Vanessa Walker, Lee Brody Join 100 Coconuts
After years spent managing sales and marketing for two of the industry’s most impactful brands, Vanessa Walker believes she may have found the next one.
New York-based coconut water brand 100 Coconuts announced last week that Walker has joined the startup as board member, while fellow beverage marketing veteran Lee Brody is coming on as an advisor.
Joining the board at 100 Coconuts marks a new phase in Walker’s career; after playing a key role in revitalizing sales and marketing efforts first at LaCroix and later at fitness energy brand Celsius, in 2018 she formed Millennial Brands Consulting to support beverage brands with growth strategy and innovation. However, this July she made the decision to shutter the company to take the role as president of New You Brands (more on that later).
With her attention focused primarily on the new position, the coconut water company is one of a select few beverage brands with which Walker plans to continue working as a board member. In a category dominated by Vita Coco and Zico, Walker believes 100 Coconut’s disruptive approach and cultural relevance gives it a unique edge in the market. The brand markets a suite of three products built around its flagship 100% coconut water: a pure variety (11 oz.), a blend of 100% pure agave tequila (4% ABV per 8.5 oz. can) and coconut water with 20 mg of CBD (12 oz. can).
“From a personal standpoint, I love getting involved in anything that we can grab on to where someone can reimagine a category and that’s what (founder Gregory Lowe) has done here,” she said. “I don’t think people have approached it this way; I think people have approached from a sourcing and production angle, or a purity angle, rather than a relevant lifestyle angle.”
For Brody, who worked with Walker as executive director of Millennial Brands, the advisory role at 100 Coconuts is a continuation of a career in CPG marketing that has included roles at Dunn’s River Brands, Marley Beverage Company and Steaz. Speaking to BevNET, he praised the coconut water brand as a versatile platform upon which to build.
“(100 Coconuts) represents something that we’ve been very interested in, which is looking at brands that are within a certain category or class but which are really working to differentiate themselves and be disruptive and take the consumer on a journey that they wouldn’t normally have,” he said.
According to Lowe, 100 Coconuts aims to represent authenticity in both the liquid — 100% pure non-GMO coconut water from Vietnam — and in its lifestyle-oriented brand identity. The three SKUs are each aimed at different markets and use occasions which intersect with current market trends, such as natural hydration, CBD and better-for-you beverage alcohol products.
Though still in an early growth phase, 100 Coconuts has managed to generate traction through high-visibility partnerships, launching through limited edition cans in collaboration with TikTok and designer Karim Rashid. The brand also recently launched a Black Lives Matter can for which all proceeds will go towards the organization or other African American social causes. The brand is currently available exclusively via direct-to-consumer fulfillment on its website, though Lowe said it has secured 90 retail locations thus far and is focusing its expansion efforts on New York, New Jersey, California and South Florida.
Bringing a pair of experienced beverage industry hands like Walker and Brody onboard alongside will enhance his own approach, Lowe said.
“I’m approaching the business and the category as a premier marketer and not really a beverage person,” he said. “I’m building this like a tech company, essentially, which is through partnerships and through low-margin, high-market opportunities.”
Along with her board role at 100 Coconuts, Walker is focused now on overseeing a wide portfolio of health and wellness products at New You Brands, a newly formed division of direct-to-consumer company Great HealthWorks.
“The purpose of me taking on this new venture is that New You Brands has an opportunity to become a powerhouse of innovation,” she said. “We’ll be managing all the brands that the companies currently have, which is vitamins and supplements, and then innovating and partnering with other companies and getting into other areas including pet and personal hygiene products.”
Boxed Water is Better Hires New Operations Lead
Michigan-based Boxed Water is Better last week announced the hiring of Keurig Dr Pepper (KDP) veteran Charles Murray as the brand’s Director of Operations overseeing R&D, production and distribution.
“Charles brings a diverse set of skills to the team, from complete management of high-caliber projects to capital investment and long-term planning,” said Daryn Kuipers, CEO of Boxed Water, in a press release. “We are confident that his skills will propel our brand forward during a time when many people are refocusing on the planet. Charles will help us expand our capacity to meet that demand and maintain our award-winning performance.”
Over the course of a decade with KDP, Murray served in various capacities for the company, including senior electrical engineer, senior project manager and plant manager, according to the release. He was recently charged with managing P&L, running a multi-operational facility, training personnel and goal development.
Founded in 2009, Boxed Water markets filtered drinking water in 100% recyclable, refillable and BPA free paper cartons.