# #115 Pure Gold Series: Lessons on Iterating from Seth Goldman + Updates on Eat the Change & Just Ice Tea

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2023-11-21
- Length: 38m
- Episode: 92
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-11-21-115-pure-gold-series-lessons-on-iterating-from-seth-goldman-updates-on-eat-the-c
- Listen: https://share.transistor.fm/s/b8374bc2

## Summary

Seth Goldman, Co-Founder of Eat the Change and Honest Tea, discusses the rapid scaling of his new beverage brand, Just Ice Tea, which has reached $16 million in gross sales and distribution in over 5,000 stores. He details the strategic decision to discontinue the company's first product, mushroom jerky, due to low velocity, and the subsequent packaging redesign of Cosmic Chews to improve consumer appeal. Goldman also covers the company's recent $14 million raise, the upcoming launch of a canned product line, and his leadership philosophy on mental health support and prioritization during hyper-growth.

## Outline

1. Introduction: Seth Goldman and Just Ice Tea Growth
2. Scaling Strategy: Distribution, Trade Spend, and Field Marketing
3. Team Structure and Operational Leanness
4. Discontinuing Mushroom Jerky and Iterating Cosmic Chews Packaging
5. $14M Raise and the New Canned Product Line
6. Mission in a Bottle Anniversary and Leadership Priorities
7. Final Advice on Margins and Distributor Relationships

## Topics

- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)

## Most relevant to

companies scaling up

## Mentioned

- Just Ice Tea (product)
- Eat the Change (company)
- Honest Tea (product)
- Cosmic Chews (product)
- Big Geyser (company)
- Canada Dry (company)
- Whole Foods (company)
- Sprouts (company)
- Beyond Meat (company)
- PLNT Burger (company)
- Mission in a Bottle (product)
- NetSuite (tool)

## Related episodes from other shows

- [Honest Tea: Seth Goldman (2017)](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-06-11-honest-tea-seth-goldman-2017) (How I Built This)
- [Advice Line with Jonathan Neman of Sweetgreen](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-04-24-advice-line-with-jonathan-neman-of-sweetgreen) (How I Built This)
- [Perfect Snacks: Bill and Leigh Keith](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-06-09-perfect-snacks-bill-and-leigh-keith) (How I Built This)
- [Justin’s Nut Butter: Justin Gold. He Was Waiting Tables, Then...He Reinvented Peanut Butter.](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-05-25-justins-nut-butter-justin-gold-he-was-waiting-tables-then-he-reinvented-peanut-b) (How I Built This)
- [How I Built Resilience: Kara Goldin of Hint](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-01-how-i-built-resilience-kara-goldin-of-hint) (How I Built This)

## Citing this page

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