What Could Be More Inspiring Than Honesty?

How and Why Honest Tea Keeps Its Brand Promises

Jim Champy

The first inkling of a business opportunity came to Honest Tea’s founders, Barry Nalebuff and Seth Goldman, in 1994, when Nalebuff was teaching and Goldman was studying at the Yale School of Management. Nalebuff, a professor of business strategy, was discussing a study of bottled drinks with Goldman, one of his top students, when they converged on a fact that caught their attention: all nondiet drinks except bottled water—not just sodas, but fruit juices, sports drinks, and iced teas, too—were loaded with sugar, usually in the form of high-fructose ...

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