hello everyone and welcome to another google+ hangout i’m super excited to
google+ hangout i’m super excited to
google+ hangout i’m super excited to have seth boldmann with me who is one of
have seth boldmann with me who is one of
have seth boldmann with me who is one of the cofounders of honesty and I’ve been
the cofounders of honesty and I’ve been
the cofounders of honesty and I’ve been doing this series if you guys know
doing this series if you guys know
doing this series if you guys know interviewing successful entrepreneurs
interviewing successful entrepreneurs
interviewing successful entrepreneurs who have built a business around one
who have built a business around one
who have built a business around one word and how they’ve done it and so
word and how they’ve done it and so
word and how they’ve done it and so super excited to have staff on board
super excited to have staff on board
super excited to have staff on board Seth welcome to our hangout thanks
Seth welcome to our hangout thanks
Seth welcome to our hangout thanks having good to be with you awesome and
having good to be with you awesome and
having good to be with you awesome and so for people who may not be super
so for people who may not be super
so for people who may not be super familiar with honesty could you give a
familiar with honesty could you give a
familiar with honesty could you give a quick background for everybody sure
quick background for everybody sure
quick background for everybody sure where the nation’s top selling organic
where the nation’s top selling organic
where the nation’s top selling organic bottled tea it’s a company I started out
bottled tea it’s a company I started out
bottled tea it’s a company I started out of my house 18 years ago now so we gonna
of my house 18 years ago now so we gonna
of my house 18 years ago now so we gonna add it for a while but that we’ve grown
add it for a while but that we’ve grown
add it for a while but that we’ve grown quite a bit over the years but now in
quite a bit over the years but now in
quite a bit over the years but now in over 100 thousand stores around the
over 100 thousand stores around the
over 100 thousand stores around the country and we just launched this this
country and we just launched this this
country and we just launched this this month with Wendy’s which is really
month with Wendy’s which is really
month with Wendy’s which is really exciting for us awesome now when you
exciting for us awesome now when you
exciting for us awesome now when you were starting you know I read the story
were starting you know I read the story
were starting you know I read the story and you wanted something that that was
and you wanted something that that was
and you wanted something that that was made with organic materials and it
made with organic materials and it
made with organic materials and it wasn’t as sweet as the other products on
wasn’t as sweet as the other products on
wasn’t as sweet as the other products on the market right how important was the
the market right how important was the
the market right how important was the name honest as a part of what you were
name honest as a part of what you were
name honest as a part of what you were doing that’s always been the foundation
doing that’s always been the foundation
doing that’s always been the foundation of what we’re doing it’s really our core
of what we’re doing it’s really our core
of what we’re doing it’s really our core proposition so honest for a smooth
proposition so honest for a smooth
proposition so honest for a smooth number one it tastes like what it says
number one it tastes like what it says
number one it tastes like what it says it is and that’s because we don’t
it is and that’s because we don’t
it is and that’s because we don’t sweeten it with funders sweetener so it
sweeten it with funders sweetener so it
sweeten it with funders sweetener so it is just the ingredients or a bit of
is just the ingredients or a bit of
is just the ingredients or a bit of sweetener the other element of course
sweetener the other element of course
sweetener the other element of course honest means an honest and healthy
honest means an honest and healthy
honest means an honest and healthy relationship with the environment so
relationship with the environment so
relationship with the environment so that we everything we buy is organic
that we everything we buy is organic
that we everything we buy is organic certified and has organic certification
certified and has organic certification
certified and has organic certification and then on honest relationship with the
and then on honest relationship with the
and then on honest relationship with the consumer to we will do our best to
consumer to we will do our best to
consumer to we will do our best to transparent and to do what we say we
transparent and to do what we say we
transparent and to do what we say we intend to do so this honest kind of core
intend to do so this honest kind of core
intend to do so this honest kind of core value of yours is it something that’s
value of yours is it something that’s
value of yours is it something that’s always been a part of of you as Seth or
always been a part of of you as Seth or
always been a part of of you as Seth or is it something that when you founded
is it something that when you founded
is it something that when you founded your company said okay we’re going to
your company said okay we’re going to
your company said okay we’re going to build their own honesty well I think
build their own honesty well I think
build their own honesty well I think it’s important to talk about is striving
it’s important to talk about is striving
it’s important to talk about is striving I never would want to describe myself or
I never would want to describe myself or
I never would want to describe myself or our company is perfect but we always
our company is perfect but we always
our company is perfect but we always have that aspiration to be transparent
have that aspiration to be transparent
have that aspiration to be transparent so that’s certainly something we had
so that’s certainly something we had
so that’s certainly something we had from the beginning this idea that we
from the beginning this idea that we
from the beginning this idea that we could be transparent that we would
could be transparent that we would
could be transparent that we would always aspire to be better and I think
always aspire to be better and I think
always aspire to be better and I think we you know continue to do that
we you know continue to do that
we you know continue to do that why do you think that comes from for you
why do you think that comes from for you
why do you think that comes from for you personally honesty like why is that such
personally honesty like why is that such
personally honesty like why is that such an important word for you well I’m I
an important word for you well I’m I
an important word for you well I’m I just I’m certainly I’ve been around the
just I’m certainly I’ve been around the
just I’m certainly I’ve been around the nonprofit sector in the public sector
nonprofit sector in the public sector
nonprofit sector in the public sector and I’m obviously now for 18 years a
and I’m obviously now for 18 years a
and I’m obviously now for 18 years a private sector and i would say that
private sector and i would say that
private sector and i would say that there is so much in all the sectors i
there is so much in all the sectors i
there is so much in all the sectors i find that isn’t authentic and you know
find that isn’t authentic and you know
find that isn’t authentic and you know when you look at it what is the real
when you look at it what is the real
when you look at it what is the real currency today that’s valuable is trust
currency today that’s valuable is trust
currency today that’s valuable is trust how do people how do we find a way to
how do people how do we find a way to
how do people how do we find a way to help trust it’s not something you can
help trust it’s not something you can
help trust it’s not something you can build over that you can it takes years
build over that you can it takes years
build over that you can it takes years to build that can take a second to lose
to build that can take a second to lose
to build that can take a second to lose and so for us that’s something we
and so for us that’s something we
and so for us that’s something we continue to invest it you think there’s
continue to invest it you think there’s
continue to invest it you think there’s a defining moment either in your
a defining moment either in your
a defining moment either in your business career your personal career
business career your personal career
business career your personal career that makes you feel like man this the
that makes you feel like man this the
that makes you feel like man this the world needs more honesty um not one
world needs more honesty um not one
world needs more honesty um not one moment but i do remember early on before
moment but i do remember early on before
moment but i do remember early on before we launched we were doing some focus
we launched we were doing some focus
we launched we were doing some focus groups and we were listening to
groups and we were listening to
groups and we were listening to consumers and what we kept hearing
consumers and what we kept hearing
consumers and what we kept hearing repeatedly was how much people had a
repeatedly was how much people had a
repeatedly was how much people had a distrust of the beverage industry of
distrust of the beverage industry of
distrust of the beverage industry of corporate America in general that you
corporate America in general that you
corporate America in general that you know companies would say anything or
know companies would say anything or
know companies would say anything or might not necessarily be honest and so
might not necessarily be honest and so
might not necessarily be honest and so this idea that know if you could be
this idea that know if you could be
this idea that know if you could be honest or you could aspire to be honest
honest or you could aspire to be honest
honest or you could aspire to be honest and be honest when you’re at least when
and be honest when you’re at least when
and be honest when you’re at least when you’re falling short that would be a
you’re falling short that would be a
you’re falling short that would be a very valuable thing to create 11 for
very valuable thing to create 11 for
very valuable thing to create 11 for people watching uh obviously it’s great
people watching uh obviously it’s great
people watching uh obviously it’s great on the marketing side but you’ve done a
on the marketing side but you’ve done a
on the marketing side but you’ve done a lot more around honest than just using
lot more around honest than just using
lot more around honest than just using as a catchy slogan in the way to sell
as a catchy slogan in the way to sell
as a catchy slogan in the way to sell tea built the whole business around and
tea built the whole business around and
tea built the whole business around and the way you operate and where you have
the way you operate and where you have
the way you operate and where you have your offices can you talk about how how
your offices can you talk about how how
your offices can you talk about how how honest is kind of permeated you’re
honest is kind of permeated you’re
honest is kind of permeated you’re nervous yeah I think it is really a part
nervous yeah I think it is really a part
nervous yeah I think it is really a part of we seek to make a part of our culture
of we seek to make a part of our culture
of we seek to make a part of our culture so our open space there’s no closed
so our open space there’s no closed
so our open space there’s no closed rooms and that you know speech to the
rooms and that you know speech to the
rooms and that you know speech to the transparency we have always when we
transparency we have always when we
transparency we have always when we built the company for the first ten
built the company for the first ten
built the company for the first ten years when we were independent we had
years when we were independent we had
years when we were independent we had stock options for all the employees so
stock options for all the employees so
stock options for all the employees so everyone had a shared investment in what
everyone had a shared investment in what
everyone had a shared investment in what we’re building and now that we since
we’re building and now that we since
we’re building and now that we since we’ve been acquired we continue to find
we’ve been acquired we continue to find
we’ve been acquired we continue to find ways to create entrepreneurial
ways to create entrepreneurial
ways to create entrepreneurial structures where people
structures where people
structures where people you the business results can share in
you the business results can share in
you the business results can share in the benefits of the results and so those
the benefits of the results and so those
the benefits of the results and so those those are values we really try to
those are values we really try to
those are values we really try to ingrain in our employees too and I think
ingrain in our employees too and I think
ingrain in our employees too and I think they’re the other thing is you know open
they’re the other thing is you know open
they’re the other thing is you know open book management people understand how
book management people understand how
book management people understand how the business is doing all the time
the business is doing all the time
the business is doing all the time there’s no guesswork we never have a
there’s no guesswork we never have a
there’s no guesswork we never have a conversation with somebody where they
conversation with somebody where they
conversation with somebody where they wonder you know if there’s a bonus or
wonder you know if there’s a bonus or
wonder you know if there’s a bonus or what their bonus will be they know
what their bonus will be they know
what their bonus will be they know exactly how the business is doing
exactly how the business is doing
exactly how the business is doing because they own their piece of business
because they own their piece of business
because they own their piece of business and have direct accountability to it how
and have direct accountability to it how
and have direct accountability to it how do you hire for honesty hmm well you uh
do you hire for honesty hmm well you uh
do you hire for honesty hmm well you uh you know you certainly we spend a lot we
you know you certainly we spend a lot we
you know you certainly we spend a lot we do multiple people interviewed multiple
do multiple people interviewed multiple
do multiple people interviewed multiple candidates we bring the people into the
candidates we bring the people into the
candidates we bring the people into the office so they can see our environment
office so they can see our environment
office so they can see our environment and how we work and you know we
and how we work and you know we
and how we work and you know we certainly try to make sure the people
certainly try to make sure the people
certainly try to make sure the people coming in have a full understanding and
coming in have a full understanding and
coming in have a full understanding and obviously we check references um you
obviously we check references um you
obviously we check references um you know if you can’t get it perfectly all
know if you can’t get it perfectly all
know if you can’t get it perfectly all the time so there’s obviously in any
the time so there’s obviously in any
the time so there’s obviously in any entrepreneurial organization there’s
entrepreneurial organization there’s
entrepreneurial organization there’s going to be occasions where people don’t
going to be occasions where people don’t
going to be occasions where people don’t fit we’ve certainly had that happened I
fit we’ve certainly had that happened I
fit we’ve certainly had that happened I think one of the benefits is because we
think one of the benefits is because we
think one of the benefits is because we are still a very results driven business
are still a very results driven business
are still a very results driven business we know pretty quickly whether or not
we know pretty quickly whether or not
we know pretty quickly whether or not somebody fits and it usually doesn’t
somebody fits and it usually doesn’t
somebody fits and it usually doesn’t last long if it’s not a fit have you
last long if it’s not a fit have you
last long if it’s not a fit have you ever had to make a difficult choice that
ever had to make a difficult choice that
ever had to make a difficult choice that might on paper and short term look good
might on paper and short term look good
might on paper and short term look good for the business but you felt was
for the business but you felt was
for the business but you felt was countered to your honest values um no
countered to your honest values um no
countered to your honest values um no you know we for example I mean the most
you know we for example I mean the most
you know we for example I mean the most vivid one of course would be well like
vivid one of course would be well like
vivid one of course would be well like if we made our drinks sweeter we know
if we made our drinks sweeter we know
if we made our drinks sweeter we know they would sell more that’s just my back
they would sell more that’s just my back
they would sell more that’s just my back it was like we have really kept that
it was like we have really kept that
it was like we have really kept that discipline understanding we’re building
discipline understanding we’re building
discipline understanding we’re building something long term here and so you know
something long term here and so you know
something long term here and so you know even if consumers aren’t exactly where
even if consumers aren’t exactly where
even if consumers aren’t exactly where we want them to be today if we’re going
we want them to be today if we’re going
we want them to be today if we’re going to be a valuable brand we’ve got to stay
to be a valuable brand we’ve got to stay
to be a valuable brand we’ve got to stay with what we think is the right
with what we think is the right
with what we think is the right formulations and and you know I would
formulations and and you know I would
formulations and and you know I would say now we’re kind of reaping the
say now we’re kind of reaping the
say now we’re kind of reaping the benefits of those earlier hard decisions
benefits of those earlier hard decisions
benefits of those earlier hard decisions did you have people who who said that
did you have people who who said that
did you have people who who said that that was a stupid decision or even
that was a stupid decision or even
that was a stupid decision or even people in the industry said hey just
people in the industry said hey just
people in the industry said hey just just add a little more sugar to it or a
just add a little more sugar to it or a
just add a little more sugar to it or a little more
little more
little more all the time for sure interesting a lot
all the time for sure interesting a lot
all the time for sure interesting a lot of companies I have a list of core
of companies I have a list of core
of companies I have a list of core values you know and I don’t know if you
values you know and I don’t know if you
values you know and I don’t know if you even the CEO would be able to name off
even the CEO would be able to name off
even the CEO would be able to name off the core values of their companies and
the core values of their companies and
the core values of their companies and it just seems to be something that
it just seems to be something that
it just seems to be something that people do instead of something that
people do instead of something that
people do instead of something that companies actually live does does having
companies actually live does does having
companies actually live does does having a you know something built around
a you know something built around
a you know something built around something as simple to understand is
something as simple to understand is
something as simple to understand is honesty help help attract help attract
honesty help help attract help attract
honesty help help attract help attract customers help attract people help
customers help attract people help
customers help attract people help attract suppliers to the mission that
attract suppliers to the mission that
attract suppliers to the mission that you guys are on yeah it certainly does I
you guys are on yeah it certainly does I
you guys are on yeah it certainly does I mean you can still have multiple
mean you can still have multiple
mean you can still have multiple interpretations of exactly what honesty
interpretations of exactly what honesty
interpretations of exactly what honesty means but the end of the day you know we
means but the end of the day you know we
means but the end of the day you know we know it helps guide our packaging
know it helps guide our packaging
know it helps guide our packaging decisions you know we know we need to
decisions you know we know we need to
decisions you know we know we need to think about where is the minimal
think about where is the minimal
think about where is the minimal environmental impact where’s the most
environmental impact where’s the most
environmental impact where’s the most transparent package we can find it
transparent package we can find it
transparent package we can find it certainly guides what kind of partners
certainly guides what kind of partners
certainly guides what kind of partners we promote with you know we want to make
we promote with you know we want to make
we promote with you know we want to make sure we’re affiliated with either brands
sure we’re affiliated with either brands
sure we’re affiliated with either brands that share our values if we’re going to
that share our values if we’re going to
that share our values if we’re going to be doing some kind of a promotion and so
be doing some kind of a promotion and so
be doing some kind of a promotion and so it is it also makes decisions pretty
it is it also makes decisions pretty
it is it also makes decisions pretty clear-cut we’ve had you know some events
clear-cut we’ve had you know some events
clear-cut we’ve had you know some events in the past where we had a questionable
in the past where we had a questionable
in the past where we had a questionable behavior by an employee and we knew our
behavior by an employee and we knew our
behavior by an employee and we knew our mission you know if it was dishonest
mission you know if it was dishonest
mission you know if it was dishonest baby there wasn’t a short it wasn’t a
baby there wasn’t a short it wasn’t a
baby there wasn’t a short it wasn’t a long discussion we didn’t elaborate much
long discussion we didn’t elaborate much
long discussion we didn’t elaborate much like well we know what we stand for and
like well we know what we stand for and
like well we know what we stand for and so we had to take quick action and it
so we had to take quick action and it
so we had to take quick action and it was hard for a consumer who I’m sorry
was hard for a consumer who I’m sorry
was hard for a consumer who I’m sorry for an employee who hadn’t been
for an employee who hadn’t been
for an employee who hadn’t been forthright to somehow try to defend him
forthright to somehow try to defend him
forthright to somehow try to defend him or herself right I’m I guess it’ll help
or herself right I’m I guess it’ll help
or herself right I’m I guess it’ll help self eliminate the wrong people as well
self eliminate the wrong people as well
self eliminate the wrong people as well right people see honest and the people
right people see honest and the people
right people see honest and the people say lots that’s stupid who names their
say lots that’s stupid who names their
say lots that’s stupid who names their company honest you know you don’t want
company honest you know you don’t want
company honest you know you don’t want those guys in your business anyway yeah
those guys in your business anyway yeah
those guys in your business anyway yeah yeah the only thing is that we don’t
yeah the only thing is that we don’t
yeah the only thing is that we don’t want to sound self-righteous we are you
want to sound self-righteous we are you
want to sound self-righteous we are you know recognizing that it’s always a
know recognizing that it’s always a
know recognizing that it’s always a process that we’re on a journey so as
process that we’re on a journey so as
process that we’re on a journey so as long as we sort of people understand
long as we sort of people understand
long as we sort of people understand they’re moving in that the right
they’re moving in that the right
they’re moving in that the right direction and there that we’re along
direction and there that we’re along
direction and there that we’re along that journey ourselves as a company then
that journey ourselves as a company then
that journey ourselves as a company then I think that’s important too what do you
I think that’s important too what do you
I think that’s important too what do you feel is next along that journey what
feel is next along that journey what
feel is next along that journey what what happened
what happened
what happened done yet that’s kind of on the path to
done yet that’s kind of on the path to
done yet that’s kind of on the path to make it more well certainly the first
make it more well certainly the first
make it more well certainly the first priority is growth we continue to grow
priority is growth we continue to grow
priority is growth we continue to grow very aggressively we’ve been seeing
very aggressively we’ve been seeing
very aggressively we’ve been seeing strong double-digit growth for think
strong double-digit growth for think
strong double-digit growth for think really at least the past 10 years so if
really at least the past 10 years so if
really at least the past 10 years so if you know we’re on a good run he
you know we’re on a good run he
you know we’re on a good run he continued to we talked about trying to
continued to we talked about trying to
continued to we talked about trying to democratize organic so we never set out
democratize organic so we never set out
democratize organic so we never set out just to sell healthy drinks to healthy
just to sell healthy drinks to healthy
just to sell healthy drinks to healthy people our goal is to really bring these
people our goal is to really bring these
people our goal is to really bring these products to people all around the
products to people all around the
products to people all around the country and that’s why we’re so excited
country and that’s why we’re so excited
country and that’s why we’re so excited about the partnership with Wendy’s as an
about the partnership with Wendy’s as an
about the partnership with Wendy’s as an example so that’s clearly a the first
example so that’s clearly a the first
example so that’s clearly a the first priority is to expand our user base to
priority is to expand our user base to
priority is to expand our user base to expand the number of occasions and
expand the number of occasions and
expand the number of occasions and opportunities people have to consume our
opportunities people have to consume our
opportunities people have to consume our products and then beyond that we can
products and then beyond that we can
products and then beyond that we can think about what are the other
think about what are the other
think about what are the other categories where it makes sense to have
categories where it makes sense to have
categories where it makes sense to have an honest food or an honest drink and
an honest food or an honest drink and
an honest food or an honest drink and and so obviously we’ve been in the
and so obviously we’ve been in the
and so obviously we’ve been in the beverage space but we know this space
beverage space but we know this space
beverage space but we know this space and food and then of course beyond that
and food and then of course beyond that
and food and then of course beyond that we know this great international
we know this great international
we know this great international opportunities these values that we’re
opportunities these values that we’re
opportunities these values that we’re building and and the translation of our
building and and the translation of our
building and and the translation of our business or if I nomemes exclusive to
business or if I nomemes exclusive to
business or if I nomemes exclusive to the United States there’s a lot of
the United States there’s a lot of
the United States there’s a lot of people around the world who will benefit
people around the world who will benefit
people around the world who will benefit from moving toward a healthier diet and
from moving toward a healthier diet and
from moving toward a healthier diet and we want to be able to be their partner
we want to be able to be their partner
we want to be able to be their partner journey so how would you look at you
journey so how would you look at you
journey so how would you look at you know some people might look at that a
know some people might look at that a
know some people might look at that a relationship with wendy’s for example
relationship with wendy’s for example
relationship with wendy’s for example and say well when these doesn’t sell
and say well when these doesn’t sell
and say well when these doesn’t sell honest food why are you guys partnered
honest food why are you guys partnered
honest food why are you guys partnered with wendy’s is it you want to it
with wendy’s is it you want to it
with wendy’s is it you want to it furthers your mission of spreading
furthers your mission of spreading
furthers your mission of spreading honesty and making you know these other
honesty and making you know these other
honesty and making you know these other brains more honest and having consumers
brains more honest and having consumers
brains more honest and having consumers be able to could consume more honest
be able to could consume more honest
be able to could consume more honest product is that how you look at it well
product is that how you look at it well
product is that how you look at it well just as I said every company every
just as I said every company every
just as I said every company every person’s on that journey and every
person’s on that journey and every
person’s on that journey and every companies on that journey too so i think
companies on that journey too so i think
companies on that journey too so i think if you look ten years ago the whole
if you look ten years ago the whole
if you look ten years ago the whole American diet was in a very different
American diet was in a very different
American diet was in a very different place it moves towards a healthier place
place it moves towards a healthier place
place it moves towards a healthier place in a more environmentally sustainable
in a more environmentally sustainable
in a more environmentally sustainable place this is where we’re an important
place this is where we’re an important
place this is where we’re an important partner in that process and so we’ve
partner in that process and so we’ve
partner in that process and so we’ve been very excited to see how Wendy’s has
been very excited to see how Wendy’s has
been very excited to see how Wendy’s has embraced what our product is the values
embraced what our product is the values
embraced what our product is the values behind it and and so it’s been a great
behind it and and so it’s been a great
behind it and and so it’s been a great compliment as they you know their menu
compliment as they you know their menu
compliment as they you know their menu have gotten healthier and whether their
have gotten healthier and whether their
have gotten healthier and whether their salads they’re offering one other
salads they’re offering one other
salads they’re offering one other offerings that really complement an
offerings that really complement an
offerings that really complement an organic fairtrade look you know a lower
organic fairtrade look you know a lower
organic fairtrade look you know a lower sugar bottle tea it’s great to have a
sugar bottle tea it’s great to have a
sugar bottle tea it’s great to have a partner like that that has such a
partner like that that has such a
partner like that that has such a I user base and so many people coming in
I user base and so many people coming in
I user base and so many people coming in their doors every day one where can go
their doors every day one where can go
their doors every day one where can go like how far I can extend the brand can
like how far I can extend the brand can
like how far I can extend the brand can you bring on can you bring on obviously
you bring on can you bring on obviously
you bring on can you bring on obviously food products is a an easy step could
food products is a an easy step could
food products is a an easy step could you could you go further could you go
you could you go further could you go
you could you go further could you go you know could you have honest cars you
you know could you have honest cars you
you know could you have honest cars you have honest computers is that part of
have honest computers is that part of
have honest computers is that part of the revolution you know part of it is
the revolution you know part of it is
the revolution you know part of it is you have to have a discipline you really
you have to have a discipline you really
you have to have a discipline you really have to understand something and build
have to understand something and build
have to understand something and build that out we have we’re so early in what
that out we have we’re so early in what
that out we have we’re so early in what we’re building so our first aspiration
we’re building so our first aspiration
we’re building so our first aspiration and still the one we’re working on is to
and still the one we’re working on is to
and still the one we’re working on is to make this a beverage brand that we call
make this a beverage brand that we call
make this a beverage brand that we call it a billion-dollar brand so you know
it a billion-dollar brand so you know
it a billion-dollar brand so you know that that is a goal that we have
that that is a goal that we have
that that is a goal that we have certainly with the coca-cola system
certainly with the coca-cola system
certainly with the coca-cola system shares as well and so we have a long way
shares as well and so we have a long way
shares as well and so we have a long way to go in building it to be a
to go in building it to be a
to go in building it to be a billion-dollar beverage brand so these
billion-dollar beverage brand so these
billion-dollar beverage brand so these other opportunities I think will
other opportunities I think will
other opportunities I think will continue to be there to build it out to
continue to be there to build it out to
continue to be there to build it out to food or other space but we’ve got to
food or other space but we’ve got to
food or other space but we’ve got to build the beverage piece first because
build the beverage piece first because
build the beverage piece first because once we do that the other pieces will
once we do that the other pieces will
once we do that the other pieces will become and will make more sense and
become and will make more sense and
become and will make more sense and we’ve seen you know one of the one of
we’ve seen you know one of the one of
we’ve seen you know one of the one of the areas on brand is just exploded as a
the areas on brand is just exploded as a
the areas on brand is just exploded as a line called honest kids it’s a line up
line called honest kids it’s a line up
line called honest kids it’s a line up as it sounds so you know toward it’s a
as it sounds so you know toward it’s a
as it sounds so you know toward it’s a juice drink for kids using sold in a
juice drink for kids using sold in a
juice drink for kids using sold in a juice pouch or a juice box and that
juice pouch or a juice box and that
juice pouch or a juice box and that business is grown consistently you know
business is grown consistently you know
business is grown consistently you know in the thirty to forty percent range
in the thirty to forty percent range
in the thirty to forty percent range every year it’s now more than a third of
every year it’s now more than a third of
every year it’s now more than a third of our business and so that’s a great
our business and so that’s a great
our business and so that’s a great example of how we can extend the brand
example of how we can extend the brand
example of how we can extend the brand for the right occasion and same idea
for the right occasion and same idea
for the right occasion and same idea that it’s organic and less sugar than
that it’s organic and less sugar than
that it’s organic and less sugar than exactly the other products yeah that’s
exactly the other products yeah that’s
exactly the other products yeah that’s great I mean I have a five-year-old son
great I mean I have a five-year-old son
great I mean I have a five-year-old son and the amount of sugar in the juice
and the amount of sugar in the juice
and the amount of sugar in the juice boxes is just ridiculous yeah yeah it’s
boxes is just ridiculous yeah yeah it’s
boxes is just ridiculous yeah yeah it’s I was buying those those sugary juice
I was buying those those sugary juice
I was buying those those sugary juice pouches for my kids I have to admit and
pouches for my kids I have to admit and
pouches for my kids I have to admit and so it won one of my son said how come
so it won one of my son said how come
so it won one of my son said how come you’re selling these healthy dreams to
you’re selling these healthy dreams to
you’re selling these healthy dreams to grownups but you’re putting really
grownups but you’re putting really
grownups but you’re putting really sugary drinks in our lunch boxes and I
sugary drinks in our lunch boxes and I
sugary drinks in our lunch boxes and I said no right and so that line is just
said no right and so that line is just
said no right and so that line is just exploded it’s it’s and it totally
exploded it’s it’s and it totally
exploded it’s it’s and it totally connects with an unmet need for sure is
connects with an unmet need for sure is
connects with an unmet need for sure is that is a chronic available nationwide
that is a chronic available nationwide
that is a chronic available nationwide nationwide it’s an all target stores
nationwide it’s an all target stores
nationwide it’s an all target stores it’s in Whole Foods it’s in really most
it’s in Whole Foods it’s in really most
it’s in Whole Foods it’s in really most safeway kroger it’s in all
safeway kroger it’s in all
safeway kroger it’s in all major grocery stores cool I gotta check
major grocery stores cool I gotta check
major grocery stores cool I gotta check it out yeah for entrepreneurs who are
it out yeah for entrepreneurs who are
it out yeah for entrepreneurs who are looking to that’s the audience watching
looking to that’s the audience watching
looking to that’s the audience watching the show for entrepreneurs looking to
the show for entrepreneurs looking to
the show for entrepreneurs looking to you know build their business around a a
you know build their business around a a
you know build their business around a a core value what kind of advice would you
core value what kind of advice would you
core value what kind of advice would you give them well and I i think it’s it’s
give them well and I i think it’s it’s
give them well and I i think it’s it’s something i saw on your website as well
something i saw on your website as well
something i saw on your website as well you’ve gotta have passion for what
you’ve gotta have passion for what
you’ve gotta have passion for what you’re doing you’ve got to really have a
you’re doing you’ve got to really have a
you’re doing you’ve got to really have a clear point of view you know don’t don’t
clear point of view you know don’t don’t
clear point of view you know don’t don’t try to chase the market chase where
try to chase the market chase where
try to chase the market chase where something you believe is an idea and and
something you believe is an idea and and
something you believe is an idea and and and then make sure what you’re offering
and then make sure what you’re offering
and then make sure what you’re offering is different and distinct from the
is different and distinct from the
is different and distinct from the market you know we as I said we know we
market you know we as I said we know we
market you know we as I said we know we could grow faster if we made our drink
could grow faster if we made our drink
could grow faster if we made our drink sweeter but in the day we would have
sweeter but in the day we would have
sweeter but in the day we would have built something that didn’t have any
built something that didn’t have any
built something that didn’t have any meaning because everybody can build a
meaning because everybody can build a
meaning because everybody can build a sweet drink and a sweet drink brand not
sweet drink and a sweet drink brand not
sweet drink and a sweet drink brand not everybody but I mean it’s much easier to
everybody but I mean it’s much easier to
everybody but I mean it’s much easier to do that and it’s all I need a lot of
do that and it’s all I need a lot of
do that and it’s all I need a lot of those out there so by sticking to the
those out there so by sticking to the
those out there so by sticking to the idea that we were going to make
idea that we were going to make
idea that we were going to make something first of all we believed in
something first of all we believed in
something first of all we believed in that we were personally thirst before
that we were personally thirst before
that we were personally thirst before unless we drink we knew that if we could
unless we drink we knew that if we could
unless we drink we knew that if we could build it it would be something valuable
build it it would be something valuable
build it it would be something valuable and so it wasn’t just slightly less
and so it wasn’t just slightly less
and so it wasn’t just slightly less sweet so you know back in 1998 when we
sweet so you know back in 1998 when we
sweet so you know back in 1998 when we came out most of the bottle tease were
came out most of the bottle tease were
came out most of the bottle tease were at 100 calories per serving we didn’t
at 100 calories per serving we didn’t
at 100 calories per serving we didn’t come out with an 80 or 90 calorie drink
come out with an 80 or 90 calorie drink
come out with an 80 or 90 calorie drink we came out with a 17 calorie parade on
we came out with a 17 calorie parade on
we came out with a 17 calorie parade on starving it was so so dramatically
starving it was so so dramatically
starving it was so so dramatically different that not not everybody liked
different that not not everybody liked
different that not not everybody liked it but for the people who liked it they
it but for the people who liked it they
it but for the people who liked it they weren’t going to go back and start
weren’t going to go back and start
weren’t going to go back and start drinking hundred calories again right
drinking hundred calories again right
drinking hundred calories again right now put the whole market is shifted much
now put the whole market is shifted much
now put the whole market is shifted much closer to where we are but in the
closer to where we are but in the
closer to where we are but in the meantime we built something that had a
meantime we built something that had a
meantime we built something that had a pretty sturdy mode around it right
pretty sturdy mode around it right
pretty sturdy mode around it right here’s what T actually tastes like yeah
here’s what T actually tastes like yeah
here’s what T actually tastes like yeah can you talk about the the suppliers
can you talk about the the suppliers
can you talk about the the suppliers that you work with and in the mission
that you work with and in the mission
that you work with and in the mission that you’re on to empower the T
that you’re on to empower the T
that you’re on to empower the T suppliers that you work with or and we
suppliers that you work with or and we
suppliers that you work with or and we put up on YouTube a lot of the videos on
put up on YouTube a lot of the videos on
put up on YouTube a lot of the videos on me going to visit the different tea
me going to visit the different tea
me going to visit the different tea garden so all of the team suppliers we
garden so all of the team suppliers we
garden so all of the team suppliers we source from our certified organic and
source from our certified organic and
source from our certified organic and now on the T supplies mousse or summer
now on the T supplies mousse or summer
now on the T supplies mousse or summer also fair trade certified which means a
also fair trade certified which means a
also fair trade certified which means a portion of the sales goes back to these
portion of the sales goes back to these
portion of the sales goes back to these communities for them to invest in their
communities for them to invest in their
communities for them to invest in their own community priorities it also means
own community priorities it also means
own community priorities it also means there’s no slave labor child labor and
there’s no slave labor child labor and
there’s no slave labor child labor and the fact that all the workers are paid
the fact that all the workers are paid
the fact that all the workers are paid a fair wage for the countries they live
a fair wage for the countries they live
a fair wage for the countries they live in so that process is a great base of a
in so that process is a great base of a
in so that process is a great base of a relationship and then what we can do on
relationship and then what we can do on
relationship and then what we can do on top of that is find ways to bring
top of that is find ways to bring
top of that is find ways to bring additional resources to these
additional resources to these
additional resources to these communities we source from a tea garden
communities we source from a tea garden
communities we source from a tea garden in assam india where last year we
in assam india where last year we
in assam india where last year we brought in a team of eye care
brought in a team of eye care
brought in a team of eye care specialists and so 6,000 villagers got
specialists and so 6,000 villagers got
specialists and so 6,000 villagers got to have I exams and a little bit less
to have I exams and a little bit less
to have I exams and a little bit less than a thousandth of ended up with
than a thousandth of ended up with
than a thousandth of ended up with either glasses or or some treatment for
either glasses or or some treatment for
either glasses or or some treatment for other eye problems they had in this is a
other eye problems they had in this is a
other eye problems they had in this is a community that just did not have access
community that just did not have access
community that just did not have access to I I Karen and a lot of these you know
to I I Karen and a lot of these you know
to I I Karen and a lot of these you know really so this was a you know this
really so this was a you know this
really so this was a you know this benefit the literacy obviously we are
benefit the literacy obviously we are
benefit the literacy obviously we are rational we will help them pick better
rational we will help them pick better
rational we will help them pick better tea leaves but for the children it also
tea leaves but for the children it also
tea leaves but for the children it also helped them you know create some new
helped them you know create some new
helped them you know create some new economic opportunities we also buy fair
economic opportunities we also buy fair
economic opportunities we also buy fair trade sugar and so that’s from Paraguay
trade sugar and so that’s from Paraguay
trade sugar and so that’s from Paraguay and we source that also fair trade and
and we source that also fair trade and
and we source that also fair trade and organic so we’re able to invest in those
organic so we’re able to invest in those
organic so we’re able to invest in those communities as well for those kind of
communities as well for those kind of
communities as well for those kind of giving back programs you have some kind
giving back programs you have some kind
giving back programs you have some kind of formula that you use like a
of formula that you use like a
of formula that you use like a percentage of revenue or profits or is
percentage of revenue or profits or is
percentage of revenue or profits or is it just you want to have an impact can
it just you want to have an impact can
it just you want to have an impact can you looking for ways to do it well first
you looking for ways to do it well first
you looking for ways to do it well first of all every time we buy a pound of
of all every time we buy a pound of
of all every time we buy a pound of these pound of these ingredients we’re
these pound of these ingredients we’re
these pound of these ingredients we’re helping to support economic
helping to support economic
helping to support economic opportunities communities and helping
opportunities communities and helping
opportunities communities and helping them move away from the kind of
them move away from the kind of
them move away from the kind of subsistence economy that a come on if
subsistence economy that a come on if
subsistence economy that a come on if they were selling a commodity so when
they were selling a commodity so when
they were selling a commodity so when you can make it organic and fair trade
you can make it organic and fair trade
you can make it organic and fair trade does make it a value-added product but
does make it a value-added product but
does make it a value-added product but also value-added price they are able to
also value-added price they are able to
also value-added price they are able to earn you know because of the premiums of
earn you know because of the premiums of
earn you know because of the premiums of the products of those criteria it helps
the products of those criteria it helps
the products of those criteria it helps them really develop a livable wage they
them really develop a livable wage they
them really develop a livable wage they can they can make a living off those are
can they can make a living off those are
can they can make a living off those are breeding so that’s the by far and away
breeding so that’s the by far and away
breeding so that’s the by far and away the best score benefit but beyond that
the best score benefit but beyond that
the best score benefit but beyond that there is a formula for fair trade a
there is a formula for fair trade a
there is a formula for fair trade a certain amount per every pound we
certain amount per every pound we
certain amount per every pound we purchased does go to the community so
purchased does go to the community so
purchased does go to the community so it’s it’s a fixed amount but when you
it’s it’s a fixed amount but when you
it’s it’s a fixed amount but when you start to add it up it ends up you know
start to add it up it ends up you know
start to add it up it ends up you know wait are quite a lot of money as we’ve
wait are quite a lot of money as we’ve
wait are quite a lot of money as we’ve increased our are purchasing and just to
increased our are purchasing and just to
increased our are purchasing and just to give you a sense of that going back to
give you a sense of that going back to
give you a sense of that going back to 2007 just before we invested in honesty
2007 just before we invested in honesty
2007 just before we invested in honesty we were buying about 800,000 pounds of
we were buying about 800,000 pounds of
we were buying about 800,000 pounds of organic ingredients a year this year
organic ingredients a year this year
organic ingredients a year this year we’re going to buy over 10 million
we’re going to buy over 10 million
we’re going to buy over 10 million pounds over
pounds over
pounds over ingredients so really scale our
ingredients so really scale our
ingredients so really scale our purchases and because of all of those
purchases and because of all of those
purchases and because of all of those commodities our tea and sugar or fair
commodities our tea and sugar or fair
commodities our tea and sugar or fair trade you know we’re also scaling the
trade you know we’re also scaling the
trade you know we’re also scaling the amount of money we’re investing back in
amount of money we’re investing back in
amount of money we’re investing back in these communities how do you handle
these communities how do you handle
these communities how do you handle things that that aren’t organic or
things that that aren’t organic or
things that that aren’t organic or everything organic from the ingredients
everything organic from the ingredients
everything organic from the ingredients of the packaging to to the packaging is
of the packaging to to the packaging is
of the packaging to to the packaging is not organic so there will try to look
not organic so there will try to look
not organic so there will try to look for lightweight or recyclable wherever
for lightweight or recyclable wherever
for lightweight or recyclable wherever we can but yeah we now no longer will
we can but yeah we now no longer will
we can but yeah we now no longer will consider a key ingredient if it’s not
consider a key ingredient if it’s not
consider a key ingredient if it’s not organic and the same with our sugars and
organic and the same with our sugars and
organic and the same with our sugars and some of the other ingredients there’s
some of the other ingredients there’s
some of the other ingredients there’s certain ingredients like citric acid
certain ingredients like citric acid
certain ingredients like citric acid that will use to stabilize the products
that will use to stabilize the products
that will use to stabilize the products those aren’t organic they have to be
those aren’t organic they have to be
those aren’t organic they have to be what’s called organic compliant but we
what’s called organic compliant but we
what’s called organic compliant but we are now to place where we will not even
are now to place where we will not even
are now to place where we will not even a review an ingredient if it doesn’t the
a review an ingredient if it doesn’t the
a review an ingredient if it doesn’t the organic certification and of course
organic certification and of course
organic certification and of course kosher certification and where relevant
kosher certification and where relevant
kosher certification and where relevant fair trade as well right so every
fair trade as well right so every
fair trade as well right so every ingredient in every honesty product is
ingredient in every honesty product is
ingredient in every honesty product is organic well every ingredient organic
organic well every ingredient organic
organic well every ingredient organic compliant like I said central gases an
compliant like I said central gases an
compliant like I said central gases an example of one that isn’t organic but it
example of one that isn’t organic but it
example of one that isn’t organic but it is compliant okay and then does it go
is compliant okay and then does it go
is compliant okay and then does it go into the whole supply chain too so I
into the whole supply chain too so I
into the whole supply chain too so I mean you’ve got to shift this stuff over
mean you’ve got to shift this stuff over
mean you’ve got to shift this stuff over is it yeah absolutely i does honesty
is it yeah absolutely i does honesty
is it yeah absolutely i does honesty factor in there yeah well we go you know
factor in there yeah well we go you know
factor in there yeah well we go you know we go to these communities and what’s
we go to these communities and what’s
we go to these communities and what’s nice is so it’s no longer just me going
nice is so it’s no longer just me going
nice is so it’s no longer just me going to these communities and saying i want
to these communities and saying i want
to these communities and saying i want to buy organic ingredients some guy from
to buy organic ingredients some guy from
to buy organic ingredients some guy from Bethesda Maryland saying he wants
Bethesda Maryland saying he wants
Bethesda Maryland saying he wants organic ingredients it’s part of the
organic ingredients it’s part of the
organic ingredients it’s part of the coca-cola company and we’re growing and
coca-cola company and we’re growing and
coca-cola company and we’re growing and this is a this is a priority growth area
this is a this is a priority growth area
this is a this is a priority growth area for us if you want to be our partner we
for us if you want to be our partner we
for us if you want to be our partner we need you to have Organa a sore ganic
need you to have Organa a sore ganic
need you to have Organa a sore ganic fair trade certified ingredients yeah so
fair trade certified ingredients yeah so
fair trade certified ingredients yeah so talk about acquisition so coca-cola buys
talk about acquisition so coca-cola buys
talk about acquisition so coca-cola buys you out how do you you know maintain the
you out how do you you know maintain the
you out how do you you know maintain the honesty you know we have a different set
honesty you know we have a different set
honesty you know we have a different set of values in way they do business and
of values in way they do business and
of values in way they do business and and you say well it listen we gotta we
and you say well it listen we gotta we
and you say well it listen we gotta we gotta keep what we’re doing how did that
gotta keep what we’re doing how did that
gotta keep what we’re doing how did that conversation yeah it was I think it
conversation yeah it was I think it
conversation yeah it was I think it continues to be an exception to the way
continues to be an exception to the way
continues to be an exception to the way things usually work in corporate America
things usually work in corporate America
things usually work in corporate America but back in two thousand eight day about
but back in two thousand eight day about
but back in two thousand eight day about forty percent of the company and so they
forty percent of the company and so they
forty percent of the company and so they came on as a minority shareholder and
came on as a minority shareholder and
came on as a minority shareholder and what that meant for us was that they
what that meant for us was that they
what that meant for us was that they were at the table they were on are they
were at the table they were on are they
were at the table they were on are they and our board but they were not giving
and our board but they were not giving
and our board but they were not giving directions so they were good partners
directions so they were good partners
directions so they were good partners and we expanded distribution and when
and we expanded distribution and when
and we expanded distribution and when they but we scaled from business and
they but we scaled from business and
they but we scaled from business and when it came time for coke to buy the
when it came time for coke to buy the
when it came time for coke to buy the rest of the company they took the option
rest of the company they took the option
rest of the company they took the option they had to buy it but we had a
they had to buy it but we had a
they had to buy it but we had a conversation which was you know hey this
conversation which was you know hey this
conversation which was you know hey this is still working let’s not screw it up
is still working let’s not screw it up
is still working let’s not screw it up so let you know if continue to have the
so let you know if continue to have the
so let you know if continue to have the business run out of Bethesda Maryland
business run out of Bethesda Maryland
business run out of Bethesda Maryland let’s continue to have the folks in
let’s continue to have the folks in
let’s continue to have the folks in Atlanta around the country support the
Atlanta around the country support the
Atlanta around the country support the business the way they are but let’s not
business the way they are but let’s not
business the way they are but let’s not sort of kill the Golden Goose here and I
sort of kill the Golden Goose here and I
sort of kill the Golden Goose here and I think the fact that we had that
think the fact that we had that
think the fact that we had that three-year all on a dating period really
three-year all on a dating period really
three-year all on a dating period really helped prove to both sides that we could
helped prove to both sides that we could
helped prove to both sides that we could work together in a way that was
work together in a way that was
work together in a way that was respectful that was recognizing the
respectful that was recognizing the
respectful that was recognizing the value of this different mindset and for
value of this different mindset and for
value of this different mindset and for that reason it still continues to work
that reason it still continues to work
that reason it still continues to work we’re now seven years into this
we’re now seven years into this
we’re now seven years into this relationship with coke and I think we’re
relationship with coke and I think we’re
relationship with coke and I think we’re all a little surprised that you know
all a little surprised that you know
all a little surprised that you know it’s still working but it is so let’s
it’s still working but it is so let’s
it’s still working but it is so let’s not mess it up cool who is the first
not mess it up cool who is the first
not mess it up cool who is the first customer that you guys had whole foods I
customer that you guys had whole foods I
customer that you guys had whole foods I went into Whole Foods back in I launched
went into Whole Foods back in I launched
went into Whole Foods back in I launched a company in February of 1998 and I went
a company in February of 1998 and I went
a company in February of 1998 and I went into Whole Foods in March with five
into Whole Foods in March with five
into Whole Foods in March with five thermoses of tea and a empty bottle
thermoses of tea and a empty bottle
thermoses of tea and a empty bottle bottle of Snapple that I had pasted a
bottle of Snapple that I had pasted a
bottle of Snapple that I had pasted a label on and said no we want to sell
label on and said no we want to sell
label on and said no we want to sell this in your store and the buyer got it
this in your store and the buyer got it
this in your store and the buyer got it he gave us a chance hehe placed an order
he gave us a chance hehe placed an order
he gave us a chance hehe placed an order for fifteen thousand bottles back before
for fifteen thousand bottles back before
for fifteen thousand bottles back before we really made the product so they were
we really made the product so they were
we really made the product so they were critical to our growth and there’s still
critical to our growth and there’s still
critical to our growth and there’s still a key strategic partner for us we just
a key strategic partner for us we just
a key strategic partner for us we just launched this summer a great line of
launched this summer a great line of
launched this summer a great line of organic fair trade certified lemonade
organic fair trade certified lemonade
organic fair trade certified lemonade held honest lemonade it’s available
held honest lemonade it’s available
held honest lemonade it’s available exclusively in whole foods and so you
exclusively in whole foods and so you
exclusively in whole foods and so you know we continue I continue to be
know we continue I continue to be
know we continue I continue to be thankful that they took that bet on us
thankful that they took that bet on us
thankful that they took that bet on us and I believe they could agree that
and I believe they could agree that
and I believe they could agree that nothing made it was a good bet to take
nothing made it was a good bet to take
nothing made it was a good bet to take yeah so they bet on you even before you
yeah so they bet on you even before you
yeah so they bet on you even before you had the product he’s had yeah Wow then
had the product he’s had yeah Wow then
had the product he’s had yeah Wow then you had to go and fulfill that order
you had to go and fulfill that order
you had to go and fulfill that order yeah cause the letter that was that I
yeah cause the letter that was that I
yeah cause the letter that was that I didn’t get much sleep in that in those
didn’t get much sleep in that in those
didn’t get much sleep in that in those intervening months but it was worth it
intervening months but it was worth it
intervening months but it was worth it how do you handle the brand extensions
how do you handle the brand extensions
how do you handle the brand extensions with the name so you know honesty
with the name so you know honesty
with the name so you know honesty obviously it was about tea and then
obviously it was about tea and then
obviously it was about tea and then honest lemonade lemonade is it do you
honest lemonade lemonade is it do you
honest lemonade lemonade is it do you have like it an honest group of
have like it an honest group of
have like it an honest group of companies that everything sits under or
companies that everything sits under or
companies that everything sits under or is it all still under honesty how do you
is it all still under honesty how do you
is it all still under honesty how do you how do you at all it’s all in the same
how do you at all it’s all in the same
how do you at all it’s all in the same enterprise but yeah we have you know it
enterprise but yeah we have you know it
enterprise but yeah we have you know it has to meet this standard of certainly
has to meet this standard of certainly
has to meet this standard of certainly healthier than the prevailing options in
healthier than the prevailing options in
healthier than the prevailing options in the market organic certified fair trade
the market organic certified fair trade
the market organic certified fair trade certified so we have a line called
certified so we have a line called
certified so we have a line called honest fizz which is a zero-calorie line
honest fizz which is a zero-calorie line
honest fizz which is a zero-calorie line of sodas it’s organic it’s the only line
of sodas it’s organic it’s the only line
of sodas it’s organic it’s the only line of organic zero calorie soda on the
of organic zero calorie soda on the
of organic zero calorie soda on the market as I mentioned on his kids which
market as I mentioned on his kids which
market as I mentioned on his kids which is the kids drink so it all has to fit
is the kids drink so it all has to fit
is the kids drink so it all has to fit under that platform and you know we’ve
under that platform and you know we’ve
under that platform and you know we’ve certainly had a few efforts that have
certainly had a few efforts that have
certainly had a few efforts that have not succeeded not because they weren’t
not succeeded not because they weren’t
not succeeded not because they weren’t organic or they weren’t in the sweetness
organic or they weren’t in the sweetness
organic or they weren’t in the sweetness profile but you know you have to keep
profile but you know you have to keep
profile but you know you have to keep trying new ideas and I’d say every
trying new ideas and I’d say every
trying new ideas and I’d say every really every year we’re bringing out
really every year we’re bringing out
really every year we’re bringing out some kind of new product and then when
some kind of new product and then when
some kind of new product and then when you’re launching it to you you know you
you’re launching it to you you know you
you’re launching it to you you know you have your you have a really distinct
have your you have a really distinct
have your you have a really distinct logo or it’s the word honest and then
logo or it’s the word honest and then
logo or it’s the word honest and then the tea has little leaf on it for the
the tea has little leaf on it for the
the tea has little leaf on it for the job do you keep the honest and then add
job do you keep the honest and then add
job do you keep the honest and then add something else at the end how do you how
something else at the end how do you how
something else at the end how do you how do you play with the marketing on it I
do you play with the marketing on it I
do you play with the marketing on it I think one of the things we found is it
think one of the things we found is it
think one of the things we found is it works well when it’s a short name
works well when it’s a short name
works well when it’s a short name extension so honesty on his kids honest
extension so honesty on his kids honest
extension so honesty on his kids honest lemonade maybe is a little long on
lemonade maybe is a little long on
lemonade maybe is a little long on espares those generally work well uh we
espares those generally work well uh we
espares those generally work well uh we do know the product has to describe as
do know the product has to describe as
do know the product has to describe as to be quick and easy to understand in
to be quick and easy to understand in
to be quick and easy to understand in terms of what it describes we had a
terms of what it describes we had a
terms of what it describes we had a product called honest coke innova that
product called honest coke innova that
product called honest coke innova that people didn’t really know what it was it
people didn’t really know what it was it
people didn’t really know what it was it was a brood cacao product Coco Nova
was a brood cacao product Coco Nova
was a brood cacao product Coco Nova didn’t quite explain what it was but I
didn’t quite explain what it was but I
didn’t quite explain what it was but I think there were enough other challenges
think there were enough other challenges
think there were enough other challenges with that line that I’m not sure that
with that line that I’m not sure that
with that line that I’m not sure that you know we were that was the only
you know we were that was the only
you know we were that was the only problem with that line got it now I want
problem with that line got it now I want
problem with that line got it now I want to be conscious at the time you
to be conscious at the time you
to be conscious at the time you mentioned you also wrote a book and you
mentioned you also wrote a book and you
mentioned you also wrote a book and you can your honor code and the lessons in
can your honor code and the lessons in
can your honor code and the lessons in there yeah so right around the time we
there yeah so right around the time we
there yeah so right around the time we had done a deal with coca-cola my
had done a deal with coca-cola my
had done a deal with coca-cola my co-founder Barry and I were talking and
co-founder Barry and I were talking and
co-founder Barry and I were talking and said you know we’ve learned so much from
said you know we’ve learned so much from
said you know we’ve learned so much from this journey we want to inspire other
this journey we want to inspire other
this journey we want to inspire other people to follow this their path follow
people to follow this their path follow
people to follow this their path follow their passion of scaling taking an idea
their passion of scaling taking an idea
their passion of scaling taking an idea to scale but let’s not do it the
to scale but let’s not do it the
to scale but let’s not do it the traditional way there’s so many of the
traditional way there’s so many of the
traditional way there’s so many of the Entrepreneurship books up there sort of
Entrepreneurship books up there sort of
Entrepreneurship books up there sort of fall into a pattern where you generally
fall into a pattern where you generally
fall into a pattern where you generally all read the first few chapters and say
all read the first few chapters and say
all read the first few chapters and say okay
okay
okay get it so it was also at that time that
get it so it was also at that time that
get it so it was also at that time that my oldest son who is that when he was a
my oldest son who is that when he was a
my oldest son who is that when he was a senior in high school and he was in
senior in high school and he was in
senior in high school and he was in senior slum he was no longer doing his
senior slum he was no longer doing his
senior slum he was no longer doing his books or just reading comic books I said
books or just reading comic books I said
books or just reading comic books I said wait a minute what if we could take the
wait a minute what if we could take the
wait a minute what if we could take the idea of telling an entrepreneurship
idea of telling an entrepreneurship
idea of telling an entrepreneurship story and make it into a comic book and
story and make it into a comic book and
story and make it into a comic book and so that’s why we created mission in the
so that’s why we created mission in the
so that’s why we created mission in the bottle and it was it’s a fun story of
bottle and it was it’s a fun story of
bottle and it was it’s a fun story of how we built this business told in comic
how we built this business told in comic
how we built this business told in comic book form I’m writing that down mission
book form I’m writing that down mission
book form I’m writing that down mission in a bottle I’m going to look it up an
in a bottle I’m going to look it up an
in a bottle I’m going to look it up an amazon and buy it well i’ll link to it
amazon and buy it well i’ll link to it
amazon and buy it well i’ll link to it add in the notes to I so is that meant
add in the notes to I so is that meant
add in the notes to I so is that meant for kids is it meant to be my bad boy
for kids is it meant to be my bad boy
for kids is it meant to be my bad boy here’s the idea absolutely contains all
here’s the idea absolutely contains all
here’s the idea absolutely contains all of the lessons I would give any
of the lessons I would give any
of the lessons I would give any entrepreneur but it’s told in a way that
entrepreneur but it’s told in a way that
entrepreneur but it’s told in a way that a kid can enjoy it and so I’ve heard
a kid can enjoy it and so I’ve heard
a kid can enjoy it and so I’ve heard from a lot of middle school in high
from a lot of middle school in high
from a lot of middle school in high school students and college students who
school students and college students who
school students and college students who an MBA students who just that really
an MBA students who just that really
an MBA students who just that really enjoyed it as a story but it does have
enjoyed it as a story but it does have
enjoyed it as a story but it does have you know we have fairly complex option
you know we have fairly complex option
you know we have fairly complex option structure it explains how we did that it
structure it explains how we did that it
structure it explains how we did that it talks about our cost of goods how we
talks about our cost of goods how we
talks about our cost of goods how we take margin on product how we work with
take margin on product how we work with
take margin on product how we work with new supplier so it really works on a lot
new supplier so it really works on a lot
new supplier so it really works on a lot of different levels that’s cool well I
of different levels that’s cool well I
of different levels that’s cool well I have a five-year-old son and may have
have a five-year-old son and may have
have a five-year-old son and may have just found my new bedtime story forehead
just found my new bedtime story forehead
just found my new bedtime story forehead ago he may you may want to skip over the
ago he may you may want to skip over the
ago he may you may want to skip over the chapter on warrants with him but the
chapter on warrants with him but the
chapter on warrants with him but the part about brewing the tea and uh and
part about brewing the tea and uh and
part about brewing the tea and uh and how we developed relationships with
how we developed relationships with
how we developed relationships with different communities I think they’ll
different communities I think they’ll
different communities I think they’ll enjoy that’s cool I mean it’s a totally
enjoy that’s cool I mean it’s a totally
enjoy that’s cool I mean it’s a totally different approach to how most people
different approach to how most people
different approach to how most people will publish a book right I like it cool
will publish a book right I like it cool
will publish a book right I like it cool well thank you so much as when the time
well thank you so much as when the time
well thank you so much as when the time today at Seth Goldman from the honesty
today at Seth Goldman from the honesty
today at Seth Goldman from the honesty company I’ll link the website in the
company I’ll link the website in the
company I’ll link the website in the description as well as a link to the
description as well as a link to the
description as well as a link to the book thank you so much you spending your
book thank you so much you spending your
book thank you so much you spending your time with us I really appreciate it
time with us I really appreciate it
time with us I really appreciate it thanks having gonna be right here okay
thanks having gonna be right here okay
thanks having gonna be right here okay take care all right
”
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