All in-experience purchases from The Coconut Grove go directly toward Seedlings for Sustainability, which is an initiative of Vita Coco's social impact program, the Vita Coco Project. Last month, the Vita Coco Project announced its expansion to Brazil, after having distributed more than 370,000 seedlings and trees across the world, including coconut growing countries like the Philippines and Sri Lanka. Through Seedlings for Sustainability, Vita Coco will distribute up to 10 million seedlings and trees globally by 2030.