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捍衛(wèi)自主權(quán):被可口可樂(lè)收購(gòu)之后

捍衛(wèi)自主權(quán):被可口可樂(lè)收購(gòu)之后

《財(cái)富》 2012-09-19
全球飲料巨頭可口可樂(lè)收購(gòu)Honest Tea一年后,這家有機(jī)茶公司的首席執(zhí)行官回顧起這宗交易時(shí)表示并不后悔,但由于雙方理念不同,有時(shí)溝通非常艱難,在一些問(wèn)題上甚至存在原則性分歧。盡管如此,Honest Tea依然不肯讓步。

????大約10年前,人們還只能在小雜貨店和消費(fèi)合作社中看到Honest Tea,就是那種販賣羽衣甘藍(lán)烤脆片和散裝營(yíng)養(yǎng)酵母的地方。

????如今,Honest Tea已攜手一家飲料業(yè)巨頭取得了長(zhǎng)足發(fā)展。2008年,財(cái)富100強(qiáng)公司可口可樂(lè)(Coca-Cola)以約4,300萬(wàn)美元首次收購(gòu)Honest Tea公司40%的股份,三年后又行權(quán)收購(gòu)了剩余的60%股份(收購(gòu)金額未予披露)。不過(guò),有報(bào)道稱,Honest Tea首席執(zhí)行官希斯?戈曼已回購(gòu)相當(dāng)一部分他的個(gè)人股份。

????不出所料,Honest Tea的一些老主顧并不樂(lè)意看到這家有機(jī)茶公司加入可口可樂(lè)。但Honest Tea的共同創(chuàng)始人、目前仍在馬里蘭州貝塞斯達(dá)總部負(fù)責(zé)公司運(yùn)營(yíng)的戈曼說(shuō),這是一個(gè)有益但也需要努力的過(guò)程。他向《財(cái)富》雜志(Fortune)講述了即便是在被全球最大的飲料公司收購(gòu)后,一家小型綠色公司保持企業(yè)之魂的努力。

????被收購(gòu)后,Honest Tea獲得了可口可樂(lè)廣大的分銷網(wǎng)絡(luò)。戈曼說(shuō),2008年約有1.5萬(wàn)家商店出售Honest Tea,如今已超過(guò)了10萬(wàn)家。

????可口可樂(lè)對(duì)廣告宣傳也很在行,幫助Honest Tea從游擊營(yíng)銷(比如,在商店派發(fā)免費(fèi)樣品或用幾箱茶換取雜志廣告位等)升級(jí)到了大型廣告牌和電視廣告營(yíng)銷。今年夏天,Honest Tea播出了第一條電視廣告,一些茶葉和一只檸檬想擠進(jìn)一瓶Honest Tea,結(jié)果沒(méi)成功,大概是因?yàn)樗鼈兌疾皇怯袡C(jī)產(chǎn)品。

????Honest Tea出售的所有東西都是有機(jī)的,而且戈曼聲稱,公司努力做到透明,而不像母公司那樣?!拔覀冇杏《炔鑸@的視頻、短片和照片,我自己也去過(guò)那里,”戈曼說(shuō)?!跋啾戎拢皇且H低可口可樂(lè),但它們有保密配方。大多數(shù)人都不知道可樂(lè)的成份來(lái)自何處,他們就是要這樣?!?/p>

????這種文化反差讓一些Honest Tea的消費(fèi)者感到不太適應(yīng)。他們告訴戈曼稱,雖然他們喜歡Honest Tea,但沒(méi)法認(rèn)同可口可樂(lè)。戈曼表示,他將這一合作視為從內(nèi)部改變可口可樂(lè)的一種方式?!拔蚁矚g小公司,有10年的時(shí)間,我們一直都是一家獨(dú)立的小公司?!钡曷鼘?duì)Honest Tea設(shè)定了遠(yuǎn)大的目標(biāo):“現(xiàn)在我們?cè)谟懻摳淖儼l(fā)展中世界的農(nóng)業(yè)格局。一旦你的規(guī)模達(dá)到了可以真正產(chǎn)生影響的時(shí)候,就可以做到這一點(diǎn)?!?/p>

????而且,Honest Tea似乎也在不動(dòng)聲色地改變著母公司。2007年(在與可口可樂(lè)達(dá)成合作前的一年), Honest Tea采購(gòu)了79萬(wàn)磅的有機(jī)配料。去年,它采購(gòu)超過(guò)400萬(wàn)磅,為全球可持續(xù)農(nóng)業(yè)提供更多支持。在Honest Tea的要求下,可口可樂(lè)已將幾個(gè)灌裝廠進(jìn)行了有機(jī)產(chǎn)品生產(chǎn)認(rèn)證。

????但與任何合作關(guān)系一樣,雙方之間也存在一些沖突。2010年,可口可樂(lè)要求Honest Tea將有些產(chǎn)品標(biāo)注的“不含高果糖玉米糖漿”的文字移除??煽诳蓸?lè)認(rèn)為,這可能對(duì)旗下其他確實(shí)含有這種成分的產(chǎn)品產(chǎn)生不利影響,但卻遭到Honest Tea嚴(yán)辭拒絕。最終,這項(xiàng)聲明得以保留,Honest Tea有機(jī)飲品也繼續(xù)得到極度不喜果糖人群的追捧。

????近期,這兩家公司又在加州37號(hào)提案(Proposition 37)上的立場(chǎng)產(chǎn)生了分歧。如果今年11月該提案獲得通過(guò),將來(lái)加州所有食品都要列明含有的轉(zhuǎn)基因成份。可口可樂(lè)已斥資數(shù)百萬(wàn)美元來(lái)游說(shuō)和抵制這一提案。Honest Tea并未參與其中,因?yàn)樗皇褂萌魏无D(zhuǎn)基因成分。但它還是收到了一些消費(fèi)者的批評(píng),戈曼表示:“Honest Tea現(xiàn)在勉強(qiáng)能夠盈利。我們不會(huì)往任何政治性事件上大筆投錢?!?/p>

????About 10 years ago, you could only find Honest Tea in small grocery stores and co-ops – the kind of joints that also hawk kale chips and bulk-bin nutritional yeast.

????Since then, the company has come far, having partnered with a beverage industry heavy-hitter. In 2008, Fortune 100 company Coca-Cola (KO) first paired up with Honest Tea by purchasing a 40% stake for about $43 million. Three years later, Coke exercised its right to purchase the remaining 60% of the company for an undisclosed amount, although Honest Tea CEO Seth Goldman reportedly bought back a significant amount of his personal equity.

????Unsurprisingly, some of the former Honest Tea patrons didn't take kindly to Honest Tea's entry into Big Beverage. But it has been a beneficial, if not always easy, process, says Goldman, who co-founded the company and still runs it out of its Bethesda, Maryland headquarters. He spoke toFortune about how a small green business can keep its soul even after being bought by the largest beverage company in the world.

????Since being acquired, Honest Tea has gained access to Coke's giant reach. About 15,000 stores stocked Honest Tea in 2008, Goldman says, and now you can find the product in over 100,000 places.

????Coke also knows its way around an ad campaign, and it helped Honest Tea scale from guerilla marketing tactics -- like giving away free samples at stores or trading cases of tea for a magazine spot -- to sporting big billboards and television ads. Its first TV commercial, released this summer, features animated tealeaves and a lemon trying to get into a bottle of Honest Tea. They fail though, presumably because they aren't organic.

????Everything Honest Tea sells is organic, Goldman says, and the company tries to be transparent, rather unlike its parent. "We have videos and footage and pictures of tea gardens in India that I visited," Goldman says. "By contrast, and not to put down Coca-Cola, but they have a secret formula. Most people don't know where the ingredients come from, and that's by design."

????That cultural gap has generated some cognitive dissonance among Honest Tea's customers. Consumers told Goldman that while they liked Honest Tea, they couldn't get behind Coke. Goldman argues that he's looking at the partnership as a way to change Coke from within. "Look, I love small companies and for 10 years we were a small independent company." But Goldman has big goals for Honest Tea: "We're talking about changing the landscape of agriculture in the developing world. That happens when you get to a scale where you can really make an impact."

????And quietly, Honest Tea seems to be chipping away at its parent company. In 2007, before working with Coke, Honest Tea purchased 790,000 pounds of organic ingredients. Last year, it bought over 4 million pounds, supporting more sustainable farming worldwide. Also, because of Honest Tea's demands, Coke has gotten several of its bottling plants certified organic.

????But like any relationship, this one has hit its roadblocks. In 2010, Coke asked Honest Tea to remove the text on some of its products that said there was no high fructose corn syrup inside. Coke thought it might reflect poorly on its other products, which do contain the ingredient. Honest Tea put its foot down though, and the claim stayed, keeping its organic drinks attractive to the fructo-phobic market.

????More recently, the two companies have diverged on their stances towards Proposition 37, which, if passed this November, would require all food products in the state of California to list any genetically engineered ingredients. Coke has spent millions to campaign against the proposition. Honest Tea doesn't really have a dog in this fight, since it doesn't use GMOs. But it still received flak from customers despite the fact that, says Goldman, "Honest Tea is barely at profitability. We're not pouring any money into any political anything."

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