Pawida “Vida” Kritsaran

OWNER, WATTHUDIBNIYOM

Industry : Food

Formerly rooted in the world of advertising, Pawida “Vida” Kritsaran has since carved a new path as an entrepreneur, driven by a passion to spotlight and revalorise Thailand’s often-overlooked local ingredients. Through her brand, Watthudibniyom, she revitalises discarded coconuts into Bicogurt, a nutritious yoghurt that reduces waste while boosting farmers' incomes and enhancing cultivation space. Watthudibniyom aims to address environmental issues by sharing the stories behind its products. Vida actively engages with coconut farmers to understand their challenges. After three years of research, she discovered a harvesting method that significantly minimises coconut waste by emphasising optimal timing for picking. This approach yields clear coconut water and tender flesh, maximising the use of each coconut.

While she focuses on finding solutions at the source, Vida remains committed to her business, purchasing coconuts at fair prices that reflect their true value. By creating Bicogurt, she addresses coconut waste and supports local farmers, taking meaningful steps toward sustainability in the food industry.