Every year, Better Business Bureau Serving the Pacific Southwest, Central & Inland California honors companies that don’t just say they stand for ethics, but show it through action. The 2025 BBB Torch Awards for Ethics recognized six San Diego County businesses whose stories embody what it means to lead with integrity.
Your 2025 Winners
Category 1: Solo Entrepreneurs – House Collective Marketing Solutions
At House Collective Marketing Solutions, founder Sarah Yasukochi has built a Carlsbad-based digital agency focused on “amplifying good.” Her team goes beyond flashy ad campaigns, often pausing client initiatives when foundational systems aren’t yet strong. That commitment to truth over transaction has earned them long-term partnerships and now, a Torch Award winner nod. “We believe in doing what’s right, even when no one’s watching,” Yasukochi says.
Category 2: 2-5 Employees – Young Black & N ‘ Business
Young Black & N’ Business, led by Roosevelt Williams III, equips young entrepreneurs with mentorship, education, and real-world exposure. When a local school lost its art funding, Williams and his team didn’t just donate supplies. They showed up in person, ran workshops, and restored a thriving arts culture. “Character, culture, and community come before everything,” he says. “We believe integrity is the highest currency.”
Category 3: 6-10 Employees – Lotus Sustainables
Over in Vista, Lotus Sustainables has diverted more than 6.5 billion plastic bags from landfills and isn’t stopping there. CEO Jesse Langley recalls a pivotal moment early on. After discovering product defects in a shipment, the company issued full refunds and redesigned everything at a loss. “That decision shaped who we are,” Langley says. “Ethics isn’t a section in the handbook. It’s our entire operating system.”
Category 4: 11-50 Employees – Greenway Landscape Design & Build
For Greenway Landscape Design & Build, ethics shows up in everyday service calls. When a client’s glass was damaged, likely by another contractor, owner Scott Lawn paid for the repairs anyway. No finger-pointing. No excuses. “Doing the right thing is our north star,” he says. “We tell our team if it feels right, you don’t need permission. Just do it.”
Category 5: 51-100 Employees – At Your Home Familycare
At Your Home Familycare, founded by Laurie Edwards-Tate, has served seniors and vulnerable populations in San Diego for over 40 years. When offered a state contract during the COVID-19 crisis, Tate turned it down to protect her clients and staff. “It could’ve kept us afloat financially,” she recalls. “But if it risked even one life, it wasn’t worth it.” Her choice preserved lives and her business.
Category 6: 100+ Employees – Bill Howe Family of Companies
Rounding out this year’s honorees is the Bill Howe Family of Companies, a beloved name in local plumbing, heating, air, and flood services. Hiring practices are rooted in shared values, and ethics are built into daily operations. “If we mess up, we make it right. Every time,” says Jessica Groat. “That’s not just good service. It’s who we are.”
These companies prove that integrity isn’t just a feel-good buzzword. It’s a blueprint for success, sustainability, and community trust. As BBB Chief Operating Officer and General Counsel, Michael Sedio, shared during the awards ceremony, “Each of you gives real meaning to the word ethics by making it central to your business and your daily work. This day is a celebration of the incredible impact you have on our community. Your dedication to excellence and integrity inspires us all.”
For more information on the BBB Torch Awards and how to nominate a future honoree, visit torchawards.bbbcommunity.org.
