Sir Viv Richards will promote the brand globally

Sir Viv Richards will promote the brand globally

FAL Food & Beverages has recruited former West Indies Test cricketer Sir Viv Richards to promote its Coco Joy range globally.

The deal will see Richards act as global ambassador for the brand's coconut water and children's beverages, as well as its coconut-based flour, oil, skin care and ice desserts products. Financial details of the tie-up were not disclosed.

"Hailing from tropical Antigua and Barbuda, Viv knows first hand the multitude of benefits and uses of the coconut," said Tim Xenos, FAL's CEO. "I simply can’t think of any better ambassador for Coco Joy."

FAL Food & Beverages is a subsidiary of FAL Group, a conglomerate of 75 companies across 17 countries.