never having chemicals on it, is going
to be the choice for a health-conscious
Recently another pesticide, carbofu-ran, used mainly on imported coffee,
bananas and rice, was banned for
health reasons and who knows what
other chemicals will be next? The
more that kind of stuff comes to light,
the more the value of this brand, and
the organic pillar of Honest Tea, will
Overall, our job in the next three
years will be to show Coke the value of
Honest Tea by being successful with
our current brand structure. As they
say, the best defense is a good offense.
The single best thing we can do to
help protect our brand is to do exactly
what we’ve been doing but do it in a
bigger, more powerful way.
big fan of Honest Tea. What is the story with that and has it help spread aware-
Goldman: Yes, he is a big fan of Honest Tea and when he would go to a city
where we didn’t have distribution his campaign had to go through all kinds of
gyrations; calling our office to track down the nearest location and traveling
hours out of the way to get the product. With our expanded distribution, it will
be easier for them as well as millions of other people to find our product.
As for awareness, I’m sure it doesn’t hurt. At samplings, people will come up
and say, “Oh, I want to try the tea that Barack Obama likes,” which is the Black
Forest Berry. But, we’re not a political tea—we have a great deal of consumers
who are Republicans. There was a great article in the Weekly Standard where one
of their columnists wrote, “Finally, Barack Obama and I agree on something.”
OP: So, what is the plan for expanded distribution?
OP: It’s been reported that presiden-
tial candidate Barack Obama is a
Goldman: Well, first of all, we will continue our natural food distribution so that
all of our existing business efforts will stay intact or grow. SPINS data shows that
our brand has a market penetration of 90 percent or higher in the natural
foods area—which is great.
We’ve made success there, but we haven’t really gone beyond the natural
foods channel. So if there’s not a co-op around, where would you buy your
drinks? At a convenience store? A drug store? Supermarket? We have made
some progress in these types of stores in California, DC and Denver, but I didn’t
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