how we began

how we began

Back in 1999, Richard, Adam and Jon started innocent with a simple aim: to make it easy for people to do themselves and others some good. They pledged that innocent would always give 10% of its profits to charity; a promise hardwired into how innocent does business today, ensuring that the more good stuff the company sells, the more good it does. This commitment was formalised in 2004 when they set up the innocent foundation as an independent registered charity. They remain Trustees of the foundation today.

Since 2004, the innocent foundation has been the principal recipient of the funds donated by innocent and has given over £3.5m to a series of world class charities. We're supported projects in Latin America, Africa and Asia to help people get access to the healthcare, education, micro-finance and agricultural support they need to grow themselves and their families out of poverty. You can find out more about some of these projects here.

We originally funded charities which worked on sustainable farming, because we believe it is essential for communities to get the most out of the natural resources available to them to ensure a sustainable future. In 2013, we completed a strategic review of our funding priorities. We still support sustainable agriculture projects, but have expanded our focus to include other kinds of projects which help the world’s hungry too. You can find out more about what we fund here.

Over 630,000 people have benefited so far, and we are hugely grateful to our charity partners who have worked so professionally, diligently and compassionately to make this possible.