Fiji Water is a brand of bottled water derived, bottled, and shipped from Fiji. It is available in 330 ml, 500 ml, 700 ml, 1 litre (0.22 imp gal; 0.26 US gal), and 1.5 litre bottles. According to marketing materials, the water comes from an artesian aquifer in Viti Levu. Fiji Water is headquartered in Los Angeles, California.
History
Fiji Water “Untouched†- FIJI® Water, the number one premium bottled water brand in the United States, announced today its firstâ€"ever television advertising campaign for the brand: ...
Canadian businessman David Gilmour founded Fiji Water under the name Natural Waters of Viti Ltd. in 1996. Stewart and Lynda Resnick's Roll Global (since renamed to The Wonderful Company) acquired Fiji Water from Gilmour in 2004 for a reported US$50Â million. The Resnicks' holding company also owns Teleflora, POM Wonderful and Suterra.
In 2009, Fiji Water had $85Â million in sales.
In late 2010, Fiji Water acquired Justin Vineyards & Winery of Paso Robles, California, in an effort to spread their brand over a wider variety of products. It is best known for producing California style Bordeaux and Syrah wines distributed globally.
In Fiji
Fiji Water bottles water from Fiji and ships it overseas. The water is sourced from Yaqara, on the north shore of Viti Levu, the largest island of Fiji.
In 2007â€"2008, disputes with the Fiji government over export duties led to legal cases, impounded shipments and a self-imposed industry-wide shutdown of Fijian water bottlers. The government eventually dropped its proposed 20-cent per litre tax. In December 2008, Fiji Water laid off 40 percent of its staff due to weakening sales.
In November 2010, Fiji deported Fiji Water director of external affairs, David Roth, for "interfering in Fiji's domestic affairs," leading to the resignation of interim defence and immigration minister, Ratu Epeli Ganilau. Shortly afterwards, an increase in the tax from one-third of a Fiji cent per litre to 15 cents per litre for producers over 15Â million litres per month which at that point in time applied only to Fiji Water, led the company to shut down its Fiji Island offices on November 29, 2010. This raise was to raise Fiji Water's tax contribution on to the Fiji Government on the F$150Â million (AUD 82Â million) they exported each year from F$500,000 to F$22.6Â million. The next step for the brand was thought to be a move to New Zealand. However, after threats from the government to give the well to another company, Fiji Water announced its intent to resume operations and accept the new tax levy.
In December 2010, Fiji Water's Fiji plant had 400 employees. Fiji Water has also established a foundation to provide water filters to rural Fiji communities, many of which lack access to clean water.
Controversy with Cleveland
In 2006, Fiji Water ran an advertisement stating, "The label says Fiji because it's not bottled in Cleveland". This was taken as an insult by the Ohio city's water department. The Cleveland Water Department ran tests comparing a bottle of Fiji Water to Cleveland tap water and some other national bottled brands. Fiji Water reportedly contained 6.31 micrograms of arsenic per litre, whereas the tap water of Cleveland contained none. In a 2015 test of Fiji Water bottled in November 2014, performed and reported by the company, the reported arsenic level was 1.2 micrograms per litre, below the FDA limit of 10 micrograms per litre.
References
Notes
Citations
Further reading
- Fishman, Charles (2011). The Big Thirst: The Secret Life and Turbulent Future of Water. New York London: Free Press. ISBNÂ 1439102082. ISBNÂ 978-1439102084.Â
External links
- Official website
- Ask Pablo â€" "Cost of Fiji Water" â€" an article which triggered controversy
