Thread by @HonestSeth

Today’s announcement by Coca-Cola that they will be discontinuing @HonestTea is a gut punch to all the sweat, tears, and incredible passion that went into building our beloved brand. (1/11)

@HonestTea My thoughts are with our longtime partners and friends, the #organic and @FairTradeCert farmers who helped develop their communities and protect their ecosystems with the tens of millions of pounds of sugar and spice they sold us. (2/11)

I am grateful for the hundreds of amazing people who helped @BarryNalebuff and me grow this idea from five thermoses and an empty Snapple bottle into more than a billion bottles sold. (3/11)

While I was proud of what our brand represented, I was equally proud of the incredible group of people we assembled – the relationships we built, the pride we took in our work and the love we created as a team. (4/11)

My gratitude goes out to the tens of millions of consumers who bought our drinks and who benefited from having a less sweet, less caloric, authentic drink as part of their diet. (5/11)

Thank you to all the retailers, restaurants, and distributors who believed in us. Your partnership helped democratize #organic and healthier drinks in a way that had never been done before. (6/11)

I am somewhat consoled by the fact that #HonestKids will continue to grow and thrive. It has helped remove billions of empty calories from the American diet. I hope that work will continue to scale. (7/11)

As Dr. Seuss wrote, “Don’t cry because it’s over. Smile because it happened.” I will always be proud and gratified that I was able to be part of a brand that (for 24 years) represented an effort to shift America’s diet and shopping habits in a healthier direction. (8/11)

I am now deeply and passionately engaged in building my next wave of beloved/mission-driven brands, @Eat_the_Change, @BeyondMeat, and @PLNTBurger. I have the same urgency to promote planet-friendly, nutrient-dense diets as I did with @HonestTea. (9/11)

I agree with Theodore Parker and Dr. Martin Luther King Jr. who said, “The moral arc of the universe is long but it bends toward justice.” But If I have learned anything, it’s that the arc doesn’t move in a straight line. That is the work we are meant to do. (10/11)

And just to end on a positive note, let’s remember, we’ll always have this. (11/11)