My Green Pod

What My Green Pod does

My Green Pod is an independent, family-run UK media and e-commerce business co-founded in 2013 by Katie Hill and Jarvis Smith. It operates a content-led platform for sustainable and ethical living, combining editorial publishing, a curated online marketplace, and an annual awards programme. The offering is built on standard WordPress-based web infrastructure rather than proprietary technology; the principal product is the My Green Pod Marketplace, featuring 150+ vetted ethical brands across food and drink, health and beauty, home and garden, fashion, transport, travel, and alcohol, with founders personally conducting due-diligence on every brand before featuring it. Supporting products include My Green Pod Magazine (a quarterly digital publication distributed as an insert in the Guardian newspaper), My Green Podcast, Nature TV (slow-TV nature content such as '2 Hours of Rock' and '2 Hours of Sheep'), weekly email newsletters, and competitions for ethical products.

The business model combines marketplace commissions on curated ethical products with the free, content-led reach of the newsletter and Guardian-distributed magazine. Every marketplace purchase plants a tree in the tropics via charity partner TreeSisters, which has cumulatively planted over 28 million trees globally and 7,921 trees to date on behalf of the My Green Pod community. Go-to-market is community-led: weekly newsletters, social channels (Instagram, Facebook, LinkedIn, Twitter/X, Pinterest), competitions, podcast views, and the magazine distribution channel drive traffic to both editorial content and the marketplace, with no paid subscription tier. The company's most prominent recurring brand asset is the P.E.A. (People. Environment. Achievement.) Awards, founded by co-founder Jarvis Smith and now in its 16th year, held at One Marylebone, London, as part of London Climate Action Week; the 2026 edition drew entries from six continents.

The customer base is a long-tail consumer audience of ethically-minded UK and European shoppers seeking verified sustainable alternatives, with named distribution partners spanning mainstream UK brands (Sainsbury's, Yeo Valley, Boston Tea Party), media platforms (Fully Charged, I Love Freegle), and the Guardian newspaper. The company is privately held with no external investment, subsidiaries, or enterprise customer concentration; ownership and operations rest with the two founders, with Katie Hill serving as Editor-in-Chief of the magazine.

Name

My Green Pod

Legal name

My Green Pod

Website

https://mygreenpod.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

My Green Pod is an independent UK media and marketplace business that publishes sustainable-lifestyle editorial, a quarterly Guardian-distributed magazine, a podcast, and Nature TV, while operating a curated online shop of vetted ethical brands where every purchase triggers a tree planting via TreeSisters.

Ownership category

akta.pro rank

Product category

Ethical Consumer Marketplace

akta.pro primary industry

Fair Trade & Ethical Supply Chains (Certification, Traceability, Producer Support) (BPAGALAL)

akta.pro secondary industry

Forestry & Reforestation (BPAGAGAD)

Keywords

• Sustainable consumer marketplace
• Ethical lifestyle media
• Digital sustainability magazine
• Eco-friendly e-commerce curation
• Green consumer editorial

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Marketplace commissions: My Green Pod curates and sells ethical consumer products through its Hero Products marketplace. The company earns commissions on sales made through its platform when customers purchase from the curated marketplace.
2. Digital magazine subscription and distribution: The company distributes a quarterly digital edition of My Green Pod Magazine with the Guardian. Subscribers receive a free digital magazine as part of the weekly newsletter subscription. The magazine is distributed with the Guardian newspaper, serving as a distribution channel for the publication.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels12 records

Core offering

My Green Pod operates a curated ethical online marketplace featuring 150+ vetted sustainable brands, complemented by a quarterly digital magazine distributed with the Guardian, a sustainability podcast, Nature TV video content, and the annual P.E.A. Awards. The founders personally investigate every brand before featuring it, and every marketplace purchase triggers a tree planting through a partnership with TreeS Sisters.

Product overview

My Green Pod is an independent UK company founded in 2013 by Katie Hill and Jarvis Smith, operating a multi-product platform centered on sustainable and ethical living. The core offering is the My Green Pod Marketplace—a curated e-commerce destination featuring over 250+ vetted ethical brands across food & drink, health & beauty, home & garden, fashion, transport, travel, and alcohol categories. Editorial content is delivered through My Green Pod Magazine (published monthly, distributed quarterly via Guardian) and the My Green Podcast. The platform hosts the P.E.A. (People. Environment. Achievement.) Awards, now in its 16th year, as part of London Climate Action Week. Nature TV provides nature-based video content. The brand differentiates through personal vetting of products and a tree-planting program (via TreeSisters) for every marketplace purchase, with the community having planted over 7,900 trees to date.

Differentiator

Problem solved

Functional benefit

Brands

• My Green Pod Magazine: Digital magazine covering sustainable living, environmental issues, and ethical products, distributed quarterly with the Guardian.
• My Green Podcast
• Nature TV
• P.E.A. Awards
• Hero Products
• Marketplace

Products and services

• My Green Pod Marketplace A curated online marketplace of 150+ vetted ethical and sustainable lifestyle brands where conscious UK consumers can shop for green alternatives across categories such as fashion, beauty, home, food, and wellness. Every brand is personally investigated by the founders before listing, and every order triggers a tree planting through the TreeS Sisters partnership.
• My Green Pod Magazine A quarterly digital ethical-lifestyle magazine covering sustainability, climate, and ethical consumer topics, published by the company with print distribution via insertion into the Guardian newspaper and free digital access to newsletter subscribers.
• My Green Podcast A podcast series from My Green Pod featuring sustainability-themed episodes covering ethical consumer topics, environmental issues, and founder/brand interviews, distributed on standard podcast platforms.
• Nature TV A video content channel from My Green Pod producing nature- and sustainability-themed video segments, complementing the editorial and marketplace flywheel by delivering short and long-form video storytelling on environmental topics.
• P.E.A. (People Environment Achievement) Awards The UK's People Environment Achievement Awards, an annual sustainability recognition program founded by Jarvis Smith, recognizing individuals and organizations across 16 categories for environmental and ethical contribution, with an annual ceremony at One Marylebone in London.

Quantifiable outcome

• 7,921 trees planted by the My Green Pod community
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• TreeSisterscoreStrategic or Co-development PartnerTreeSisters is My Green Pod's charity partner for tree planting. Every purchase made through the My Green Pod marketplace triggers a tree planted in the tropics on behalf of the customer. TreeSisters has planted over 28 million trees globally through its forest restoration programmes.
• The GuardiancoreGTM or Marketing PartnerMy Green Pod Magazine is distributed quarterly with the Guardian newspaper, both as a physical insert in the Guardian and as a free digital edition for newsletter subscribers. This distribution partnership significantly extends the publication's reach to Guardian readers.
• I Love FreegleminorGTM or Marketing PartnerListed as a distribution partner, Freegle is a UK platform for giving away and finding free items locally, aligning with My Green Pod's sustainable consumption messaging.
• Boston Tea PartyminorGTM or Marketing PartnerListed as a distribution partner. Boston Tea Party is a UK sustainable fashion brand, aligning with My Green Pod's ethical marketplace focus.
• UK ParliamentminorGTM or Marketing PartnerListed as a distribution partner, indicating a formal engagement with UK Parliament for distribution or awareness purposes.
• Fully ChargedminorGTM or Marketing PartnerListed as a distribution partner. Fully Charged is a UK media platform focused on electric vehicles and clean energy, aligning with My Green Pod's sustainability content.
• YEO ValleyminorGTM or Marketing PartnerListed as a distribution partner. YEO Valley is a major UK organic dairy brand, frequently featured in the My Green Pod marketplace and editorial content.
• Sainsbury'sminorGTM or Marketing PartnerListed as a distribution partner, indicating some form of promotional or collaborative relationship with the UK supermarket chain.
• OMMM (Love Peace Harmony Foundation)minorStrategic or Co-development PartnerP.E.A. Awards 2026 held 'in association with OMMM'. OMMM is a global foundation dedicated to raising consciousness through meaningful experiences, presenting events including Earth Day celebrations in Times Square. Co-founder Jarvis Smith has collaborated with OMMM on the P.E.A. Awards and other consciousness-raising initiatives.
• Dr Matthew Adams, University of BrightonminorStrategic or Co-development PartnerDr Matthew Adams, Principal Lecturer in Psychology at University of Brighton, provided expert input on the science of nature experiences for My Green Pod's Nature TV initiative. His research supports the wellbeing claims associated with nature viewing.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ethical Consumer: UK-based ethical-living research, magazine, and shopping guide that independently rates brands on ethical and environmental criteria. Directly comparable to My Green Pod as a UK media-led ethical product curation platform targeting conscious consumers.
• The Good Trade: Online ethical-living media and curated sustainable marketplace covering fashion, beauty, and home. Closely matches My Green Pod's combination of editorial content and curated ethical e-commerce.
• Made Trade: Online ethical marketplace offering vetted sustainable and fair-trade fashion, home, and accessories, paired with editorial-style storytelling — directly analogous to My Green Pod's content-plus-marketplace model.
• EarthHero: US-based online marketplace curating sustainable everyday products across categories similar to My Green Pod's Hero Products marketplace, with an emphasis on vetted eco-friendly brands.
• Brightly (formerly Good Housekeeping Sustainable Living): Sustainable living editorial platform with curated eco-friendly product recommendations and a content-led shopping guide approach, similar to My Green Pod's editorial-plus-marketplace positioning.

Emerging players

• Ethical Hour: UK ethical-business community and media platform connecting conscious consumers with ethical brands. Overlaps with My Green Pod's UK ethical-living audience and brand-vetting approach.
• Sustainably Chic: Ethical fashion and lifestyle blog curating sustainable brands and product reviews. Overlaps with My Green Pod's fashion and home categories and its content-led brand discovery model.
• GreenCitizen: Sustainability-focused media brand covering eco-friendly lifestyle content and product guides, with overlap to My Green Pod's editorial categories but a US geographic focus.

Broad incumbents

• Greenpeace UK: Major UK environmental campaign organization producing extensive sustainability editorial content and event activations. Comparable as a UK sustainability media voice and a likely participant/partner in spaces like London Climate Action Week.
• TreeHugger: One of the largest established sustainability media outlets globally, covering environmental news, green design, and product guides. Comparable as a broad incumbent in the same editorial category as My Green Pod but without a marketplace layer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/mygreenpod
• Facebookfacebook.com/mygreenpod
• LinkedInlinkedin.com/company/mygreenpod
• Instagraminstagram.com/mygreenpod
• Pinterestpinterest.com/mygreenpod

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about My Green Pod