The Art of Fundraising: Creating Value to Attract Capital

Seth Goldman, co-founder of Honest Tea, JUST Ice Tea, and Chair of the Board at Beyond Meat, shares how to raise capital while staying in control of your company, your mission, and your values. Drawing on decades of experience scaling some of the most iconic purpose-driven brands in food and beverage, Seth offers insight into how to choose the right investors, structure smart deals, and avoid the pitfalls that cause founders to give up too much, too soon. He explains why raising less can sometimes be the smarter move, how to use transparency to build investor trust, and how giving your team a stake in the outcome drives performance and retention. You’ll also learn practical tools for protecting your cap table, timing your raise for impact, and ensuring your brand’s values survive growth, scale, and even acquisition.