The move completes a transaction which began three years ago when Coca-Cola, led by the Venturing and Emerging Brands (VEB) unit of Coca-Cola North America, purchased a minority stake in the company. Financial terms of the transaction were not disclosed.
Honest Tea will continue to be based out of Bethesda, MD, US. In order to retain its entrepreneurial culture, it will operate as a standalone business under current ‘TeaEO’ Seth Goldman, his management team, and current Honest Tea employees.
Goldman and VEB have developed a unique operating model that allows Honest Tea autonomy to continue to run its day-to-day operations while accessing the scale benefits of the Coca-Cola system in various areas, including manufacturing and distribution. As part of the VEB team, Honest Tea will also begin to sell current VEB brands to the natural channel.
Under an innovative arrangement with The Coca-Cola Company, Goldman has chosen to reinvest most of his proceeds from the sale back into Honest Tea. Goldman’s co-founder, Barry Nalebuff and Gary Hirshberg, ‘CE-YO’ of Stonyfield Farm, will continue to provide informal guidance to Honest Tea as part of the Advisory Council.
“We started Honest Tea 13 years ago with an ambitious mission to create a delicious, healthy beverage alternative produced with the health of our planet and our consumers in mind,” said Seth Goldman, co-founder, president and TeaEO of Honest Tea. “Over the past three years, it has been exciting to see the reach and impact of our mission expand as a result of our partnership with The Coca-Cola Company.”
Since receiving an investment from Coca-Cola, Honest Tea has made progress in a variety of areas, including the expansion of Honest Tea distribution from approximately 15,000 outlets in 2008 to more than 75,000 today, the introduction of a groundbreaking Honest Tea plastic bottle that uses 22% less material, and doubling the number of offerings as well as the sales of organic, zero-calorie drinks. Additionally, Honest Tea has committed to transitioning its entire tea line of Honest Teas to Fairtrade Certified by the end of March 2011.
Source: Honest Tea
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