On Monday, Seth Goldman, announced his new role as a founder of PLNT Burger, the recently launched quick-serve concept located in Whole Foods Market in Silver Spring, Maryland.

Goldman, who launched Honest Tea out of his home in 1998, currently serves as chairman of the board of Beyond Meat. At PLNT Burger, he will drive expansion plans and strategic planning for the restaurant in collaboration with the founding team, Chef Spike Mendelsohn, Chef Mike Colletti, Ben Kaplan, Julie Farkas, and Jonah Goldman.

“I am thrilled to join the PLNT Burger team to help democratize plant-based food for everyone,” Goldman said. “Spike and Mike designed a delicious, creative menu and the sales success in Silver Spring validates our belief that this concept is scalable for a mass market.”

Also joining the team as a founder is businesswoman and human rights activist Margarita Herdocia. Herdocia has an impressive track record in financial, real estate investment, and management as well as food franchise operations, including KFC, Pizza Hut and TGIFridays. As a philanthropist, Herdocia focuses on education, immigration, art, and women’s empowerment.

In her role, Herdocia will apply her “Be and Make Happy” approach to management. “One of my goals is to help PLNT Burger become a workplace of choice by building a culture of Positivity, Learning, Nourishment, and Togetherness. Internally, that’s what PLNT stands for.”

“We are happy to be a partner with PLNT Burger at our Silver Spring location and look forward to working together with continued success,” said Scott Allshouse, Whole Food Market Mid-Atlantic president.