Trinidadian entrepreneur Sian Cuffy-Young was working as an environmental officer for 20 years when she decided to “take a leap of faith” and start her own business in the waste management sector.

Sian sees education as the key to long-term behaviour change and so in July 2015 she set up ‘Siel Environmental Services Ltd’, a for-profit social enterprise, with the aim of revolutionising the way people in the Caribbean think about waste.

“I really started the company because I wanted to share my voice and my perspective on waste education based on my experience and training,” Sian recalls. “For me, waste education normally forms a part of something else like a recycling project, but no-one was wholly and solely focused on education, so that is what I decided to concentrate on.”

She adds: “I homed in on shifting mindsets and cultures as it pertains to how we interact with waste and getting people to see waste as a valuable resource because, just like in nature, nothing should be wasted.”

Through Siel Environmental, Sian has been challenging perspectives for over nine years and to date has worked with local manufacturers, food brands, non-profit organisations such as churches, schools, and community groups, as well as individuals, to radically challenge their handling of waste.

The business has three core services – waste management courses and training, waste education and food waste consultancy services, and a waste education and literacy programme for young people – and Sian’s efforts have garnered recognition including BUILD magazine’s award for ‘Best Waste Education Company in the Caribbean’ in 2019.

Siel Environmental utilises various educational tools to get its message across, including a self-paced four-part online course on home composting in tropical climates and two children’s books that show young people how they can become ‘eco-heroes’.

Siel’s products and services were previously hosted on third-party platforms but because of Sian’s recent participation in Caribbean Export’s ‘Virtual E-Commerce Accelerator Programme (VEAP)’, they can now be bought directly on Siel’s website.

VEAP was a 15-month technical cooperation initiative implemented by Caribbean Export in conjunction with Expertise France through the European Union’s (DIRECCT) Programme. The course covered various e-commerce related topics including how to develop an e-commerce business strategy; e-commerce payment systems; generating leads with target marketing; and understanding data analysis and reporting.

Sian says she applied for the course because she had “zero knowledge” about how e-commerce could assist her business. She explains: “I had heard about e-commerce, but I did not have a good understanding of how to make it work for me. So, I wanted to learn more, understand it better, and find out how it could be incorporated into the impactful work of Siel.

“Early on, I offered my website for critique so it could be made more e-commerce friendly, and with the tips I was given I was able to completely restructure it. Now we have a shop where people can seamlessly pay for our course and the books, which wasn’t possible before, and I plan to add four lead magnets as well.”

Crafting lead magnets and continuing discussions with people who download information from the Siel website is a key goal for Sian, as she continues to put into practice all she learned through VEAP.

“I signed up for VEAP because I wanted to put the information to use,” Sian states.

“I didn’t want it to be just another programme that I attended and then nothing happens. I wanted it to work specifically for my business model because we are a social enterprise and making an impact is extremely important, but we know that our money and mission are not disconnected so we need to be able to generate revenue to support the work that we want to do. Thankfully I was able to get a grant shortly after VEAP that allowed me to implement what I learned.”

Driven by her enthusiasm and passion to “build a legacy”, Sian has ambitious plans to grow her business over the next 12 months. She wants to write another children’s book, add two more online courses, and create a ‘Waste Management Academy’ catering for those who are just curious about ways to reduce waste, all the way up to a manager in charge of implementing waste projects for a business.

Sian also wants to export her services to the rest of the Caribbean as well as Africa. In 2024, she will speak in Abuja, Nigeria at the ‘Big Ideas Platform’ and is hoping that, that invitation will be a catalyst for further opportunities on the continent.

Sian is also working towards establishing “long-standing strategic partnerships” with companies that match Siel’s values to create “a movement of people who are excited to do better things.”

Sian says: “The quote I live by is that “it is not always about doing things better, but sometimes we simply need to do better things”. So, what are those things that we can start doing better now, no matter where we are at, and no matter what we have!”