In 1997, after going for a long run, Seth Goldman was frustrated with the sugar-filled drinks at the corner market. So he brewed up a beverage in his kitchen, and turned it into Honest Tea. The company’s mission was to create and promote great-tasting, truly healthy, organic beverages.
In 2008, Coca Cola bought 40% stake of Honest Tea, and, in 2011, it acquired the 
company. Seth has remained with Honest Tea since the acquisition as President and TeaEO. Today, Honest Tea is the top selling organic bottled tea in the US, and offers a range of lower-sugar drinks, sold in more than 100,000 outlets across the US.
Mission in a Bottle: The Honest Guide to Doing Business Differently–and Succeeding(affiliate link) tells the story of their start-up in a graphic novel format. Nalebuff is a professor at the Yale School of Management; Goldman, a graduate of the school, is one of his former students. http://missioninabottle.net/
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