As part of its CSR refocus, Innocent has been asking all of its staff to add a sustainability ‘role’ to their job description in an attempt to create a workforce of “Fruit Towers heroes”.
Staff can choose to be an ‘agitator’, ‘activator’, ‘ambassador’ or ‘protector’. The majority of board members act as protectors; directly supporting the sustainability strategy and holding teams accountable for actions. The ambassadors, meanwhile, are tasked with inspiring and sharing the strategy and ambitions with others, while the activators actually have to deliver the sustainability strategy. More than half of Innocent’s staff members have adopted the agitator role. Agitators are more grassroots in their involvement, but are asked to come up with and implement ideas that can improve sustainability both at home and at work.
Read more: Edie
