Jonathan Greenblatt is the co-founder of Ethos Water, a former vice president of Starbucks Coffee Company, and an acknowledged thought leader on ethical branding and social entrepreneurship. He teaches social entrepreneurship at the Anderson Graduate School of Management at UCLA. A former staffer in the Clinton White House, Greenblatt currently serves as a senior advisor to the United Nations Foundation where he has assisted with the creation and launch of the Global Water Challenge, a coalition of Fortune 500 businesses, foundations and non-governmental organizations developing a global action plan to alleviate the world water crisis. He also serves as Senior Advisor to the X-PRIZE Foundation, leading the design of a $10 million prize competition focused on breaking the cycle of global poverty. He is a regular contributor to Worldchanging.com. Greenblatt founded Ethos Water in 2002 with his longtime friend, Peter Thum, to achieve a specific mission: create a brand of bottled water to help children around the world get clean water. Ethos was launched in the bedroom of Greenblatt's son and soon became one of the fastest growing bottled water brands in the U.S. In 2005, Starbucks acquired Ethos Water, making it one of only a handful of non-coffee ventures the company has purchased in its 30-plus year history. Today, Ethos Water is sold in premium retail locations across the country, including more than 5,000 Starbucks stores where the brand has achieved record performance in bottled water sales. Ethos also will direct at least $10 million toward integrated and sustainable water programs by 2010 by investing $.05 for each bottle sold: the brand currently supports efforts to bring water and sanitation to communities in need in Africa, Asia and Latin America.