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The Principle's Office

A marketing agency taps into the selling power of businesses on their best behavior.

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This story appears in the December 2006 issue of Entrepreneur. Subscribe »

Plenty of businesses today don't gauge their success by profitability alone--they look at their commitment to social issues and impact on the environment as well. Mindee Nodvin, 41-year-old founder of The Bellwether Group, calls it the new triple bottom line, and her Seattle business helps clients communicate their commitment to values-conscious customers.

One quintessential Bellwether client: Richmond, British Columbia-based Nature's Path Foods Inc. In 2005, the organic cereal and breakfast products maker prevented a total of nearly 10 million pounds of pesticides and synthetic fossil fuel fertilizer from being used. Bellwether recently completed a video with the founder of Nature's Path and used it not only to motivate the company's sales team, but also to educate retailers and distributors about Nature's Path.

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