Help Seth create a beverage to better the world

An ongoing experiment: can our community’s collective brainpower help an idea become reality?

Meet Seth

Growing up in Pound Ridge, NY, Seth Markowitz had to ride his bike for two minutes to get to his best friend’s house which was only two houses away. This isolation was compounded by the fact that he was considered a nerd, and a kid who didn’t understand why there was so much violence and hostility at school.

But then he went to summer camp. He made a ton of friends. He became empowered to be a leader. He was accepted for who he was.

“At the age of 11 it put this dichotomy in my mind: How come life sometimes can be so isolating and it can be so hard to find community? How come sometimes life can be so wonderful and communal?” he says.

His utopian summer camp experience proved formative. As an adult, Seth became fascinated with traditional hunter-gatherer societies that lived in camps, such as the Mbuti or Pygmies, and Native American tribes where there was little emphasis on possessions or competition, nearly everything was shared in an open and loving manner, and there was a lot of time to socialize and bond.

While studying at Bates College, he participated in a volunteer service program with a group of idealistic students that furthered his desire to return to how our ancestors lived. He witnessed how rewarding it could be to live, even for a short time, in a camp-like community of people devoted to helping others.

“I think tons of people would live comfortably, but modestly, and devote their lives to making the world a better place if they had the opportunity to do so,” he says.

The intention

When he’s not spending his days as a special education teacher, Seth thinks about how he can create an urban intentional community that has a cooperative, socially conscious business at its core.

Inspired by Newman’s Own, which donates 100% of its profits to charity, Seth envisions a business centered around a single-serving soft drink, eventually expanding to other products.

“I want to create a brand. And I want that brand to represent altruism,” he says.

Drawing from the model of Twin Oaks in Virginia, Seth hopes the business will support a community in the Bronx or Brooklyn. The community will be a worker cooperative, where the employees own part of the company, make democratic decisions, and as part of the employment contract, have the time to devote to service in the larger community and to each other.

His goal is to create a company that not only has a charitable mission, but provides its employees a fair living wage, good benefits and a community center/dining hall where they can conveniently gather and share meals. Ultimately, Seth’s goal is to build community within the company, in the neighborhood, and in the world.


So far Seth has a recipe for the soft drink, a brand name, a product name, and a label. He’s also gleaned knowledge from a friend of a friend about taste testing and focus groups.

Here are the challenges he is currently facing:

  1. Seth needs $30,000 in start-up capital to hire a consulting company that could perfect his formula, source ingredients, help design the label, create the nutrition facts, and find bottlers, labelers, and distributors.
  2. He’d love to find a trained business person with experience in the beverage industry, ideally someone who is also committed to his philosophy.
  3. Finding people who would be interested in starting an intentional community, as well as initial partners who have an entrepreneurial and sharing spirit, is crucial.

How you can help


Seth doesn’t want to divulge the exact product yet, but he stands behind its awesomeness. (Photo via Ano Lobb on Flickr’s Creative Commons.)

  • Do you know of any other successful charitable business models or intentional communities Seth can learn from?
  • In general, what’s important to you in a brand?
  • When you’re at the store browsing beverages, what makes you pick up one bottle over another?
  • Where can Seth find philanthropic investors to help kickstart his company?
  • If you’ve started a socially responsible business, what are some key lessons learned?
  • If you have specific knowledge about starting a beverage company, what advice would you share about production, distribution, and marketing?
  • What are some challenges Seth should keep in mind when creating an intentional community?
  • Do you have experience working in a worker cooperative, and can you share your ideas about how to make this business model work?
  • Are you interested in living in an intentional community?

Leave a comment below or send him a message through Idealist and if the project progresses, we’ll keep you posted!


Do you have an idea that’s just starting to brew? If you’d like us to consider posting it as part of this series, email celeste [at] idealist [dot] org.


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Propel your idea forward on Idealist!

You have an idea to make your community better. But you’re feeling overwhelmed, afraid, unsure, and more. Now what?

Idealist can help.

All you need to do is share your story with us: what you want to do and why, the challenges you’re facing, the help you’re seeking. We’ll post it on this blog for our extremely knowledgeable and friendly community to name resources, give advice, and perhaps most importantly, cheer you on.


Sharing your idea with others can help it bloom. (Photo from Zaggy J via Flickr/Creative Commons.)

I know it can be scary to put your idea out there. But chances are, people will think it’s awesome too.  Don’t believe me?

  • Erica felt extremely motivated by all the positive enthusiasm she received, and is in the middle of writing a play that includes elements of her hospice work.
  • Shannon has several leads to collaborate with others who want to connect U.S. and Afghan youth, including a penpal organization in New Mexico.
  • Melanie learned more about theatre of the oppressed practitioners and organizations that might want to work with her in the Portland area, and the support from others has helped her gain momentum on her idea.

No matter what stage you’re at, a small push can go a long way. Let us help you take your next step.


Do you have an idea that’s just starting to brew? If you’d like us to consider posting it as part of this series, email celeste [at] idealist [dot] org.

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