Innocent Drinks has launched a clever “Buy One… Get One Tree” initiative where they are vowing to plant a tree in rural India and Africa for every large carton of juice purchased. They are investing in tree planting schemes in which local community groups choose the tree seeds of their choice, hopefully to provide many benefits including food, shade, soil, medicine and income (no mention of the precarious carbon savings debate…).

What I’m really impressed by is the level of consumer engagement they’ve planned for. Each carton contains a unique code which can be registered online. Then you can see then your tree amongst a big virtual forest of all the other trees that have been planted by Innocent drinkers. The goal is to reach 100,000. Plus you can get a virtual embeddable badge that automatically updates showing how many trees you have personally donated!