Coca-Cola recently bought 53% of the shares in the company and it is rapidly expanding all over Europe. How do you overcome the challenge of staff feeling disengaged with your sustainability strategy? The report also details that by the end of 2019, 75% of ingredients used in innocent’s drinks range were verified as responsibly sourced through a bespoke SAI-FSA programme. Today, Louise is Innocent Drinks’ Head of Circular Economy, a new role created in 2017 to continue the business’ 15 year legacy of plastic packaging innovation. For every year “Innocent drinks” will donate 10 percent of their profits to charity and this called The Innocent Foundation. To bridge this gap, the company’s head of sustainability Louise Stevens began rebranding the sustainability strategy in a way that would capture the interests and willingness of staff members. Staff pride in working for the company is currently tracking at 98%, whereas similar results from previous annual surveys (albeit using different metrics) sat in the low 90s. Here, edie explores the innovative approaches the smoothie and fruit juice manufacturer is taking to put people at the heart of its new CSR strategy. Innocent Drinks, which began life selling drinks at a music festival in 1999, refocused its CSR strategy in 2016 following feedback from staff. We want all innocent employees to support our work on human rights. Source: Innocent official website SITUATIONAL ANYLSIS Customer Audit Before the Coca-cola invested in the Innocent Drinks Company, the company has a very selective range of customers, which was the UK market. It found that of those brands questioned, only around a third (38%) had aligned their sustainability strategy and their purpose; only 11% had placed their purpose at the heart of their business model and only 9% had integrated purpose to … EXCLUSIVE: Innocent Drinks is on a mission to build a workforce of sustainability superheroes. Case studies. This means treating everyone with honesty, integrity and respect. Innocent Drinks is not only committed to charitable organizations, but also to sustainability, to reducing their environmental footprint as much as possible. The coca-cola investment brought … This report focuses on how the company innocent drinks developed their marketing strategy in terms of brand positioning and marketing mix and with the help of SWOT analysis, what further actions they can take to maintain their market share. “Our values are sufficiently broad, so people can interpret them in their own way,” explains the company’s group people and culture director Jane Marsh, who is speaking at edie's Sustainability Leaders Forum this month (scroll down for details). It is this word that underpins a new project launched by the group's sustainability team in an effort to positively influence staff behaviours around sustainability. More than half of Innocent's staff members have adopted the agitator role. Taking place on 24-25 January, the Sustainability Leaders Forum will bring together more than 600 ambitious professionals moving beyond environmental objectives to deliver transformational change and create brand value every year. In that time, we’ve seen climate change making bad situations worse, so it’s even more vital that we find long-term solutions to help the world’s poorest families adapt to … The two things came together very neatly.”. With discarded plastics emerging as one of the key environmental trends of 2018 – it accounts for 95% of the rubbish in our oceans – it’s fair to say the Innocent Drinks has been a pioneer in this area. which has been cited as one of the fastest growing British companies on record “This was a really interesting point for us," notes Stevens. Innocent Smoothies accused over environmental marketing. Marsh noted that feeling among workers at Innocent Drinks’ BREEAM-rated Fruit Towers headquarters was previously one of “frustration” that they weren’t as involved in the company’s sustainability targets as they wanted to be - a great dilemma for any sustainability professional to be facing. It might not give Dickens a run for his money, but it’s really important for setting expectations within our business and for our suppliers. Swot Analysis for Innocent Drinks. Sustainable Investment Conference - VIRTUAL, Taking place on Thursday: Register for edie's flagship Countdown to COP26 event, Adidas and Allbirds unveil running shoes with 'lowest recorded' carbon footprint, 'Unlawful and irrational': UK Government taken to court over oil and gas subsidies, Amazon launches inaugural sustainability bond, priced at $1bn. Richard Reed, one of the co-founders of smoothie firm Innocent, looks back on the company's meteoric growth. 0000002414 00000 n “I don’t know if that’s the route we’ll go down, but an option we can explore is whether people are assessed against it as part of bi-annual reviews - this brings financial motivations into it. As mentioned previously, the company has attained about 75- 80% of the UK’s market and sells their products over 15 countries around the world. This strong sense of responsibility, which is one of our core values, actually drives us to deliver on this without it just being delivered because it was tracked. Nous faisons de délicieux smoothies et jus de fruits frais. "'Responsible' covers sustainability; it can be anything from picking paper up from the floor to helping the world’s hungry through our Foundation. That’s why we put together our innocent human rights policy, which you can take a look at here. One of the key terms being used throughout the firm's business strategy is "responsibility". Craft can deliver 250+ data points of financial, operating, and human capital indicators on companies via API. As part of its CSR refocus, Innocent has been asking all of its staff to add a sustainability ‘role’ to their job description in an attempt to create a workforce of “Fruit Towers heroes”. The holistic influence of working here rubs off on everyone after a while. The rebrand has seen the company commit to ensuring that all bottles consist of at least 30% recycled plastic, and larger smoothie bottles currently utilise 50% recycled content. 0000002300 00000 n Strengths -Market leader in UK with annual sales of ? It's an age-old question for sustainability teams, but one that must be answered correctly in order to drive a successful sustainability strategy. 0000002498 00000 n We appreciate that people adopt behaviour change at different paces and through different influences. This report will analyses the process of “Innocent drinks” from 1999 to 2013. Required - for things that we really want our suppliers to do but that might require some training, resources or investment from the supplier to meet the requirement. All cartons are made from 100% Forest Stewardship Council (FSC) certified card, and the company has incorporated at least 25% recycled content in bottles since 2003. Solutions are possible, as Innocent … “It was just a natural thing for us to do. 0000001237 00000 n A UK Government-commissioned report into unhealthy eating has accused The Coca-Cola Co juice brand Innocent of "false virtue" when telling consumers how much sugar its drinks contain. Mandatory applies to such things as paying minimum wage, no child labour, no land clearing and protecting watercourses from pollution. It defines who we are and what we do. This sets out our commitment to doing business in a fair way and every employee has to read it to agree they’ll comply with it. 0000000596 00000 n 07 Dec, 2017 Free Essays 1. Et on ne triche jamais au Monopoly. And while companies of all industry types and sizes are increasingly understanding the importance of staff behaviours, mastering the art of individual persuasion around sustainability and CSR is no easy task for any organisation. “We invested a lot of time with people, but it will be interesting to explore whether it does eventually become a more formal part of the objective setting process. The founders have put CSR at the heart of their agenda and credit much of their success to this stance. Innocent Drinks’ target of becoming a paperless company by 2020 was actually borne through the council. 0000008982 00000 n 0000003036 00000 n So there are three key ways that we’ve been getting our employees on top of human rights: • We’ve got a company code of business conduct. At innocent, we have a purpose ‘to make natural, delicious food and drink that helps people live well and die old’. Learn more. The behaviour changes innovations don't end there. Disclaimer: This work has been submitted by a student. FY, 2014 FY, 2015 FY, 2016 FY, 2017 FY, 2018; Revenue: £201.8 m: £223.63 m: £268.03 m: £325.58 m: £344.02 m: Report incorrect company information. The Fruit Towers headquarters has also been fitted with a “last leaver pulls” lever, which is fitted on each floor as a secondary circuit to shutdown all non-fundamental equipment at the end of the day, saving energy as a result. From its founding vision of ‘Europe’s favourite little juice company’, Innocent has now moved on its goal to being ‘the earth’s favourite little food company by 2030’. So, what success has this project driven? “A big part of the relaunch was finding a way that every single person could feel like they were genuinely contributing to it. Innocent was founded on the principles of Corporate Social Responsibilities. That's not the way we culturally run it.”. FSC-certified desks and a vegetable patch on the office roof terrace both enhance staff involvement with sustainability, while the building has ditched photocopiers to save paper. Here at innocent, we want to leave things better than we find them. … Because the company received positive feedback, they started making coconut water, natural healthy drinks and started to sell in addition to smoothies in local sandwich bars. Innocent Drinks' group people and culture director Jane Marsh is one of the expert speakers that will appear on stage at edie's Sustainability Leaders Forum later this month. 0000006143 00000 n The report describes the marketing plan for the repositioning of the product “This Water” offered by “Innocent Drinks”. Each bottle gives you at least two recommended daily portions of fruit and the different types of smoothies, thickies are mini-adventures in a wee bottle. Unsurprisingly, Innocent Drinks had already achieved several key milestones before its CSR refocus. Behaviour change can be notoriously difficult to measure and, while Innocent Drinks currently has no way of tracking how staff are interacting and defining their sustainability roles, both Marsh and Stevens said that “tangible results” have been seen in some areas, such as paper use. The council gives staff across the entire company, ranging from supply chain and sustainability to marketing and finance, a platform to kickstart new ideas. Indeed, the company has provided an enabling environment for its staff to champion sustainability. So, rather than getting people to care in the first place, we were faced with a feeling of frustration that people didn't feel like they were contributing to our sustainability work enough. Here are two case studies of companies that fully embrace CSR as part of their core strategies and ethos. “It’s all encompassed and we want people to be consistent with who they are, at home and at work. Therefore users of the products are also believers and strivers by supporting this organization. Drinks and ready meal maker Innocent had a record year last year, turning over £196.4m up from £150.8m the year before. “We don't set them anything that they have to do," explains Marsh. Tel: Intl +44 (0)1527 573 600. However, while Innocent’s purpose is intrinsically linked to the brand’s values, the same can’t be said for most brands, according to the Fit For Purpose Index. This new vision encompasses food and not just drink and demonstrates how Innocent is moving in parallel with its customer’s desire for a whole range of fresh and natural foodstuffs While the infrastructure has been provided for staff to increase involvement with the CSR strategy, it is the internal engagement frameworks that are ultimately fostering the staff desire to act on the strategy. While the Fruit Towers heroes initiative is still being rolled out across the company, Stevens is already excited about possibly strengthening staff involvement with the … Few have turned this challenge into an opportunity in such an effective way as Innocent Drinks. No other reproduction or distribution is permitted without prior written consent. "I understand that certain things need to be measured, but from a sustainability perspective here, it’s not really needed. “I’m pleased with the journey we’ve been on and the opportunities that we’ve given others to understand our strategy and take it on," Stevens adds. A green light system also tells staff when to open windows and prompts the air conditioning to cut out. 1.Organization Structure There are many types of organization structure, for example, hierarchical structure, matrix structure and etc. It is a promise to their consumers that they will only use fresh fruit with no preservatives, concentrates and you can tell with your first sip that you have reached smoothie nirvana. According to the report, innocent’s carbon footprint was around 275,000 tonnes in 2019, a slightly reduced figure compare to 2017, despite the company growing rapidly. Profits are up almost 200pc to £12m. 0000001339 00000 n Innocent Drinks is set to release its first sustainability report since the relaunch of its CSR strategy in the coming months, hence the current lack of data availability related to the improvements that have been made so far. Need Data? 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