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This Coconut Chip Company Found Success Because Its Founder Embraced His Asian Roots

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18.03.2019

Vincent Kitirattragarn, founder and CEO of coconut-based snack company Dang, said he knew he'd be in for the long haul in his attempt to get Americans to embrace traditional Thai-inspired snacks, namely toasted coconut chips.

"It's not like we're taking a big category like potato chips and just making a better potato chip," he said. "We're creating a new category."

But he said his belief in the power of food has fueled the company's success. "Food has the ability to connect cultures as it's so deeply ingrained in one's self," he said.

Related: These Loving Parents Went Into Debt to Build a Seaweed Snack Company That's on Track to Do $10 Million in Sales This Year

Kitirattragarn, whose parents immigrated from Thailand, launched Dang Foods, named after his mother, in 2012. He got the idea after his roommates were delighted by the toasted coconut chips he had cooked while operating a........

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