Chinaberry: Reinventing the Wheel

The management team’s consensus process “works well,” Fuller-Rowell explains. “Ed steps in with occasional course corrections. He does all the mail plans and handles all printer contact.”

Chinaberry’s managers “are true to their mission and true to the naturalistic, counter cultural, green customer they serve,” Swedlund observes. “Some have labeled that customer the ‘cultural creative’ — people who shop at Whole Foods, buy hybrid cars, take eco-vacations and value spiritual aspects of life over the materialistic. I’d venture a guess that most Chinaberry customers (and employees) never set foot in a Wal-Mart.”