Interview: Dr. Antonio Martins
It’s not often a brand enters a market three times during its 23-year history, but a combination of company evolution, shifting trading conditions and refined consumer demand has seen Green Coco do just that — and now it’s poised for renewed UK success, Rosie Greenaway learns.
Green Coco, which owns the Dr. Antonio Martins label, produces premium quality coconut water and milk from green matured coconuts, harvested between ten and 13 months old. These green matured coconuts — not to be confused with green young coconuts, such as you might sip from on a tropical beach — offer a mainstream flavour profile and are stamped with both Fairtrade and organic certifications, a clear point of differentiation from the German-owned brand in a fiercely competitive category.
The vibrant packaging, evocative of tropical climes, transports you straight to Sri Lanka’s lush certified organic plantations, where long-standing partnerships, fair wages and good healthcare for workers and their families are as much of a priority as the quality of these prized coconuts themselves.
“Why do we go Fairtrade with our products? Because we feel that farmers need to have a decent living,” explains Kaz Sharman, head of international sales at Green Coco. “We focus that back into the community. But it is expensive and we pay for that. A lot of companies are not willing to go the Fairtrade route because it adds 10-20 cents to a pack; you go through the margin chains and the coconut water or milk becomes too expensive. But we think it’s the right thing to do.”
The category that grew up
With the export challenges of Brexit behind them and having identified a route back onto the UK retail scene, Sharman says it’s time to serve Brits the same market-leading coconut waters and milks being lapped up by our European friends. “The UK is an important market — one of the biggest markets in Europe. We had an itch to get back in there. The category has grown up and is now more mature. We’re seeing a huge amount of growth across Europe — it’s really strong. This year is probably going to be our best year. It’s just exploded. In Portugal, one of our distributors is supplying a health and wellness festival in July, and they’ve ordered 150,000 pieces. So we’re hoping that the UK can follow suit.”
Renewed European demand certainly appears to support financial forecasts, with the global market expected to reach US$8,473.46 by 2029, growing at 12.40% CAGR. And Sharman sees no reason why Brits won’t be on board with a brand backed by robust ethics.
“The UK has seen a major shift towards ethical and sustainable consumption. Shoppers are actively seeking out products with organic and Fairtrade credentials. Our coconut water meets those expectations and exceeds them by delivering premium quality whilst supporting transparent and responsible sourcing. Our Fairtrade model ensures that the communities we work with are supported with fair wages, reinvestment into local infrastructure and better farming conditions. For consumers, that translates to a beverage that doesn't compromise on quality, sustainability or human impact. When someone picks up our organic coconut water, they're making a positive choice beyond just hydration.”
They’re also making healthier choices around sugar consumption, he notes; with upcoming changes to the Soft Drinks Industry Levy expected to include plant-based milk drinks, Green Coco will again boast a competitive edge since its sugar levels fall well below the new threshold 4g per 100ml threshold.
More than hydration
Aiming his message firmly at independent retail buyers, Sharman adds: “Today’s consumers are not just looking for taste and hydration, they’re looking for products that align with values around their health, ethics and sustainability. With clean ingredients, transparent sourcing and a compelling brand story, we help stand out on shelf and attract high-intent loyal shoppers. If you are looking to refresh your drinks offering with something genuinely meaningful and with strong margins, we’re ready to work with you!”
By Rosie Greenaway, editor