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‘B’FOR BELLA, BALANCE & B CORP

  1. Frontpage
  2. About Bellagroup
  3. People
  4. Frida Ulrik-Petersen

Sustainability has never been a side project at Bellagroup. It has lived in daily decisions, long-term priorities, and the quiet discipline of doing things properly – long before anyone called it certification material.

For Frida Ulrik Petersen, Director of Sustainability at Bellagroup, B Corp simply gives this approach a clearer voice.

“I’m driven by the idea that things can always be done a little better,” she says: “And luckily, that aligns really well with what Bellagroup stands for.”

"B Corp doesn’t change who we are – it confirms the choices we’ve already made."

The organization’s newly achieved B Corp certification is therefore less of a dramatic pivot and more of a mirror reflecting work that has been building for years. B Corp provides a shared framework that helps articulate what Bellagroup has long been doing: Balancing environmental efforts with social responsibility, community engagement, and fair governance.

“B Corp doesn’t change who we are,” Frida says: “It confirms the choices we’ve already made. It’s the choice not just to run a business, but to run it in a responsible way.”

The certification also brings an expectation of balance. It’s an all-round assessment where strength in one area can’t compensate for weakness in another.

“I’m driven by the idea that things can always be done a little better. Luckily, that aligns really well with what Bellagroup stands for.”

“B Corp forces us not to rely on being strong in just one area but to work ambitiously and in balance across the entire palette,” she explains: “It’s a true 360-degree certification. You can’t excel in one corner and neglect the rest.”

This fits neatly with Bellagroup’s presence in Copenhagen. Running a major venue and three hotels means having a clear footprint; economically, socially, and environmentally. And with scale comes the potential to shape something meaningful.

The broader sustainability agenda has shifted over the years, sometimes narrowing to a single metric. But Frida believes the space has widened again for people, communities and purpose.

“We’ve been through periods where CO2 was the only thing that mattered. Now there’s room again to lift our gaze and to work even more with community, local responsibility and the human aspects,” Frida reflects.

For her, that’s where Bellagroup is strongest. And where the B Corp framework helps shine a clearer light on the work already happening. Because Bellagroup’s aim isn’t simply to host moments that matter. It’s to do good while doing it.