Oct 152008
 

Good clip here of my cocktail partner and fellow Rainforest Alliance champion Richard Reed on BBC 2’s Working Lunch talking about the Innocent Drinks business model, ethics, and what the downturn (or should I say meltdown) means for his company and the responsibility agenda in general. Who would you rather listen to – a bland corporate executive in a tie, or Rich? The reason Innocent works is that its products, communications strategy and founders have an even better ingredient than fruit – authenticity. Sadly, authenticity isn’t something you can learn or buy, which really shows when people who aren’t real try to look as if they are. This is well worth watching next time you’re planning a new product plug (for that’s at the end of the day what this is, Innocent having just launched their new veg pots). Most broadcasters rightly turn down these blatant plugs, because they’re so boring. This one isn’t. Take a look.

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