40 Big Food Thinkers 40 and Under
Michael Kirban & Ira Liran: Coconut Water Popularizers
In the span of a few years, childhood friends Kirban (photo), 35, and Liran, 32, took coconut watera super-nutritious, low-calorie drinkand turned it into Vita Coco, the biggest company in the category, with celebrity investors like Madonna. Mixologists and chefs are using it for recipes, too, expanding its popularity beyond gym-goers and yogis.
Photo © Jordan Hollender, 2009.