Byravee Iyer Emily Tan
Feb 11, 2016

Meet the marketer charged with selling coconuts to Southeast Asia

Selling pre-packaged coconut water in Southeast Asia is not unlike selling ice to Eskimos, but Vita Coco’s Prinz Pinakatt welcomes the challenge of building an entirely new product category from the ground up.

Pinakatt: Healthy lifestyle is a key pillar of success

With cocunuts readily available fresh from street-side vendors, restaurants and hawker centres, it seems counter-intuitive that Southeast Asians would opt to buy pasteurised coconut water in a Tetra Pak.

But Vita Coco, which launched in Singapore, the Philippines and Brunei last year, believes that convenience, combined with education about the benefits of coconut water, will win consumers over. “You can’t put a coconut in your car’s cup holder, and you can’t fit a machete in...

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