A conversation with Jo Fairley
Jo Fairley is co-founder of Green & Black’s. Jo was among the first to highlight the social responsibility of food producers and Green & Black’s, earning awards for entrepreneurial and ethical achievement as well as changing the fortunes of the Maya Indians in Belize who grow the cocoa. Green & Black’s is a leading name in organic chocolate and the first brand to be awarded the UK Fairtrade Mark. What began with an investment of £20,000 grew into a business worth £100 million less than 20 years later and we were lucky enough to hear her fascinating story of how she turned the brand into a household name.
Watch the videos below to find out what Fairtrade and a strong corporate social responsibility programme was so important to the company’s success, and hear Jo’s advice to entrepreneurs looking to follow the same ethos.
1. Why the name, 'Green and Black's'?
2. How do you justify "selling out" to one of the world's major food corporations?
3. Do you have any advice for entrepreneurs wanting to balance making a profit, with doing something good for society?
4. Why was fair trade important to you?