How do they make the world a better place?

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Since its creation Innocent drinks have been very involved in social and environmental issues.

Their ultimate purpose is to make the world a better place, which is why each of their strategies as well as their actions reflect the company’s core values. These are:

- Being Natural

- Entrepreneurial

- Responsible

- Generous

- And of course… Commercial.

Because helping the community also implies growth for them and their customers. They are deeply attached to their values and intend to have a real impact on their community and environment.

 

                                   

 

 

 

 

 

 

 

 

 

 

 

 

 

Innocent can be easily described as a mix between social and green innovations. As well as being deeply concerned with environmental issues, shown through their involvement in sustainable actions and reducing the environmental impact of their products and processes; Innocent Drinks care about social improvements. Indeed, Innocent’s goal is not to support poor communities by offering them charity, but to help local communities to grow and expand in a sustainable way independently.

 

How do they do so? 

Well, it is pretty simple. Innocent promotes itself as a sustainable brand. Every part of the production process (from the ingredients used, the production itself, the packaging or the legacy) is done in order to fulfil an environmental or social good.

 

First of all they give 10% of their profits to charity, the majority of which goes to the Innocent Foundation, the UK based charity they funded in 2004. The Innocent Foundation’s aim is to help the world’s hungry by providing grants to charities and projects helping communities on a sustainable path to a better life where they can escape poverty and hunger. The Innocent Foundation provides funding for four different types of project to help the world’s hungry: seed funding, local food poverty, breakthrough development and emergency relief. Since the foundation was set up it has given over £2.4m to 55 projects, helping reach over 530,000 people.

 

For instance, for the production of their Mango smoothie, they started a project in 2009 to evaluate the impact that climate change is having on the fruits they use. This is why, in 2010, they “commenced a project that identifies farming practices that could help the mango trees adjust to the changing climate, and still allow the production of quality fruit”. Over the last 3 years they have been trialling the findings with farmers. They started with 5 farmers but the project became so popular that they are now working with 18 farmers. The farms participating in the trial used 50% less agrochemicals and achieved between 25-40% greater fruit retention and also a slightly larger fruit size.

 

Not all of Innocent’s charity involvement is overseas. Every winter they run an increasingly successful ‘knitted hat campaign’ where they ask their customers to knit hats for their smoothie bottles with the goal to raise money for Age UK (for more details see User Lead Innovation). Innocent’s philanthropic ethos is one of their distinguishing features which helps to create customer value and satisfaction by doing good in local and international communities through empowering the consumer that change is possible through simply purchasing a drink.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

So here it is! Good for the farmers, good for the environment!

(and a pretty great result given the changing climate!)