2003: The Beginning
It goes a little something like this: two friends walk into a New York City bar and strike up a conversation with two Brazilian women. The friends ask what they miss most about home, and the women tell them about "agua de coco." When they learn that the coconut water hype is real, they hatch a plan to bring coconut water to the U.S. Vita Coco® is born.
2004-2010: The Coconut Water Wars
Turns out we weren't the only ones to discover what the rest of the world has known for centuries. A handful of coconut water brands compete to win the hearts and minds of consumers in the U.S., and the coconut water wars begin. Thanks to a lot of hard work, passion, and hustle, Vita Coco® quickly becomes the #1 selling coconut water in Tetra Pak.
2011-2014: Building Buzz
Coconut water quickly evolves from a staple in the ethnic foods aisle to a mainstay in grocery and natural food stores. Vita Coco® becomes a household name, attracting super-fans and celebrity investors that catapult the brand to stardom.
2014 to Today: Coconuts For Good
Realizing that coconut production is having a positive impact on our farming communities, we launch The Vita Coco Project®. Together with our partners, we've formed an ambition to positively impact 1 million people in coconut farming communities around the world.
From supporting and empowering our farmers to fueling programs that provide access to nutrition and wellness in local communities, we're committed to spreading the goodness of coconuts to as many people as possible.