LDC Top 50 2025
Josie Morris MBE
CEO
Woolcool
CEO of Woolcool, Josie Morris, is leading the sustainable packaging revolution. The Staffordshire-based business, founded by her mother Angela, uses 100% wool to create natural insulated packaging for food and pharmaceuticals.
Josie joined in 2014, becoming Managing Director two years later, aged 28, and CEO in May 2025. Under her leadership, Woolcool has grown 20 to 30 per cent annually. It is the first packaging company of its kind to achieve B Corp certification in the UK and saved over 3,000 tonnes of polystyrene from going to landfill last year. “We’re building a legacy that puts people and the planet first.”
We’re building a legacy that puts people and the planet first. I want to look back and say, ‘We made a difference.’”
Q&A
Who has inspired you most in your career?
My parents. My mum started out as a packaging designer and then ran her own businesses. Growing up around that instilled a strong work ethic in me; it was never about a nine-to-five. As a working mum and a female entrepreneur in a male-dominated industry, she broke conventions and always led with humility and kindness. When I was little, I wanted to play football but girls weren’t allowed on the team. My parents challenged it – they even wrote to the FA – and I became the first girl on my school team. That taught me early on that gender should never be a barrier.
What’s your biggest leadership lesson?
‘Imposter syndrome’ shouldn’t be a negative term. I think self-doubt is a good thing. It means you’re questioning yourself and it keeps you listening and learning. Without it, you make rash decisions, you become arrogant. I studied Classics at university: think of Icarus. He ignored his father’s warnings, flew too close to the sun and drowned.
How do you motivate your team?
We try to create a community-based environment where everyone feels supported and included. We offer all 73 employees the opportunity to upskill; from professional training like NVQs and degrees to courses into mental health and carbon literacy. Earlier this year, we became a Period Dignity Employer, ensuring that free and accessible period products are available at work. I believe in doing what’s fair, not just what’s profitable. If you’re fortunate enough to be in the position of power, use it to do something good.
