Fiji Water

Fiji Water

Fiji Water logo

Fiji Water is a brand of bottled water derived, bottled, and shipped from the island of Viti Levu in Fiji. It is known for its distinctive square bottle and the claim that it is "untouched by man" until the cap is removed. Fiji Water is a product of the Fiji Water Company LLC, which is a subsidiary of The Wonderful Company.

History

Fiji Water was founded in 1996 by Canadian businessman David Gilmour. The company was initially established to export bottled water from the remote Yaqara Valley of Viti Levu, the largest island in Fiji. The brand quickly gained popularity in the United States and other international markets due to its unique marketing and premium positioning.

In 2004, the company was acquired by Stewart and Lynda Resnick, owners of The Wonderful Company, which also owns brands such as POM Wonderful and Wonderful Pistachios. Under their ownership, Fiji Water expanded its distribution and marketing efforts, solidifying its position as a leading premium bottled water brand.

Source and Production

Fiji Water is sourced from an artesian aquifer in the Yaqara Valley. The aquifer is located beneath a rainforest and is protected from external contamination. The water is naturally filtered through volcanic rock, which is said to give it a unique mineral profile and soft taste.

The bottling facility is located near the source, and the water is bottled directly at the site. The company emphasizes that the water is untouched by human hands until the consumer opens the bottle. This process is part of the brand's marketing strategy, highlighting the purity and natural origins of the water.

Environmental and Social Impact

Fiji Water bottle

Fiji Water has faced criticism and scrutiny over its environmental impact, particularly concerning the carbon footprint associated with transporting water from Fiji to international markets. The company has responded by implementing various sustainability initiatives, such as reducing the plastic content in its bottles and investing in renewable energy projects.

In addition to environmental concerns, Fiji Water has been involved in social initiatives within Fiji. The company has contributed to local communities through projects focused on clean water access, education, and health care. However, it has also faced challenges related to water rights and taxation in Fiji.

Marketing and Branding

Fiji Water is marketed as a premium bottled water brand, often associated with luxury and exclusivity. The brand's distinctive square bottle design and tropical imagery are key elements of its marketing strategy. Fiji Water is frequently featured in high-end hotels, restaurants, and events, reinforcing its upscale image.

The brand has also engaged in various promotional activities, including partnerships with celebrities and sponsorship of events. These efforts have helped maintain its status as a desirable and fashionable choice among consumers.

Related Pages

• Bottled water
• The Wonderful Company
• Viti Levu
• David Gilmour (businessman)