I’ve worked at innocent since we started selling smoothies almost 15 years ago. A few years in we started our own innocent foundation – a means for us to give 10% of our profits away, to people who needed the money more than us.

One of the first groups we started supporting was Send a Cow, so over the years I’ve heard lots about their work. People from innocent have been over to work on projects in Uganda, and every so often we’ll get an update from our foundation guardians about the good things our money is helping people achieve, via Send a Cow.

However, I have to admit to hearing those updates and feeling good for a moment, and then going about the rest of my day. Work and family and real life take over; it’s not like I spend every minute thinking about the good work we’re enabling Send a Cow to do. And now I realise that that’s because I didn’t really understand what the work was, nor did I really know how it affected people’s lives.

In September 2013 I was lucky enough to travel to Uganda to help make a film, showing the eventual impact that drinking a smoothie can have on someone’s life in a faraway place. Put simply, the more innocent smoothies people buy, the more money we can give to Send a Cow, and the more they can help people shape their own futures – a proper ‘chain of good’.

I didn’t really know what to expect from the trip. But I honestly came home a changed man. A tiny bit wiser, a whole lot better informed about the work that our foundation and Send a Cow do, and generally a more humble man. I’m 40, I have a wife and kids, I live a nice life in a nice house, and I think this trip was a great bit of punctuation in my life. It made me realise, truly, why I do what I do, and why I helped build innocent to operate and behave in the way that it does. I cried when we saw the ‘passing on’ ceremony (people receiving a cow), and all of the excitement and hope that that generated for one family in a pretty remote corner of Uganda.

We made a choice when we started our business – to build something that would make products with a net positive effect, in terms of people’s health, and also in terms of the generosity we could engender. I have no doubt that we made a good choice, and an even better choice in choosing to support Send a Cow – a truly great group of people doing uplifting work.

Sorry if that all sounded gushing. But I meant every word, and I’m proud to have played a small part in the good work that Send a Cow do.

Dan Germain, Global Head of Brand and Creative, innocent