'Consumers are willing to pay more for better quality as long as that quality is tangible'
Harmless Harvest raw coconut water: We’re not competing with Vita Coco or Zico
Not so long ago, “people would have said that any drink that’s above three bucks is crazy,” says the co-founder of organic and ‘raw’ coconut water pioneer Harmless Harvest, Justin Guilbert. “Well we came to the market with a 16oz bottle that retailed at...