And that’s just within the first fiscal year! Then, of the 7 percent of beverage entrepreneurs who make it to year two, 50 percent fizzle out too. Yikes. But Jim Tonkin, principal of Healthy Brand Builders, doesn’t share these sobering statistics to discourage you. Rather, he wants the cold, hard facts to encourage you to be the best natural or organic beverage brand you can be. Tonkin breaks down the business landscape to help you be part of the winning minority of startups that survive.