Shann Jones MBE is the Founder and Director of Chuckling Goat, a UK-based gut health company known for its handmade kefir and evidence-based natural products. Her journey into business did not begin with a commercial plan or ambition to build a brand. It began at home, driven by urgency, love, and the need to protect her family. When her son became seriously ill and conventional medicine failed to provide answers, she turned to traditional food practices and began making kefir in her farmhouse kitchen using milk from her own goats. What started as a mother’s attempt to heal her child soon became the foundation of a business that would go on to help tens of thousands of people restore their health. We at CIO Global, are proud to introduce Shann Jones MBE as Cover Story of the 05 Most Acclaimed Businesswomen in Europe, 2026.
Shann’s background is rooted in the land, in family life, and in a deep respect for nature. Living on a farm taught her patience, observation, and the importance of working with natural systems rather than against them. When her son’s health crisis pushed her to explore fermentation, she approached it not as a trend but as a practical solution grounded in history and necessity. The results were profound. Her son’s recovery showed her the powerful role gut health could play in overall wellbeing, and it changed the direction of her life. Friends and neighbours began asking for the kefir she was making. Word spread slowly but steadily, and demand grew not because of marketing, but because of real results experienced by real people.
A business built with integrity may grow slowly, but it will last.
As Chuckling Goat began to take shape, Shann remained closely involved in every aspect of the business. She did not outsource the heart of the work. She stayed connected to the product, the customers, and the purpose behind it all. From the beginning, she was clear that this business would grow from truth rather than hype. She focused on small-batch production, transparency, and care. Every decision was guided by the same question that started it all: does this genuinely help people heal? This clarity became the backbone of the company and remains central to her leadership today.
Over the years, Chuckling Goat has grown into a respected name in gut health, known for combining traditional wisdom with modern science. Shann works closely with scientists, farmers, and researchers to ensure that the products are not only natural, but also properly tested and effective. Innovation plays an important role in the business, but it is never driven by trends or speed. Instead, innovation is rooted in real human need. Ancient practices like fermentation and herbal support are carefully studied, refined, and supported by research. For Shann, true innovation is gentle, thoughtful, and responsible. It is about solving real problems in a sustainable way.
Shann’s work has been widely recognised, but she remains grounded about achievements and awards. Chuckling Goat’s kefir has been named Innovation Health Product of the Year, and Shann herself has received an MBE in recognition of her contribution to health and wellbeing. She has also been named The Most Influential Business Leader to Watch in 2026 by Enterprise World and Most Trusted Brand of the Year 2026 by Alphabet Magazine. While she appreciates these honours, she measures success differently. What matters most to her is the impact on people’s lives and the ability to grow without losing the values that defined the business from the start.
Being a woman in business has brought its own set of challenges. Shann has experienced being underestimated and dismissed, and she has often been told that her approach was too emotional or too personal to be taken seriously. Rather than trying to fit into traditional business expectations, she chose a different path. She stayed true to her instincts and paired lived experience with careful study and science. Instead of becoming harder, she became clearer. She allowed the results of the work to speak for themselves. Over time, trust grew, and credibility followed. Her experience has shown that leadership does not require conformity. It requires courage, consistency, and a willingness to stand quietly in what you know to be right.
Motivation, for Shann, does not come from ambition or pressure to succeed. It comes from meaning. During difficult periods, she returns to the reason she began in the first place. The business was born from a moment of deep vulnerability, and that purpose continues to guide her through challenges. When things feel overwhelming, she focuses on the small, practical steps in front of her and trusts that steady effort will carry her forward. She believes that motivation is not about pushing harder, but about staying connected to what truly matters and showing up with integrity each day.
Real innovation comes from solving genuine problems with honesty and evidence.
Her leadership style reflects this philosophy. Shann leads with care rather than control. She does not believe in chasing growth for its own sake or building systems that lose their human touch. Instead, she sees the business as a living system that needs attention, patience, and the right conditions to thrive. She creates clarity around values and direction, then gives people the trust and space to do their best work. Communication is open, honest, and human. By constantly returning to the company’s purpose, she ensures that the team stays aligned even as the business evolves.
Balancing professional and personal life is something Shann approaches with honesty rather than rigid rules. She does not believe in perfect balance. Instead, she believes in listening. There are times when family needs more attention and times when the business demands more focus. She accepts these seasons and adjusts accordingly. Over time, she has learned that success is not meaningful if it comes at the cost of health or relationships. She stays grounded through simple routines, time in nature, and connection with loved ones. Gardening and being outdoors help her reset and remember that business, while important, is not the whole of life.
One of the most important influences in Shann’s life and career has been her husband, a farmer whose quiet relationship with the land shaped her understanding of leadership and resilience. Through him, she learned the value of observation, timing, and respect for natural rhythms.
Farming taught her that force rarely works and that attention and care are far more powerful. These lessons became central to how she runs Chuckling Goat and how she approaches challenges. Leadership, in her view, is less about control and more about stewardship.
When it comes to leading a team, Shann focuses on trust and shared purpose. She believes people do their best work when they feel seen, respected, and connected to a clear mission. Her role is to protect the values of the business, set direction, and remove obstacles. She avoids micromanagement and instead stays present and engaged. Accountability matters, but so does compassion. By treating the business as a living system rather than a machine, she creates an environment where people can grow alongside the company.
Chuckling Goat was born from the need to heal, not from the desire to build a brand.
Failure and setbacks are something Shann meets with curiosity rather than fear. She does not see failure as a final judgment, but as information. When something does not work, she slows down, reflects, and learns. Rather than rushing to fix or force outcomes, she takes time to understand what the situation is teaching her. This approach has helped her build resilience and maintain perspective. Progress, for her, is about thoughtful movement forward, not perfection.
Looking at the wider industry, Shann sees clear changes taking place. Consumers are moving away from quick fixes and loud wellness claims and toward depth, evidence, and trust. People want to understand where products come from, how they are made, and whether they truly work. Gut health is no longer a niche topic. It is increasingly recognised as essential to mental health, immunity, and skin health. Shann believes the future belongs to brands that combine transparency, science, and humanity, rather than those focused only on scale or hype.
Her goals for the next five years reflect this belief. She is not interested in making Chuckling Goat bigger for the sake of growth. Instead, she wants to make it deeper. Her focus is on continued research, careful innovation, and education that empowers people to understand their bodies and heal sustainably. Protecting the handmade, small-batch nature of the business is a priority. She also hopes to mentor and support the next generation of entrepreneurs who want to build businesses rooted in care and purpose. On a personal level, she plans to continue writing, teaching, and sharing what she has learned, showing that it is possible to build a business that is both successful and deeply human.
Through her work and her story, Shann Jones MBE offers a different picture of leadership and success. She shows that sensitivity, patience, and care are not weaknesses, but strengths when used with clarity and discipline. Her message is simple and grounded in experience. People do not need to become someone else to succeed. Building slowly, telling the truth, and doing the small things well creates trust over time. Meaning compounds just as surely as growth. A life and a business built with integrity may not be loud, but they endure.
Care and patience are often the strongest foundations for meaningful leadership.
