Honest Tea (yes its an honest tea company) was set up in 1998 with good values at their heart

http://www.honesttea.com/mission/about/overview/

Co founder Seth Goldman talks about how and why after 14 years they plan to partner with Coca Cola distribution network

They even publish their original business plan

http://www.honesttea.com/objects/pdf/Honest_Tea_Business_Plan_98.pdf

Founder interviewed on TV a few years around how he quit life as a venture capalist