Jake McKeon: Transforming Waste into Global Success with Coconut Bowls

Jake McKeon, an Australian digital nomad and entrepreneur, found a unique way to turn waste into a thriving business. His brainchild, Coconut Bowls, stands as a testament to innovative thinking, sustainable practices, and social responsibility. This case study explores Jake’s journey from a world traveller to the founder of a global brand that champions sustainability.
Early Beginnings and the Birth of Coconut Bowls
Jake McKeon’s entrepreneurial journey began with a simple yet powerful idea: turning discarded coconut shells into eco-friendly bowls. In 2016, McKeon launched Coconut Bowls, a company dedicated to promoting sustainability by upcycling coconut shells that would otherwise be burned as waste. The idea was both environmentally conscious and aesthetically appealing, tapping into a growing market of consumers eager for sustainable products.
In late 2015, Jake embarked on a globe-trotting surfing expedition, covering areas from Southern California through Central America to Europe, with his final destination being the beaches of Bali1. It was here, between catching waves, that he stumbled upon handcrafted souvenirs made from waste coconut shells. Inspired by these natural, bowl-shaped shells and aware of the severe plastic pollution problem he had witnessed on his travels, especially in Central America, Jake saw a potential solution hidden in these discarded shells.
Developing the Business
Curiosity led Jake to approach a local artisan in Bali, asking if these coconut shells could be crafted into functional bowls. Confident that his friends and family back home would appreciate such an eco-friendly product, he had 100 bowls made and carried them back to Australia in his surfboard bag.
Back home, Jake began sharing photos of smoothie bowls served in Coconut Bowls on Instagram. The aesthetically pleasing and environmentally friendly bowls quickly gained popularity. Within a month, he had no more bowls left.
Scaling and Impact
Recognising the business potential, Jake made multiple trips back and forth to Bali. His mission was twofold: sourcing more coconut shells and establishing relationships with local artisans who could craft the bowls. What started as a simple idea soon evolved into something much more significant. Jake realised that Coconut Bowls were not just products; they were symbols of sustainability and social impact. They offered a way to reduce single-use plastics while providing steady income to low-income artisans in Vietnam and Indonesia.
Coconut Bowls, now a $15 million global venture, showcases Jake McKeon’s secrets to e-commerce success. Starting with just $500, Jake expanded to over 100,000 sales of recycled coconut bowls and more, leveraging the principles of sustainable business and the power of social media to create a globally recognised brand. Since its official launch in 2016, Coconut Bowls has sold millions of products to customers in over 150 countries. More than 1,000 cafes worldwide have replaced single-use items with these handcrafted, reusable products.
The company’s commitment to sustainability goes beyond just its products. Through verified 1% For The Planet commitment, Coconut Bowls has donated tens of thousands of dollars to environmental charities. Additionally, they have offset the carbon emissions from every shipment since their first order.
Expanding Horizons: From WellBeingHub to Boomerang
Building on the success of Coconut Bowls, McKeon ventured into other areas, each reflecting his passion for innovation and positive social impact. One of his significant ventures is WellBeingHub, a platform designed to promote health and wellness through curated content and products. WellBeingHub offers a holistic approach to well-being, combining expert advice with high-quality health products to help users lead healthier lives.
Another notable venture by McKeon is Boomerang, an app designed to revolutionise the gig economy. Boomerang connects businesses with freelance workers for short-term tasks and projects, providing a flexible solution for both parties. The app’s user-friendly interface and efficient matching system have made it a popular choice for companies looking to hire temporary workers and for freelancers seeking new opportunities.
In line with his commitment to sustainability, McKeon also founded Fair Harvest, a company focused on creating fair-trade, organic food products. Fair Harvest sources its ingredients from small-scale farmers who practise sustainable agriculture, ensuring that the products are not only good for consumers but also for the environment and the farmers themselves. The company’s range of products includes coffee, chocolate, and various superfoods, all of which adhere to strict ethical and environmental standards.

Challenges and Triumphs
Like any entrepreneur, McKeon has faced his share of challenges. From navigating the complexities of international supply chains to maintaining ethical standards while scaling up, his journey has been far from easy. However, his ability to adapt and innovate has been a key factor in overcoming these obstacles.
One of the critical aspects of McKeon’s success is his emphasis on building a strong brand identity. Each of his businesses reflects his core values of sustainability, health, and ethical production. This consistency has helped him build trust and loyalty among his customers, setting his ventures apart in competitive markets.
Looking Ahead: Future Ventures and Impact
As Jake McKeon continues to expand his entrepreneurial footprint, his focus remains on creating businesses that make a positive impact. His ventures not only address current market needs but also contribute to broader societal goals, such as environmental sustainability and fair trade practices.
McKeon’s ability to identify emerging trends and his commitment to ethical business practices serve as an inspiration for aspiring entrepreneurs. His journey underscores the importance of aligning business goals with personal values, demonstrating that profitability and social responsibility can go hand in hand.