Photo: HEATHCLIFF O
I had to chuckle about a UK company with a name like Innocent Smoothies being accused of falsely reporting transportation methods to make itself seem environmentally friendly.
According to the article at the Daily Telegraph, “Innocent Smoothies accused over environmental marketing” the company claims on its website that “fruit always travels by boat or rail” because these methods use less fossil fuel than air or road transport per kilo of fruit. However the Daily Telegraph says its has information to the contrary.
Who knows if its the truth or just hyperbole because there seems to be a litany of disapproval for the company based on its recent deal with McDonald’s to carry its product. What I do know is that it’s a simple lesson in branding and sustainability — if you’re going to give your product a virtuous name like “Innocent” you should really think twice about what you do and say in the market, on your web site and behind closed doors. Or at least more aptly name your product “Money Hungry Smoothies.”
Walk the talk, fools.
Filed under: Sustainability
