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Jon Anderson

Partner and Research Analyst at William Blair

Jon Andersen is a Partner and Research Analyst at William Blair & Company specializing in the Consumer Goods sector, with particular focus on household, personal care, and packaged food companies. He joined William Blair in 2005 after serving as a senior manager in the strategy practice at Accenture, where he provided consulting to leading consumer packaged goods and retail companies. Andersen has demonstrated strong analytical performance with a 62% success rate on his 136 ratings, generating an average return of 6.80% per recommendation, and has been recognized by The Wall Street Journal's 'Best on the Street' for his household and personal products coverage in 2009 and 2010. He holds a CFA designation, earned a B.A. in economics from Colorado College, and received his M.B.A. in finance and strategic management from the University of Chicago Graduate School of Business with honors.

Jon Anderson's questions to Vita Coco Company (COCO) leadership

Question · Q3 2025

Jon Anderson questioned the impact of declining ocean freight rates, asking if the year-over-year reduction (estimated at 50%) would significantly offset tariffs and lead to a strong 2026 gross margin outlook, and sought clarification on the composition of COGS.

Answer

CEO Martin Roper clarified that tariffs apply to 60% of COGS, making their impact substantial, and noted current ocean freight rates are down about 33% year-over-year, not 50%. CFO Corey Baker explained that transportation, including warehousing, drayage, and ocean freight, constitutes about a third of COGS. Martin also addressed the implied Q4 sales decline, attributing Q3's strength to a major promotion and private label declines, advising a focus on two-year second-half trends for underlying business.

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Question · Q3 2025

Jon Anderson asked about the impact of ocean freight rates, which have reportedly been cut in half year-over-year, on the 2026 gross margin outlook, suggesting it could be more impactful than tariffs. He also sought clarification on ocean freight as a component of COGS and questioned the implied Q4 sales guidance of around $105 million, representing an unusually large sequential decline from Q3's $182 million.

Answer

Martin Roper, Chief Executive Officer, clarified that while ocean freight is an important offset, the tariff impact (23% on 60% of COGS) is still significant. He noted that current ocean freight rates are down about 33% year-over-year, not 50%. Corey Baker, Chief Financial Officer, explained that the 30-35% figure previously mentioned refers to total transportation costs, which include warehousing, drayage, and internal distribution, with ocean freight being a subset. Regarding Q4 sales, Mr. Roper and Mr. Baker attributed the sequential decline to Q3 benefiting from a major promotion (skipped last year) and the ongoing private label decline, acknowledging the difficulty in modeling Q4 precisely.

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