Climate Change: What’s All The Fuss About?

Innocent Drinks really has it figured out. On top of sustainable packaging, natural ingredients, and playful marketing copy, this UK juice company is leading the pack when it comes to resource efficiency. They’ve been focusing on reducing their carbon footprint for several years now, measuring their impact “from farm to fridge to recycling bin”; and they’ve succeeded so far at reducing the footprint of their 250ml smoothie by 21%.

Innocent’s efforts to do right by the consumer, and the environment, are carried out humbly, with the sort of attitude that builds brand loyalty. They say, “We sure aren’t perfect, but we’re trying to do the right thing.” Building on this, Jess, head of sustainability for Innocent Drinks, has created a video shout-out for COP15, asking viewers, “What’s all the fuss about?”



She stresses that climate change is not a future issue; it is already here and now: “When I was in India earlier this year visiting our mango farmers, they talked to me about the changes they were already seeing in the climate: warmer winters, hailstorms, and changes in the monsoon – when before you could set your clock by it.”

What are the implications of a continued trajectory of increased carbon emissions? Environmental consequences, for sure. But also financial. The current global economic crisis has nothing on what could be coming. So, says Jess, “We have to pull our heads out of the sand. We need countries all around the world to commit to ambitious emission reduction targets now. And to the investment that will be required to meet those targets. And protect those most vulnerable to the impacts.”

The time is now. And Copenhagen is the place. Cheers, Innocent!