'You're courting disaster!' an ethical-risk consultant told three brothers who launched an NYC coffee startup with pals and a locker-room vibe. You might be surprised how they turned things around.
Last year, when the #MeToo movement was peaking and companies such as Uber and Facebook were facing boycotts, Jim DeCicco, the CEO of Kitu Life Inc., was feeling uneasy about his own company’s corporate culture.
He and his two brothers, who co-founded the Manhattan-based startup that produces Super Coffee, a protein-added beverage sold in stores, were all recent college athletes and self-described “white dudes” who had been hiring guys like themselves.
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