The Successful Innovative Company of the Week is: Full Circle.
What they do right: they make organic foods! I turned myself onto Full Circle when I was cereal shopping. I was looking for one of those healthy grain and nut cereals and I wanted something without all sorts of sugar and corn syrup. I saw the organic label and decided to try it. It was really good. In fact most of the cereal I buy now is Full Circle because it tastes good and doesn't make my teeth hurt.
Since then I've tired their pastas as well. The grocery stores I frequent don't have more products that I buy made by Full Circle.
They were started in 2006 in California. I like companies that push the environmental conscious movement. The reason being that the world can not handle the kind of consumption the US enjoys if more than the US enjoy it.
What they could improve: lower prices so that direct competition between the inorganic brands and the organic brands for the poor consumer is possible. They could also stand to improve their distribution of products to grocery stores. They seem to be doing well with the cereal but not so well with the other hundreds of products.