Partner Article

Getting to know... Vikki Jackson-Smith

We know you as the managing director of J&B Recycling and a member of the Entrepreneurs’ Forum, but who is the person behind the title? Tell us a little about what makes you tick…
I’ve always been someone who thrives on challenge and progress - whether that’s growing a business, solving a problem, or helping someone develop in their role.

I’m naturally driven, but also very grounded.

What motivates me most is making a real, positive impact - for our people, our customers, and the environment.

I’m also a proud mum, a bit of a perfectionist, and someone who values loyalty and a good laugh.

That balance between hard work and having fun is important to me.

Did you always want to work in your industry?
Not exactly! I joined the family business straight from school and started out on the weighbridge - but I loved it from day one.

I didn’t set out to work in recycling, but I quickly became fascinated by logistics and the operations, and the opportunities to grow something meaningful. 

Over the years, that’s evolved into a real passion for driving sustainability and making waste management smarter and more efficient.

What’s the best bit about your job? And the worst?
The best part is seeing the difference we make - whether it’s helping a customer improve their recycling, investing in new tech, or watching our team members grow in confidence and responsibility.

I also love that every day is different – there’s always a new challenge or opportunity around the corner. The worst? The pressure that comes with always needing to be “on.”

It’s a demanding role and sometimes it’s hard to switch off, as I care too much about the business and the people in it.

What do you consider to be your greatest achievement?
Raising my two children, while leading J&B Recycling through multiple periods of challenge, change and continuous growth, as it can be tricky to get the right home, work life balance, and I am incredibly proud of them both, they are grounded and have great work ethics.  

Also recognising the resilience of our team, a major fire in 2008 was a pivotal moment - we had to act fast to maintain operations, and we used the experience to completely rethink how we worked, moving to 24-hour operations and coming back stronger than before.

But that wasn’t the only test. During the COVID-19 pandemic, while many businesses had to pause, we had to keep waste moving - and in fact, it became one of our busiest ever periods.

We had to protect our workforce, adapt daily, and keep essential services running.

On top of that, we’ve navigated fluctuating commodity prices, integrated two acquisitions, and continued to invest in innovation and our people throughout.

Resilience has defined our journey - and for me, that ability to keep pushing forward, even in uncertainty, has been the biggest achievement of all.

How do you relax outside of work?
Spending time with my family is my biggest escape - I have a wonderful husband, two incredible kids and two fur-babies who keep me very busy!

We love travelling together, and that gives us that perfect mix of sun, fun, and quality time.

I also enjoy catching up with friends, particularly on our 6am walks, it sets me up for the day, going to the gym, watching football especially Newcastle United, and in general I’m always up for entertaining and a party!  

I do find it hard to relax as I’m always 100 miles per hour and find it difficult to say no to social events, my motto is to live life and love life, making the most of every opportunity with family and friends.

What makes the North East such a great place to live and work?
The people. There’s a unique mix of warmth, resilience, and pride in the North East – and that creates such a strong sense of community.

We’ve got amazing coastlines, beautiful countryside, and a real depth of talent in the region. It’s a great place to build a business, raise a family, and feel part of something.

Tell us something about you we didn’t know…
I used to dance competitively when I was younger - and I once beat Catherine Zeta-Jones in a competition!

It’s always funny to look back and see how differently our lives and careers have unfolded.

This was posted in Bdaily's Members' News section by Entrepreneurs' Forum .