Capital firm is hailed for ethical ideas

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A CAPITAL-based business has been recognised in a worldwide search for ethical entrepreneurs run by Sir Richard 

Elephant Juice Food Company, based in George Square, made it into the top 50 from more than 500 entries, including an idea for a solar powered football, the world’s most ethical pants and a train carriage that allows passengers to share ideas on how to make the world a better place.

Sir Richard and his non-profit foundation Virgin Unite have been running their “Screw Business As Usual” competition, which targets businesses which are seen to help the planet.

Elephant Juice was praised for its “One Feeds Two” scheme, which sees the company feed a hungry person in need for every meal bought.

Sir Richard said: “The sheer number of incredible ideas submitted to the competition has been truly overwhelming.”