Before organic products were trendy, before “hippie chic” was a popular Pinterest search term, there was Dr. Bronner’s Magic Soap Company. For decades, Dr. Bronner’s pure-castile liquid soap was affiliated with counter-culture folks drawn to its simplicity and “We are All-One!” messaging. And while it was founded by a German immigrant in the 1940’s, the generations that came after him -- his sons and grandsons -- turned a small, loyal following into the $100 million business it is today. Essentially, Dr. Bronner’s has cracked the code for balancing social activism with a command of global business. In this episode, we visit the company’s headquarters in Southern California, to see the close-knit family business in action. And we learn how “the soap that cleans everything” embodies a spirit of invention, and a commitment to ethical business practices, allowing it to stand out in the health and beauty industry.

The Venture is hosted by Ashley Milne-Tyte.

This episode features:

- Mike, David and Trudy Bronner - family of Dr. Bronner and current heads of Dr. Bronner’s Magic Soap Company

- Brian Obach - Professor at SUNY New Paltz and author of Organic Struggle

- Sarah Lamm - Director of Dr. Bronner’s Magic Soapbox

To learn more about The Venture, go to virginatlantic.com/theventure

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