image: innocent pleasure and guilty desires are often intertwined.
Innocent, a drinks company that does a booming business selling fresh fruit smoothies in the UK, discovered interesting things trying to measure its carbon footprint.
The founders expected to find that transporting large volumes of bananas and other tropical fruit to Britain from places like Central America would account for most of their emissions. To their surprise, the dirtiest part of smoothie-making turned out to be the individual-size plastic bottles made from petroleum products.
Richard Reed, whose company’s logo features a stylized baby face with a halo, set about cajoling bottlers to use ever-greater quantities of recycled plastic. This spring, innocent’s head of sustainability, Jessica Sansom, came through with flying colors: A 100 percent recycled bottle that lowered emissions by 28 percent during the bottle-making process and by 8.5 percent for the overall finished product.
Reed, the co-founder of innocent, said he hoped that a recommended daily allowance for carbon, similar to what routinely appears on many food labels across the world, would one day be introduced.
Who is Innocent?