Incredible journeys that shape the present & future of food & beverage industry

Written by Hema Reddy / August 13th, 2014



In the U.S., coconut water is an emerging and potential billion dollar industry. Blood, sweat, tears, and a few lawsuits were part of this intense competition to win the emerging segment. In particular, we talk about the 10 years (and counting) battle between VitaCoco and Zico. We trace these brands from their startup infancy to the large food companies they are today. Topics covered:

  • Being resourceful in order to survive
  • Shifting from the immigrant to national market
  • The advantage of being on the ground from source to sales
  • Why having more capital isn’t always better
  • Why the #1 brand wants a strong #2