Kirban: Diaspora communities drove Vita Coco's early retail adoption
Michael Kirban · Vita Coco: Michael Kirban · Aug 3, 2020 · at 42:23
Vita Coco co-founder Michael Kirban explains how doing grassroots sampling in New York stores revealed an immediate customer base among communities familiar with coconut water.
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“I had this instant Consumer in people from the Caribbean, people from Southeast Asia, people from Latin America, and, you know, in some cases, they would taste it, and they would buy a case.”
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