Richard Reed launched smoothie company Innocent Drinks with his two university friends in 1999.
Since then they have grown the business to one of the most popular and well respected brands in the country. Right from the start Reed and his co-founders managed to make the business stand out with quirky marketing and a very distinct brand personality.
In this video interview he talks about becoming an entrepreneur, building an ethical brand, dealing with the challenges of the recession and learning from mistakes.
He also reveals the five qualities that he looks for when he recruits new staff and the values at the heart of Innocent Drinks.
For more about Innocent Drinks click here, www.innocentdrinks.co.uk.
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