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.

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.

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