From Honest to Just: How Coca-Cola’s Fumble with Honest Tea Turned into an Unexpected Gift
Two years ago Coca-Cola told me that Honest Tea, the brand I launched, would be discontinued. Despite its success as the first organic and Fair Trade certified bottled tea brand, supply chain disruptions during the pandemic made it a victim of Coke’s new strategy. But what felt like a huge setback turned out to be a gift, and an interesting lesson in the challenges big corporations have in scaling mission-driven brands.












