At last weekend's Harvard Social Enterprise Conference, Ayr Muir, founder and chief executive officer of Clover Fast Food, Inc., a Cambridge, MA-based restaurant and food truck company, revealed his secrets to success. He told the audience how his restaurants try to use local and organic ingredients as much as possible. They also limit the menu and intentionally run out of food items as the day goes on to curb food waste (considering 40 percent of food produced in the U.S. goes to waste, this is a noble goal). But the real success secret? According to Muir, most of Clover's customers have no idea of the company's green mission.