Jennifer Boulden, co-founder and senior vice president, and Heather Stephenson, co-founder and CEO, Ideal Bite

 What if you can't afford a Prius? Is it better to choose plastic or paper at the grocery store? Ideal Bite co-founders Jennifer Boulden and Heather Stephenson used to field questions like these all the time. They were working for Boulden's sustainable business consulting firm, and friends looked to them as experts who were trying to be green in their own lives.

Seeing a need for eco expertise that wasn't dry or holier-than-though, Boulden and Stephenson used their savings to launch Ideal Bite from their respective home offices in Montana and New York City in 2005. Ideal Bite now shows all signs of becoming a cultural phenomenon. With 211,000 subscribers, and local editions in New York City, Chicago, San Francisco, Los Angeles, and Seattle, the company has created a community of "Biters" who are taking on the environmental crisis, one bite at a time.

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