
FIJI Water recently announced that it is joining 1% for the Planet, an alliance of businesses that pledge 1% of their annual sales to non-profit organizations focused on sustainability.
They say that joining 1% for the Planet underscores their deep commitment to sustainability and to preserving the environment in Fiji, a pacific island with a unique eco-system from which they draw the water for their best selling brand.
I can't help recalling the 'Spin the Bottle' article by Ann Lenzer of Mother Jones who contrasted the clean efficiency of the FIJI water bottling plant with these words '...crumbling pipes, a lack of adequate wells, dysfunctional or flooded
water treatment plants, and droughts that are expected to get worse
with climate change. Half the country has at times relied on emergency
water supplies, with rations as low as four gallons a week per family;
dirty water has led to outbreaks of typhoid and parasitic infections.
Patients have reportedly had to cart their own water to hospitals, and
schoolchildren complain about their pipes spewing shells, leaves, and
frogs. Some Fijians have taken to smashing open fire hydrants and
bribing water truck drivers for a regular supply.'
Oh, and then there's the Pacific Garbage Patch... I guess if you ship all those plastic bottles to the U.S. they have a way of finding their way back to you! Good try FIJI.
So, what do you think? FIJI Water - Greenwashing or Green?
Photo:
"We are very happy to welcome Roll International and FIJI
Water to the 1% movement," said Terry Kellogg, CEO of 1% for the
Planet. "The company and its owners have a long-standing commitment to
corporate philanthropy and the environment, and their membership will
help us bring awareness of the 1% movement to a broader audience."
FIJI
Water, natural artesian water bottled at the source in Viti Levu
(Fiji islands), is the number one premium bottled water in the United
States and one of the fastest-growing brands worldwide.
The decision to join 1% for the Planet is part of FIJI
Water's ongoing effort to help preserve and protect the environment. FIJI
is also the only major bottled water brand to make its entire carbon
footprint transparent on its website and was the first privately owned
company to report its carbon emissions to the UK-based Carbon Disclosure
Project Supply Chain Leadership Collaboration. ICF International, a
global leader in analyzing emissions inventories and providing advice on
climate strategy, independently reviews and verifies FIJI
Water's carbon footprint annually. And in November 2007, FIJI
Water announced that it would become the first carbon-negative
bottled water brand in the world, by offsetting its annual carbon
emissions by 120%.
As part of that commitment, FIJI
Water joined forces with the people of Fiji and Conservation
International, a leading conservation organization, in spearheading a
major reforestation project in Fiji. The Nakauvadra Forest Carbon
Project is Fiji's first community-owned forest carbon project and is
intended to restore degraded grasslands and abandoned sugar cane farms
by replacing them with a mix of native species, fruit and spice trees,
and timber such as mahogany and teak. Planting of the first 250 acres of
the project began in October 2009, and another 1,000 acres will be
planted over the coming years to meet FIJI
Water's ongoing carbon-negative commitment. FIJI
Water is investing at least $3 million USD in the forest restoration
projects.
In addition to FIJI's reforestation efforts, the company is also working
to preserve and protect the Sovi Basin, the largest remaining lowland
rainforest in the South Pacific. Partnering again with Conservation
International, FIJI
Water has pledged $5 million USD to support this extensive
conservation work and endow a trust fund that protects in perpetuity
more than 50,000 acres of pristine rainforest. The endowment aims to
compensate landowners and offset concessions made to logging companies
who harvest timber from the Sovi Basin. The ecological benefits are vast
and multifaceted: the Sovi Basin is one of only 34 such unique
biodiversity hotspots around the world, hosting over 3,300 unique and
often endangered species, which will now be protected; important
watersheds will be safeguarded in the region, improving water
availability and quality for local communities; and significant amounts
of carbon will be sequestered by eliminating logging activities and
halting further degradation. A video highlight of the Sovi Basin is
available at http://www.youtube.com/fijiwatercompany#p/u/4/USRWBIV3U7g.
Through a partnership with the Rotary Pacific Water for Life Foundation, FIJI
Water has also committed to providing technical support and funding
necessary to provide the delivery of safe and clean water to 100 Fiji
communities each year. To date, the company has supported projects in 13
of Fiji's 14 provinces and helped to deliver clean water to more than
30,000 people in need. With FIJI
Water's continued commitment to fund at least 100 new projects each
year, hundreds of thousands of Fijians in some of the poorest parts of
the country will soon benefit from the company's efforts. Video
highlights of FIJI's
water projects are available at http://www.youtube.com/watch?v=_G4x6d619EA.
Follow us on Twitter: www.twitter.com/fijiwater
and visit us on Facebook: www.facebook.com/fijiwater
About 1% for the Planet:
1% for the Planet is a global alliance of businesses that donate at
least 1% of their sales directly to non-profit organizations focused on
sustainability. To date, its 1,100+ members spread across 38 different
countries have donated more than $50M to environmental causes.
Membership in 1% is diverse. It includes icons of the socially
responsible business world like Patagonia, Clif Bar and New Belgium
Brewing. It also includes publicly traded companies such as Volcom and
Diageo.
For more information, please visit: http://www.onepercentfortheplanet.org/en/aboutus/
About FIJI Water
FIJI®
Water, natural artesian water bottled at the source in Viti Levu
(Fiji islands), is the number one premium bottled water in the United
States and one of the fastest-growing brands worldwide. A product of one
of the last virgin ecosystems on the planet, FIJI
Water is forced by natural pressure out of its aquifer deep below
the earth's surface and into iconic square bottles through a sealed
delivery system free of human contact. FIJI
Water's unique mineral profile lends to its refreshing taste and
soft mouth-feel that have made it a favorite among top chefs and the
winner of taste tests by Chicago Magazine, Cook's Illustrated Buying
Guide, Men's Health, Every Day with Rachael Ray and others.
The company is committed to sustainable development and is the primary
driver of economic development and social welfare in Fiji. FIJI
Water reinvests substantial resources to expand access to clean,
safe drinking water and to provide quality education and health care for
the people in Fiji. As the first net carbon-negative product in its
industry, FIJI
Water is reducing carbon emissions across the product's entire
lifecycle and offsetting at least 120% of remaining emissions through a
rainforest restoration project in the Fiji Islands. FIJI
Water has also partnered with Conservation International and the
people of Fiji to protect and preserve the Sovi Basin, the largest
remaining lowland rainforest in the South Pacific.
FIJI
Water is widely available at fine restaurants and hotels, all major
retail channels including grocery and convenience, and through an
innovative home delivery program. Following the success of the flagship
U.S. business, FIJI
Water has expanded to Canada, Mexico, the Caribbean, Western Europe
and Asia Pacific. To learn more, please visit www.fijiwater.com.