Kirsten Lunoe: Weaving a Greener Chain Through the Labyrinth of Sustainable Sourcing

As the Co-Founder of Green the Chain, a startup revolutionising sustainable sourcing for businesses, Kirsten's path is not the typical trajectory of an environmental entrepreneur. It's a story of transformation, a shift from promoting consumerism to championing collaboration and sustainability.

For years, Kirsten thrived in the fast-paced world of import distribution. She was successful, adept at navigating the intricacies of global supply chains and sales. But beneath the surface, a growing unease gnawed at her.

"It just didn't feel right," she admits, "pushing more and more stuff into the world. The sheer volume of goods moving through the system, the waste, the environmental impact – it all started to weigh on me."

She began to question the very nature of her work, wondering if there was a way to reconcile her business skills with her growing environmental concerns.

From Paint to Purpose

The turning point came unexpectedly during a consulting gig with a paint company. Tasked with revitalising their brand, Kirsten steered them towards environmentally friendly products, a decision that would change the course of her career. This experience ignited her passion for sustainability but also exposed a critical challenge: the fragmented and opaque landscape of sustainable sourcing.

"It was a lightbulb moment," she recalls. "Businesses genuinely wanted to make sustainable choices, but the process was a mess. There was no easy way to find trustworthy suppliers, verify their credentials or compare products effectively."

The lack of a centralised, user-friendly platform for businesses to navigate this complex world frustrated her. She knew there had to be a better way. This realisation sparked the idea for Green the Chain: a comprehensive online platform connecting businesses with verified sustainable suppliers.

A Marketplace for a Sustainable Future

Green the Chain's platform promises to revolutionise the way businesses approach sustainable sourcing. Unlike other solutions that focus solely on directories or certifications, Green the Chain offers a comprehensive suite of sourcing tools.

"We're not just creating a directory," Kirsten explains. "We're building a tool that streamlines the entire process, promotes transparency and empowers businesses to make informed decisions about their supply chains."

The platform provides detailed information on suppliers and their products, including sustainability credentials, certifications and pricing, all in one easy-to-use interface. It also incorporates features like impact tracking and reporting, helping businesses measure and showcase their progress towards sustainability goals.

But building a two-sided marketplace, especially in the nascent field of sustainable sourcing, is no easy feat. Kirsten faces the challenge of juggling a Master's degree in Sustainability while simultaneously developing the platform, securing funding and navigating the complexities of the market. She has had to learn new skills, adapt to the unpredictable rhythms of startup life and persevere through moments of doubt. Yet, her unwavering commitment to the mission and belief in the platform's potential have kept her going.

The Power of Community

"It's been a rollercoaster," she admits, "but the support of the Greenhouse community has been invaluable."

The connections she has made, the mentorship she has received and the shared passion for climate action have all contributed to Green the Chain's progress. Kirsten speaks enthusiastically about the serendipitous encounters and collaborative spirit that define the Greenhouse environment.

"Being surrounded by like-minded individuals who understand the challenges and share the vision is incredibly motivating," she says.

One of the most significant connections has been with her current advisor, a seasoned entrepreneur with experience in building successful marketplaces, who she met during Greenhouse's annual 'Climate Camp' for climate tech founders.

"He's been instrumental in helping us refine our strategy, focus on the most critical aspects of our MVP and avoid common pitfalls," she explains.

This mentorship has been crucial in navigating the challenges of building a two-sided marketplace and ensuring the platform caters to the needs of both buyers and suppliers.

Her support network extends beyond Greenhouse, too. Kirsten is an active member of Climate Crew, a vibrant community of climate-conscious individuals with city chapters in a number of Australian cities.

"Climate Crew is amazing," she enthuses. "Being part of that community has been so helpful. It's fantastic to connect with people who really 'get it', share ideas and offer support."

This network proved particularly valuable when Kirsten needed to connect with people in the construction industry.

"I put a request out to the Climate Crew community, and people were so generous in introducing me to some fantastic contacts," she recalls.

This highlights the power of community in driving climate action, not just through knowledge sharing and support, but also by facilitating crucial connections that can accelerate progress.

The Road Ahead

Looking ahead, Kirsten's vision for Green the Chain is bold and ambitious. She aims to onboard 34,000 businesses, representing a significant portion of the manufacturing sector with sustainability certifications.

"It's a big, hairy, audacious goal," she says with a determined glint in her eye, "but we're confident that Green the Chain can become the go-to platform for sustainable sourcing."

She envisions a future where sustainable sourcing is the norm, not the exception, and where businesses of all sizes have the tools and resources they need to make environmentally responsible choices.

Ready to green your chain?

You can sign up for free and see a live demo at Green the Chain’s website.