Jo Fairley is the co-founder of Green & Black’s chocolate.
The brand was dreamed up on a rainy Saturday night in London’s Portobello Road.
‘Green’, because it was organic (a new concept for chocolate at the time) and ‘Black’ because it was the darkest chocolate on the market (70% cocoa). Putting a simple ‘&’ in the middle made this new brand sound like it had been around a hundred years, and the rest is history.
Since founding Green & Black’s chocolate in 1991 with her husband Craig Sams, Jo has built the brand into the world’s leading organic chocolate.
In 2005, Green & Black’s was successfully sold to Cadbury’s. Jo continues to champion its worldwide success in co-operation with its new owners, Cadburys.
A serial entrepreneur, an award-winning author & journalist, Jo Fairley is also the author of a series best-selling books on health and beauty – including the worldwide hit The Beauty Bible.
Jo is a regular columnist and feature-writer for the world’s leading magazines. As a serial entrepreneur and creator of Green & Black’s, Jo’s delivers a real insight into how to create, launch and grow a brand.
Jo Fairley has an exceptional understanding of brand creation and development, and a talent for sharing her experience and insightful knowledge in an inspirational way. She talks about the many lessons learned along the path to business success, including the emotional aspect of building a brand and then ‘letting go’, when it’s sold on, as well as the importance of design, branding, PR and marketing. Jo can also address how ethical issues are becoming more important to consumers, and how working for a company with a strong CSR programme can boost team spirit and dedication.