In our video, Honest Tea’s co-founder Seth Goldman explains his company’s mission – to make a healthy, delicious beverage for it’s customers and to connect people to nature, by using organic and fair trade ingredients. Sure, this seems like a good mission, but a deeper look shows this company truly stands by its name by highlighting the importance of a transparent business.
So, how do they put the “Honest” in “Honest Tea”?
A simple look at their website mission, and you’ll see some words like “organic” and “fair trade”. From a consumer standpoint, these things look very enticing. But check out the annual mission reports and you will find their honesty goes much deeper.
These reports are easy for customers to find, and they date all the way back to 2010. These reports detail emissions, packaging usage, feedback from customers (both negative and positive) and where they source their ingredients. They even compare their operations to when the company first started, to show how much they’ve improved.In the latest report, the company excitedly announces it has “transitioned the sugar in our bottled PET (plastic) line over to Fair Trade Certified™, thereby completing the process of switching all of the organic sugar across our product lines to Fair Trade, organic sugar.”
These reports openly talk about their plastic usage and operations that might concern environmentalists and people who enjoy organic and fair trade products. This open discourse allows people to clearly see the company, and to make informed consumer choices.