BETHESDA, Md. – (October 26, 2011) – Honest Tea, the nation’s top-selling organic bottled tea company, today released Keeping It Honest, the second edition of Honest Tea’s annual Mission Report. Last year, Honest Tea committed to examining and reporting on the progress and challenges of advancing its mission. The new report takes dialogue with consumers to a new level of engagement through an online version available on Tumblr.

The 2011 Mission Report details the company’s progress on social and environmental initiatives related to its products, packaging, the planet, its people and partners. Achievements, such as the 1) conversion of all teas to Fair Trade Certified™ 2) first annual service day and 3) launch of Honest CocoaNova®, and challenges, such as packaging, are addressed in the report, providing consumers with a genuine, introspective look at how the company strives to scale a mission-driven business.

In addition to the digital report available at Honesttea.com/MissionReport, Honest Tea also launched an online version of Keeping It Honest on the company’s first Tumblr page, honesttea.tumblr.com. The Honest Tumblr page will be updated throughout the year as the company works to advance its mission. This innovative medium allows Honest Tea to maintain a regular dialogue with its readers and allows new readers to learn what Honest Tea is doing through posts on individual topics of interest. Honest Tea’s Facebook page will also host a new Keeping It Honest tab, during Honest’s Mission Month, where Honest fans can choose a personal mission each week, creating their own agenda for change.

Seth Goldman, president and TeaEO, commented, “Our commitment to our mission requires us to stretch our thinking and our business in new directions. Keeping It Honest is the closest thing we have to a roadmap for change. In this year’s report, we include results of a Cradle-to-Gate Life Cycle Analysis for two of our best-selling beverages, and identify new challenges in regard to sourcing and packaging.”