SECRETS 038 Mission based brand success stories with guest Seth Goldman at Honest Tea and Beyond Meat

Mission-based brands resonate with consumers. Shoppers want to feel good about the products they purchase. Seth shares his journey as an activist to entrepreneur, industry thought leader, and no compromise iconic brand builder. 

Today’s story is about the importance of your mission. Your mission, what your brand stands for. Not just that you want to get a product into the hands of more consumers, but more importantly, what does your product stand for beyond the four corners of your package? Let’s face it, no matter how inspired a consumer is, not everyone has the capability of taking time off work to repair a devastated village, to teach someone how to read and write when they don’t have schools, to help make health care more accessible.

Today’s story comes from thought leader, Seth Goldman, with Honest Tea. Learn how Seth has baked in his passion for activism into the DNA of Honest Tea, and how he’s been able to help communicate the value of that to retailers. In his story today Seth shares with us how he can help consumers feel better about the products that they’re buying, while delivering incredible value at the shelf by giving consumers what they really want and need.

We also talked about how Seth was able to help a big brand stay true to the values of Honest Tea, which has helped him extend his mission into even the McDonald’s happy meal. In addition to this, you’re going to learn about other passions Seth has for evangelism, including his journey to Beyond Meat, and how he’s working to help Beyond Meat get on more retailer shelves and into the hands of more shoppers.

Download the show notes below

Click here to learn more about Honest Tea

Click here to learn more about Beyond Meat

Empowering Brands | Raising The Bar

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By |2018-04-24T21:25:47+00:00April 12th, 2018|Brand Engagement, Podcast|

About the Author:

Daniel Lohman, CPSA is Strategic Advisor in the CPG and Organic Industry. His company, Category Management Solutions (CMS4CPG LLC), provides innovative ideas, actionable insights and strategic solutions for companies interested in gaining a significant competitive advantage. He assists companies in expanding their retail distribution and improving their merchandising. His extensive knowledge and expertise reaches far beyond traditional category management and has earned him recognition throughout the industry as an expert, speaker, trainer and thought leader. Daniel can be reached at Dan@CMS4CPG.com. Connect with me on LinkedIn.

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