Business
Vita Coco Brings Its “Seedlings for Sustainability” Initiative to Life with "The Supporting Farmers Market" Experience
On Saturday, October 11th at 95 Rivington, the experience will spotlight the farmers behind Vita Coco products and the stories of a curation of emerging
About this update from The Vita Coco Company, Inc.
[{"type":"text","content":"On Saturday, October 11th at 95 Rivington, the experience will spotlight the farmers behind Vita Coco products and the stories of a curation of emerging sustainably-minded brands from Montauk General Store\nNEW YORK, Sept. 30, 2025 (GLOBE NEWSWIRE) -- Vita Coco (NASDAQ:COCO), America’s leading coconut water brand, is bringing its Seedlings for Sustainability initiative and coconut farms to life with a one-day experience in collaboration with Montauk General Store. The Supporting Farmers Market, open on Saturday, October 11 from 11 AM to 5 PM at 95 Rivington Street, celebrates the farmers and ingredients that make Vita Coco products possible, while spotlighting a selection of emerging sustainably-minded brands curated by Montauk General Store, offering an immersive and educational experience that blends style, sustainability, and social impact. The experience shines a light on a pressing challenge faced by coconut farming communities: a declining volume of coconuts due to aging trees. Vita Coco’s Seedlings for Sustainability initiative seeks to address this challenge with its goal to help distribute and plant up to 10 million seedlings and trees by 2030 in coconut sourcing regions. Vita Coco partners with local nonprofits to distribute seedlings and train farmers in regenerative agriculture practices to create a more resilient future for farmers and consumers alike. Inside the experience, guests will embark on a journey that introduces some of the regions and farmers behind Vita Coco’s products, educates consumers about the lifecycle of a coconut tree, and illustrates how initiatives like Seedlings for Sustainability aim to help empower farmers and secure the future of coconut farming. Guests will also be able to contribute to the 10 million seedlings goal, as Vita Coco will help to distribute a real coconut seedling in a coconut sourcing country for every guest who visits on October 11. “What started as a simple idea to bring coconut water to more people has grown into a responsibility to make sure farming communities can thrive for generations. Our Seedlings for Sustainability initiative is one of the clearest ways we’re putting that belief into action,” said Mike Kirban, Co-Founder & Executive Chairman of The Vita Coco Company. “With this experience, we’re inviting people to see the heart of this mission up close -- the farmer...