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Baines, Fill, & Rosengren: Marketing 4e

Chapter 18: Marketing Case Insight 18.1: innocent

How do organizations develop and maintain responsible working practices and attitudes towards the environment and at the same time remain compatible with their customers' values? Dan Germaine, Co-Founder and Brand Guardian at innocent, speaks to Paul Baines about how to ensure his company retains sustainability credentials whilst also remaining financially viable.

innocent is a company that makes smoothies, juice, and vegetable pots sold in supermarkets, coffee shops and various other outlets. Its mission is to make 'natural, delicious, healthy foods that help people live well and die old'.

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