Early last month, JVI Imports received its first container loads of brown coconuts from India. This is a new program for the company, the import division of Philadelphia-based specialty produce wholesaler John Vena, Inc.
India has long been a major supplier of brown coconuts, also known as dry coconuts or mature coconuts, to Europe and the Middle East. Still, they are relatively new as a supplier to the U.S. market. U.S. demand is currently fulfilled primarily by fruit from the Dominican Republic, but the team anticipates a strong market for Indian coconuts.
“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.,” says John Vena, president. “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.”
JVI Imports’ key partner is Vashini Exports, a family-owned grower in the south Indian state of Tamil Nadu. It has many decades of experience growing, packing and shipping coconuts and maintains a strong commitment to food safety and traceability with Global GAP and organic certifications. Thanks to the growing conditions, fruit can be harvested and shipped year-round.
“Vashini understands all the boxes that must be ticked and then go above and beyond to add value by offering, for instance, sized coconuts which are currently a rarity in the U.S.,” says Vena. “We hope to change that as we build partnerships with retailers and understand their preferences in diameter, counts and pack sizes.”
JVI Imports will target both retail and foodservice markets, with a focus on ethnic retailers. “Dry coconuts are becoming a more common sight 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,” says Emily Kohlhas, marketing managers. She also reports that there will be a particular focus on retailers that serve Indian, Southeast Asian and Latino communities.
While the initial program is focused on the year-round availability of bulk dry brown coconuts, the team is already planning an expansion to include additional SKUS, including Easy-Open coconuts and brown coconuts with PLU labeling.
Kohlhas emphasizes the need for continued consumer education about coconuts. “Brown coconuts are not used for their water – they’re a source of fresh coconut meat. 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.”
For more information:
Emily Kohlhas
John Vena Inc.
Tel: +1 (215) 336.0766
[email protected]
www.johnvenaproduce.com
