The people at Innocent Drinks have a reputation for being very nice, and it seems well deserved. Before the new Whole Foods Market store opened on 6 June, Innocent co-founder Richard Reed promised to assist the retailer in any way it could.

Blown away by demand, Whole Foods president David Lannon took him up on his offer. Could his staff stack shelves, he asked. Innocent stepped in and stacked everything from sausages to smoothies (naturally).