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Green Biz ForumNovember 1, 2013

Scaling an Authentic Brand While Keeping It HONEST REFRESHINGLY HONESTHONEST#16 Years AgoSpread Fair Trade labor standards in the developing worldHelp eliminate billions of calories from the American dietSupport the growth of organic agricultureHonest TeaREFRESHINGLY HONESTHONEST#2Activisyt adds level of trustCo-founders Seth and Barry start operations out of Seths house in Bethesda, MD - February, 1998First sale was to Whole Foods regional office with five thermoses and empty Snapple bottleIntroduced worlds first organic bottled tea 1999; Introduced the worlds first Fair Trade Certified bottled tea 2003We Were Thirsty

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Honest FansREFRESHINGLY HONESTHONEST#5C-distributorsCheeseCorned beefCharcoal

Distribution Challenges

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The Honest Brand is Uniquely Positioned at the Intersection of 3 Lifestyle and Food & Beverage Mega-Trends:Coca-Colas Investment in the FutureREFRESHINGLY HONESTHONEST#77

Feb 2008 - 15,000 outletsFeb. 2013 - 100,000+ outlets and national distributionTaking Distribution to ScaleREFRESHINGLY HONESTHONEST#2013Launch low-sugar, brewed bottled teaLaunch 1st organic certified bottled teaLaunch 1st Fair Trade Certified Bottled TeaExpand into 1st light weight hot-fill PET bottleLaunch Honest KidsLaunch Honest KombuchaLaunch Honest CocoaNovaLaunch Honest FizzAn Innovation-Driven Business ModelLaunch tea bagsPurchase bottling plantHonest Kids Fruit Juice SweetenedREFRESHINGLY HONESTHONEST#9

Taking Mission to ScaleREFRESHINGLY HONESTHONEST#*based on projections for 2013

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