Jo Fairley

Co-Founder of Green & Black’s Chocolate, Founder of Judges Bakery & Co-Author of ‘Sweet Dreams: The Story of Green & Black’s’

Jo Fairley’s Biography:

Jo Fairley is one of Britain’s most engaging and inspiring speakers, celebrated for her authenticity, warmth, and ability to connect with audiences of all kinds. As a storyteller, Jo weaves humour, honesty, and insight into every talk, drawing on her remarkable journey from journalism to ethical entrepreneurship. Her delivery is personable and full of energy, leaving listeners both inspired and informed. Whether she is addressing business leaders or start-up founders, Jo’s talks are memorable for their mix of passion, practicality, and purpose.

Jo’s career began in the world of publishing, where she quickly made her mark as Britain’s youngest magazine editor at Look Now in 1979. By 1983, she had become the youngest-ever managing editor, overseeing Look Now and Honey magazines. Her sharp editorial eye and flair for storytelling established her as a respected voice in lifestyle journalism. These early experiences honed her skills in branding and communication, forming the foundation for her later ventures into business and entrepreneurship.

In 1991, Jo co-founded Green & Black’s, the world’s first organic chocolate brand, alongside her husband, Craig Sams. The company’s commitment to sustainability and ethical sourcing revolutionised the confectionery industry, culminating in the 1994 launch of Maya Gold — the first UK product to carry the Fairtrade Mark. The brand’s success was extraordinary, earning numerous accolades and being named the UK’s Coolest Food Brand for eleven consecutive years. After selling Green & Black’s to Cadbury in 2005, Jo went on to launch Judges Bakery, The Wellington Centre, and co-founded The Perfume Society and The Beauty Bible, expanding her influence across the wellness and beauty industries.

Today, Jo continues to inspire through her writing and public speaking. She contributes as a columnist for The Daily Mail and regularly shares insights on entrepreneurship, ethics, and creativity. Her numerous honours include the World Aware Award for Ethical Business and an Honorary Doctorate in Business Studies from Kingston University. Jo’s enduring success reflects her unwavering belief in doing business with integrity and imagination, making her a role model for aspiring entrepreneurs everywhere.

Why Hire Jo Fairley?

Jo Fairley is a dynamic, down-to-earth speaker whose warmth and humour instantly put audiences at ease. She draws on decades of experience as an entrepreneur, journalist, and ethical business pioneer to deliver talks that are both inspirational and practical. Having presented for major organisations such as HSBC, Bloomberg, and Deloitte, as well as at flagship events like Start-Up Day in Liverpool, Jo knows how to engage a wide range of audiences — from ambitious start-up founders to established corporate leaders. Her relatable approach, combined with her ability to turn personal stories into valuable business lessons, makes her an unforgettable presence on stage.

Jo’s presentations go beyond motivation; they offer real insight into the mindset, creativity, and resilience required to succeed in a changing business landscape. She speaks candidly about risk-taking, innovation, and building brands with integrity, drawing from her own experience co-founding Green & Black’s and other successful ventures. Event organisers consistently praise her for her authenticity, warmth, and ability to connect deeply with audiences. Whether she is addressing a large conference or an intimate leadership session, Jo’s talks inspire action, spark new ideas, and remind listeners that meaningful success always starts with purpose.

Jo Fairley’s Career Highlights:

Here are some of the key milestones that define Jo Fairley’s extraordinary career:

• 2025 – Delivered the keynote address at the Private Equity Wire European Awards 2025, where she shared insights on ethical entrepreneurship and sustainability in business.
• 2024 – Appointed columnist for The Daily Mail, contributing features on business, lifestyle, and entrepreneurship.
• 2023 – Delivered a keynote speech at Start-Up Day in Liverpool, inspiring new business founders.
• 2015 – Awarded an Honorary Doctorate in Business Studies from Kingston University for her contribution to ethical enterprise.
• 2014 – Co-founded The Perfume Society, a platform celebrating fragrance education and appreciation.
• 2011 – Opened The Wellington Centre, a wellness and therapy hub supporting community wellbeing.
• 2008 – Co-authored Sweet Dreams: The Story of Green & Black’s, documenting the brand’s ethical and entrepreneurial journey.
• 2005 – Founded Judges Bakery, transforming a traditional bakery into a thriving organic business.
• 2005 – Sold Green & Black’s to Cadbury, securing the brand’s place on the global stage while maintaining its ethical values.
• 1994 – Launched Maya Gold, the UK’s first product to receive the Fairtrade Mark.
• 1991 – Co-founded Green & Black’s, pioneering the world’s first organic chocolate and redefining ethical business.