Work - Module 2A

B2 First · Multiple Choice Reading · First Expert Coursebook, Pearson Education

You are going to read an article about three men who went into business together. For questions 1–6, choose the answer (A, B, C or D) which you think fits best according to the text.

Back in 1998, three 26-year-olds, Adam Balon, Richard Reed and Jon Wright, made up their minds that it was time they either left their well-paid jobs in management consultancy and advertising and went into business together or stopped talking about it. What kind of business they wanted to set up they weren't quite sure but it was something they had been discussing ever since they were at university together. Deciding that the way forward was to make it easier for busy people to be healthy, the trio bought some fruit and made smoothies, which they then tested on people at a small jazz festival in London. 'We put up a large sign asking, "Should we quit our jobs to make these smoothies?" and put out one bin saying "Yes" and another saying "No".' The 'Yes' bin filled up immediately with empty bottles and the next day they resigned from their jobs. However, launching Innocent smoothies did not happen overnight. Experts in the food industry told them that their product was too expensive and without the use of additives, the drinks wouldn't last long. Even more worryingly, the numerous banks they approached were not too keen on financing them and it wasn't until their savings were about to run out that a wealthy businessman took a leap of faith and invested in the business. Ignoring most of the advice they'd been given, Innocent then went on to create a range of drinks made from 100 percent fresh fruit and nothing else. Careful production and high-tech packaging gave the drinks the longest possible shelf life but they stuck to their beliefs by not messing about with them at all. The next step was to persuade local shops to stock their product, which they delivered personally in their grass-covered minibus. Their airy office in London, affectionately known as 'Fruit Towers', is open plan, the 'grass' floors, table football games, beanbags and casually dressed trendy young staff representing the fresh feeling Innocent is trying to create. But alongside all this quirkiness is an impressive business. New recipes created in the high-tech kitchen are tried out on the people in the surrounding office buildings, although new product ideas, however fashionable, are rejected if they go too far away from their main aim: making a natural, healthy, great-tasting drink. Their confidence that a quality product will sell itself appears to have paid off; despite minimal advertising, Innocent currently sells more than two million smoothies per week. Aside from the greenery, one of the first things you notice about Fruit Towers is how happy everyone there seems to be. The three partners were convinced that success relies on the well-being and happiness of the people who work there, so as well as financial incentives like company shares, healthcare and extra bonuses, the staff are motivated by snowboarding trips, scholarships to enable them to pursue outside interests and studies, and a wide choice of social and sporting activities. Innocent employees are positive, motivated and proud of where they work, which is why the company has won numerous awards over the years, including Guardian Employer of the Year and top place in the Sunday Times' 'Best small companies to work for' list. Wright, Balon and Reed had firm ideas from the very beginning about the kind of company they wanted to run. Their aim was to provide a wide range of healthy drinks, make Innocent a global brand and take its ethical values to the world's consumers. Even when, in February 2013, Coca-Cola took full control of Innocent, Reed denied that his company was 'selling out'. In anticipation of the negative reaction from those who value the Innocent image and reputation, he assured customers that Coca-Cola was 100 percent committed to protecting the brand and its values, including a promise to give 10 percent of profits to charity. In addition, the founders would continue to advise Innocent, which would continue to be run by its own team from 'Fruit Towers'.

always dreamt of creating fruit drinks together.

realised that one of their business ideas might be a success.

decided their 'real jobs' did not allow them to live healthy lives.

lost interest in what they were doing before.

The three friends gave up their 'real jobs' because they had

deciding how to package the drink attractively.

getting investors to put money into the business.

working out how to keep healthy drinks fresh.

keeping the cost low enough to sell to supermarkets.

Innocent's major obstacle to marketing their smoothies was

change the basic contents of the drinks.

worry about which bottles the drinks were in.

check how long the drinks were kept in the shops.

allow anyone else to distribute the drinks.

The expression not messing about with them in line 15 suggests that they didn't

the staff are young and dynamic.

the ingredients change according to what is popular at the time.

the company has benefited from the partners' experience in advertising.

the partners have kept a very clear focus on what they do.

The business has become very successful because

are paid more than other people in similar jobs.

appreciate working for a prize-winning company.

feel they are valued by the organisation.

get a lot of time off to pursue their own interests.

Employees are motivated to work for Innocent because they

did not allow itself to become too big.

was much admired for its underlying philosophy.

believed in encouraging healthy eating.

did not concern itself with making a lot of money.

Innocent became a popular company when it was set up because it

These men are Innocent!

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