Vita Coco Announces Industry Veteran Martin Roper as PresidentSep 18, 2019
All Market Inc. (AMI), the parent company of pioneering coconut water brand Vita Coco, today announces Martin Roper as its President. In this newly created role, Roper will oversee operational and executional priorities for the company as its portfolio continues its explosive growth.
Vita Coco Co-Founder Mike Kirban will continue in his position as CEO, focusing his efforts on crystallizing the company’s vision and corporate culture, advancing its innovation agenda, and furthering its investment in long-term initiatives like sustainability and social impact.
Kirban explains: “I’m very excited to welcome Martin, a proven leader and someone who I’ve admired for years, to the AMI family. With his experience driving innovation and commercial growth for a large complex portfolio company, I’m confident that we’re set up for success in the next stage of our evolution.”
Before joining Vita Coco, Roper served as President and CEO of The Boston Beer Company for 17 years. During this time revenues quadrupled, and the company introduced several leading innovations including Twisted Tea, Angry Orchard and Truly Hard Seltzer.
Says Roper, “It’s a unique experience to work alongside a visionary founder, something that I’ve thoroughly enjoyed doing for over 23 years. I’m thrilled to take on this new challenge and partner with Mike and his team to propel AMI into their next stage of growth.”
As one of the earliest promoters of packaged coconut water in the US, Vita Coco helped create the $2.5 billion category that exists today. Fast forward fifteen years since its launch, and Vita Coco still maintains a majority stake in the market.
The brand’s offerings have evolved beyond just traditional coconut water to include favorites like Vita Coco Sparkling and Vita Coco Pressed, the brand’s latest creation that has the traditional taste of coconuts that consumers expect. Vita Coco Pressed launched this year with a viral campaign proving that the flavor is truly “Impossible to Hate.” In addition to Vita Coco, the AMI portfolio includes organic clean energy drink Runa, and new environmentally-minded aluminum-canned water brand, Ever & Ever.