Vita Coco Hires Jeff Popkin as Vice President of Sales

September 27, 2011 – New York, NY – Vita Coco co-founder and ceo Michael Kirban today announced the appointment of Jeff B. Popkin as the beverage brand’s new vice president of sales.  Vita Coco is the leading coconut water brand in the U.S. and one of the fastest-growing beverage brands in the country, on track to generate $100MM in sales this year.

“As Vita Coco increases its sales leadership position in North America, we’ve been looking for the kind of operational talent that can manage growth in all channels strategically and profitably,” says Kirban.  “Jeff Popkin is the ideal candidate and we’re pleased to have him on board.”

Prior to joining Vita Coco, Popkin worked at Red Bull North America for three years, where he oversaw a 650-employee distribution organization and lead revenue growth in his territory from $200MM to over $500MM in 18 months.  Before that, Popkin was ceo of beer distribution company KEG1, LLC.  Popkin’s accomplished career includes senior management and sales positions at alcohol and non-alcohol brands, including Coors Brewing Company and Mike’s Hard Lemonade.


About Vita Coco:

Vita Coco® is the brand that started America’s craze for fresh coconut water.  In the U.S. Vita Coco is sold at over 20,000 retailers including Whole Foods Market, GNC, Kroger, Publix, Ralph’s, Stop & Shop/Giant, select Costco and Wal-Mart stores and many chain and independent groceries.  It is also sold in major U.S. airports and on university campuses, as well as online at

The brand is available in seven flavors: Pure, Pineapple, Peach & Mango, Açaí & Pomegranate, Tangerine, Passion Fruit and new Tropical Fruit, a flavor co-created with Rihanna, the face of Vita Coco’s recent advertising campaign.

Vita Coco was founded in 2004 and is based in New York City.  The company’s investors include Madonna, Demi Moore and Matthew McConaughey.