Patagonia is among the coolest, and greenest, companies on the planet, and its former CEO wants to train a new generation of business leaders based on what he learned there.

The Ventura-based outdoor clothing and equipment maker has won wide recognition for its focus on environmental stewardship, working conditions for its employees and the people who make its products, and its impressive financials.

Michael Crooke, Patagonia’s CEO from 1999 to 2005, is overseeing a new certificate at Pepperdine University’s MBA program in Malibu focusing on socially, environmentally and ethically responsible business practices. It goes by SEER for short.

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