Israeli chutzpah lies at the heart of America’s favorite coconut drink
Israel's Ira Liran cofounded Vita Coco, a globally successful coconut-water business, with no retail experience. Investors today include Madonna, Demi Moore, Rihanna and Matthew McConaughey.
Two guys walk into a New York City bar in 2003 and meet a couple of Brazilian women.
“What do you miss most from home?” the men ask. “Agua de coco,” the women answer. Coconut water.
In 2004, the two men found Vita Coco, which takes off like wildfire as consumers everywhere seek alternatives to sugary soft drinks.
Today, Vita Coco is the global market leader in coconut water, the clear nutritious liquid inside young green coconuts. The company has 10 manufacturing facilities in eight tropical countries, which altogether utilize two million coconuts daily.
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