Ethical and socially responsible businesses have made a significant
impact over the past decade, social entrepreneurs and others being
drawn by the bigger profits and greater robustness that ethical
businesses offer during times of economic downturn. And there is a
public fascination for mould-breaking businesses that disrupt
established models in particular sectors of the market. At the core
of Jonathan Self's book is an account of the author's own
experiences of an successful ethical business start-up - Honey's
Real Dog Food, which makes raw dog food from organically sourced
ingredients. This is a company that gives away a substantial
percentage of its profits to charity, whose advertising budget is
nil because all of its custom comes via word of mouth, which
recruits staff at parties and whose staff choose which hours they
wish to work.
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