Celestial Seasonings

Somebody's gotta do it.

Celestial Seasonings?

Someone's gotta do it.

Sit down.

Yes.

The Celestial Tea.

The Celestial Seasonings.

Yes, Celestial Seasonings.

And I started a newsletter called Herb News.

And for APA, I started a thing called Herbalgram with my dear friend Rob McCaleb, who at the time was head of research at Celestial Seasonings.

And Rob and I also had started a separate organization called the Herb Research Foundation.

The idea was that APA was going to deal with industry trade issues, And HRF, the Herb Research Foundation, would deal with research and education.

It reported a narrower loss in the recent quarter despite lower sales.

It is parent of Celestial Seasonings teas and many other brands.

That's your Fox Business Report.

I'm Jenny Kosola, invested in you.

And then this one is really special to me.

It's the honey lemon ginseng green tea from Celestial Seasonings, and the reason it's special is because my dad used to drink it all the time.

In the summer, sometimes I ice my tea.

In the fall and winter, I drink it hot.

And this is something I've had the opportunity to think about through our own work at Avocet.

We had the opportunity to work with both Celestial Seasonings and Walnut Acres within the Haines Celestial family of brands.

I like looking at these two brands together because they illustrate something that marketers sometimes overlook.

Not every brand has the same trust problem.

Celestial Seasonings already had tremendous history and recognition.

It had a distinctive origin story, going back to hand-picked herbs in Boulder, and had helped define the herbal tea category.

Over time, customers came to associate the brand with ideas around natural ingredients, quality, balance, care, and healthier and happier moments.