CEO, GOOD Magazine
Cofounder of Ethos Water
The Starbucks Foundation
African Leadership Foundation
Graduate School of Political Management
at George Washington University
Jonathan Greenblatt is the co-founder of Ethos Water, a former vice president of Starbucks Coffee Company, and an acknowledged thought leader on ethical branding and social entrepreneurship. He teaches social entrepreneurship at the Anderson Graduate School of Management at UCLA and advises corporations and non-governmental organizations on the intersection between business and sustainability.
A former staffer in the Clinton White House, Greenblatt currently serves as a senior advisor to the United Nations Foundation where he has assisted with the creation and launch of the Global Water Challenge, a coalition of Fortune 500 businesses, foundations and non-governmental organizations developing a global action plan to alleviate the world water crisis. He also serves as Senior Advisor to the X-PRIZE Foundation, leading the design of a $10 million prize competition focused on breaking the cycle of global poverty.
Greenblatt founded Ethos Water in 2002 with his longtime friend, Peter Thum, to achieve a specific mission: create a brand of bottled water to help children around the world get clean water. Ethos was launched in the bedroom of Greenblatt's son and soon became one of the fastest growing bottled water brands in the U.S. In 2005, Starbucks acquired Ethos Water, making it one of only a handful of non-coffee ventures the company has purchased in its 30-plus year history. Today, Ethos Water is sold in premium retail locations across the country, including more than 5,000 Starbucks stores where the brand has achieved record performance in bottled water sales. As a result of a strategic partnership with Pepsico announced in 2006, Ethos is expected to increase its distribution to more than 100,000 locations by the end of the decade.
As a member of the board of the Starbucks Foundation, Greenblatt was responsible for developing the global investment strategy for Ethos philanthropic efforts. Ethos currently is projected to invest more than $10 million through 2010 to bring clean water to communities in need throughout Africa, Asia and Latin America. Ethos also reaches the nearly 40 million consumers visiting Starbucks stores each week, educating them about the world water crisis and thereby planting the seeds for widespread activism and social change.
Before founding Ethos Water, Greenblatt was an executive at REALTOR.com. He joined the company in 1999 during its startup phase and served as a member of the core team through its successful public offering and ascent to the dominant position in the online real estate market. Before his departure, Greenblatt served as vice president and general manager of the company's primary consumer products group, managing a $30 million division.
Prior to REALTOR.com, Greenblatt spent more than five years in the Clinton Administration where he served in the White House and the U.S. Department of Commerce. As a government official, Greenblatt developed international economic policy with a focus on emerging markets in Asia and Latin America. This work took him around the world, where he witnessed the economic and social challenges facing a majority of the world's population, including the global scarcity of clean water. Before joining the administration, Greenblatt worked in Little Rock, Arkansas on Governor Bill Clinton's first successful presidential campaign in 1992.
Greenblatt serves on the boards the African Leadership Foundation and RESTORE Products. He is a member of the Pacific Council on International Policy and has been named a Next Generation Fellow by the American Assembly. Greenblatt serves on the Advisory Board of the Graduate School of Political Management at George Washington University.
A frequent speaker and writer, Greenblatt has been interviewed and profiled in diverse media such as The New York Times, Business Week, Chicago Tribune, National Public Radio, and Business 2.0.
He lives with his wife and their two sons in Los Angeles, California.