You could certainly get into a pity party and wallow, but I think, you know, the entrepreneurial response is to say, you know, it was an amazing, uplifting, inspiring, and fun and rewarding experience. And you just got to keep going.

Welcome to the Startup CPG podcast.

I'm your host, Jesse Freytag.

Today is part five of our podcast series with Seth Goldman,

Startup CPG's entrepreneur in residence,

who has been joining us once a month to talk hot topics in CPG.

At the time of recording, Coca-Cola had just announced their decision to discontinue Honestee,

so we pivoted this episode to cover Seth's thoughts on the news.

As the co-founder of Honestee and the author of Mission in a Bottle,

Seth shares his reaction, stories that he's been thinking of,

and what's on his mind during a time like this.

Seth is now the co-founder and CEO of Eat the Change,

co-founder of Plant Burger, and chair of the board for Beyond Me.

So he also shares about his continued commitment to his current work

and the entrepreneur's imperative to keep going.

Hi, Seth. Welcome to the show today. Glad to have you here again. How are you doing today?

Well, Jesse, I got to admit, it's a little bit of a surreal moment. So I'm always happy to talk to you,

but I don't know if I fully absorbed, you know, the decision by Coca-Cola to discontinue honesty.

So I'm still soaking in it. Yeah, yeah. And,

you know, this conversation will be listened to, you know, a few days after we record. So for those

listening, the announcement was two days ago at this point on Coca-Cola's website that they were going

to discontinue honesty by the end of

...