Famous for its fresh thinking, Innocent’s latest environmental initiative is already bearing fruit. The bulk of the strawberries destined for Innocent’s smoothies are farmed in Spain, close to the Doñana national park. The problem is, the strawberry farms consume nearly half the water needed to preserve the park’s vulnerable wetlands.
Innocent teamed up with the University of Cordoba to develop an app to help farmers manage their water better and so reduce consumption. Farms trialling the Irri-Fresa app have already reported reductions of up to 40%.
Innocent is a relatively small buyer, but the company is hoping to encourage larger players such as M&S, Sainsbury’s and Coca-Cola who also buy from the region to get behind the project, reduce costs and limit environmental impact. Tastes good.