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The Phatgnat Spotlight #3: Innocent Drinks
This feature presents individuals, departments or foundations who help raise the profile of their brand through positive community youth projects and initiatives, plus the interviews disseminate examples of good practice to other businesses.
Name: Ailana
Title: Juice Press
Company: Innocent Drinks
1. Describe the philosophy, or values, behind your brand/company.
Innocent is all about being natural. This extends through from our products, to the way we conduct business. We want to run a company that we can all be proud of when we are old. First and foremost it is about making amazing smoothies, but also we want to consider the long term impact of what we are doing and always have a neutral, if not positive, impact on the world around us.
2. How does this corporate philosophy orchestrate itself in terms of the causes and issues you support?
We have set up a separate registered charity, the innocent foundation. The foundation’s mission is to help people and the environment in the countries where we source our fruit. Innocent invests 10% of its profits into the foundation.
3. How do you demonstrate the business case internally, which enables you to do such work?
For us we do the nice things we do because we want to, and because we can. I think the business case is clear – consumers are increasingly looking to find products or services that have some focus on responsibility and sustainability. Investing in the environment and people seems to us to be an absolutely essential and intrinsic part of running any business with integrity.
4. How do you tackle the issue of sustainability in the projects you are involved in?
As with any business investment, when we give charitable grants we ask for a clear project outline and deliverables. Each NGO or charity must demonstrate its commitment to sustainability before we will consider supporting their project.
5. What new social/cultural/technological trends do you see impacting on your brand and community investments/projects in the near future?
We are still at the beginning of an ever-increasing consumer focus on well-being and convenience. People have less time than ever before, and are more concerned about their health.
Also, we get very positive feedback from drinkers when they learn about our use of Post Consumer Recycled Plastic in our 250ml smoothie bottles. 2006 will see an exciting development as we increase the percentage of recycled material from 25% to 50%.
6. Altruism / Corporate Social Responsibility / Philanthropy / Cause-Related Marketing / Community Investment…what terms do you use to describe your activities and why?
As long as you are clear in your own mind what you are doing and why, that is the most important thing. People call it all sorts of different things but basically it boils down to looking at the way you do business and making sure it has a positive impact.
7. Outline the benefits of 'doing good' in terms of the Innocent work/business culture and your staff.
The benefits are many. For a start, the fact that we do nice things attracts fantastic quality people to come and work with us. Then, once they actually get here, they have a chance to volunteer and work on the innocent foundation committee. And every so often, things like tree planting mornings will come up, or smoothie lessons at the local school which give people a chance to do something practical and hands on.
Innocent Drinks Foundation website.
Check out all the 'Spotlights' here
Filed by DK on January 3 2006
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