Vita Coco started in New York City. That's right—nowhere near the tropics, nowhere near a beach. The only jungle around here is a concrete one, and there isn't a coconut tree growing within 100 miles of here.
It started in 2003 when Mike and Ira were at a bar and met two women from Brazil. Trying to make conversation, they asked, "What do you miss most about home?" And they said, "coconut water," which was not a common thing in NYC or anywhere in the U.S. That night led to Mike and Ira eventually visiting the women in Brazil, where they came up with a plan to bring coconut water to the U.S., and Vita Coco was born.