Seth Goldman of Honest Tea offers this bit of wisdom in an interview for Knowledge@ Wharton:
“The key is to be different. You know, we never came out with just another "me too" product. From the start, our product was less sweet than what everyone else was offering. And that was why we felt it was relevant, because everything out there was much more like soda than it was like tea. And it's grown. Our differentiation has grown. So now everything we offer is organic. And a great deal of what we offer is also Fair Trade certified. And we'll continue to raise the bar and find new ways to set ourselves apart. But we're too small to compete directly with the big companies on their terms. We have to do it on our terms.”
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