News

Honest Tea founder joins Whole Foods-based fast casual brand

March 2, 2020

Honest Tea Founder Seth Goldman is sinking his expertise into the fast casual industry, helping to expand PLNT Burger, a restaurant located at the Whole Foods Market in Silver Spring, Maryland.

Goldman, who is also chairman of Beyond Meat, will be become a founder of PLNT Burger and drive expansion plans and strategic planning for the brand, according to a company press release.  He's working alongside members of the brand's founding team — Chef Spike Mendelsohn, Chef Mike Colletti, Ben Kaplan, Julie Farkas and Jonah Goldman.

"I am thrilled to join the PLNT Burger team to help democratize plant-based food for everyone," Goldman said in a company press release. "Spike and Mike designed a delicious, creative menu and the sales success in Silver Spring validates our belief that this concept is scalable for a mass market."

Also joining the founding team is businesswoman and human rights activist Margarita Herdocia. Herdocia has a track record in financial, real estate investment and management as well as food franchise operations, including KFC, Pizza Hut & TGIFridays. As a philanthropist, she focuses on education, immigration, art, and women's empowerment, according to the release.

In her role, Herdocia will apply her "Be and Make Happy" approach to management.

"One of my goals is to help PLNT Burger become a workplace of choice by building a culture of Positivity, Learning, Nourishment, and Togetherness. Internally, that's what PLNT stands for," she said in the release.

Since launching, PLNT Burger has expanded its menu to include Beyond Sausage and the Crispy Chik N' Funguy sandwich made from the fruiting body of an organic oyster mushroom, a part of the mushroom that has traditionally been food waste.

"We are happy to be a partner with PLNT Burger at our Silver Spring location and look forward to working together with continued success," said Scott Allshouse, President of Whole Food Market Mid-Atlantic.