Vision, mission and values

Green Ink shares the vision of its clients – to create a world free of hunger, poverty and environmental degradation. Accordingly, the company’s vision of itself is:

To be the world’s leading communicator of science for change and development in natural resources and related fields.

Our mission is:

To contribute, through communication services and advice, to the knowledge base that informs sustainable development to reduce hunger, poverty and environmental degradation.

The company adds value to the R&D efforts of its clients by creating communication products and processes that:

• Inform global and national policy debates
• Raise funds and other forms of support for further R&D
• Raise awareness of research results, methods and approaches
• Develop the capacities of R&D professionals and institutions
• Lead to better lives and livelihoods for poor people.

These are the values that matter to us:

• Compassion. This is the primordial virtue that drives what we do. It is a value we share with our clients, whose mission is to eradicate poverty and hunger and to protect the environment in the developing world. It is also the value held by the world’s major spiritual traditions and embraced by the new socially minded businesses of the 21^st century. Compassion is what we seek to practise anyway – whether or not it suits our business interests. Green Ink has signed the Charter for Compassion (http://charterforcompassion.org).

Three other core values express how we do our work:

• Empathy. We aim to have a strong focus on the needs of others, especially our clients and colleagues. We try to tune in to their needs and respond to them – both their expressed needs and the ones they are less aware of.
   
• Expertise. This is the central value that matters to our clients. We are experts in science communication, enabling us to develop high-quality products and offer high-quality advice. And we specialize in agriculture and natural resources R&D, so we understand the issues and topics addressed by our clients.
   
• Enjoyment. We bring enjoyment to our work because it’s creative, serves good causes, and involves friendly and interesting colleagues and clients. We aim to attract and retain staff who enjoy being part of our team. We aim to give our clients an enjoyable time working with us, so that they come back for more.