JVI Imports launches brown coconut program direct from India

JVI Imports says it has received its first container loads of brown coconuts from India, a new program for the company.

India has long been a major supplier of brown coconuts, also known as dry coconuts or mature coconuts, to Europe and the Middle East, but they are relatively new as a supplier to the U.S. market, according to a news release. U.S. demand is currently fulfilled primarily by fruit from the Dominican Republic, but JVI Imports said it anticipates a strong market for Indian coconuts thanks to a combination of quality and value.

“Based on the volumes and quality being produced by Indian growers, and the market conditions there, we expect this Indian product to compete very favorably with other exporting countries here in the U.S.,” John Vena, president of JVI Imports, said in the release. “We have been very impressed with the ability of our Indian grower partners to produce and ship high-quality coconuts that can compete with the best here in the U.S., but at a very competitive price point.”

According to 2020 data from the U.N.'s Food and Agriculture Organization, India produces more coconuts than any other country except Indonesia. Within India, coconut production is centered in Southern India where coastal tropical and subtropical climates present the ideal growing conditions.

JVI Imports’ key partner is Vashini Exports, a family-owned grower in the south Indian state of Tamil Nadu. JVI Imports says the company has decades of experience growing, packing and shipping coconuts and maintain a strong commitment to food safety and traceability with GlobalGAP and organic certifications. Because of the growing conditions, fruit can be harvested and shipped year-round, according to the release.

JVI Imports said it is confident in the grower to meet the needs of U.S. retailers.

“Vashini has been shipping coconuts around the world for decades and they know their stuff,” Vena said. “They understand all the boxes that must be ticked, and then go above and beyond to add value, offering, for instance, sized coconuts — currently a rarity in the U.S., but we hope to change that as we build partnerships with retailers and begin to understand their particular preferences in terms of diameter, counts, and pack sizes.”

JVI Imports will be targeting both retail and foodservice markets, with a focus on ethnic retailers, Emily Kohlhas, marketing manager at John Vena Inc, said in the release

“Dry coconuts are becoming a more common site in the tropical section of mainstream produce departments near pineapples and mangoes, but the bulk of the demand is still being driven by ethnic markets where brown coconuts are a staple part of the weekly shop,” said Kohlhas, who also reported that there will be a particular focus on retailers that serve Indian, Southeast Asian and Latino communities.

JVI Imports said it hopes to continue to build a market for brown coconuts in the U.S. While the initial program is focused on year-round availability of bulk dry brown coconuts, the company is already planning an expansion to include additional SKUs, including Easy-Open coconuts and brown coconuts with PLU labeling, according to the release.

Kohlhas highlighted a need for continued consumer education around coconuts.

“Many people don’t understand the distinction between these brown, mature coconuts and a young coconut,” Kohlhas said. “Brown coconuts are not used for their water — they’re a source of fresh, delicious coconut meat for shredding, desiccating or blending and pressing into coconut milk. There is some clear coconut water in them, but it tends to have an off, slightly fermented flavor, so it’s generally discarded. It’s important to emphasize these differences when training produce department staff so they can direct consumers to the right option for their needs.”

Volumes will start slowly, but JVI Imports anticipates consistent growth through 2024 as the customer base develops, the release said.

“Our initial trials have been very positive, and we already have buyers coming back for more,” Vena said. “We’ve built this program with an eye towards steady, consistent supply. Our partner growers can produce and ship year-round, so we hope to be building an entirely new supply chain to support large-scale retail and foodservice demand.”