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Green Biz Forum November 1, 2013

Scaling an Authentic Brand While Keeping It HONEST . Green Biz Forum November 1, 2013. 16 Years Ago…. Help eliminate billions of calories from the American diet. Support the growth of organic agriculture. Honest Tea. S pread Fair Trade labor standards in the developing world.

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Green Biz Forum November 1, 2013

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  1. Scaling an Authentic Brand While Keeping It HONEST Green Biz Forum November 1, 2013

  2. 16 Years Ago… Help eliminate billions of calories from the American diet Support the growth of organic agriculture Honest Tea Spread Fair Trade labor standards in the developing world

  3. We Were Thirsty • Co-founders Seth and Barry start operations out of Seth’s house in Bethesda, MD - February, 1998 • First sale was to Whole Foods regional office with five thermoses and empty Snapple bottle • Introduced world’s first organic bottled tea – 1999; Introduced the world’s first Fair Trade Certified™ bottled tea – 2003

  4. Honest Fans

  5. Honest Fans

  6. Distribution Challenges • C-distributors • Cheese • Corned beef • Charcoal

  7. The ‘Honest’ Brand is Uniquely Positioned at the Intersection of 3 Lifestyle and Food & Beverage Mega-Trends: Coca-Cola’s Investment in the Future

  8. Taking Distribution to Scale Feb 2008 - 15,000 outlets Feb. 2013 - 100,000+ outlets and national distribution

  9. An Innovation-Driven Business Model Honest Kids Fruit Juice Sweetened Launch Honest Fizz Launch Honest Kids Launch Honest CocoaNova Expand into 1st light weight hot-fill PET bottle Launch Honest Kombucha Launch 1st Fair Trade Certified Bottled Tea Launch 1st organic certified bottled tea Launch low-sugar, brewed bottled tea Purchase bottling plant 2013 Launch tea bags

  10. Taking Mission to Scale

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