One of the founding retail websites in Australia, grew to be one of the most recognised online brands in the country. As Chief Marketing Officer for the organisation, John Giro managed a small and agile team that saw the brand grow its user base exponentially, as the internet grew in uptake.

Superior product, strong branding, powerful positioning, ease of use and delivering a consistent experience were the foundation of GreenGrocer’s success. The brand’s customers were referred to as “Fans” by the media, as most who used the service were quickly converted and became strong advocates for the brand.

In 2000, was voted No. 1 e-tailer in Australia by Global Reviews. The hands on culture of GreenGrocer provided a strong grounding in digital and online marketing for John, with the lessons learnt having great relevance for brands online today.