I am straight, white, female and started my business which is in the equine industry out of my kitchen…I borrowed money from family and friends to rent a small house in which to produce and ship my products when I outgrew my kitchen. I paid the loans back in 2 years. And luckily have never had to borrow money since.
To really know a company is to look beneath or beyond the products. No one would know that we employ gay people, black people, a trans-gender person, white people, married people, married people with children, single people, divorced people, divorced people with children, a widow with children. The head of my production team is a married women with five school-aged children. She comes in at 6 am and her husband gets the kids on the bus. She picks them up at 3pm.
Few customers would know that we give quarterly to environmental charities, animal and wildlife rescues.
I am no figure-head. I work 7 days a week. On the weekends when our offices are closed, all phone calls from customers are forwarded to my cell phone, so that customer questions are answered even on weekends and holidays…by me. My employees need to have their weekends for their families and their lives.
Twelve years later we still make our products in house; no co-packer like Smartpak and other companies use.
As consumers we tend to buy what we like and or need, sometimes spontaneously. But to really know the ethics of a company, how a product is made, what the environmental impact is, what the company stands for requires digging deeper than simply reading marketing material.