CASE STUDY The Coconut Collaborative BACKGROUND The Coconut Collaborative describes itself as “a lovely bunch of coconutters who are on a mission to spread the coco-love far and wide by bringing together like-minded coconut companies, sharing delicious and surprising coconut treats with the world, and giving something back to the planet and its people.” Put more simply, this young company is a manufacturer of tasty yoghurts, all made from the milk of the coconut. Free from dairy, soya, and gluten, but not temptation, its recipes are bursting with healthy nutrients, glorious flavours and vibrant marketing appeal. But don’t be fooled by the wit and informality of this brand. The business packs a serious commercial punch too, headed up by James Averdieck who was the founder of

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