This unique process is both complex and expensive. The unique, truly unadulterated bottling process is costly and passes on some cost to the consumer. The FIJI Water brand has grown to unthinkable heights for a product that was still fledgling in the early s. The bottled water sector is notoriously hard to succeed in, but FIJI Water has built upon the blueprint laid earlier by Evian. FIJI Water is often found in places of luxury like high-end hotels, restaurants, and resorts.
This marketing strategy can fail once relevance disappears. However, over its decades-long lifespan, FIJI Water has managed to grab back attention from the claws of time. For example, a recent partnership with the popular workout gym SoulCycle guarantees FIJI Water and its new Sports Cap Bottle will be thrust in front of active water drinkers around the world.
The high-end perception FIJI has created for itself leads to an ability to charge higher prices. Consumers are willing to pay for the association with luxury. Along with the presence of FIJI Water in high-end places, its absence in other spots may be just as impactful. Again, as bottled water is a difficult market to corner from a profits perspective, its controlled distribution strategy may seem counterintuitive.
The company uses artesian water from Fiji, which the company explains, "Artesian water comes from an aquifer; a naturally formed underground chamber. This water doesn't flow out in the open like water from a stream, so the aquifer must be tapped to access the water. Running a factory in Fiji comes with its own set of costs for the company. The Fiji Water plant runs 24 hours a day, which requires electricity.
The local utility structure of Fiji cannot support supplying that much electricity, so to solve the problem, Fiji Water supplies its own electricity by running three big generators powered by diesel fuel. Fiji Water also spends money on marketing to appeal to consumers. Fiji Water prices its water higher to make consumers think its better, using the idea that the most expensive product must be the best one.
This is clever when you consider that consumers pay two to four times the price of gasoline for bottled water, a product that is available for free from the tap in every sink, which is one reason you might be tempted to forgo buying bottled water altogether. By definition, artesian water comes from a source deep in the earth, protected by layers of clay and rock. They drill into the vast volcanic cavern and into the aquifer. The water is then sucked out of the vast cavern at the bottling facility that rests on top of the aquifer and then is blown into the bottles.
Many claims are made about the benefit of Fiji Water. According to their website, the purity of the water is what nature intended it to be. The taste is said to be that of true pure water. Each bottle contains various minerals such as magnesium, calcium and silica. Magnesium is contained in most mineral and spring waters.
Magnesium is being studied further as a possible way to cure many ailments and chronic conditions such as diabetes, but all the research is not in yet. Other brands such as Evian, Apollinaris, Perrier and Pellegrino have made similar claims for decades or even centuries. They are all European waters, originating in France, Germany and Italy.
They come from springs and have purported health benefits. The distance between Fiji and California — and the U. However, the Carbon Negative campaign was misleading since only half of the promised forests were planted in ; acres of trees were planted, which stores around metric tons of carbon. According to journalist Jen Quraishi , the acres of trees was not a significant amount to offset the 85, tons of CO2 and other greenhouse gases created by the company in Last year, the company planted another 1, trees at a local Navala village.
Though valiant, it is simply a small stepping stone for their initial promise. Moreover, FIJI Water claims to still be committed to reducing its carbon footprint; however, the details are vague.
A safe level of arsenic that humans can consume is 10 micrograms per liter. Therefore, does the monetary benefit outweigh the unethical benefits? There are no specific details about what percent, or amount, of this money, goes back to the Fijian people.
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