Building a Business Which is Net Positive


I recently finished reading, “Innocent – Our Story and Some Things We’ve Learned”. A great insight into the culture of Innocent Drinks. The book provides an excellent overview of the history of the company and the ethical and environmental stance the business takes in sourcing its ingredients. The book also offers lots of practical business advice for entrepreneurs. If you are a fan of the drinks, this is a must read book!

The video above summarises the Innocent story in under ten minutes and features co-founder Richard Reed.  He discusses five areas in which he believes has made Innocent Drinks a success. These areas include:

1. The nature of things made – 100% natural, 0% concentrate.

2. Procuring ingredients in an ethically and environmentally conscience way.

3. Producing packaging with a lighter foot print  (recyclable/biodegradable).

4. Conserving energy – (refusing to air freight fruit and sourcing locally produced produce).

5. Sharing profits – 10% of profits are donated to good causes.

Overall, by following the guiding principles above, Innocent is building a business which is “net positive”.


Take a look at the video below for a tour of Innocent Drinks at Fruit Towers in West London.



Author: Jas

Jas Dhaliwal is a highly experienced International Social Media Strategist. Currently working as AVG Technologies, Director of Communities and Online Engagement, he specialises in building and engaging with social communities across the web. Born and bred in London, he is passionate about technology and social anthropology. Prior to AVG, Jas launched the social media program for Microsoft’s MVP Award program. Jas holds a BSc (Hons) in Information Systems and has an MBA from Brunel University in London, England. You can follow Jas as @Jas on Twitter or on Google+

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