​​PHILADELPHIA, PA - New program alert! JVI Imports recently announced that it received its first container loads of brown coconuts from India in early December of 2023. JVI Imports, the import division of John Vena, is known for its counter-season pomegranate program and promises to make waves in the United States coconut market.

“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.,” reports President John Vena. “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 a press release, U.S. demand is currently fulfilled primarily by coconuts from the Dominican Republic, but JVI anticipates a strong market for Indian coconuts thanks to its unique combination of quality and value. Data from the FAO states that India produces more coconuts than any other country except Indonesia.

JVI Imports’ key partner in this program is Vashini Exports. With many decades of experience growing, packing, and shipping coconuts, the company maintains a strong commitment to food safety and traceability with GlobalG.A.P. and organic certifications. Thanks to the growing conditions, fruit can be harvested and shipped year-round.

“Vashini has been shipping coconuts around the world for decades and they know their stuff,” says Vena. “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.”

The release added 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.

For more from the release, click here.

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