The Ledger
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Kirban: Vita Coco sabotaged Zico by buying and trashing products
“A lot of that, you know, I mean, literally, like, buying their product out of stores, putting it in trash cans, taking their point of sale material down, hiding it in back rooms, stupid stuff.”
Kirban: Zico parked a sampling truck outside Vita Coco's office
“They would literally, just to piss us off, they would set up their sampling truck outside of our office every other day and sample people. So everybody around our office would be walking around with Zico.”
Kirban: Zico switched to concentrate after Coca-Cola invested
“As soon as Coke invested in that business,
They moved to a concentrate model. So they were no longer a hundred percent pure premium coconut water, not from concentrate.”
Kirban: Vita Coco partnered with ex-employees of Zico's distributor
“The beauty about them is they were a bunch of guys that had left the distributor where Zico was sold. So not only were they a much smaller distributor, but they also had it out for that distributor and for Zico.”
Suplicy: Coconut water and açaí succeeded by premiumizing Brazilian commodity foods
“After seeing coconut water and acai become very popular, what I noticed is they were Brazilian commodities. Then now we're sold as premium products because like you mentioned it in Brazil, if I went to a run at the park, I went to the beach, there was a old VW…”
Kirban: Vita Coco made 'never from concentrate' its key differentiator
“So we quickly changed our packaging and put in huge letters across the front, never from concentrate. And that became our big selling difference.”
Vita Coco and Zico founders later became close friends and co-investors
“He's amazing. We've become friends ever since. We invested in a couple businesses together. We're good friends now.”