Скачать или смотреть S2G Podcast: Seth Goldman on Brewing Successful Food Brands with Trust, Transparency, and Fun

Season 2, Episode 2

Over the last three decades in the natural foods business, Seth Goldman has launched category-defining brands, navigated major acquisitions, scaled mission-driven supply chains, and brewed a whole lot of tea.

In this ​“The Experts” episode, S2G’s Chuck Templeton sits down with the founder of Honest Tea, PLNT Burger, Eat the Change, and @Justicetea_ to discuss what it takes to build a values-driven company in a crowded, ever-evolving food landscape. From label confusion to regenerative agriculture, navigating evolving food trends, simplifying product messaging, staying resilient through market shifts, and determining the right exit strategy, Seth unpacks the challenges and opportunities for brands that aim to both do good and taste great. Whether you’re building a brand, a team, or a category, this episode is full of practical wisdom and entrepreneurial fuel.

Key Takeaways:

1. Start Small, Then Break It Down
Seth started Honest Tea without any experience in the beverage industry. What made it possible, he says, was breaking it into simple steps. Sometimes just doing the next thing can be more powerful than a grand plan.

2. Trust Is Your Brand’s Most Valuable Currency
Seth believes that food brands have the most intimate relationship with consumers — people literally put your product in their bodies. That’s why trust, earned through transparency and third-party validation, is at the center of every brand he builds.

3. Mission Is Important, But So Is Fun
Mission is central to Seth’s work, but he also emphasizes that not everything has to be heavy. Whether it’s a video of him leaping over a Target store or playful packaging, bringing in levity helps create a more approachable brand.

4. The Supply Chain Is Part of the Brand Story
Seth spends time in the tea gardens, not just to check boxes but to build real relationships and understand the human impact. He shares how a computer center in India or a worm farm in Mozambique becomes part of the story — even if it’s not printed on the label.

5. Exits Are Choices
Seth stayed involved with Honest Tea for 11 years after the Coca-Cola acquisition. He reminds founders to ask themselves what success really looks like and to be careful about selling if they’re already doing what they love.

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