Time for a bit of Honestea – how honest are Londoners?

I’m a Northern lass at heart, and have often wondered how the folk down South compare in terms of honesty and integrity. It’s often the source of many a joke, but it was interesting to see the differences just between North and South London in a recent social experiment from the people at chilled organic herbal and fruit tea drink brand, Honest.

UK Honest Tea

Lemon with Honey and Pomegranate and Blueberry Honest Teas – yum!

An honest experiment…

Based on a similar experiment conducted across the USA, called the Honesty Index, the Honest team in the UK set up an honesty box where they left some goodies out across a number of London hotspots at an unmanned stand with a “Take one, leave £1” sign for three weeks. The results were pretty extraordinary!

Some payed the full £1, others some left small change, foreign currency, or didn’t pay at all. Some lovely peeps donated £1 without taking a bottle! 85% paid at least something for their bottle of Honest, and a reassuring number of only one in seven didn’t pay anything.

So, how did the different areas of London compare?

1. East London – 94% honest
2. West London – 93% honest
3. Central London and North London – 84% honest
4. South London – 80% honest (am a bit shocked by this compared to the other regions – buck your ideas up, South London!)

Are women more honest than men?

Women in London seem to be the most honest by a small margin, with 86% donating compared to 84% of men. In the experiment, women were most likely to donate small change, or at least something in order to at least appear honest, while men would either pay the full £1 or leave nothing at all.

Don’t judge a book by its cover…

The Honest experiment found that brunettes, at 88%, were slightly more honest than blonde, who were 83% honest. Both were more honest than those with black hair, of whom only 78% were honest. Brunette women were also found to be the group most likely to stop for a bit, look at the ingredients on the bottle, and then donate. (Not sure what to make of this – most of my close friends are brunettes, one’s blonde, one has jet black hair, and I’m part blonde, part brunette. Hmm…)

– 91% of bespectacled Londoners were honest
– 78% with visible tattoos or piercings were honest
– Men with beards were 69% honest
– Bald people were very honest at 93%, compared to those with hair (84%)
– Men with long hair seemed to be the most honest group overall

Only in London…

Some of the weird and wonderful highlights of the experiment included:

– One woman paying for two bottles – one for her, and one for her hairdresser
– A very nice chap bought five bottles for his colleagues with a £5 note
– A dog lover paid for a bottle, showing it to the dog for approval
– One person paid with a Euro coin, another paid with two Nuevos Soles (from Peru)
– Mums used the opportunity to explain to young children the concept of honesty – and then encourage their little ones to pay for a bottle
– A driver stopped his bus full of passengers to nip out and pay for a bottle for him and a colleague who was driving behind him!
– One woman stopped her car at a red traffic light, paid £1, grabbed a bottle and whizzed off!
– A homeless man selling flowers paid the full £1 for a bottle just as a man in a suit grabbed a bottle without paying (this one makes me very ashamed of some unscrupulous Londoners!)
– Couples were most honest, with 92% paying the £1, compared to 84% of people who were on their own

Seth Goldman, co-founder of Honest

Seth Goldman, co-founder of Honest

Seth Goldman, co-founder of Honest, and long-time fan of the UK and London, was delighted by the experiment and its results: “Bringing Honest to the UK is one of those pinch-me moments – being able to conduct the Honest Index here after the success we’ve had in the US is really something. We thought we’d try the Honest Index in London, and it’s great [to hear] such positive and heart-warming results.”

Check out the video for more.

How honest are you, my tea-drinking friends? Would you have left £1 for a lovely bottle of Honest?

I know I would! (♥Rubs halo…!♥)

Food for thought…

Rachael xx

Refreshingly Honest – An honour to hear about Honest Tea and honesty from a truly ethical entrepreneur

#Refreshinglyhonest
I was truly honoured to be one of a small group of tea bloggers and tea enthusiasts to be invited to the launch of Honest Tea in the UK, the refreshingly healthy, bottled, herbal and fruit tea drink brand from Seth Goldman, ethical entrepreneur and the company’s “TeaEO”.

The UK Honest Tea Launch

Ethical entrepreneur Seth Goldman shares his story at the launch of Honest Tea in the UK (Image Courtesy of Coca-Cola GB)

The setting was modern, intimate and, to quote the brand’s strapline, refreshingly honest. In the unlikely urban oasis environment of trendy Shoreditch venue, Look Mum, no hands! and flanked by a miniature orange grove created especially for the occasion, a row of tables were set out with newly sprouted lemon balm shrubs in vintage packing crates and fantastically tasty, healthy food providing the perfect backdrop for the tasty, refreshing teas.

The miniature orange grove

The miniature orange grove set up for the UK launch of Honest Tea

A delightfully sunny summer’s day was the ideal setting. After a thirsty journey to get to the launch, I was very glad of my first bottle of the Pomegranate and Blueberry variety – a sweet, fruity blend that was just right and matched the food that was served perfectly. I also enjoyed a Honey and Lemon Honest Tea, which was soothing to a hay fever induced scratchy throat.

Honest Tea has a genuinely remarkable story, springing up from humble beginnings around a Maryland kitchen table in 1998 and growing to be the best selling tea in the USA by 2007. The Honest Tea journey and growth shows how a combination of a strong mission, vision and ethics are the key ingredients to a recipe for a successful business that works to make the world a better place. It was fascinating to hear Seth tell us his story with great warmth, honesty, humour and humility.

Some of the UK Honest Tea blends

Lemon with Honey and Pomegranate and Blueberry Honest Tea blends

Seth was also more than happy to share his thoughts, advice and tools of the trade for those launching or looking to run ethical and healthy food and drink businesses, which is certainly refreshing and was sincerely welcomed by the group. You can read the whole story in Seth’s book, Mission in a Bottle –  well worth a read as a tea lover, businessperson, or if you too are an aspiring ethical entrepreneur.

The brand was acquired by Coca-Cola in 2011, but despite this phenomenal growth and success, the company has remained true to its original mission and vision – -a refreshing approach. You can find out more about Seth’s vision, his work as “TeaEO” and the Honest Tea ethos at drinkhonest.co.uk and on the Coca-Cola UK blog.

Seth Goldman shares his story

Hearing about the outlook for the food and drink industry and the remarkable Honest Tea story from its founder, Seth Goldman

Seth believes that the food and drink industry is going through a profound change currently, with a new focus on health and sustainability, without compromising on quality and taste. He describes their original vision as a hope to “shift people’s diets toward organic, authentic beverage recipes that taste ‘just a tad sweet’.” This drive for low sugar and caffeine free products is opening up innovation in tea, in particular, something I will return to on the blog in my series on tea for health. As well as being Certified Organic and approved by the Soil Association, the packaging is fully recyclable and made partially from plant materials from sugar cane. There’s a delicious, “circle of life” feeling to a drink designed to replace sugary drinks coming in packaging made from sugar cane!

The Honest Tea varieties at the launch

Lemon balm – one of  the ethically sourced herbal ingredients in the Honest Tea varieties

This new perspective in the industry poses great opportunities for authentic brands with simple ingredients and a planet and human-friendly ethos. He is also an advisor to and on the board of a number of other like-minded food startups, including a plant-based burger that could be set to challenge the carnivorous options at the BBQ!

Seth is genuinely excited and spoke humbly about Honest launching in the UK, saying, “This is one of those pinch-me moments. We can’t wait to share our drinks with folks in the UK and are confident the Honest name and brand values will translate without the need of an interpreter.”

An amazing afternoon with like minded people and words of wisdom from an inspiring businessman and human being. It will be great to see what’s next for the Honest Tea brand and Seth’s other admirable business ventures.

Honest Tea is stocked in a number of bars and restaurants in the UK (like Look Mum, No Hands!) and can be found in Whole Foods (the first store to buy the fledgling brand in the US in the early days), Co-Op and branches of M&S Simply Food at BP Connect service stations.

Seth Goldman's book, Mission in a Bottle

Seth Goldman’s book, Mission in a Bottle