The power of social, purpose-driven entrepreneurship.

Jo Liang ’14 began her entrepreneurial journey soon after graduating from Colby, driven by a unique interest in the connection between food and humanity. With a degree in psychology, she was captivated by how food shapes people’s lives and perspectives. After graduate school, Jo pursued a fellowship in social entrepreneurship, focusing on making food more accessible and combating food waste. This experience inspired her to launch her first company, DayOld, which collected surplus food and redistributed it through subscription boxes to tackle food insecurity. 

Reflecting on her early experiences, Jo realized a fundamental truth: sustainability needs to be simple and rewarding for people to embrace it. “Unless you make sustainability the simpler or more rewarding thing, people won’t do it.,” she explains. This insight led to the creation of Caulibox, a technology-driven platform making reuse manageable for food service companies. Starting with just 100 quid and some cardboard boxes, Jo and her friends convinced local stores to adopt their reusable solutions. Today, Cauli operates across London, partnering with offices, universities, and more to help eliminate single-use plastics. 

What is Caulibox? 

“Cauli has a very simple mission: to eliminate single-use plastics. There is no reason we should produce things with so much intensity only to use them one time. Cauli builds the infrastructure, technology, and tracking systems that make reuse the better choice every single time.” 

Cauli’s results speak volumes: a return rate exceeding 99% for reusable assets, the largest reuse network in UK food service, and over 250,000 items saved from landfills in just two years. Notably, Cauli’s business model ties profitability to sustainability: “the more single-use waste we save, the more money we make,” Jo explains, proving that startups can align financial success with positive environmental impact. 

Colby Connections: The Foundation for Impact 

When asked about her favorite aspect of Colby, Jo highlighted the accessibility of professors and the college’s unique emphasis on meaningful work. “Colby encourages work to be real, not just for a paycheck. That solidified my view on the world: I wanted to do something that gives back.” Jo credits Colby for instilling a sense of purpose and responsibility, motivating her to ensure her work makes a tangible impact. As a recipient of Colby’s generous financial aid, she remains inspired to give back, carrying those values into Cauli’s mission. 

What Does It Take to Be a Successful Founder? 

For aspiring founders, Jo emphasizes one key quality: grit. “Every idea you have as an entrepreneur, the first version will be horrible because you won’t have all the information you need. Almost every company has had some sort of pivot, and the pivot comes from grit and perseverance.” She advises entrepreneurs to stay resilient, have a “strong heart,” and remain focused despite obstacles. 

Next Steps for Cauli 

Cauli is entering an exciting growth phase, having doubled its revenue this year and aiming to double again by mid-2024. Jo plans to expand further into the B2B market while entering France, Germany, and other EU countries with bans on single-use plastics. Beyond Europe, the United States is the next frontier for Cauli’s mission-driven model. 

Advice for Colby Students Pursuing Entrepreneurship 

Jo’s advice is simple: take the first step. “When people start a business, they think really big, which is important, but the first step is about using the resources at hand. Make mistakes quickly and learn from them early.” She urges students to embrace ambition and take action, no matter how small. 

Looking Back: What Would You Have Done Differently? 

“Start earlier,” Jo reflects. She encourages Colby students to seize opportunities and build businesses while still in college. “There’s nothing more enduring than a young person starting a business, and everyone wants to help a young person. Aim high, and ask for advice—the worst thing they can say is no.” 

Conclusion

Jo Liang’s journey from Colby to Cauli highlights the power of social, purpose-driven entrepreneurship. By combining grit, resourcefulness, and a clear mission, she has built a thriving startup that is revolutionizing sustainability in food service. For Colby students and aspiring entrepreneurs, Jo’s story is both an inspiration and a reminder: start small, dream big, and take that first step. 

Interview by Carter Friese ‘27