Not often do you come across a company where the underlying business practice is to simply be good. Most people can overlook the term, placing the adjective or noun on companies who don’t encompass what it truly means. Throughout the entire company that is.
The lack of transparency in supply chains is what fuels ignorance in society. People don't try to question if their product’s journey to their shopping bag was by any means ethical. How can you blame them when a) they are not aware of the production methods, and b) everyone is just trying to be economical in day to day purchase decisions.