Harmless Harvest Gets Fresh (Market, That Is)

In yet another coup for the brand, Harmless Harvest has added specialty grocery chain The Fresh Market to the rapidly growing list of retailers carrying  its raw and organic coconut water. The Fresh Market, known for its innovative and on-trend product mix, as well as an affluent and influential consumer base, will launch Harmless Harvest in its 115 stores later this spring.

Since the company wrapped up a three-month exclusive deal with Whole Foods at the beginning of this year, Harmless Harvest has caught on like wildfire. Backed by natural products powerhouse UNFI, Harmless Harvest coconut water is now distributed in over 1,000 stores across the U.S. with new distribution of about 100 stores per week, according to co-founder Justin Guilbert. Harmless Harvest also recently inked a distribution agreement with NJ-based Dora’s Naturals, launched with New York-based online grocer Fresh Direct, and introduced its first line extension, a 16 oz. bottle.

As the company continues to push its super premium coconut water into natural and hybrid retail channels, Guilbert expects Harmless Harvest to fare well in The Fresh Market, noting that while its customers are known for having high standards, “Harmless Harvest will live up to and go beyond those expectations.”

With locations in 21 states within the Southeast, Midwest, Mid-Atlantic, and Northeast,  The Fresh Market is quickly become a sought after retailer for entrepreneurial beverage companies, particularly for those in the natural set. Within the past year, the company has signed new distribution agreements with a number of emerging and regional beverage brands including HINT Fizz, Cheerwine, Coco Café, Bibbs, and Aloe Gloe.

“Providing high-quality choices and giving customers what they want is the focus of our company,” said Mathis Martines, the chain’s grocery marketing coordinator. “The Fresh Market is eager to add Harmless Harvest to its offering.”