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Vita Coco, America’s favorite coconut water brand, is taking its climate mission off the carton and into the real world. On Saturday, October 11, the brand is hosting “The Supporting Farmers Market” — a one-day experience at 95 Rivington Street in New York City that turns coconut farming into something you can actually see, sip, and shop.

A Market with a Mission

At its core (pun intended), the activation spotlights a very real problem: aging coconut trees and declining yields that threaten farming communities worldwide. Through Seedlings for Sustainability, Vita Coco has pledged to plant up to 10 million new trees by 2030, partnering with local nonprofits to distribute seedlings and train farmers in regenerative agriculture.

And on the 11th, every guest who drops by helps push that mission forward — for every attendee, Vita Coco will fund the planting of a real coconut seedling in one of its sourcing regions. That’s one small NYC field trip, one big impact abroad.

Inside “The Supporting Farmers Market”

Visitors can trace the life of a coconut from seedling to sip through interactive exhibits that highlight the farmers behind Vita Coco’s products. It’s part education, part immersion, and fully Instagram-ready — complete with a sustainability-minded buildout made from reclaimed wood and reusable materials that’ll get a second life post-event.

Downstairs, Montauk General Store transforms the space into a curated marketplace of small, sustainable, and local brands — including Seasonal, Chara Frozen Yogurt, Amagansett Sea Salt, and Transcendence Coffee. Expect to meet founders IRL, learn their backstories, and maybe even walk away with your new favorite pantry staple.

Sip, Shop, Repeat

Because no NYC Saturday is complete without caffeine, Montauk General Store will be serving up complimentary Coconut Water Matcha — made with Vita Coco, obviously — straight from a custom matcha bar. Consider it your eco-friendly energy boost before browsing the rest of the market.

Event Details

📍 Where: 95 Rivington St, New York, NY 10002
📅 When: Saturday, October 11 | 11 a.m.–5 p.m.
🎟 Admission: Free & open to the public
👉 RSVP: Eventbrite

Why It Matters

While pop-ups come and go, this one plants roots — literally. It’s not just about sipping coconut water; it’s about supporting the people and ecosystems that make it possible. In a world where sustainability often feels like a buzzword, Vita Coco’s event offers a rare, tangible connection between brand and impact.

Style, sustainability, and social good — all under one coconut-canopied roof.