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In part one of an interview with Dean Cycon, Founder/CEO of Dean's Beans, Dean tells the story of how he achieved activism through business to interviewer Kellie McElhaney, Founding Faculty Director of the Center for Responsible Business at the Haas School of Business at the University of California, Berkeley. Dean challenges his competitors - and all companies - to do a serious investigation of how they do business, to ensure that the pursuit of profit does not overshadow the pursuit of social good throughout the supply line.