Harmless Harvest

About Harmless Harvest

Harmless Harvest is a food and beverage company specializing in organic coconut-based products, most notably its often-pink coconut water. It was founded in 2009 by Justin Guilbert and Douglas Riboud, who met while pursuing their MBAs. With prior experiences in marketing at L'Oreal and finance at Lazard Freres, respectively, the founders were disillusioned with their corporate careers and sought to build a business centered on "constructive capitalism"—a model that combines capitalism with ecology to benefit all stakeholders, from farmers to consumers.

The company's core mission is to produce high-quality, ethically sourced products while promoting sustainable farming and community impact. After exploring various superfruits, the founders focused on coconut water upon realizing the poor quality of existing market options. They discovered the Nam Hom coconut in Thailand, a variety known for being particularly fragrant and sweet, which became the exclusive source for their products. The company launched its flagship coconut water in 2011, exclusively with Whole Foods, after warehousing one million bottles to ensure a strong market entry. The product quickly became a bestseller, and the company now generates over $100 million in annual retail sales.

Harmless Harvest's business model is vertically integrated, controlling the process from farming to bottling to ensure quality and adherence to its ethical standards. The company is a leader in regenerative organic agriculture, which focuses on restoring soil health, increasing biodiversity, and capturing atmospheric carbon. In 2020, it launched the Regenerative Coconuts Agriculture Project (ReCAP) in partnership with Danone Ecosystem Fund and GIZ, aiming to convert Thai coconut farms to regenerative models. As of 2023, its coconuts achieved Regenerative Organic Certified at the bronze level. The company is also the first U.S. coconut water brand to be Fair for Life certified, a standard more stringent than Fair Trade that requires annual audits of environmental impact, farmer and employee well-being, and working conditions. To achieve zero-waste status, the company utilizes the entire coconut, creating Upcycled Certified products like dairy-free yogurt alternatives and smoothies from the coconut meat.