It all started with a Google Doc. In 2020, Theo Edwards-Butler created a list of Black-owned businesses. It grew into the Modern Green Book, now covering 40 U.S. states, Africa, and the U.K. A Louisville native and Samford University alum, Theo expanded her impact by founding a marketing agency and a foundation and launching the MGB Marketplace at CityWalk BHAM. She also serves a local nonprofit and works in musical theater. We’re thrilled to introduce our newest FACE of Birmingham, Theo Edwards-Butler!
For people unfamiliar with the history, tell us about the legacy the Modern Green Book is built upon.
The Green Book (originally titled The Negro Motorist Green Book and later The Negro Travellers Green Book) was a travel guide for Black motorists and Black travelers from the 1930s through the mid-1960s. It helped Black travelers find safe places to lodge as well as parks, mechanic shops, or hair salons for them to go to.
It sparked from the fact that there were travelers through the Jim Crow segregated South who would come through town and they’re thinking, “Okay, we’re hungry. I have my kids in the back seat, or I’m traveling with a couple of work buddies, and we have no idea where we can go, be welcomed, or be safe.” So, a man named Victor Hugo Green started this book with his wife.
What inspired you to start a Modern Green Book?
In 2020, I was sitting at home, not doing anything, because of the pandemic. I do musical theater, and I was planning on going on tour before the pandemic. I was putting together a list of Black-owned businesses where I would be going — places to get my hair done and good restaurants to try. Since the tour got canceled, I was left with this list of businesses.
I thought, “Well, I’m not going to be able to get to them this year, but I’ll share this, and maybe somebody in that area can get to them and share the list with people.” Eventually, I looked back at the list and saw more people had added businesses they knew of in their area. It all grew from that Google Doc. I learned about the Green Book in high school history class. So, I started calling it a virtual Green Book.
Later, we started kicking things into high gear and actively reaching out to businesses to get them listed. A year later, in 2021, we printed the first publication of the Modern Green Book.
Since then, you’ve created the Modern Green Book Agency and Foundation and launched a Marketplace at CityWalk BHAM. Tell us more about these initiatives.
As I was listing businesses, I saw that there was a huge lack of funding, resources, and support when it came to marketing. So, I started a digital marketing agency to provide very low-cost services. If we’re going to have people come to our businesses to shop with us, we need to look the part.
We need to give ourselves the credibility that a lot of the majority-owned businesses have through their marketing. That includes pictures, videos, and copywriting. We do anything from managing social media platforms to updating websites and managing newsletters.
Through the foundation, we offer opportunities for businesses to learn from industry experts. We host panel discussions and connect entrepreneurs with different resources that help small businesses.
We also provide networking opportunities for business owners to connect, and we’ll have a grant program coming soon. We will continue the MGB Marketplace at CityWalk this year. We have 30 to 40 Black-owned businesses set up shop on the last Saturday of each month.
Why do you feel it’s important for the Modern Green Book to exist in 2025?
There are still places in the country where Black folks are not as welcome. So finding spaces where we can feel comfort and find our people is important.
But I think the most important thing about the Modern Green Book today, and why it’s still necessary, is that Black-owned businesses still have yet to reach the same levels that many majority-owned businesses have reached. And that’s because of the lack of visibility, resources, and funding that we have within our Black business ecosystem.
The importance of the Modern Green Book is so that everybody — Black, white, brown, doesn’t matter — can find Black-owned businesses to support. People don’t realize how important and impactful Black-owned businesses are within their community. Whether they’re online or a brick-and-mortar, a lot of the Black-owned businesses pour back into our communities, and they are what’s keeping our economy chugging along.
What’s the best advice you have for small business owners?
Get connected. I can’t stress enough how important it is to network, whether at a networking event or a small business workshop. Keep up with the organizations within your community that work with small businesses. They are usually pretty tapped into the resources and connections you need.
What’s the best life advice you’ve been given?
The best advice I’ve been given — and I’m still learning it daily – is that you must figure out the balance between work and personal life. If you’re an entrepreneur and have a full-time job, what’s the balance between those, and how do you still care for yourself?
Find that good balance so that you can continue to pour into yourself while also pouring into all the other things that require you to pour into them. Find the best thing that keeps you organized and on track so you can continue giving 100% to everything.
What are three things you can’t live without?
My dogs, my vegetable chopper, and new experiences.
LIGHTNING ROUND!
Favorite hobby: I love to cook. If I’m not working, I’m home cooking something or looking up a new recipe.
Bucket list travel destination: In the United States, one place I’ve not been able to explore is Houston, Texas. But my big, big, big bucket list travel destination is Zanzibar.
Favorite hidden gem in BHAM: Yolaine’s Enhancing Skincare in Five Points South
Favorite go-to birthday present: Wine, candles, or anything from a Black maker or creator.
**********
Birmingham women are doing inspiring work. Meet more of them over at our FACES archives!
