The Alternative Rich List, which started three years ago, aims to flag up the real heroes in the UK by recognising those who have made the biggest contribution to society. In 2010 over 150 people have been nominated for the list, chosen by a panel of non-profit advisors. Nominees include Sophi Tranchell ,Managing Director of mainstream Fairtrade chocolate company Divine Chocolate and Gary Foxcroft who founded the charity Stepping Stones Nigeria which provides shelter, education, literacy, healthcare, food and hope to thousands of vulnerable children in the Niger Delta.