325. Retailers don't reward the biggest mission. They reward the clearest value.

What happens when one of the most influential founders in natural products decides to start over?

In this episode, I sit down with Seth Goldman, founder of Honest Tea and co-founder of Just Ice Tea, to discuss what it takes to build a mission-driven brand in today's retail environment.

We explore:

• Why Honest Tea's discontinuation created an unexpected opportunity

• How Just Ice Tea scaled faster than Honest Tea did in its early years

• Why retailers actively sought out the brand when shelves went empty

• The importance of authenticity and transparency

• Why mission alone is not enough

• How mission-driven brands can create profitable category growth

• The pressure today's shoppers are facing

• Why value and values must work together

• What founders can learn from the changing retail landscape

One of my favorite moments in the conversation is Seth's reminder that consumers can tell when a brand's mission is authentic—and when it isn't.

Because the brands that endure don't just sell products.

They stand for something bigger.

And they consistently deliver value for the shopper, the retailer, and the communities they serve.

Time Codes

01:57 38 Mission-Driven Brands Win at Retail With Seth Goldman, Honest Tea and Beyond Meat

02:40 The story of Honest Tea

05:00 How Coke failed Honest Tea

06:14 How we are growing Just Ice Tea

07:31 Mission-driven brands - a strategic growth lever

10:09 How to operate in a challenging economy

12:04 How the tea category changed - the opportunity for Just Ice Tea

13:48 Growing the category with innovation - connecting with consumers

16:18 The importance of authentic consistent messaging

17:45 The mission behind the brand - doing real good!

19:35 Giving back - Mission Guardians

20:39 Why is plant-based struggling

25:05 The importance of meeting the consumer where they are

26:16 The importance of transparency

28:52 What makes Just Ice Tea unique - how we make it

30:55 Our goal to democratize organic and healthier drinks + do good

33:58 What's next for Just Ice Tea

36:11 Labeling confusing + why organic, the gold standard