Entrepreneur takes financial hit to protect customers from rising cost of living

In 2022, mobile phone accessories manufacturer juice donated £70k worth of desperately needed chargers to the Ukraine.
What the company did next is an example of selfless business practice and the ultimate act of customer care.
Founder and CEO of juice, Jolyon Bennett, made the decision NOT to put up the prices on any juice products, despite a rise in inflation in the UK and the economic impact of foreign issues such as the COVID-19 pandemic, the Russian invasion of Ukraine and post-Brexit trade.
As a result, the ownership of juice took a financial hit and the company’s profitability is the worst it has been for 10 years. Even with the cost of goods increasing 15% due to the exchange rate, the team stood by not moving on its prices to save customers a few pounds to spend on necessities.
The decision to keep prices the same was driven by a genuine motivation by the juice team to give their loyal customers a bit of a break during such hard times. They also felt that their retailers shouldn’t have to increase their prices in an attempt to protect consumers further.
Bennett, commented: “We at juice are very grateful to our … Read More