Sugar’s Apprentice ain’t so sweet on social enterprise, Ben&Jerry’s founder tells BBC

Two former Apprentice stars, the co-founder of Ben&Jerry’s and the founder of The Big Issue have joined a campaign by Social Enterprise UK to get TV programmes focused onto social entrepreneurship.

In a letter to the BBC, Tim Campbell MBE, winner of the first series of The Apprentice, John Bird MBE, founder of The Big Issue, and Jerry Greenfield of Ben & Jerry’s ice cream, are calling for a new type of ‘The Apprentice’ show.

‘The Social Apprentice’ – a new campaign launched today by Social Enterprise UK, the national body for social enterprise – claims shows like the ‘The Apprentice’ are out of touch with current business trends.

They say the UK is experiencing a start-up boom in social enterprises – especially in deprived areas. The UK is widely regarded as a global leader in social enterprise, and is home to innovations like the world’s first social investment bank.

But mainstream business programming is failing to take account of the changing nature of UK businesses.

The letter, addressed to Charlotte Moore, Acting Controller of BBC One, says shows like ‘The Apprentice’ inspire generations of entrepreneurs and provide role-models for young leaders and great swathes of the workforce.

But the national broadcaster’s current focus on just-for-profit business ‘does not represent the reality on the ground’ and is ignoring a whole wave of business innovation.

The letter challenges the broadcaster to create and commission programmes that recognise the entrepreneurs and businesses working to tackle head-on the UK’s social and environmental problems.

Further signatories include Ben Ramsden, Founder & CEO of Pants to Poverty, Sophi Tranchell MBE, Managing Director of Divine Chocolate, Karen Lynch, CEO of Belu Water, Claire Dove MBE DL, CEO of Blackburne House, Kresse Wesling, Co-Founder & Director, Elvis & Kresse and Melody Hossaini, Founder & CEO of InspirEngage International and a participant in the sixth series of The Apprentice.

Hossaini said: ‘Figures show that The Apprentice is responsible for inspiring a wave of entrepreneurs to start their own businesses. But, while this is positive, the series does not show the social values that exist in modern business. Recently, InspirEngage International launched 'The Social Enterprise Revolution', to build social enterprise into the curriculum and introduce it as a viable career path. We need to spread this same message on public platforms,, and show people that they can also set up businesses to create a positive change in society.’

John Bird MBE, Editor-in-chief of The Big Issue, said: ‘We need more TV shows about social entrepreneurs and enterprises. Though at times the sector is overlooked, more and more people are buying into the idea that we need business and social need to come together. There are a lot of very exciting stories and a lot of interesting people doing astonishing things.’

Peter Holbrook, CEO of Social Enterprise UK, said: ‘We - business leaders and social entrepreneurs - want to see the BBC broadcast business programmes that represent the reality on the ground. Shows like The Apprentice are out of touch with current trends in the business world. The public needs to know that a fast-growing swathe of British businesses only exists to service social or environmental purposes. They are free from shareholders looking for dividends, and they reinvest their profits. In the UK we have a social enterprise movement that is admired by people and countries around the world. Our public broadcaster could do much more to report on the work and impact of social enterprises.’

SEUK said research showed that UK social enterprises are outstripping mainstream SMEs for growth and creating more jobs relative to turnover.