With John Bird (founder of the Big Issue) for a father, Diana Bird has had a lot to live up to when it came to building a career with a conscience.
But this is exactly what she's done, time and again, tirelessly finding new business opportunities that help the environment and the world at large, with an impressive success rate. Preferring cookery to academic work, Bird left school to set up the Big Issue in the USA, already showing strong entrepreneurial skills. Soon afterwards, she set up a catering company; Lady Bird's Kitchen. She wrapped up the business to have a child, but it would not be long before Bird was back in business.
Never afraid to go back to the drawing board, Bird's latest venture is perhaps her most exciting, and also the greenest. The Wedge Card scheme -- a loyalty card that encourages local and indie shopping -- is part of a crucial message to get people thinking locally, in this case by changing their shopping habits. The cards cost £10, and offer discounts at hundreds of independent shops, boutiques and services. Not only is this a great way to reduce food miles and car journeys; saves small business from the spectre of global corporations, revitalises the high street and helps keep shops interesting!