An old friend of mine just launched a wonderful, progressive and world-friendly business, which I’d like to introduce here. Although the business doesn’t have anything directly to do with recipes or paleo-eating, this new venture embraces the idea of making smart choices that reflect one’s values and goals, just as we try to do with health and diet. The company is called SWICH and it helps people identify, shop and invest in “better” businesses, helping people spend money on business that share their values. Do check out the website and video here. You can also check out the SWICH blog, where new “better businesses” are introduced.