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The rainmaker: Duncan Goose, founder of the ethical bottled water brand One, talks to Stefan Chomka about his unique business model.(the big interview)(Interview)

Appearing alongside the Queen on a list of the greatest Britons of 2007 sounds pretty glamorous. And when Duncan Goose, who holds this claim to fame, suggests we meet in London's plush Waldorf Hotel, I'm expecting to meet someone familiar with or at least at ease in the limelight. This is the brother of well-known TV actress Claire Goose after all.

But far from craving the limelight, the man named 'Campaigner of the Year' at the ITV Greatest Britons awards ceremony in May for the unique business model behind bottled water brand One shies away from it. He put a picture of Claire on the bottle because, he says, no one wants to see his ugly mug. And the reason he chose the ...

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