In Founder Focus we introduce entrepreneurs and innovators working on our next generation of new business startups, social enterprises and small businesses.
At a glance
Founder: Charlotte Greer (veto is a one-woman show)
Business: veto.
Founded: May 2020
HQ: Bay of Plenty
Can you tell us a bit about your business?
veto. wants to bring sustainable cleaning to the people through our range of multipurpose, zero waste cleaning products. All grey water safe, septic safe and hypoallergenic.
Our cleaning products are designed to make reducing plastic packaging and harsh toxins from your home as simple, effective and economic as possible. So often people are bewildered by trying to make positive changes to how they live because there’s so much noise about “sustainability” everywhere. veto. takes it back to basics by consolidating all your cleaning needs into 5 cleaning products that can be used interchangeably with each other (and smell amazing too).
What’s the backstory for your business idea?
I started veto. after studying circular economics at university. I have the attention span of an eyelash so reading case studies about sustainability began to wear thin. Also, I was a student so a lot of the sustainable options on offer were way out of my price range despite me wanting to make a change – and studying about needing to make change too! So I began to make my own cleaning products to put theory into practice.
Cleaning products were the obvious choice to start with if your saw my flat… Then in 2020 when I couldn’t do my OE, I invested the money I had saved to travel into that little thing I started in my final semester and two years later, here we are!
What programmes, learning or mentoring have been of assistance so far?
I have done this all on my own up until August 2022 where veto. was a finalist for the Soda Inc “Rise Up” accelerator for female-owned businesses.
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