In 1978, Paul Newman and A. E. Hotchner made a foray into local gourmet shops bearing bottles of their homemade salad dressing. Freewheeling, irreverent entrepreneurs, they conceived of their venture as a great way to poke fun at the mundane method oftraditional marketing. Much to their surprise, their products spurred a tidal wave of enthusiasm in the country’s supermarkets. What had started as a lark quickly escalated into a full-fledged business, the first company to mass-market all-natural foods, Newman’s Own became a major player in the food business. The company’s profits were donated to medical research, education, the environment, children’s programs, and to the creation of the eight "Hole in the Wall Gang" camps for children with serious illnesses. Newman and Hotchner recount the picaresque saga of their unexpected success in SHAMELESS EXPLOITATION IN PURSUIT OF THE COMMON GOOD. In alternating voices, playing off each other in classic...

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