Celestial Seasonings is a company and brand that has, through thick and thin, remained loyal to in its dedication to tradition and the roots in the ground to achieve success in the herbal market. This company has had to create and adapt to a new market, promote new products, survive a corporate takeover and remain strong against the competition. Celestial Seasonings has grown into a large international herbal company all while respecting their heritage and beliefs. Celestial Seasonings believes strongly in Aristotle’s famous quote: “In all things of nature there is something of the marvelous.” Before becoming the founder of Celestial Seasonings, Mo Siegel was a hiker that treaded on dried grass. In 1968, Siegel and his friends realized the versatility of herbs and began to pick the herbs in the mountains near Aspen, Colorado. With these herbs, Siegel and his friends wanted to rediscover what their ancestors knew of the multifunctional aspects of these plants. By drying the plants, they planned to blend the herbs for nurturing. By 1969, “10,000 muslin bags of Mo’s 36 Herb Tea were sewn, filled and sold to The Grainery, a health food store in Boulder,” beginning the journey as they molded this cottage industry into a prosperous company (Studer 1). Siegel first set up shop in a barn and founded Celestial Seasonings in Boulder, Colorado. With the mission of making herbal tea that was both tasty and healthy, Celestial Seasonings started down the road to becoming the largest North American tea manufacturer. Through growth and expansion, Celestial Seasonings sought to remain true to their underlying principle, “We believe in marketing and selling healthful and naturally oriented products that nurture people's bodies and uplift their spirits. Our products must be superior in quality, of good value, beautifully artistic, and philosophically inspiring” (“Celestial