How We Sold to Coke--but Kept Our Soul

The Honest Tea founders raised eyebrows when they sold their company to Coke for millions of dollars.

In 2008, Seth Goldman and Barry J. Nalebuff shocked the sustainable-business community by selling 40% of Honest Tea, a pioneer in green business practices, to Coca-Cola, for $43 million.

The story of how the pair got to that deal is told in comic-book form in "Mission in a Bottle: The Honest Guide to Doing Business Differently--and Succeeding," which hits the shelves this fall.

In the excerpt here, Coke's offer is on the table, the clock is ticking, and Goldman and Nalebuff quiz their colleagues, investors, and board about the proper course to take.

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