In 2007 Dave Batstone, Mark Wexler and Kique Bazan began incubating the non-profit Not For Sale Campaign within Just Business to support several of the organizations described in Dave’s book Not For Sale: The Return of the Global Slave Trade. Since 2007, Not For Sale has flourished into a global initiative spanning more than ten countries and employing a network of over 80 experts in the anti- trafficking, media, education and business that are developing innovative solutions in the fight against modern day slavery. True to its original mission, Not For Sale is headed “upstream” to attack the root causes of trafficking by creating new job opportunities and educational programs in at-risk regions. In 2010 Not For Sale started to emerge as a powerful consumer advocacy tool with initiatives such the company grading app Free2Work and co-branded partnerships with global brands such as All Saints Spitalfields. Not For Sale is positioning itself as a stamp of approval for consumer who wish to buy products that enhance people’s lives while fueling the movement to end modern-day slavery. While Just Business’ enterprises may individually elect to reinvest a percentage of profits back into Not For Sale’s international initiatives, Just Business LLC commits 10% of its proceeds to Not For Sale.

In 2011 Not For Sale and Just Business launched in innovative partnership to involve business leaders in the movement to end modern day slavery. Titled the Montara Circle, Not For Sale invites top business leaders to contribute their mindshare in 24 hour events around the world where they are asked to brainstorm innovative social enterprise models for Not For Sale’s initiatives. At the end of the event, participants vote on the best model and Just Business puts its entrepreneurial expertise to work: writing a formal business plan, identifying a management team, securing investors and incubating a new brand concept. These social enterprise models ultimately serve a dual purpose of creating economic opportunities in at-risk communities while financial fueling Not For Sale’s global campaign to end human trafficking An example of this ground-breaking model in which a cause creates a company is the recent launch of Headwaters Natural Products which was launched at the first Montara Circle in 2011.