Our Mission

Our mission is to build the next generation of ecopreneurs by providing them with the necessary tools to equally embrace environmentalism and entrepreneurship.

Our Vision

Our vision is to develop a sustainable and inclusive economic model that will profit people and planet alike.

Our Values





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Our Guiding Principles

Accelerating the transition towards a circular economy

Our current society follows a linear take-make-waste approach to business, but we want to change this conception by pushing forward business models that design out waste and pollution, keep products and materials in use, and regenerate natural systems. The idea of a circular economy also rests on the notion of a systems view of the economy, society and the environment and working collaboratively, which we believe will help create long-term sustainability.

Thriving by supporting our local community of small businesses

Small businesses are at the heart of the local economy — they help foster people-to-people relationships and connections to create a flourishing community for all. Since our inception in 2018 we have always made this a priority, especially during COVID-19, a time when many local and small businesses are struggling.

Striving to be socially just and inclusive in all of our work

Kate Raworth’s Doughnut Economics highlights the safe space of social foundations based on the United Nations Sustainable Development Goals, where it details the basics of life and where no one should be left falling short. These twelve basics include sufficient food; clean water and decent sanitation; access to energy and clean cooking facilities; access to education and to healthcare; decent housing; a minimum income and decent work; and access to networks of information and networks of social support. Furthermore, it calls for achieving these with gender equality, social equity, political voice, and peace and justice. We believe that businesses should support agrowth, choosing what grows and what doesn't. Aspects that bring positive value to society without drastically harming the planet (i.e., education, healthcare, relationships, renewable energy to some degree) must grow, while aspects that cause harm need to degrow. The circular economy also does not aim for endless economic growth (growth at all costs) but for better growth, created in regenerative rather than depletive ways, within planetary boundaries. We choose to do our work with intersectionality in mind, recognizing the barriers and systematic racism and colonialism that communities have faced historically and today. We choose to uplift their voices by raising awareness of discrimination, as well as increasing representation of BIPOC identifying-individuals in our work. We advocate for an inclusive business model that promotes access across racial, religious, gender, disability and other identity barriers, and fosters a sense of acceptance and support within the greater community.

Basing our actions on factual, well-researched evidence

We recognize greenwashing to be a performative marketing tactic with no intent of climate justice, and it is perhaps one of the biggest hurdles we face in green business. Therefore, we carefully scrutinize every “green” claim with the knowledge of environmental science and to ensure our impact and our partners' impacts are genuine.


Our History

Pitch It Green started as a catalyst for environmental change in the entrepreneurial community in Toronto. Pitch It Green’s founder, was an active environmentalist and entrepreneur, and on the basis of her lived experiences wanted to instigate change for a more inclusive, just and sustainable tomorrow. During Pitch It Green’s humble beginnings of 2018, our main purpose was to support local, sustainable, small business entrepreneurs through our first initiative, the Ecopreneur Box, an environmentally friendly subscription box service. 


Starting with only 4 members on the team, we noticed the need and demand for more green business education with high engagement from our first Sustainability Pitch event. From then on, the team grew even bigger, and we pivoted our mission to build the next generation of ecopreneurs primarily through events and workshops in Toronto and across Canada. As a result of the COVID-19 pandemic, the our operations have been primarily virtual, although we are looking forward to expanding internally, and putting together incredible initiatives in the years to come.

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