as the Complete Prebiotic, Pure Fish Collagen, and various herbal tinctures and teas. These new offerings are based on insights gained from its microbiome testing, enabling it to address specific customer needs and support individuals on their gut health journeys.
Recognizing the importance of cohesive branding, Chuckling Goat has updated its kefir labels to match the “science-y” aesthetic of its newer products. This change ensures a unified appearance that reflects its dedication to both tradition and innovation. Additionally, to meet customer demands for personalized support, the company now offers live chat consultations with trained Nutritional Therapists. This service provides tailored guidance and fosters a deeper connection with the community.
The Vision for Tomorrow’s Food Industry
Shann Jones MBE envisions the future of the dairy and specialty food industry as one focused on transparency, sustainability, and functionality. Consumers are increasingly seeking foods that provide real benefits to their health. The traditional model of mass production is fading; the future belongs to small, purposeful producers who prioritize integrity, traceability, and health advantages.
Today’s consumers are more informed; they read labels, ask questions, and demand results. Chuckling Goat is positioned at the forefront of this change. The company is already implementing what the industry is just beginning to recognize: the combination of functional foods with scientific rigor, supported by genuine stories and farm-based authenticity. Shann believes that Chuckling Goat is ahead of the curve, demonstrating that it is possible to create powerful health products that are natural, responsible, and beautiful, all while maintaining high standards of quality, science, and integrity.
Trust, Teamwork, and Creativity
At Chuckling Goat, the culture of innovation and creativity is driven by a small, agile team. They are hands-on and closely involved in their work, allowing for quick action on new ideas without excessive layers of approval. Every team member’s input is valued, and because the team is lean, there is no distinction between decision-makers and those who implement decisions.
Innovation comes naturally when the team is closely connected to the product, the land, and the customers. They remain focused on their mission, test everything themselves, and learn rapidly. Creativity thrives in an environment where individuals feel trusted, recognized, and inspired, and that is the atmosphere they strive to create. By keeping their approach personal, practical, and purposeful, Chuckling Goat ensures that innovation is not something they pursue actively; rather, it is an integral part of their daily operations.
The Value of Vulnerability in Leadership
One of the most significant lessons Shann has learned, both personally and professionally, is that vulnerability is a strength. During her time in the media, she believed that she needed to appear tough, polished, and always in control. However, when her family faced a health crisis and she had no answers, she had to remove her protective facade and be authentic. This experience fundamentally changed her leadership style.
At Chuckling Goat, Shann Jones MBE leads with honesty, openness, and a focus on connection. She shares her own challenges and encourages others to do the same, fostering an environment of trust, creativity, and a team culture where individuals feel safe to take risks. She states, “Leadership isn’t about knowing everything—it’s about holding space, staying true, and showing up fully human, every single day.”
A Future Rooted in Values
Over the next 3 to 5 years, Chuckling Goat’s vision focuses on legacy—creating something lasting, in terms of products and in nurturing people. Shann and her husband are beginning the process of passing the business to the next generation, which includes their two daughters, son-in-law, and their youngest son, who has recently joined the company. These family members bring fresh energy and a strong connection to the company’s values, and it is a joy for Shann to see them take on leadership roles.
Internally, Shann has initiated the Grow Leaders Program because she believes that the company that succeeds is the one that develops leaders quickly. Their goal is not just to scale products, but to promote wisdom, responsibility, and compassion. They are committed to serving, healing, and leaving the world in a better state than they found it.
Advice for Emerging Leaders and Entrepreneurs
Shann’s advice to emerging leaders is straightforward: do not focus on just growing the business—focus on deepening it. Begin with something genuine and meaningful that is rooted in your own experiences. Chuckling Goat started as a way to heal her son, and that personal connection provided the clarity and strength needed to grow with purpose.
Innovation should not be about chasing trends; rather, it involves listening attentively, addressing real problems, and creating effective solutions. It is important to keep your team small, agile, and aligned with your values. Always choose integrity over shortcuts. Depth fosters resilience, and trust is built slowly—it is your most valuable asset.
Shann Jones MBE emphasizes the importance of focusing on impact rather than just scale. If you remain grounded, lead with love, and maintain honesty in your work, the business will grow in the way it is meant to.
Open Letter to Future Changemakers
Dear future changemakers,
If I could share one important message with you, it would be this: let your work come from love. Avoid creating from a place of ego, urgency, or the need to be recognized—focus instead on what is true within you. Build slowly and build honestly. Don’t chase after growth; instead, deepen your roots, and growth will naturally follow.
At Chuckling Goat, everything we’ve created started with a genuine need and a determination to persevere. That determination is your superpower: grit, truth, and care. Surround yourself with people who believe in your vision and challenge you to remain aligned with it.
Remember, leadership isn’t about being the loudest voice in the room; it’s about creating space, listening attentively, and uplifting others. Lead with heart. The world needs what only you can offer.
With warmth and encouragement,
Shann Jones MBE
Founder and Director, Chuckling Goat
5 Key Takeaways from Shann Jones MBE’s Purpose-Driven Entrepreneurship
- Personal Passion Drives Business Success: Shann Jones MBE started Chuckling Goat to help her own son, and this personal mission became the foundation of a successful business focused on genuine care and positive impact.
- Values are Non-Negotiable, Even During Growth: Despite rapid expansion, Chuckling Goat stayed true to its core values of small-batch production, real ingredients, and in-house operations, proving that growth doesn’t require compromising integrity.
- Innovation Blends Tradition with Science: Chuckling Goat successfully combines age-old practices like making kefir with modern scientific methods, such as microbiome testing, to offer effective and personalized health solutions.
- Leadership Through Vulnerability and Heart: Shann emphasizes that being authentic, open, and caring is a powerful leadership style, fostering trust and creativity within her team.
- Focus on Depth and Impact, Not Just Scale: Shann advises aspiring entrepreneurs to build something meaningful and deeply rooted in their experiences, prioritizing real solutions and positive impact over simply chasing rapid growth.
