From Honest to Just: How Coca-Cola's Fumble With Honest Tea Turned Into an Unexpected Gift [Yahoo! Finance]
Coca-Cola Company (The) (KO)
Last coca-cola company (the) earnings: 4/21 05:55 am
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Source: Yahoo! Finance
Two years ago this month I was informed by senior leaders from The Coca-Cola Company (KO) that Honest Tea, the brand I launched out of my house in 1998, would be discontinued. Despite the brand's success as the world's first organic and Fair Trade certified bottled tea brand, supply chain disruptions during the pandemic made Honest Tea a victim of Coke's "Fewer, Bigger Bets" 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. Within ten days of hearing the news about Honest Tea's demise, our sense of loss morphed into a determination that Honest Tea's organic and Fair Trade values were too important - to our farmers (most of whom found out about Honest Tea's termination from my LinkedIn post) and our customers, to be allowed to disappear. But the biggest piece of inspiration came via an email I received from one of our longtime tea suppliers: I am just hearing th
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KO
Earnings
- 4/30/24 - Beat
KO
Sec Filings
- 5/16/24 - Form 4
- 5/15/24 - Form 144
- 5/14/24 - Form CERT
- KO's page on the SEC website