{"id":6568,"date":"2022-03-22T07:00:56","date_gmt":"2022-03-22T12:00:56","guid":{"rendered":"https:\/\/alumni.cornell.edu\/cornellians\/?p=6568"},"modified":"2022-04-06T14:43:37","modified_gmt":"2022-04-06T19:43:37","slug":"dang-snacks","status":"publish","type":"post","link":"https:\/\/alumni.cornell.edu\/cornellians\/dang-snacks\/","title":{"rendered":"Following His Foodie Dreams, Engineering Alum Sells Asian-Inspired Snacks"},"content":{"rendered":"\n<p class=\"rkv-gutter-bottom-triple has-large-font-size\">Vincent Kitirattragarn \u201906, MEng \u201907, heads Dang Foods, whose products are available online and at major retailers<\/p>\n\n\n\n<p>By <strong>Beth Saulnier<\/strong><\/p>\n\n\n\n<p class=\"has-drop-cap\">The name of his snack food company works on several levels, explains Vincent Kitirattragarn \u201906, MEng \u201907. First off, it\u2019s an homage: \u201cDang\u201d is his mother\u2019s nickname. It\u2019s auspicious\u2014the Thai word for \u201cred,\u201d considered a lucky color in many Asian traditions. And it\u2019s descriptive; as Kitirattragarn, the firm\u2019s founder and CEO, notes with a laugh, \u201cPeople often taste our products and say \u2018Dang, that&#8217;s good!\u2019\u201d<\/p>\n\n\n\n<p>Launched in 2011 and based in the San Francisco Bay Area, <a href=\"https:\/\/dangfoods.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Dang Foods<\/a> makes a variety of snacks, including bars and rice chips\u2014selling both online and in retail stores around the country.<\/p>\n\n\n\n<p>But it all started with coconut: specifically, Dang\u2019s novel line of lightly sweet and salty chips. They\u2019re made from shaved, dried pieces of coconut grown on family farms in Thailand\u2014using a variety that has a relatively high fat content and lower fiber, Kitirattragarn says, giving it a smooth texture and a rich, buttery mouthfeel.<\/p>\n\n\n\n<p>\u201cIn America, coconut is generally seen more as a baking or confectionery ingredient,\u201d he observes, citing coconut cakes and candy bars like Almond Joy and Mounds. <\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide has-media-on-the-right is-stacked-on-mobile is-style-offset\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"577\" src=\"https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/VK-Cooking-A-1024x577.jpg\" alt=\"Vincent Kitirattragarn cooking\" class=\"wp-image-6610 size-full\" srcset=\"https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/VK-Cooking-A-1024x577.jpg 1024w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/VK-Cooking-A-300x169.jpg 300w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/VK-Cooking-A-768x432.jpg 768w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/VK-Cooking-A-1536x865.jpg 1536w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/VK-Cooking-A-800x450.jpg 800w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/VK-Cooking-A-608x342.jpg 608w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/VK-Cooking-A-304x171.jpg 304w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/VK-Cooking-A-152x85.jpg 152w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/VK-Cooking-A-1184x666.jpg 1184w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/VK-Cooking-A-592x333.jpg 592w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/VK-Cooking-A-296x166.jpg 296w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/VK-Cooking-A.jpg 1600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption>Kitirattragarn has long been an avid cook. <em>(Photo provided)<\/em><\/figcaption><\/figure><div class=\"wp-block-media-text__content\">\n<p>\u201cIn our early years we did tons of product demonstrations\u2014going into stores, talking to people, and explaining, \u2018This is a healthy snack. If you want, you can make things with it; you can put it on ice cream, yogurt, or salads. But 80 to 90% of people eat it straight out of the bag.\u2019\u201d<\/p>\n<\/div><\/div>\n\n\n\n<p>Of Thai and Chinese ancestry, Kitirattragarn grew up in New York City, the son of immigrant parents who came from the U.S. in the mid-1970s to attend graduate school. He transferred to Cornell from Rutgers, studying biological and environmental engineering and earning two degrees.<\/p>\n\n\n\n<p>Though Kitirattragarn doesn\u2019t have an extensive background in the dining or food industries, he has always had a penchant for cooking and a flair for flavor; as a youth, he helped his busy single mom by preparing meals for the family, and on the Hill he was an avid member of a student dining club.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>In America, coconut is generally seen more as a baking or confectionery ingredient.<\/p><\/blockquote>\n\n\n\n<p>After contemplating ventures like a food truck while holding down day jobs in business, Kitirattragarn got the idea for Dang\u2019s flagship product after hosting a one-night pop-up restaurant in San Francisco: one of his menu items was lettuce wraps with toasted coconut\u2014and the coconut stole the show.<\/p>\n\n\n\n<p>Kitirattragarn\u2019s younger brother Andrew eventually joined the business, focusing on operations and finance while Vincent heads up sales, marketing, and product development. In late January, the brothers were featured on an <a href=\"https:\/\/www.npr.org\/2022\/01\/21\/1074911897\/dang-foods-vincent-and-andrew-kitirattragarn\" target=\"_blank\" rel=\"noopener noreferrer\">episode of the NPR podcast <em>How I Built This<\/em><\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image alignwide size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/Dang-All_DANGshot52-A-1024x576.jpg\" alt=\"A collage of Dang snack products\" class=\"wp-image-6611\" srcset=\"https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/Dang-All_DANGshot52-A-1024x576.jpg 1024w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/Dang-All_DANGshot52-A-300x169.jpg 300w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/Dang-All_DANGshot52-A-768x432.jpg 768w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/Dang-All_DANGshot52-A-1536x864.jpg 1536w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/Dang-All_DANGshot52-A.jpg 1600w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/Dang-All_DANGshot52-A-800x450.jpg 800w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/Dang-All_DANGshot52-A-608x342.jpg 608w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/Dang-All_DANGshot52-A-304x171.jpg 304w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/Dang-All_DANGshot52-A-152x85.jpg 152w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/Dang-All_DANGshot52-A-1184x666.jpg 1184w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/Dang-All_DANGshot52-A-592x333.jpg 592w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/Dang-All_DANGshot52-A-296x166.jpg 296w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption>Dang makes coconut chips, Thai rice chips, and bars in a variety of flavors. <em>(Photo provided)<\/em><\/figcaption><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Today, Dang\u2019s products grace the shelves of major retailers such as Target, Whole Foods, Walmart, and Kroger; it\u2019s also <a href=\"https:\/\/www.bcorporation.net\/en-us\/find-a-b-corp\/company\/dang-foods-llc\/\" target=\"_blank\" rel=\"noopener noreferrer\">certified as a \u201cB Corp,\u201d<\/a> a distinction given to firms that demonstrate high levels of social responsibility and environmental sustainability.<\/p>\n\n\n\n<p>Dang still sells coconut chips, now available three ways: original, lightly salted, and caramel sea salt. It also produces snacks made from Thai sticky rice, formed into chewy-crunchy chips through a process that involves adding watermelon juice. (They come in five flavors including aged cheddar, toasted sesame, and\u2014the bestseller\u2014sriracha spice.)<\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/VK-with-a-vendor-A-1024x576.jpg\" alt=\"Vincent Kitirattragarn chatting with a female vendor in Bangkok\" class=\"wp-image-6608 size-full\" srcset=\"https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/VK-with-a-vendor-A-1024x576.jpg 1024w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/VK-with-a-vendor-A-300x169.jpg 300w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/VK-with-a-vendor-A-768x432.jpg 768w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/VK-with-a-vendor-A-800x450.jpg 800w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/VK-with-a-vendor-A-608x342.jpg 608w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/VK-with-a-vendor-A-304x171.jpg 304w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/VK-with-a-vendor-A-152x85.jpg 152w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/VK-with-a-vendor-A-1184x666.jpg 1184w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/VK-with-a-vendor-A-592x333.jpg 592w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/VK-with-a-vendor-A-296x166.jpg 296w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2022\/03\/VK-with-a-vendor-A.jpg 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption>Kitirattragarn (right) chatting with a vendor in Bangkok, Thailand. <em>(Photo provided)<\/em><\/figcaption><\/figure><div class=\"wp-block-media-text__content\">\n<p>In 2018, the company introduced a line of keto-friendly snack bars, in flavors like almond cookie, lemon matcha, peanut butter, and \u201ccrazy rich chocolate\u201d\u2014which, Kitirattragarn admits, is a shameless pun on the film <em>Crazy Rich Asians<\/em>. (A line of onion chips, launched two years earlier, failed to take off and was discontinued.)<\/p>\n<\/div><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p>What\u2019s next? Kitirattragarn says that Dang has a new product in the pipeline, but he\u2019s tight-lipped about details.<\/p>\n\n\n\n<p> \u201cWe have a first-to-market salty snack chip; it&#8217;s based on a well-known Chinese dish,\u201d he hints. \u201cI can&#8217;t share too much\u2014but I\u2019m excited.\u201d<\/p>\n\n\n\n<p><em>Top image: Photo provided<\/em><\/p>\n\n\n\n<p class=\"has-small-font-size\">Published March 22, 2022<\/p>\n\n\n\n<hr class=\"wp-block-separator\" \/>\n","protected":false},"excerpt":{"rendered":"<p>Vincent Kitirattragarn \u201906, MEng \u201907, heads Dang Foods, whose products are available online and at major retailers<\/p>\n","protected":false},"author":68,"featured_media":6609,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"alumni_hub_syml_posts":[],"footnotes":""},"categories":[229],"tags":[],"cornell_year_post":[529],"post_folder":[],"class_list":["post-6568","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-alumni","cornell_year_post-529"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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