These 40 up-and-comersall 40 years old or youngerare changing the way Americans eat and drink, from a vodka distiller who rewrote Nebraska's Prohibition-era laws to a White House chef who's fiercely fighting to improve school-lunch programs.
Michael Kirban & Ira Liran: Coconut Water Popularizers
Photo © Jordan Hollender, 2009.
In the span of a few years, childhood friends Michael Kirban (photo), 35, and Ira 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.
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