Most companies scale by cutting corners. Seth Goldman built a brand by refusing to.

Seth is one of the founders of Honest Tea, a longtime chair at Beyond Meat, and the cofounder of Just Ice Tea. His career has been defined by a belief that business can be a force for human and environmental good. From a thermos of tea brewed in his kitchen to national distribution and acquisition by Coca-Cola, he has spent decades exploring how values can live inside systems built for profit.

In this episode of The Eric Ries Show, I sit down with Seth to talk about the full story of Honest Tea, from its founding to its sale and eventual shutdown, and how those experiences shaped his approach to building again. We discuss how trust and long-term relationships helped him rebuild quickly, what it takes to embed purpose in supply chains, and why he believes even B Corp standards do not go far enough.