JUST Ice Tea was born from a refusal to let a company’s purpose and impact disappear. JUST Ice Tea’s roots trace back to Honest Tea, a pioneering brand built on the idea that beverages could be better for people and the planet. But when Honest Tea was ultimately discontinued after being sold, something incredible happened. The founders and long-standing partners across the supply chain came together with a shared resolve that fair trade and environmentally responsible tea would not end with Honest Tea. In just 90 days, their commitment brought the newly created JUST Ice Tea to consumers. And only two years later, JUST Ice Tea has surpassed the revenues of Honest Tea.

We invited Seth Goldman, Co-Founder and CEO of JUST Ice Tea—as well as Board Member for Beyond Meat and PLNT Burger—to share the lessons, setbacks, and mindset that shaped his journey. Seth reflects on resilience in the face of loss, the power of long-term relationships, and why impact must be built directly into the product, supply chain, and culture of a company. He offers insights on stakeholder capitalism, the responsibility of boards and investors, and the importance of finding hope where it isn’t obvious. His story is an invitation to believe that business can scale purpose, deliver justice, and create profit—one bottle at a time.

Listen for insights on:

Outperforming traditional growth strategies through resilience and values
Embedding impact directly into products, not just marketing
The power of stakeholder relationships in moments of change

Resources + Links:

(00:00) - Welcome to Purpose 360
(00:13) - Seth Goldman, Just Ice Tea
(01:35) - Seth’s Backgrouna dn Commitment to Socially Responsible Business
(04:43) - What’s Changed About the Movement
(06:58) - Frustrations
(07:46) - Framework for Embedding Purpose
(10:18) - No Downside
(10:45) - Learning from Honest Tea
(17:04) - Impact to Stakeholders
(19:13) - Mission in a Bottle
(22:00) - Recommendations for Boards
(23:16) - Creating Alignment
(23:46) - Purpose Pledge
(25:17) - Rapid Fire Questions
(26:53) - Last Words
(27:31) - Wrap Up

Just Ice Tea is Brewing with Seth Goldman