Coconut Merchant

Launched at the height of the wellness world’s coconut boom, Coconut Merchant is a natural foods company on an ethical trading mission. Working in partnership with independent farmers and cooperatives across south and southeast Asia, its founders combine old-world sourcing expertise with a passion for microfinance and economic development. (And coconuts.)

With Britain’s largest range of coconut products (30+ SKUs and counting) but no brick-and-mortar retail presence to speak of, the newly launched brand’s initial goal was to secure shelf space in key grocery and independent health food retailers across the UK and Ireland. I was brought in to deliver Coconut Merchant’s communications and development strategy around this objective. 

With a primary focus on industry-specific PR and trade shows, I was responsible for everything from paid advertorial copy and press releases to trade show brochures and other marketing collateral. Core messaging highlighted the breadth of Coconut Merchant’s unique, award-winning product line as well as its commitment to ethical sourcing.

My work resulted in listings with hundreds of health food stores, wholesalers and major supermarkets, including Tesco, Sainsbury’s, Morrison’s, ASDA, Ocado, Holland & Barrett, Selfridges, Revital, Planet Organic, Fenwick, Booths, Lloyd’s Pharmacy and more.