Meet Reed Rush | Founder and CEO, 8th Wonder Tea

We had the good fortune of connecting with Reed Rush and we’ve shared our conversation below.

Hi Reed, Let’s talk about principles and values – what matters to you most?
As a naturally creative and right-brained individual, navigating the transition into a business-oriented environment demanded a deliberate shift toward a more pragmatic and analytical mindset. This kind of thinking did not come naturally to me. Over time, however, I acquired the ability to meticulously assess risk against potential rewards, carefully weighing their impact on sales and brand visibility. This is a skill that I don’t think anyone ever really masters but the more you flex the muscle, the stronger it becomes.

While so many founders are eager to unleash the full spectrum of marketing strategies—experiential demos, digital tactics, and a robust social media presence—I’ve found that it’s crucial to strike a balance. A strong leader in this space will actively avoid the pitfall of attempting what I call the “everything to everyone, everywhere all at once” trap which so many otherwise smart entrepreneurs fall into. The end result is that these startups exhaust their financial resources before having a chance to grow organically. Sometimes the biggest risk is doing less until you’re in a far better position to execute more. The most common approaches to growth in my field are either the slow burn approach, scaling cautiously but potentially lagging behind larger competitors, or the reckless leap into overspending, hoping for immediate rewards. Personally, I advocate for intentional, gradual growth within existing capabilities, even if it means sacrificing some initial glamor and delaying success.
Another big challenge I faced starting my company was learning to manage my introversion while serving as the public face of 8th Wonder. To address this, I invested significant effort in honing my communication and networking skills, ensuring effective representation of the brand, my role, and the establishment of meaningful connections in the industry. It’s very much an ongoing process.

In essence, starting a beverage company required a calculated shift in my decision-making approach and venturing well beyond my comfort zone. These strategic adjustments have significantly contributed to the growth and success of 8th Wonder Tea and to myself as an individual in a highly competitive and high pressure atmosphere.

Alright, so let’s move onto what keeps you busy professionally?
The inspiration for 8th Wonder Tea stemmed from my dissatisfaction with the limited options available in stores for natural food products. After completing my college education, I took on the role of assistant manager at Alfalfa’s Market in Boulder, CO. During my time there, I dedicated a significant amount of time to exploring the grocery aisles, analyzing the messaging, shelf-appeal, and overall impact of natural food products. Unfortunately, I consistently found that the products fell short in three crucial areas: taste, transparency, and packaging.

If a product had a good taste, it often lacked functional benefits or clarity in its purpose. On the other hand, if a product delivered on functional aspects, it often had an unappealing taste. I realized there was a clear need for a brand that could excel in all three areas: solid branding, a taste that creates customer loyalty, and a strong presence in the market. Additionally, I was alarmed by the excessive use of sugar in products that were marketed as healthy and groundbreaking.

Driven by the desire to address these gaps in the market, I began experimenting with organic herbs, functional botanicals, and spices in a crockpot. I sourced these ingredients in bulk from local apothecaries. Through countless iterations and trials, I developed a combination that was truly remarkable in terms of taste and revitalizing properties.

Recognizing the potential for growth, I started attending networking events, such as the Naturally Boulder Network, where I connected with experienced founders and CPG professionals. I continuously refined my elevator pitch during these events, eventually making valuable connections that helped transform my entrepreneurial vision into a tangible and marketable product within established distribution networks. Not long after these conversations, we landed our first accounts in that region: Whole Foods Market stores. We’ve been building the brand ever since. Now in California, my home base, we are sold in Erewhon Markets, Bristol Farms stores, Lassen’s Natural Foods and Vitamins, and Mother’s Markets and Kitchen, as well as many independent accounts throughout the state and on the West Coast.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If my friend were visiting, here’s how our day would unfold: we’d kick things off with breakfast at Beachwood Café, then work off our meal with a hike up the North Beachwood-Hollyridge Stairs for some incredible views of the city and its iconic hills. Afterward, we’d take a leisurely stroll to the intersection of Beachwood and Glen Holly to catch a glimpse of the Hollywood Sign up close. Next, we’d hop in the car and head to Laurel Canyon, grabbing sandwiches at The Laurel Canyon Country Store for a hike later. I’d make sure to show my friend Jim Morrison’s old house on Rothdell Trail, given our mutual love for The Doors. As we drive through Mulholland, marveling at the incredible homes and landscapes, we’d make our way to Topanga Canyon. After a hike or picnic in Topanga State Park, devouring those sandwiches, we might browse through the vintage selections at the Hidden Treasures store in Old Topanga. To cap off the day, we’d head to Zuma Beach in Malibu for a sunset spectacle, followed by dinner at Malibu Farm Pier Cafe on the Malibu Pier. It’d be a day filled with delicious food, stunning views, and exploring the diverse landscapes of LA’s canyon enclaves.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
The Mojave Desert Land Trust is an organization that I have worked with through my company 8th Wonder’s 1% for the Planet Partnership. It is also a group that is very close to my heart as I live full time in Joshua Tree, CA and am minutes from their operational headquarters while surrounded everyday by the scenic majesty of the Mojave Desert landscape— an environment that inspires me daily.

A little about them and the excellent work they do to protect California’s desert ecosystems: the Mojave Desert Land Trust has developed a comprehensive approach to conservation aimed at safeguarding the California desert for future generations. Their strategy involves acquiring land, restoring habitats, maintaining stewardship, cultivating native plants, and educating the community. These conservation efforts cover a vast area of nearly 26 million acres, encompassing the Colorado Desert and the entire California section of the Mojave Desert. Since their establishment in 2006, MDLT has successfully preserved around 120,000 acres of environmentally important land and propagated over 120,000 native plants for restoration projects and community benefit. They also have an absolutely awesome native plant sale every October in Joshua Tree which has helped me tremendously in getting my own small garden off the ground.

Website: www.8thwondertea.com

Instagram: @drink8thwonder

Linkedin: https://www.linkedin.com/in/parker-reed-rush-19859674/

Facebook: https://www.facebook.com/8thWonderTea