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innocent annual report 2007

innocent annual report 2007



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Published by fred325i
innocent annual report 2007
innocent annual report 2007

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Published by: fred325i on Apr 30, 2008
Copyright:Attribution Non-commercial


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the first ever
annual report
Hello and welcome to our rst annual report. We’ve been around or nineyears now so thought it was about time we properly summed up our viewson business and how we approach it as well as giving you a quick reviewo what we’ve been up to these last 12 months – the stu that we’re proudo, the stu we ound challenging and the stu that we’ve learnt. We’ve done it to coincide with our rst AGM – a day when we open thedoors o Fruit Towers, ask our drinkers to come and hear what we’ve beenup to and let them tell us ace to ace what we could be doingbetter. So this is the book o the lm o the meeting o the company.Sort o.It’s dicult to sum up all o our thoughts in one book. We’re a group oover 250 people all thinking dierently, working on dierent projects andchanging all the time, like people do. But we hope that what ollows is anaccurate, air and transparent account o what we’ve been doing atinnocent. So maybe think o this book more like the start o aconversation. Have a read and come back and tell us what you think. We’re all ears.
hellowhy are we here
our drinksour approach to businesssustainability the innocent oundationour peopleour drinkersa review o 2007our perormanceappendixthank you
why are we here?
Beore we get to the specics, we should probably just state who we areand why we do this. We’re innocent and we make natural tasty drinks.
our purpose
This has and always will be to
make food good
. We promise thateverything innocent ever make will always be natural, delicious, healthy and sustainable.
Make food good
is just a lot simpler to remember.
our vision
  Along with a clear purpose, everyone needs a vision, something to aimor, aspire to and remind you why you’re doing what you’re doing.Our vision is:
To be the Earth’s favourite little food company.
 While that might sound a little ar etched to some people, a wise chaponce said ‘We are limited not by our abilities but by our vision.’ Which iswhy we’ve made ours so big.
our values
Things have changed in the last nine years, but the way we do businesshasn’t. At the beginning we had a set o unspoken values regardinghow we should behave as people and a company. It was a natural thing– riends usually have the same values. That’s why they’re riends.Then lots more people started working at innocent. And we realised thatalthough they were smart and intelligent, they couldn’t read minds. So wewrote down the unspoken stu, and ended up with a set o values. It wasairly straightorward – they’d been there all along. They just needed to beput on a bit o paper, or perhaps hung on the wall. We don’t think they need explaining. But you should know that they underpin everything that we do, and will probably pop up in some shapeor orm on most o the pages that ollow.
 WestLondon’savouritelittle juicecompany London’savouritelittle juicecompany UK’savouritelittle juicecompany Europe’savouritelittlesmoothiecompany 
Europe’savouritelittle oodand drinkscompany 
The earth’savouritelittle oodcompany The company was ounded by these three riends in 1999, andhas grown to 268 people, workingin eight oces across Europe.L-R: Founders, Richard, Adam and Jon

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