LesserEvil Brand Principles:1. We are comfortable being uncomfortable - We are a progressive story and will keep pivoting as our customers tell us too.2. Bring true transparency and openness to the consumer: shine a light on responsible operations, sourcing and supply chains.3. Walk the talk on sustainability, humane treatment of animals and strong labor practices.4. Invest in ’trust-building’ with our vendors and customers with more importance than ‘brand building.’5. Stand for something larger than just selling our products. Everyone has to benefit.6. Get way out in front and lead. Solve problems that big food can’t, and never stop trying.7. Educate the market with science and facts.8. Food tastes better with less ingredients.9. Climate change is everyone’s problem. 10. Innovate, innovate, innovate – focusing on building market share is for dinosaurs.11. Co-create. Build brand partnerships with like-minded brands. Build global communities.12. Communicate with the same voice/tone consistently over time.13. Wow our customers with even the smallest interactions.14. Invest in composting, biodegradable packaging, and solar and/or other energy efficiencies.