Sue Jueno - founder of My Green Directory

Sue Jueno is the founder of My Green Directory, an award-winning directory of green businesses.  Here she talks to Kate Plowman about running a business with ethics.

What was the inspiration behind My Green Directory?

I wanted to bring companies that source products sustainably together online, which was unavailable at the time – renewable energy, toxin-free cleaning products, and so on.

What did you do before?

I worked in event management and research. I was privileged to work at Band Aid and the very first Sport Aid. I became aware of a strong desire to create something meaningful for others.

What's a typical day?

There will be meetings and events. I'll have new submissions to authorise and media partnerships to set up. I help companies get their articles and offers online, and schedule social media. I also have to develop new business ideas.

Which skills are most valuable in your job?

Other than being able to keep up with the changing pace of technology, the most valuable skills are people skills. People like to deal with real people, not an automated machine.

How do you select companies for your site?

They have one thing in common: a clear environmental, ethical ethos, run for people and planet, alongside profit. They're the sustainable brands of the future.

What was it like meeting Theo Paphitis from "Dragons' Den"?

I met Theo after winning the #SBS Award. He's extremely positive, with enormous enthusiasm for small and medium enterprises. This positivity is infectious. 

Do you have business role models?

Richard Branson. He’s overcome challenges, is personable and has never given up on his goal.

Most important thing you’ve learned since setting up My Green Directory?

Don't give up. Until we have addressed the environmental challenges of this world, how can we give up?

What's your proudest achievement?

Getting the directory into "The Guardian", creating a new award category for the PEA (People & Environment Achievement) Awards, Theo Paphitis choosing us for the  #SBS Award. I also worked with events like The Observer Ethical Awards. 

But I think above all, being recognised by my peers as a credible, ethical individual that just wants to do the right thing.


 Let's build a green economy


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