Michael Kirban

Michael Kirban, Co-founder of Vita Coco, shares the energetic backstory of launching the popular coconut water brand after a chance bar encounter. He discusses facing fierce competition from Zico, highlighting the importance of guerrilla marketing and strategic distribution. Kirban reflects on the challenging journey of navigating FDA regulations and legal battles, alongside the unexpected support of celebrity endorsements. His insights reveal how resilience and a bit of luck played crucial roles in turning Vita Coco into a market leader.