Honest Tea released “Keeping it Honest,” the second edition of its annual Mission Report, which helps the company maintain a regular dialogue with its readers and allows new ones to learn what Honest Tea is doing through posts on individual topics of interest.

Honest Tea, Bethesda, Md., released “Keeping it Honest,” the second edition of its annual Mission Report, available at www.honesttea.tumblr.com. This medium allows Honest Tea to maintain a regular dialogue with its readers and allows new ones to learn what Honest Tea is doing through posts on individual topics of interest. The Tumblr page will be updated throughout the year, as the company works to advance its mission. Honest Tea's Facebook page will also host a new Keeping It Honest tab, during Honest Tea's Mission Month, where Honest Tea fans can choose a personal mission each week, creating their own agenda for change.

The 2011 Mission Report, available at www.honesttea.com/missionreport, details the company's progress on social and environmental initiatives related to its products, packaging, the planet, its people and partners. The report addresses such achievements as the conversion of all teas to Fair Trade Certified, the first annual service day, the launch of Honest CocoaNova and challenges, such as packaging.

"Our commitment to our mission requires us to stretch our thinking and our business in new directions,” says Seth Goldman, president and TeaEO. “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."

For more information about Honest Tea and its new products, check out the non-dairy beverage section of Dairy Foods magazine’s State of the Industry report, November 2011 issue.