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By the Book

Leave it to Horst M. Rechelbacher, founder of Aveda and Intelligent Nutrients, to break new ground once again in the green movement with his third book,...

"Minding Your Business: Profits That Restore the Planet" by Horst M. Rechelbacher, founder of Aveda and Intelligent Nutrients

"Minding Your Business: Profits That Restore the Planet" by Horst M. Rechelbacher, founder of Aveda and Intelligent Nutrients

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Appeared In
Special Issue
WWD Green issue 04/08/2008

By the Book: Leave it to Horst M. Rechelbacher, founder of Aveda and Intelligent Nutrients, to break new ground once again in the green movement with his third book, “Minding Your Business: Profits That Restore the Planet,” which comes out in May. Published by Earth Aware Editions, the book acts as a guide for consumers and businesses seeking a healthy, sustainable economy, while exploring emerging trends in “eco-prenurial” commerce and eco-consumerism.

“The book is all about my mission and how I believe business should be done — being conscious about self and the planet and not separate the two…from the packaging to solar energy,” said Rechelbacher. “Minding Your Business” features a new paradigm that Rechelbacher refers to as “enlightened capitalism,” showing businesses and consumers how to rethink old business standards and build a sustainable and ethical global economy.