Why Honest Tea cofounder Seth Goldman has moved on to mushrooms:
For a starting point, mushrooms fit the bill perfectly, as an incredibly efficient, and nutritious crop, he says. From a culinary perspective, they were ideal as well: “For Spike, mushrooms are the perfect canvas,” Goldman explains. “They can take on any flavor. That’s what led us to mushroom jerky.”... [+]Their savory jerky comes in chewy but moist pieces, flavored in a variety of ways, from a simple sea salt and cracked pepper to spicy habanero bbq.
“And the other thing that we are doing is we are building a brand. This is not a mushroom jerky company,” he says. “This is a platform brand.” “One of our early accounts was a hardware chain,” says Goldman. “They reorder every month. They have it right by the cash register.” Goldman wouldn’t get too specific about where they’re going next, except to say the new products involve a “diversity of occasions and audiences.” But here’s a big hint: “One of the most successful things we did with Honest Tea is to bring it into the kids aisle,” he says. Their launch of Honest Kids in McDonald’s resulted in the sale of over 200 million units in the first year alone, saving kids 45 calories on every bottle, compared with the brand they replaced.
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