A Principled Approach

How Fisher incorporates personal values into business decisions: The company gives 10 percent of its profits to the Planet Dog Philanthropy, its own charitable-giving division. In 2002, the company gave away about $25,000, mostly in grants of $2,500 to $5,000 to small non-profits involved in animal welfare, education and environmental preservation. The program is passively marketed to catalog customers via package inserts with orders.