Most of us improvise in the kitchen from time to time. Sweetening with honey when there is no sugar in the house is certainly one of the obvious ideas. But if this results in a business with an impact that combines lifestyle and sustainability, it speaks for solid business education of the cook.

In fact, the way WiSo alumnus Vernon Flassak's ice-tea brand Oh, Honey! combines marketing idea, impact awareness and product sounds very harmonious. In addition to using regionally produced organic honey, for example, 10 cents per bottle sold go to bee conservation projects.

It was more that motivated Vernon Flassak's commitment than the short mental step from honey to bees. Lorraine Hoffmann spoke with him in the current WiSo alumni interview about what that was and the very practical steps that led from improvisation to business.

The whole interview is to read at WiSoAlumni.