Near the end of 2007, Susan Mey quit her six-figure position as president of Kodak Canada and started up an online retailer of environmental products for the home and office called Green Cricket. With a desire to be more environmentally responsible in her own life and around her home, she found a business opportunity.

"I thought, 'if I could bring this all together and provide the research to people who wanted to shop this way, if we could make it affordable and convenient, I think a lot of people would buy into doing better in terms of green shopping'," she said in an article in The Epoch Times.

According to the article, Mey found a lot of misinformation about what truly is or is not environmentally friendly, so she has pitched her business as a place that does all that research for you, to make it less of an effort for a family to get everything it needs.

"We are pitching this to the mainstream audience, not the ardent environmentalists," she told Epoch Times.

Green business may be the hot new thing, but like any entrepreneur, Mey has work to do, "we need to bring awareness to the mass population who we're appealing to that we're there."