Integrating values
Seth Goldman founded Honest Tea to fill the gap between the too sweet and the tasteless bottled drinks on the market. He also sought to improve society. Goldman designed a business that completely integrated his philosophy of social responsibility—from the product he sells to the ways it’s produced.

Goldman believes that Honest Tea has many social benefits. “Every time someone picks up our product instead of one of the sweet teas out there, they are cutting back on the sugar and calories they put into their bodies. Plus, almost all of our line is organic. Every time a tea state or garden switches to organic production from conventional it means there are less toxins being put into the water, land and consumer’s bodies. We are also creating relationships with our supplier and partners that enable us to create wealth with them. Tea is one of the few products enjoyed in some of the wealthiest nations but produced by some of the poorest. The disparity really enables you to create wealth through this business.”

”Define why your venture is important to you and what is important about it,” Goldman recommends. “Once you get out there it’s kind of easy to lose your way or lose your purpose. I think that’s something we have always been very clear about and it’s helped us stay disciplined in our approach.”