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Dear Entrepreneur: Letters from Those That Have Made it And Are Making It Happen by Andrew Blackman, Danny Bailey

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Innocent

Dear Entrepreneur,

In 1999 I started a smoothie company called innocent with my two best friends, Jon and Adam. Thirteen years later, we are the number one smoothie brand in the UK (and across Europe) and each week we sell more than 2 million smoothies, turning over more than £200 million each year.

Over the years we’ve discovered a great deal about starting and running a business, having ideas and thinking differently, building a brand from nothing, and which fruits taste nicest together. We think our ideas are pretty universal. They could apply to any business, and we’ve got a few here to share with you (we’ll probably leave out the fruit-based ones – you can look in our recipe book for the best smoothie combinations if you’re ...

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