TRU contributes to debate with Women-Owned Business Certification

GENK, November 19, 2024 – Recognizing female entrepreneurship and creating more opportunities for women is the goal of the Women-Owned Businesses Certification, which is still relatively unknown in Belgium. Vanessa Morini, CEO of the specialized cleanroom cleaning company TRU Global Solutions, applied for certification with WEConnect International and stresses the importance of such recognition: “At TRU, we are deeply committed to promoting equality in business opportunities. This certification highlights that dedication.”

It's no surprise that Morini advocates for inclusion and diversity. As the daughter of immigrants in Genk, she grew up in a highly diverse environment. Today's reality, however, looks very different. “I recently took part in a panel discussion on this topic, which focused on hitting gender and nationality quotas in the workplace. I’m generally not a fan of quotas, as I prefer to focus on finding the right person for the right job. But quotas are an important tool to ensure equal opportunities. According to research, companies that prioritize diversity and inclusion perform better in terms of talent retention, innovation, revenue and corporate culture, creating a positive impact that extends far beyond their walls. Major corporations are not only investing in their own inclusive workplaces, they're demanding the same from their suppliers. That's why certifications like these were created: to counter false claims that companies are being run by women.”

As CEO, Morini applied for certification for her TRU branches in Belgium, the Netherlands and the United States. It doesn't surprise her that the women-owned business certification is not yet widely recognized in Belgium. “It originated in the UK and the US, but it’s not the only certification that’s gaining traction in the corporate world; other organizations, like ESDP (https://esdp-org.eu/), specialize in certifying minority-owned businesses. I recently spoke with managing director Lushentha Naidoo about the significance of organizations like ESDP and WEConnect International for the economic empowerment of women worldwide. To be clear, this has nothing to do with positive discrimination. It's about supporting equal opportunities and fostering collaborations with companies that share our commitment to diversity and inclusion.”

Beyond woman-owned

Certification does not come easily as a female CEO. “Recognition like this is based on performance, reliability and innovation, as well the impact of vision and perseverance on daily operations. We applied for certification with this in mind and are very proud to have secured it. It's rewarding to have your efforts towards diversity and inclusion acknowledged like that.”