Vita Coco: My Billion-Dollar Coconut Water Company

After a chance encounter with two Brazilian women in a New York City bar in 2003 and hearing about the tasty coconut water they missed from back home, Michael Kirban and his friend Ira Liran wanted to introduce coconut water to the U.S. market. The two co-founded Vita Coco the following year. Initially investing $75,000 to launch the product in the U.S., 20 years later, the company has multiple products and is worth over $1 billion.
Produced by: Raffi Paul
Senior Managing Producer: Eric M. Clark
Editor: Marisa Forziati
Animator: Gene Kim
Senior Production Manager: Kathryn Mavrikakis
Reporter: Tom Huddleston Jr.
Additional Footage: The Vita Coco Company, Getty Images
Subscribe to CNBC Make It: cnb.cx/2kxl2rf
Want to land your dream job in 2024? Take CNBC’s new online course How to Ace Your Job Interview and save 50% with discount code EARLYBIRD: cnb.cx/3TRz5Jt
About CNBC Make It: CNBC Make It is a new section of CNBC dedicated to making you smarter about managing your business, career, and money.
Connect with CNBC Make It. Online
Get the latest updates: www.cnbc.com/make-it
Find CNBC Make It. on Facebook: cnb.cx/LikeCNBCMakeIt
Find CNBC Make It. on X: cnb.cx/FollowCNBCMakeIt
Find CNBC Make It. on Instagram: bit.ly/InstagramCNBCMakeIt
#CNBC
#CNBCMakeIt
Vita Coco: My Billion-Dollar Coconut Water Company

[@jervlapsley]

If people tasted fresh coconut water... they'd never drink this again.

[@maloxi1472]

Another one who doesn't get the concept of value

[@Mike-bo1oj]

yeah because everybody lives next to a coconut tree to get their fresh coconut!

[@JThomasCamobell]

the only thing holding most americans back is the price gouging

[@bassedi]

That’s a fax bought me a box from Costco and realized it was all fake went back tooo Goya

[@_dj_dubz_]

yes they would dum dum you can't drive to get fresh coconuts on your 60 minute lunch break lol.... I was born and raised in Jamaica I buy this stuff all the time I 100% know fresh coconut water is better but it also goes bad after a few days

[@curiouse]

The real coconut water taste so good that it's very difficult to make it taste bad. I was so surprised that Vita Coco can make it taste bad! I am from SEA where i drank coconut water fresh from coconut seller almost every day after school.

[@720JC]

I was wondering this recently as well. If you've ever had coconut outside of SEA, they actually taste pretty bad. Sour and not sweet at all. Only the coconuts in SEA taste good

[@Thinksthat...]

@@720JC What is SEA?

[@curiouse]

Oh... So that's why? Goya and Iberia taste good. I just checked, Goya imported from South East Asia.

[@RUHappyATM]

I suspect it has to come from young coconuts, where the "meat" is softer, not the older coconuts used for copra.

[@EmelyPhan]

@@Thinksthat... South East Asia

[@santostv.]

This is the only thing I give Americans, they can sell ice to a eskimo😂

[@biscaynesupercars]

Marketing might be the most important part of business

[@mariogilbert4260]

Yeah, It's called BULLSHITTIN

[@AntonSlizzardhands]

What country are you from?

[@TaskSwitcherify]

Yes! You can learn these skills if you go to school.

[@miaya3898]

We had a product like this in PH 🇵🇭 way back in 1993 in tetra pack. The brand was Coco Manila. It didn't last. I was never able to taste it as it was not available in our province.

[@codelessunlimited7701]

They are processed and no longer pure coconut water. The silly part about it, people get tired of drinking the same taste - the company is adding new flavor like chocolate, strawberry, vanilla, cinnamon, mango, pineapple etc.

[@stealthblack9713]

None of the packaged coconut water comes close to the one we drink directly from the coconut 🙌

[@RandomFunZer]

Especially not this company. Worst water ever and I've tried them all. Also fresh in Asia is the best by far

[@Ridhostarr]

I am from Indonesia and living in London. For me, vitacoco is good enough coconut water. No kidding. It is not that pricey and avoding sweet carbonated drinks or sugary juice. For me, it is really nice drink besides tea.

[@Wildboy789789]

Agreed, I don't need a perfect drink off the tree lol... I just want vitamin infused water with some taste 🥥

[@mariago118]

Filipina here...will stick to our fresh coconuts... 😊

[@kingstonstreet3726]

I’m from the island and I don’t drink that coconut water. It’s not taste like coconut water and they put too much sugar in it

[@LostMySauce]

Well sugar is addicting. It's no surprise that it's not as good

[@zulfadhlihakim-jo9xj]

sure...i also always choose to drink directly from the coconut..

[@knightshade6232]

The sugar used was cocosugar.

[@JohnSmith-nj4zq]

When the water down the original product, they have to add sugar to make up for the loss flavor.

[@GChecked]

Agreed. It always makes my sugar levels spike where as natural coconut water doesn’t.

[@mramaretto114]

What a sucess story, great guys! Brazilian Women and Coconuts, Swedish Tetrapak, American entrepeneur spirit

[@LeisaKoski]

Vita Coco: Making Americans believe they're drinking coconut water since 2004! 🥥🥤

[@JanBanJoovi-ol1qv]

The coconut water in this product (if there’s actually any coconut water in it) is so heavily processed that it’s devoid of essential nutrients that an unprocessed coconut water has. It’s just as worst as a typical sugary carbonated drinks or canned fruit juice.

[@Jay-px8ue]

What other genuinely healthy options do we have then?

[@lars2894]

Vita Coco and many other brands are 1) heavily pasteuized, 2) highly processed, and 3) watered down, and tastes nothing like the real thing I recommend Harmless Harvest brand (it content looks pink because it's completely unprocessed raw coconut water), or just buying a whole coconut ready for drinking.

[@JanBanJoovi-ol1qv]

@@Jay-px8ue just buy fresh ones if available. Buying highly processed ones is not the best option. Or else just stick to locally produced fresh fruits and just enjoy coconut when you travel to a country with fresh coconuts.

[@38iknzuhelF2]

@@Jay-px8ue Well you can buy a coconut or look for the brand Harmless Harvest.

[@darkmephilez]

Doesn't taste heavily processed to me... u sound broke

[@TaskSwitcherify]

It's great that this supports growing more trees, which produce both coconuts AND oxygen. That's a positive business impact!

[@DavejrJr-pf2dd]

we dont really know that though he could be lying to promote his buisnesss

[@alno7199]

Just drink water, people. There's nothing less and pure than plain water. This stuff is processed and have additives, no matter how much they market as "super-hydrating" or "have more potassium than a banana."

[@truehappiness4U]

Yup, such companies are in it for the money mostly and not your health. Turn back to Mother Nature. If you want to drink coconut water, drink from the source (the coconut). You can buy them at an Asian or African supermarket.

[@XMansive]

Do you also eat the same meal every day?

[@Daniel-mq3nf]

It's literally just coconut water

[@Kudeghraw]

Look at you, getting all excited over a beverage. Don't care at all what the scary additives are. If I have a hangover, a quart of this stuff later it is gone.

[@spht9ng]

"processed and have additives". These words are meaningless and could mean ANYTHING nowadays.

[@punotomalf6408]

The first time I tasted this I thought it was a cuticle remover

[@ynwa3573]

Nothing beats the real coconut water. God made vs man made

[@bakthawarbehroozbhagesh3774]

Coconut water will be spoiled after a few days and eventually become sour like vinegar. I don't know if this really is coconut water or not.

[@Wildboy789789]

It's real, which is why everyone on here is complaining about the taste being a bit sour, its hard to preserve

[@h-townmainstreet3766]

😂 the nastiest coconut 🥥 water on the market 😂

[@abm672]

It is 🤮

[@saysay838]

I literally click on this video to say that😂😂😂

[@elchapojr6219]

I actually like it i have tried the Asian coconut 🥥 and it’s really nasty

[@prrplex5594]

Original Vito Coconut water is delicious, all the other ones are too sweet.

[@yesviews]

After coming back from Thailand, I was at Safeway having one of these and was like, this is disgusting. I used to drink Thailand's Chabaa brand in blue packaging

[@Bdigi2012]

I’m new to coconut water , but I tried a few and Zico tastes the cleanest

[@emmyyork7821]

wow i love the way this was edited. will keep watching these!

[@kafenaded]

Insightful for sure. Thank you for sharing!

[@oliviaraisner4194]

the way this is edited makes me want to start drinking coconut water

[@MyJaywest]

A lotta people are complaining about it’s bad taste & lack of nutrition (which are valid to a point), but does anyone know the actual nutritional value of a naturally grown coconut cuz it’ll surprise you

[@rigoeats3654]

Great story. Great owner aswell.

[@38iknzuhelF2]

This is not about coconut water. This is about selling the concept of drinking coconut water. It's water down and pasteurized (heated or zapped). I like to put this to the lab test. I applaud them for making a business but there's always a better way if you really really cared about offering people a real product. Harmless Harvest is the way to go if you're drinking it from a bottle.

[@dakine5331]

Harmless harvest is little bit more expensive but they taste way way better than Vita Coco, It’s disgusting.

[@noelr1010]

​@@dakine5331it's more expensive but in this case, you get what you pay for. Harmless Harvest is so frkn good

[@sidehustletoceo]

Amazing!! 🎉. I love seeing an entrepreneur's journey.

[@Mike-zk7rh]

far from pure, each container has added sugar, why would you add sugar to already sweet water...

[@AndrewLetendre]

To create a constant flavor, all coconuts have different flavors based on their maturity, the 1g of sugar rids most of that variance

[@onewheeltonio4940]

Im convinced that its really imported purified water from their sewer system

[@TianaEsparza-es6ub]

I love coconut any kind i already tried it. Many people don't like coconut but we have different tastes

[@kyrixofthesea]

I initially thought this was SEA brand and I was like, "HOW CAN THEY MESS UP COCONUT WATER? IT TASTE SO BAD". Now I know why.

[@ragdollspacearena]

i am wondering, is this pure coconut water? or do they add stuff? pretty sure they kinda have to treat it in some way or form. I just always felt it tastes different from the coconut water i drink on the beach on vacay. But still buy it from time to time. Why not.

[@fixieroy]

Im happy to see they are taking care of their community and a B Corp

[@user-bj3ew9wm2b]

So happy he talk about Brazil its my country and i love coconut water!

[@TheRetouchstar]

This has so much sugar! I tried it once instead of my usual Kirkland coconut water and we couldn't believe there was so much added sugar in it.

[@angeloscofield1384]

OMG all this time I thought this was a local company here in the Philippines! Been drinking this for years now. I did not realize it was from a big corp!

[@DrRichardMarques]

Brilliant! 👏⭐️

[@knightshade6232]

Thats a product of our island mindanao manufactured in Gensan ... So proud of u sir 🌴🥥❤

[@DanChristcelleRegencia]

Who is the manufacturer in Gensan?

[@knightshade6232]

@@DanChristcelleRegencia Century Pacific Agricultural Ventur

[@redtaylorsversion8492]

I love these types of videos

[@Trabajoecu]

Business in action... Amazing!

[@kingstonstreet3726]

Rihanna was perfect for the brand being an island girl

[@singhmaster4]

Yea, I was thinking the same. Rihana was a perfect candidate for this. I saw her pictures on the coolers at gas stations.

[@chanistheman]

this is one of my favorite episodes of Making it. thanks

[@EcomCarl]

It's incredible to see how Vita Coco has revolutionized the coconut water market and achieved such remarkable success! Their journey from humble beginnings to becoming a billion-dollar company is truly inspiring for aspiring entrepreneurs. 🥥💧

[@muazunais2378]

The orange coconut called king coconut is the best among coconut water its very sweet and refreshing and far better than the green one, it's only available in sri lanka.

[@ernestparker7261]

We’ll, bottle it and you too can become a millionaire

[@muazunais2378]

@@ernestparker7261 ahahaha very soon but im still very young, I won't plan on raisiing money just investing my own so it will take time

[@adarshagrawal5383]

Wow! This is a new perspective. What should a consumer do- keep using plastic or reuse cotton, jute etc bags?

[@Rogerest]

one of my favorite drinks here in the philippines !

[@shashanktrivedi27]

I bought coconut water of the brand in focus while trip to USA last year. I drank but didn't enjoy however I thought probably I am not used to coconuts from Brazil hence my taste buds couldn't adopt to the taste. It was for the first in my life I purchased Tetra pack coconut water, it was always directly drinking from coconut.

[@srinub523]

Earlier they used to source from south asia. At that time it tastes like drinking from coconut in India. But recently they changed to source from Brazil. It tastes like jaggery water.

[@fabifvalle]

@@srinub523they say the exact opposite in the video, they used to use only Brazilian coconuts and then started outsourcing, bringing coconuts from Asia.

[@srinub523]

@@fabifvalle yes, earlier I mean 2/3 years ago when I started drinking their coconut water. Not when they started company.

[@Jus1408]

My dad grew coconut in our backyard and used to love them when I was a kid..now why didn't i think of this idea. Its actually such a simple product but I'm sure execution was not.

[@OHANA-Beach-Suites]

JOB WELL DONE!!!👍

[@ruyt95]

buy it after every shift in germany :D

[@mehmedkhan.6198]

I've never seen the product like never ever.

[@Juwanisbas]

I gotta try this

[@newandblooming]

We are never out of Vita coco in our house. We buy a big box at Costco. We drink all the time with food, without, replacing electrolytes , and when we are sick. I have tried different brands but ViTa coco is my favorite it is the closest of drinking coconut water from the coconut. I tell all my friends to buy Vita coco.

[@miaya3898]

Your friends should unfriend you

[@38iknzuhelF2]

Try Harmless Harvest to get the real taste of coconut water in a bottle. You won't go back to Vita.

[@mrjmunoz36]

🤦‍♂️omg. of course you don’t have any other choice! 😅 i’m from the Philippines and we’re surrounded by coconut trees especially in the province and Coconuts are always available at the wet market. 😅 Yes, real coconuts with real fresh coconut water and fresh coconut meat. 🥥 And we also use fresh coconut milk for cooking. Not water with sugar drink. 🥤

[@mosestekper7659]

How are they able to keep it fresh. Can never compare to drinking it fresh straight from the coconut.

[@niqmk10]

US doesn't have coconut tree? That's why can sell coconut water with those margin in US. Only in US, you can sell 'processed coconut water' a lot.

[@seerpou]

the reason for their success is RIHANNA! that should be a case study for product placement

[@frenchconnection4349]

The 100% coconut water is not 100% coconut water 😂

[@Pwetpacks69]

I am gonna start my own coconut water.

[@avidrain7650]

Just wondering how does it tastes like compared to the original coconut?

[@bradolfpittler2875]

Original Coconut tastes a lot better.

[@kiko69]

@@bradolfpittler2875That’s very true.The ones fresh from the trees taste great,especially the young green ones!

[@stevenbass6576]

Funny thing is Zico tastes so much better. I can’t find it anywhere anymore 😢

[@qwertyboo]

They both source from South East Asia anyway

[@Tnek612]

bro thats one step one... its how they processed it diferently ( such as addtives, artificial sugar contents, preservatives) @@qwertyboo

[@Basics-HQ]

This is the only thing I give Americans, they can sell ice to a eskimo🔥🔥🔥🔥🔥

[@Rach09_]

I like it so much it tastes really good and natural a bit pricy thats all 😊

[@Big_E_247]

Why do they add sugar?! I prefer real coconut water with NO added sugar. 😐

[@nonayabusiness6170]

omg I love this brand!

[@rcthomas6925]

It does contain sugar. Goya brand does not. Good study in business and 2:56

[@mitsuhatachibana11]

Drinking vita coco water while watching this video..

[@ernestkj]

Have the founders actually drank any coconut water from Asia?

[@marieazrak1951]

Actually, you know what one time I was at Harris Teeter with my mom getting groceries and I decided to try some of the coconut water flavoured type with different flavours and it was a little too sweet, but it was very good for after a long walk when you’re sweating or I have tattoo diabetes if I’m feeling overheated and dizzy it was very good to use that to boost my blood sugar back up

[@MrMikomyx]

This is probably okay if you are not from a tropical country or you need it to be shelf stable and readily available. But I agree, Vita Coco tastes off. Its too sweet and has a weird after taste. Real coconut water tastes less sweet and has this distinct subtle "sourness" that is really refreshing.

[@davidc4408]

Delicious but too expensive

[@cheftriplen1619]

thats not coconut water !

[@asteroidkatfacts1036]

I have no idea how this is possible. This water is horrible. I went to the $99 cent store when i was a kid and they were selling 10 of these as for $1 to get rid of them.

[@boomafoo9]

I suggest looking into the B Corp designation. It’s no longer a reliable indicator of a companies values and sustainability practices, especially with some of the other companies who have been approved it makes it seem like a joke.

[@jonathonbaker-guntang4163]

Vita Coco is a great product that I prefer to drinking over water. I do like Whole Foods' 365 coconut water better though. Mostly only buy Vita Coco because it is more plentiful where I live.

[@TheCamJohnson_]

Ira was HOOKED😂

[@d_lorenzo]

Listen… it ain’t fresh or anything like how I remember it from the Philippines when I was a child but.. Vita Coco is good enough for me every now and then

[@risaandjesus]

Now, I’m craving coconut water!!!! I also love Thai coconut and the water. The bonus is the freshness and the delicious meat. I’m flilipino and I love my coconut!!!

[@Adsav22]

FOCO Coconut water is my favorite

[@daviddibernardo996]

I love Vita Coco! Can't get enough! Pressed and original are my favorites.

[@miaya3898]

You have strange taste 🤮😂

[@zulfadhlihakim-jo9xj]

and yet the farmer still suffer more...but the profit still increasing...as always right..

[@Hope4MeAndYou]

what is his company doing with all if the coconut meat, or is that just being thrown away?

[@amanbajwa233]

This is the only coconut water I actually like

[@marieazrak1951]

So I tried the peach, mango flavor, mixed berry, and the regular flavour and they’re not bad they’re just a little too sweet for me. I’m worried about people with type one and type two diabetes getting a blood sugar spike.

[@lokesh303101]

Yes!

[@srinub523]

Earlier they used to source from south asia. At that time it tastes so natural. But recently they changed to source from Brazil. It tastes like jaggery/sugar water.

[@deedelta9263]

It explicitly said in the video they *STARTED* in Brazil . . .

[@srinub523]

@@deedelta9263 yes, started from Brazil when company started. But 2/3 years ago I started drinking and it was sourced from south asia. So felt it tastes better compared to all other coconut water we get in US. But again recently they switched to Brazil which is not tastes good (at least for me).

[@badassopenpolling]

How much SUGAR and chemicals is being used in this tetra pack??????

[@Abi-hx1qr]

As someone from a tropical location this brand does have a very good tasting coconut water

[@vivt6421]

I love coconut water but cannot drink this brand. Sometimes it tastes spoiled. I don't know if you've ever had "harmless harvest coconut water"? I find this brand closer to what i get back home from a fresh coconut.

[@dakine5331]

I disagree, Vita Coco taste disgusting, it seems like you’ve never tasted fresh coconut water before, it doesn’t taste the same at all, fresh coconut water is a way to go.

[@BlessedYakub]

Thank You Thank You and Thank You...best product ever...Love your company and product...Wish i could work for the company....

[@steinermark]

Does it taste real coconut water?

[@acadventure2867]

coconut water has many vitamins and minerals that can cleanse the entire stomach

[@boomafoo9]

These are really just ads for these companies and their CEOs. Enjoyable nonetheless.

[@mariavanrooyen4592]

I love this brand it's my fave coconut water

[@Uselesslifehacks.]

Best in the biz 😊

[@bronxpatriot7059]

Not the best taste but vita coco has been my lifeline for a while with so many nutrients in it.

[@JSV11111]

I from Kerala India land of coconuts , tasted many packed coconut water but none closer to the real one in taste and quality

[@prinxessblake609]

I was born in the Caribbean. There is absolutely nothing that can duplicate an actual coconut drink. Nothing!!!! I don’t know who told them this is coconut water. It’s disgusting. 🤢

[@kalanioney5136]

They Are Actually Really Good

[@rizz_rz5420]

Few weeks ago i have a business plan like this 💯

[@terrancewilliams9965]

Question is... what are they doing with all the waste product from the processing...🤔🤔🤔🤔🤔

[@KVIZZZZLE]

Costco kirkland coconut water is the best

[@ArjunShenoy]

People don’t realize that the taste is no where close to the real coconut water. People in the US don’t know the actual taste.

[@ZXTXM]

everyone remember its his no one elses LOL