Temperatures are on the rise as the summer approaches, so the demand for juices and natural beverages increases, as is the case of Genuine Coconut's raw organic coconut water; a refreshing blend of flavour and innovation that is quickly expanding worldwide. It is the world's first coconut water that is certified organic, and it's also easy to open, allowing consumers to drink directly from the fruit, without its content having undergone any form of processing.
"At first, we thought the product would be sold at gourmet supermarkets or specialty stores, but we have been surprised by the high demand of discounter supermarkets, whose orders already exceed those of high-end supermarkets," explains David Amorós, Sales Manager for Genuine Coconut in the Middle East and North America.
"This is due to the convenience of the product, as it's very easy to consume, and its size, as green diamond-type coconuts take up a lot of shelf space in supermarkets. Its unique design, and the fact that it is organically and socially certified in the fair trade chain, make it stand out from the rest of products on the market, where coconut water is normally marketed in plastic bottles and Tetra Brik containers," he affirms.
Genuine Coconut works with the NAM HOM variety from Thailand, considered the best coconut variety in the world, with a sweet taste and a floral scent that gives it special organoleptic qualities and flavour. "We have agreements with Thai producers who supply us with fresh organic coconuts for the production of this product in Spain," explains David Amorós.
The container, which includes a straw, is the peeled and polished coconut itself. The Genuine Coconut trademark is engraved on the shell by laser technology and features a biodegradable ring for easy opening, which is made of coconut fibre recycled from the shell itself and a natural resin that keeps the water inside 100% aseptic up to the time of opening. Moreover, the cardboard used as support for the coconut is also biodegradable.
Genuine Coconut was first launched in 2015 and distributed in Spain and the United Kingdom. Since then, and thanks in part to the fact that it won the Innovation Award at Fruit Logistica 2016, its popularity has grown so much that it is already distributed in 25 countries, from Europe to the Middle East, with destinations such as Dubai, Saudi Arabia, Turkey or Iran.
"This year we are going to enter the markets of the United States and Canada for the first time. The United States is the world's largest consumer of coconut water. The trends in the consumption of these products almost always start in this country and later reach Europe, so opening this market represents a very important step for us in order to continue expanding," concludes David Amorós.
