Smoothie-maker innocent is one of the companies that has used ethical business methods to build up its brand. It donates 10% of profits to support sustainable development in the countries where it sources its products, and it hosts the annual Fruitstock music festival in Regent’s Park each August. Founded in 1998 by university friends Richard Reed, Adam Balon and Jon Wright, the company now sells 1m of its pure-fruit drinks a week to an increasingly health-conscious public. The British market continues to grow, and this year Innocent started trading in France, Holland and Denmark. The company’s sales have grown 80% a year from an annualised £6.5m in 2002 to £37.7m in 2005.
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