Jeff B. Popkin has appointed president of Vita Coco in the U.S., a newly created role, effective August 1, 2012. Popkin was formerly the vice president of sales at the coconut water brand, joining Vita Coco in September 2011.
Michael Kirban, CEO and co-founder of Vita Coco says, "Jeff Popkin is a proven leader with extensive revenue growth experience, a history of building strong alliances with distributors and retailers, and a clear vision for the brand and the company’s future."
"He has demonstrated success in leading our business in both emerging and developed markets, and he has played a critical role in making Vita Coco the first coconut water brand with a national distribution footprint," continues Kirban. Vita Coco is now available in over 60,000 retailers nationwide.
"Jeff is the ideal person to spearhead our progress in the U.S.," says Kirban.
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.