Turtle power

Zoologist Lucas Miller dedicates a share of his profits to protecting the turtles he loves to sing about.

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Biorhythms Publishing dedicates 5% of its sales to assisting endangered turtles like Tallulah.

(FORTUNE Small Business) -- Lucas Miller is a self-proclaimed "singing zoologist" whose love affair with marine life dates to his days at Miami University in Ohio.

An accidental zoology major (he had aimed to be a doctor), Miller paired a love for animals with musical prowess he gained as a guitarist and singer in his college rock band, and became an ecology entrepreneur. His Austin publishing company educates kids on nature conservation through books and CDs, which he produces.

In 2007 his firm, BioRhythms Publishing, pledged 5% of its $165,000 in annual sales to HEART (Help Endangered Animals - Ridley's Turtles). Miller also bought an $1,800 tracking device to help research the nesting patterns of Kemp's ridley sea turtles - the most endangered of the seven marine turtle species.

Miller spends half the year recording or writing and the other half performing his works. He croons about a medley of endangered species, but sea turtles are his clear favorites. To top of page

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