Coconut Water essay
Coconut Water: Power and what drives us to change our consumption habits.
Coconut water a one wonder ingredient wonder that i’s dominating the beverage market. Coconut water is its described by many as a bland but refreshing drink, and setting off a beverage brand war surpassing energy and sport drinks profits, and taken on by big beverage brands such as Coco Ccola (who paid 15 million to purchase Zico coconut water in 2009), and PepsiCo (who purchased O.N.E a year later). HoweverHowever, an independent US based company currently leads the industry with its brand VitaCoco who source primarily from Brazil. VitaCoco has become a consumer favorite as an alternative to sugary sports dinks, and this brand along with others are appearing more and more on supermarket shelf’s shelves as consumers consumption habits the world over are changing. Globally over the past decade our consumption of coconut water has seen profits resulting from sales from virtually nothing to approx 400 million dollars. This new one ingredient wonder has created a new commodity chain from literally the farmer’s field to the consumers table. How does a once unmarketable product become one of the most profitable beverages of the last decade, and what drives us to change our consumption habits? Mintz says that the use and application of power can bring about change in consumers food consumption habits. In this essay, I will look at this new commodity chain created by this new “super food” from the coconut farms (such as those found in Brazil), the producers PepsiCo, Coco cola and Vitaco, the consumers of coconut water, and distributors were I believe the powers lyes lies with my theory focusing around Sidney Mintz and Jane Dixons theory’s, and will illustrate the theory of meanings as it relates to the commodity chain of coconut water
Understanding the meanings behind what drives us consumers in our food choices assist in identifying were the power lye’s lies along
Coconut water a one wonder ingredient wonder that i’s dominating the beverage market. Coconut water is its described by many as a bland but refreshing drink, and setting off a beverage brand war surpassing energy and sport drinks profits, and taken on by big beverage brands such as Coco Ccola (who paid 15 million to purchase Zico coconut water in 2009), and PepsiCo (who purchased O.N.E a year later). HoweverHowever, an independent US based company currently leads the industry with its brand VitaCoco who source primarily from Brazil. VitaCoco has become a consumer favorite as an alternative to sugary sports dinks, and this brand along with others are appearing more and more on supermarket shelf’s shelves as consumers consumption habits the world over are changing. Globally over the past decade our consumption of coconut water has seen profits resulting from sales from virtually nothing to approx 400 million dollars. This new one ingredient wonder has created a new commodity chain from literally the farmer’s field to the consumers table. How does a once unmarketable product become one of the most profitable beverages of the last decade, and what drives us to change our consumption habits? Mintz says that the use and application of power can bring about change in consumers food consumption habits. In this essay, I will look at this new commodity chain created by this new “super food” from the coconut farms (such as those found in Brazil), the producers PepsiCo, Coco cola and Vitaco, the consumers of coconut water, and distributors were I believe the powers lyes lies with my theory focusing around Sidney Mintz and Jane Dixons theory’s, and will illustrate the theory of meanings as it relates to the commodity chain of coconut water
Understanding the meanings behind what drives us consumers in our food choices assist in identifying were the power lye’s lies along
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