The innovative, entrepreneurial spirit that helped Honest Tea, Bethesda, Md., establish its roots in 1998 can still be found within the company 14 years later. Just more than one year after Atlanta-based The Coca-Cola Co. purchased the organic ready-to-drink (RTD) tea and juice manufacturer, the company has seen its sales and distribution grow, but day-to-day operations still revert back to the mission-driven mindset that started it all.
“Our mindset is still that of a challenger brand,” says Seth Goldman, president and TeaEO of Honest Tea.