TIf genuinely integrating a commitment to environmental and social sustainability into business purpose and strategy can be a source of competitive advantage, then SMEs should be assisted to do this as well to promote a more sustainable and competitive economy. This case study aims at helping develop the knowledge to support this strategy. By extension if responsible entrepreneurs whose new businesses pursue corporate social opportunity can be “tracked”, it could substantially improve the quality and quantity of innovation in responsible business that can be promoted to companies of any size.

The case study explores:

• How to reconcile values and adding value
• How making responsible business principles axiomatic to the way the business is run has helped to shape the reputation and marketplace image of innocent
• How far this been an accidental by-product and how far has this been a conscious marketing strategy
• What might be the risks associated with this profile
• What kinds of problems might innocent experience in future as a result of this reputation for responsible business