Ethical entrepreneurship has become a global concern. Its promotion presents meaningful implications for entrepreneurs in both developed and underdeveloped countries. This article explores the supportive approach to ethical entrepreneurship in the Third World with a case study of one of the older NGOs in Zimbabwe that implements support programs for enhancing ethics-driven entrepreneurship. We give attention to the influence of context in the understanding of ethical entrepreneurship and provide guidance in its interpretation via the notion of embeddedness, which helps to clarify how the meaning and the measures to promote ethical entrepreneurship are shaped by the culture and values people share in contexts characterized by extreme poverty. Based on narrative interviews, informal conversations, direct observation, and secondary sources, findings show that the general success of support programs depends on the integration of the measures into local people’s expectations of what ethical means in the context of entrepreneurship.