The Guardian run this fascinating article on everybody’s favourite outdoors specialist, Patagonia. Interviewing their new CEO, Rose Marcario, having spent five years at various positions within the company she now looks to uphold and expand their socially concious, sustainable business model while dealing with the pressure of keeping up with an organization that has doubled in size and tripled its profits. From donating 1% of sales to grassroots environmental groups to investing in new start-ups via the $20 Million & Change internal investment fund, Yvon Chouinard’s aim to balance business with social responsibility continues to pervade the culture at Patagonia. Venturing into new territory, the company recently launched Patagonia Provisions, “Rethinking our food chain” by selling ethically sourced produce, “we aim to make the best product, cause no unnecessary harm, and perhaps most important, inspire solutions to the environmental crisis.” First up – Wild sockeye salmon from the icy waters of the North Pacific. Keeping things simple, Marcario plans to continue along the path laid out by Chouinard, “Patagonia is built on the principle of living an examined life…We look for ways to innovate so that it has less impact on the environment and that requires a lot of self-reflection. The result of that is a better product that people feel better about buying.” Read the article in full over here.