Seth Goldman on Brewing Successful Food Brands with Trust, Transparency, and Fun

Over the last three decades in the natural foods business, Seth Goldman has launched category-defining brands, navigated major acquisitions, scaled mission-driven supply chains, and brewed a whole lot of tea. In this “The Experts” episode, Chuck sits down with the founder of Honest Tea, PLNT Burger, Eat the Change, and Just Ice Tea to discuss what it takes to build a values-driven company in a crowded, ever-evolving food landscape. From label confusion to regenerative agriculture, navigating evolving food trends, simplifying product messaging, staying resilient through market shifts, and determining the right exit strategy, Seth unpacks the challenges and opportunities for brands that aim to both do good and taste great. Whether you're building a brand, a team, or a category, this episode is full of practical wisdom and entrepreneurial fuel.Key Topics:Start Small, Then Break It Down: Seth started Honest Tea without any experience in the beverage industry. What made it possible, he says, was breaking it into simple steps. Sometimes just doing the next thing can be more powerful than a grand plan.Trust Is Your Brand’s Most Valuable Currency: Seth believes that food brands have the most intimate relationship with consumers—people literally put your product in their bodies. That’s why trust, earned through transparency and third-party validation, is at the center of every brand he builds.Mission Is Important, But So Is Fun: Mission is central to Seth’s work, but he also emphasizes that not everything has to be heavy. Whether it’s a video of him leaping over a Target store or playful packaging, bringing in levity helps create a more approachable brand.The Supply Chain Is Part of the Brand Story: Seth spends time in tea farms, not just to check boxes but to build real relationships and understand the human impact. He shares how a computer center in India or a worm farm in Mozambique becomes part of the story—even if it’s not printed on the label.Exits Are Choices: Seth stayed involved with Honest Tea for 11 years after the Coca-Cola acquisition. He reminds founders to ask themselves what success really looks like and to be careful about selling if they’re already doing what they love.This content is for informational purposes only, should not be taken as legal, business, tax or investment advice, or be used to evaluate any investment or security, and is not directed at any investor or potential investor in any investment vehicle sponsored by S2G. Investing involves risk, including the risk of loss. Specific companies mentioned in this podcast are for educational purposes and should not be construed as an endorsement of any kind. Please note that S2G may maintain investments in some of the companies discussed on this podcast. All views of the guests on this podcast are solely their opinions and do not reflect the opinions of S2G. Any past performance discussed is not indicative of future results. For more important information, please see s2gventures.com/disclosures.

To kick off Season Two and introduce one of our new formats—The Pitch—Chuck Templeton sat down with Coulter Lewis, founder and CEO of Sunday, just in time for spring. Sunday is on a mission to help yard owners around the country reconnect with their little patch of earth through smarter, safer lawn care. If you’ve ever stood paralyzed in the garden aisle, unsure of what to buy or how to apply those bags of soil and fertilizer, you’re not alone—and many of those traditional products are loaded with synthetic chemicals at concentrations up to five times higher than what’s used on industrial farms. Sunday flips the script by creating custom lawn plans based on your unique soil, location, and climate, delivering easy-to-use, toxin-free products right to your door. Coulter believes lawn care shouldn’t be confusing or chemical-laden—it should be empowering, enjoyable, and safe for your family, pets, and planet. Chuck also spoke with Matt Walker, Managing Director on S2G's Food & Agriculture team, to discuss Sunday's business model and what he likes about the company.Key Topics:The Problem: Home lawns make up one of the largest cultivated landscapes in the U.S., yet they’re managed with outdated, chemical-heavy practices that far exceed even industrial agriculture in pesticide use. Product Market Fit: Sunday identified a major gap between modern consumer values and outdated, chemical-heavy lawn care practices. By simplifying the experience and empowering everyday homeowners with accessible, science-based products, Sunday gave people the tools to align their environmental values with how they care for their own backyard.The Solution: Sunday creates customized, data-driven lawn care plans that are easy to follow and free from toxic chemicals. By analyzing each customer’s property, climate, and soil—and delivering tailored, effective products directly to their door—Sunday empowers people to confidently care for their lawns in a way that’s healthier for their families, their land, and the planet.Go To Market Strategy: Sunday offers a subscription-based lawn care solution that delivers personalized, ongoing support tailored to their property. While direct-to-consumer remains the core channel, Sunday is expanding through retail partnerships and professional service providers, making their data-driven, environmentally responsible products accessible wherever and however people care for their lawns.The Impact: Sunday is transforming lawn care at scale—reducing millions of pounds of synthetic inputs and conserving water. Beyond the environmental benefits, Sunday empowers users to reconnect with their land, drives consumer-level climate action, and gathers data and insights that can have implications for the broader agricultural sector. Resources:Sunday 2024 Impact ReportThis content is for informational purposes only, should not be taken as legal, business, tax or investment advice, or be used to evaluate any investment or security, and is not directed at any investor or potential investor in any investment vehicle sponsored by S2G. Investing involves risk, including the risk of loss. Specific companies mentioned in this podcast are for educational purposes and should not be construed as an endorsement of any kind. Please note that S2G may maintain investments in some of the companies discussed on this podcast. All views of the guests on this podcast are solely their opinions and do not reflect the opinions of S2G. Any past performance discussed is not indicative of future results. For more important information, please see s2gventures.com/disclosures.

Welcome back to the S2G Podcast! The podcast will still feature in-depth insights into the food and agriculture, oceans, and energy sectors but with a fresh twist. This season, we're serving up three different formats: The Pitch, The Experts, and The Seams. In “The Pitch,” we'll interview company leaders, focusing on their pitch to customers. You’ll get insights into how these guests have scaled their businesses by solving a distinct pain point and designing a unique value proposition that resonates with customers.“ The Experts” will feature conversations with experts who will share in-depth knowledge on the topics relevant to our work.  Last but not least, we have “The Seams,” where we'll focus on important intersections between industries, markets, and people driving system-wide change. We’ll explore how working at the seams of stakeholders, systems, and markets can help us identify scalable solutions, pinpoint risks and mitigants that may otherwise be overlooked, and create value-added partnerships. The first episode drops on April 17th! Tune in wherever you listen to podcasts. This content is for informational purposes only, should not be taken as legal, business, tax or investment advice, or be used to evaluate any investment or security, and is not directed at any investor or potential investor in any investment vehicle sponsored by S2G. Investing involves risk, including the risk of loss. Specific companies mentioned in this podcast are for educational purposes and should not be construed as an endorsement of any kind. Please note that S2G may maintain investments in some of the companies discussed on this podcast. All views of the guests on this podcast are solely their opinions and do not reflect the opinions of S2G. Any past performance discussed is not indicative of future results. For more important information, please see s2gventures.com/disclosures.

If you are a retailer, CPG company, entrepreneur, investor, or just interested in the natural food space, we have a sugar-free, plant-based, adaptogen-rich, protein-packed treat for you. For our final episode of the season, we're excited to bring you a panel discussion from a webinar put on by Naturally Chicago, an organization doing amazing work to bring together the natural products sector through events, resources, and industry insights. The conversation featured panelists from SPINS, a company that helps brands, retailers, and their partners understand product data and shopper values to improve product innovation, and KeHE, a national food distributor focusing on organic, natural, fresh, and specialty products. The discussion was a very data-driven analysis of the natural products industry, which, as panelists pointed out, is seeing growth across metrics. The sector is expected to hit almost $320 billion this year and to grow at a rate of 5 percent annually over the next few years. The panel explored some of the most exciting growth areas in the sector and how CPG companies and retailers can capitalize on this momentum. We also hear from Chuck Templeton about some of his reflections on the natural food space and where he sees these trends going.Key Topics: The Growth of the Natural Food Industry: The panelists discuss how demand for natural food products continues to grow. Consumers, especially Millennials and Gen Z, are more knowledgeable about how food choices impact wellness and want to take ownership of their health and incorporate functional foods into their diets. Aging Well: As we take a more proactive approach to health, there is a particular focus on how we age. The panelists point to the trend of preventative care and wellness becoming part of consumers’ personal brands.  The Impact of GLP-1 on Natural Foods: The rise of GLP-1 is demonstrating how interconnected medicine and the food industry can be. The panelists discuss that as GLP-1s become increasingly prevalent, food companies will have to adapt to shifting dietary demands and needs as a result of these drugs. The Role of Sustainability in Product Development: The panelists discuss how incorporating sustainability aspects can set natural food brands apart. Chuck shares how he sees sustainability as an even bigger driver for CPGs and retailers than consumers.Media of the Moment: The panelists and Chuck talk about the rapidly evolving landscape of media marketing and customer engagement. With the rise of social media, food companies must completely rethink how they reach customers and capitalize on these new opportunities. This content is for informational purposes only, should not be taken as legal, business, tax or investment advice, or be used to evaluate any investment or security, and is not directed at any investor or potential investor in any investment vehicle sponsored by S2G. Investing involves risk, including the risk of loss. Specific companies mentioned in this podcast are for educational purposes and should not be construed as an endorsement of any kind. Please note that S2G may maintain investments in some of the companies discussed on this podcast. All views of the guests on this podcast are solely their opinions and do not reflect the opinions of S2G. Any past performance discussed is not indicative of future results. For more important information, please see s2gventures.com/disclosures.

How to describe Sam Kass? He’s a Michelin-star restaurant-trained chef, a White House Senior Policy Advisor, an investor, an author, and that’s just the shortlist. We are always talking about bringing industry-spanning stakeholders together, and when it comes to the food system, Sam has sat at so many of those tables. He brings this holistic perspective grounded in pragmatism and cautious optimism to everything he does–including this wide-ranging, eye-opening conversation. In this episode, Chuck Templeton chats with Sam about his unusual career arc, his moment of nutritional revelation as a young chef, how he went from cooking for the Obamas to a Senior Policy Advisor, the reality check of working in policy, why there is so much opportunity in the food and ag sector, what a Thanksgiving version of a Last Supper might look like, and how we all can make better simple and smart food choices. Key Topics: The Food, Nutrition, and Environment Nexus: Sam highlights how making better food choices can profoundly impact our health and that of the planet. He also offers advice on the decisions that can have the biggest effect on both of those outcomes. Working From a Baseline of Reality: For Sam, working in policy was a major awakening as to what it takes to move the needle. It can be easy to critique the system, but to actually change it, you have to root yourself in reality and work from there. The Agriculture Opportunity: Sam emphasizes that while the agricultural sector is the second biggest driver of emissions it also has immense capacity to store carbon. This leaves us with an incredible opportunity to make food choices and utilize technologies that turn agriculture from a climate liability into a critical tool. The Power of the Eater: According to Sam, making buying decisions based on market attributes sends important market signals both to companies and to policymakers that this is what consumers care about. Even if we don’t have the ability right now to assess every environmental claim a company makes, thoughtful buying decisions are still a key first step. How to Make an Informative Thanksgiving Dinner: Sam Shares how we can model a Thanksgiving Dinner around his Last Supper concept, using a meal to highlight foods that are in danger of climate change and foods that can boost climate resilience. This content is for informational purposes only, should not be taken as legal, business, tax or investment advice, or be used to evaluate any investment or security, and is not directed at any investor or potential investor in any investment vehicle sponsored by S2G. Investing involves risk, including the risk of loss. Specific companies mentioned in this podcast are for educational purposes and should not be construed as an endorsement of any kind. Please note that S2G may maintain investments in some of the companies discussed on this podcast. All views of the guests on this podcast are solely their opinions and do not reflect the opinions of S2G. Any past performance discussed is not indicative of future results. For more important information, please see s2gventures.com/disclosures.

When the world seems so deeply divided, how can we step across barriers and preconceived notions to build avenues for conversation and collaboration? In this episode, Kaitlin Yarnall, Chief Storytelling Officer at National Geographic, argues that storytelling could hold the key.  National Geographic has become synonymous with eye-opening, awe-inspiring, perspective-shifting storytelling. They have been honing the craft for well over a century, telling stories that have helped to alter perceptions, build coalitions, pass legislation, and ignite movements. Kaitlin shares the components for effective storytelling, from the narrative elements to tapping into the right emotions and having a clear understanding of your audience and how to reach them. At S2G, we consider storytelling to be one of the key ingredients for the climate transition. This episode so beautifully illuminates the potential of storytelling and how to tap into its power to move audiences and bring more people into the conversation.Key Topics: Tapping Into Awe Instead of Fear: Kaitlin shares some of the research behind which emotions drive people to action. While fear, shame, and anger can motivate someone to act in the short term, emotions like awe, wonder, and hope can get people to think and act differently in the long term. Translating Science to Storytelling: According to Kaitlin, we need to bring characters into science stories, get creative with communicating scale, and maybe even do a little reframing of the scientific method. Knowing your audience: As Kaitlin says, “The audience is everything.” It is not enough to say you are creating something “for the public.” We have to have a very clear understanding of who we’re speaking to and what they will relate to. Communicating about Climate: Kaitlin has a very simple message for those of us trying to communicate and educate about climate: We have to try harder. Polar bears don’t move everyone. We have to reframe the conversation based on what different communities care about. Storytelling Tips and Tricks: Find the visuals, know the audience, and don’t forget the humor. This content is for informational purposes only, should not be taken as legal, business, tax or investment advice, or be used to evaluate any investment or security, and is not directed at any investor or potential investor in any investment vehicle sponsored by S2G. Investing involves risk, including the risk of loss. Specific companies mentioned in this podcast are for educational purposes and should not be construed as an endorsement of any kind. Please note that S2G may maintain investments in some of the companies discussed on this podcast. All views of the guests on this podcast are solely their opinions and do not reflect the opinions of S2G. Any past performance discussed is not indicative of future results. For more important information, please see s2gventures.com/disclosures.

What do bioactives, aquaculture operations, and warehouses have in common? They can all be powered by AI. In honor of spooky season, we’re taking you on a cross-sector journey to explore a topic that can sometimes get a scary rep. We recently released a report that identifies use cases for AI across our focus sectors and evaluates the challenges and opportunities to see where AI can drive significant business value and environmental benefits. In this episode, we’ll hear from Vikram Sharma, operating partner at S2G, about the findings from the report and the opportunities for cross-sector collaboration for AI-based technologies. We also speak to some of the entrepreneurs in S2G’s portfolio about how they’re employing AI to discover plant-based bioactives to address specific health outcomes, improve the financial viability and sustainability of aquaculture operations, and make inventory management more efficient, transparent, and safe for workers. Join us as we learn about the applications and opportunities that are getting us pretty excited for the future of this much-talked-about technology.  Key Topics: Cross-pollination Opportunities: One of the report's key findings is that entrepreneurs have a tremendous opportunity to share insights and lessons from similar AI use cases across non-competitive sectors. Navigating AI Adoption Challenges: Vikram speaks about some of the obstacles facing adoption, such as regulatory hurdles and the energy demands of data centers. He stresses the importance of transparency and data accessibility to fully leverage AI's potential, as well as his conviction that all companies should be exploring how AI could support their businesses. Revolutionizing Supply Chains with AI: Jackie Wu from Corvus Robotics details how the company’s autonomous drones are transforming inventory management, performing 10x faster scans, and improving accuracy. AI-Powered Discovery Platforms: Lee Chae of Brightseed explains how their AI platform, Forager, is exploring the mysterious world of plants to identify bioactives with specific human health benefits. Forager is helping to reduce the time and cost of getting a novel product to market. AI for Resource Management: Matt Zimola of ReelData shares how their AI-powered platform is enabling aquaculture companies to reduce resource-use while optimizing fish growth, helping to bolster an industry that has great potential to provide a critical and sustainable protein source. Resources: Thee AI Opportunity: Unlocking Climate Solutions and Productivity in a Volatile WorldPlease note that S2G invests in the companies discussed on this podcast.This content is for informational purposes only, should not be taken as legal, business, tax or investment advice, or be used to evaluate any investment or security, and is not directed at any investor or potential investor in any investment vehicle sponsored by S2G. Investing involves risk, including the risk of loss. Specific companies mentioned in this podcast are for educational purposes and should not be construed as an endorsement of any kind. Please note that S2G may maintain investments in some of the companies discussed on this podcast. All views of the guests on this podcast are solely their opinions and do not reflect the opinions of S2G. Any past performance discussed is not indicative of future results. For more important information, please see s2gventures.com/disclosures.

In this episode, we’re digging into successful strategies for corporate innovation with Audre Kapacinskas, Principal of Corporate Development at S2G, and Ryan Smith, Chief Growth Officer and Executive Vice President at Ajinomoto Health and Nutrition, a multinational food and biotechnology company focused on seasonings. Audre shares five takeaways from over 600 conversations with corporates about driving effective innovation in the face of significant challenges to making the kind of rapid, large-scale progress needed to meet global sustainability commitments. Audre then speaks with Ryan about how Ajinomoto encourages innovation and utilizes the company’s distinct advantages as well as novel business models to position itself for growth. We hope that these conversations can support companies in driving growth while achieving their sustainability objectives and spark broader discussions around effective corporate strategies and how we better convene groups and share best practices.  Key Topics: The Importance of People, Structure, and Culture: At a time when CEO turnover is spiking, Audre highlights the importance of having the right people in the right positions to shield teams working on long-term growth initiatives from disruptions. Ryan explains that at Ajinomoto, listening to employees and customers is a key part of the company’s search for innovation. The Need for Clear, Strategic Direction: Audre speaks about how having clarity and consensus around strategic objectives can help leaders build trust within their organizations and encourage widespread buy-in. Leveraging Distinct Advantages: According to Audre, many companies that innovate successfully do so by taking advantage of their entire organizational structure and expertise. She uses Koch Disruptive Technologies as an example of a company that is proactively sending new products out to its different business units to enable business development opportunities while identifying new technology use cases. Ryan shares that Ajinomoto’s ability to vet startups through its internal processes gives it a leg up in conversations with potential customers. Integrating Innovation Initiatives with a Long-Term View:  Audre recommends setting up a strategic roadmap and enabling the people within your organization to execute against it. According to Audre, “Once you have a plan and feel good about it, empower it and fund it.”Embracing New Business Models: S2G’s Corporate Development team is seeing new business models bolster innovation engines within corporations, and that creative financing and risk management can make companies more willing to experiment. Ryan speaks to Ajinomoto’s effort to surprise their customers by exploring many different angles of food production beyond just ingredients. Resources:Adapt or Collapse: 5 Lessons for Scaling Sustainability to Drive Growth This content is for informational purposes only, should not be taken as legal, business, tax or investment advice, or be used to evaluate any investment or security, and is not directed at any investor or potential investor in any investment vehicle sponsored by S2G. Investing involves risk, including the risk of loss. Specific companies mentioned in this podcast are for educational purposes and should not be construed as an endorsement of any kind. Please note that S2G may maintain investments in some of the companies discussed on this podcast. All views of the guests on this podcast are solely their opinions and do not reflect the opinions of S2G. Any past performance discussed is not indicative of future results. For more important information, please see s2gventures.com/disclosures.

Many cities, such as San Francisco and New York, are passing policies to accelerate the transition to electric vehicles. However, one of the biggest challenges to the adoption of EVs is the lack of fast charging stations. Revel, a company formally known for its fleet of rentable electric mopeds, is currently focused on transforming the EV charging landscape in urban areas. In this episode, Chuck Templeton sits down with Revel’s co-founder and CEO, Frank Reig, to explore the company's evolution from electric mopeds to a pioneering urban EV rideshare and fast-charging network, and Revel’s strategy to tackle the chicken-and-egg conundrum of EV adoption by simultaneously expanding its electric rideshare fleet and charging infrastructure. Frank speaks to the complexities of scaling energy infrastructure in cities, the importance of strategic alliances, especially with utilities and policymakers, the need to have a thorough understanding of the market opportunity, and what the future holds for the company. Key Topics: Adapting to Industry Trends: Frank speaks to how Revel’s pivot from electric mopeds to a comprehensive EV rideshare and charging network has enabled them to align with the growing demand for clean energy technologies.Seeding a Two-Sided Marketplace: To address the chicken-and-egg problem of electric vehicle adoption, Revel implemented a dual strategy of simultaneously expanding its vehicle fleet and charging infrastructure. Frank shares how this approach can help accelerate adoption rates for EV charging. Scaling Energy Infrastructure in Urban Areas: The conversation highlights Revel’s approach to scaling infrastructure despite the inherent challenges to expanding the energy grid. Frank discusses these obstacles and Revel’s approach to tackling them.  Strategic Partnerships as Growth Catalysts: One key method Revel has used to navigate the complexities of urban energy infrastructure development is forging strategic partnerships with industry stakeholders such as policymakers and utilities. These alliances have been instrumental in expanding their fast-charging network and growing their market presence.Strategic Market Positioning: Revel has taken a very targeted approach to market expansion, focusing on high-density regions with greater demand for clean transportation options. By having a nuanced understanding of the market opportunity in different geographies, Frank and the Revel team have been able to focus resources in high-potential locations.This content is for informational purposes only, should not be taken as legal, business, tax or investment advice, or be used to evaluate any investment or security, and is not directed at any investor or potential investor in any investment vehicle sponsored by S2G. Investing involves risk, including the risk of loss. Specific companies mentioned in this podcast are for educational purposes and should not be construed as an endorsement of any kind. Please note that S2G may maintain investments in some of the companies discussed on this podcast. All views of the guests on this podcast are solely their opinions and do not reflect the opinions of S2G. Any past performance discussed is not indicative of future results. For more important information, please see s2gventures.com/disclosures.

This week we launched a report called The Climate Finance Relay Race. It explores how asset owners are navigating climate investment and their rationale for their approach. We believe the most impactful and perhaps swiftest approach to designing a fit-for-purpose capital market system is partnership with asset owners. The idea of the “climate finance relay race,” is that the handoff of risk and reward across parties can better enable asset owners to underwrite more productive and less volatile economies.To complement the report, we are excited to share this conversation between S2G managing partner Sanjeev Krishnan, Regine Clement, CEO of the CREO Syndicate, and Tom Rotherham-Winqvist, Co-founder of Featherlight Capital. They dissect the intricacies of this “relay race," emphasizing the pivotal role of asset owners such as family offices, pensions, and sovereign wealth funds in driving the climate transition. Tom and Regine discuss the challenges facing the asset owners they work with and underscore the urgent need for a robust and adaptive capital market system capable of scaling climate investments from billions to trillions. If you are looking for insight into the asset owner landscape and how it can evolve to better support climate solutions, this episode is for you. Key Topics: Strategic Role of Asset Owners: Tom and Regine discuss the role of different asset owner groups in financing the climate transition and what family offices and institutional investors bring to this effort. The intersection of Climate Megatrends and Finance: Asset owners can have an enormous impact on global economic systems, and understanding what they care about is critical to capitalize on emerging opportunities. Tom and Regine discuss the role climate plays in asset owners' investment approaches and what drives those investment decisions. Scaling Challenges: The transition from billions to trillions in climate investments presents formidable challenges, requiring innovative financial instruments and collaborative frameworks. Sanjeev, Tom, and Regine explore opportunities to activate that growth in investments. Capital Market Adaptation: A robust, fit-for-purpose capital market system is crucial for the effective scaling of climate finance. Tom and Regine share why they believe our capital markets can become fit-for-purpose, the question is, on what time scale and how can we accelerate it?This content is for informational purposes only, should not be taken as legal, business, tax or investment advice, or be used to evaluate any investment or security, and is not directed at any investor or potential investor in any investment vehicle sponsored by S2G. Investing involves risk, including the risk of loss. Specific companies mentioned in this podcast are for educational purposes and should not be construed as an endorsement of any kind. Please note that S2G may maintain investments in some of the companies discussed on this podcast. All views of the guests on this podcast are solely their opinions and do not reflect the opinions of S2G. Any past performance discussed is not indicative of future results. For more important information, please see s2gventures.com/disclosures.