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US: Vito Coco creates new role, appoints president

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US-based coconut water firm Vita Coco has promoted its sales VP to the newly-created role of president. 

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Jeff Popkin, who's been with the company for 11 months, took on the role yesterday (1 Aug), Vita said. Popkin previously worked for Red Bull North America Company, where he was in charge of on-trade distribution for three years.

CEO and founder Michael Kirban said Popkin is a proven leader with extensive experience in building revenue growth.

“He has demonstrated success in leading our business in both emerging and developed markets, and he has played a critical role in making Vita Coco the first coconut water brand with a national distribution footprint,” Kirban said.

Popkin has also worked for Coors Brewing Company and Mike’s Hard Lemonade.

Privately-owned Vita Coco is distributed through Dr Pepper Snapple Group. Investors include Kirban and co-founder Ira Liran, Brussels-based Verlinvest, and celebrities including Madonna and Demi Moore.

Two years ago, the company signed a ten-year deal with a Philippines fruit company to boost production.


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