How Just Ice Tea Is Brewing A More Just And Joyful Future
Creating a healthier future for farmers, the planet, and you -One Sip at a Time! | Just Ice Tea
Most bottled teas are loaded with sugar or artificial sweeteners, wrapped in glossy promises that don’t always hold up to scrutiny. Just Ice Tea is changing that: not with hype, but with heart.
The latest venture from Honest Tea co-founder and activist entrepreneur Seth Goldman and celebrity chef Spike Mendelsohn is more than a beverage brand. It’s a return to roots: clean, organic ingredients, ethical sourcing, and a commitment to equity from farm to bottle.
Since its launch in 2022, Just Ice Tea has grown from a passionate idea to a national movement, now available in more than 12,000 stores, including Target, CVS, Walmart, Wegmans, and 7-Eleven.
But as with all meaningful businesses, the story of Just Ice Tea didn’t begin in a boardroom. It began with a burger.
From a Vegan Burger to a Shared Vision
The first spark of collaboration came on a food policy panel at George Washington University. Mendelsohn, a chef deeply engaged in policy and sustainability, was speaking about the growing influence of chefs on food systems. Goldman, the longtime entrepreneur behind Honest Tea and board chair at Beyond Meat, was there to share his own mission-driven journey.
At some point during the panel, Goldman slipped a few Beyond Meat burgers — and some bottles of Honest Tea — under Mendelsohn’s chair. “I kind of laughed off the vegan burger,” Mendelsohn recalled. “But I took it home to my wife, who’s vegan. We grilled them, and she was thrilled.”
That small gesture led to deeper conversations — and eventually, to collaboration. Mendelsohn joined Goldman and Beyond Meat founder Ethan Brown to develop plant-based recipes and helped launch PLNT Burger, a fast-casual concept that now operates in Whole Foods and brick-and-mortar locations.
“We got to know each other better, and I think Seth saw an opportunity to jump back into entrepreneurship in a different way,” Mendelsohn said.
Spike Mendelsohn and Seth Goldman, co-founders of Just Ice Tea | Knox Brand Media
The End of Honest Tea, and a New Beginning
In 2022, Coca-Cola made the decision to discontinue Honest Tea — a brand Goldman had nurtured for over two decades. Rather than walk away from the mission, he saw an opportunity to bring the core proposition back to life to serve the many fans who loved the brand.
Together with Mendelsohn and co-founder Barry Nalebuff, Goldman launched Just Ice Tea under the Eat the Change platform, an initiative focused on climate-friendly foods and ethical sourcing. This time, there were no corporate owners — just a small team with deep experience and a bold purpose.
“We had just wrapped up some snack product launches and were exploring other ideas,” said Goldman. “But when tea came back into the picture, it made perfect sense.”
Rooted in Culinary Integrity
Mendelsohn took the lead on formulation. “I handle mostly all of the innovation with Seth,” he said. “We make sure our sourcing makes sense. We have quite a global sourcing story, more than people realize.”
Bringing a chef’s lens to beverage development meant balancing flavors with precision and intention. One early challenge? Creating sweetness without cane sugar. “That became kind of a ‘Top Chef’ challenge,” Mendelsohn said. “We went with agave — it has a longer finish and lets us use fewer calories for the same sweetness.”
With a focus on organic ingredients, Fair Trade practices, and minimal processing, Just Ice Tea is carving out a space that feels refreshing — literally and ethically — in a crowded beverage market.
“At a time when beverages are full of gimmicky ingredients and alternative sweeteners, we’re proud to offer something simple, flavorful, and honest,” Goldman shared.
A Human Connection to the Land
Early in the journey, Goldman invited Mendelsohn to visit Cha de Magoma, the largest organic tea garden in the world, located in Mozambique. The trip wasn’t just symbolic — it was a powerful reminder of who and what this business is really about.
“It was one of the best trips of my life,” Mendelsohn said. “To see this garden, which had been dormant for 30 years, brought back to life by local entrepreneurs — it was humbling.”
More than 700 families live and work on the land, and through Fair Trade funding, they collectively decide how to invest in their communities. “I was expecting bicycles or shoes,” Mendelsohn recalled. “But what they needed was health care — an ambulance, clean water, basic dignity.”
The experience inspired the team to go further. Today, Just Ice Tea is working with a local Rotary Club to help fund a diagnostic health clinic for the region. “There’s no government health care within two hours,” Goldman said. “The need is urgent, and we want to help meet it.”
Among the most memorable moments from the trip? A spontaneous dance party.
“We were taking a selfie, and a song came on my phone,” Mendelsohn laughed. “Suddenly everyone started dancing. You saw the smiles, the joy. That moment — that’s the essence of the garden.”
Cha de Magoma, the largest organic tea garden in the world | Eat the Change
More Than a Label
The commitment to transparency runs deep. “What you see on the label is in the bottle,” Mendelsohn said. “We’re not hiding behind zero-calorie claims or artificial ingredients. Just real tea, real sweeteners, and real impact.”
For both founders, the brand’s growth is a reflection of consumer trust and a hunger for better choices. “We’ve been fortunate to work with some of the same supply chain partners we knew from Honest Tea,” Goldman said. “They were happy to have us back. They’d invested in Fair Trade, and we’re proud to continue supporting that.”
Lessons From the Field
For purpose-driven founders hoping to follow a similar path, the advice is refreshingly honest.
“Margin,” said Mendelsohn. “You don’t have a business unless it’s sustainable. All this great impact work depends on the business working first.”
He also emphasized focus. “Don’t try to do too much. For us, it’s organic, Fair Trade, less sweet — and that’s enough.”
Goldman added: “Find a partner. One plus one can make three or four. This work is hard — and having someone who can inspire or commiserate with you makes all the difference.”
Their third partner, Barry Nalebuff, also plays a key role — advising from the board and contributing to the long-term vision. “When you bring people together with different talents and values, the whole becomes greater than the sum of its parts,” said Goldman.
Since its launch in 2022, Just Ice Tea has grown from a passionate idea to a national movement, now available in more than 12,000 stores | Just Ice Tea
Staying True While Scaling Up
As Just Ice Tea continues to expand across the country, Goldman and Mendelsohn remain focused on what matters most: making high-quality products with integrity and investing in the communities that help bring them to life. Growth isn’t the end goal — it’s a byproduct of staying consistent with their values, listening to their partners, and delivering something people genuinely want.
There’s no blueprint for building a purpose-led business in a competitive industry. But by leaning into what they know — great ingredients, strong partnerships, and a clear mission — they’re showing what’s possible when you commit to doing things the right way, from the ground up. One sip at a time.
At Conspiracy of Love, we help changemakers tell their most powerful stories — stories that inspire action, build movements, and create lasting impact.
Find out more about our Values-Driven Storytelling and GPS to Purpose workshops, and how we can help you scale your impact.
