||The neutrality of this article is disputed. (June 2013)|
|All values in milligrams per liter (mg/l)|
FIJI Water is a brand of bottled water derived, bottled, and shipped from Fiji. It is available in 330ml, 500ml, 1 liter and 1.5 liter bottles. According to marketing materials, the water comes from an artesian aquifer in Viti Levu. FIJI Water is headquartered in Los Angeles California.
FIJI Water was started in 1996 by a Canadian-born man named David Gilmour, the company originally called Nature's Best. In 1995, the company's name was change to Natural Waters of Viti Ltd. It is one-time partner in Clairtone Sound Corporation Limited. Stewart and Lynda Rae Resnick (also affiliated with Teleflora, POM Wonderful, Suterra, and Paramount Agribusiness) are the current owners.
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 throughout the world.
1996 FIJI Water is formed in Fiji.
1997 FIJI Water begins shipping to the U.S. It is available for sale at leading hotels, fine restaurants, and limited retail locations.
1999 FIJI Water Delivery launches.
2003 FIJI Water is placed as a turn-down item in top hotels, including the Four Seasons Beverly Hills and Trump International. FIJI Water partners with NetJets, a private jet service that serves FIJI Water as its in-flight water.
2004 FIJI Water receives Secretary of State’s Award for Corporate Excellence. ROLL International Corporation adds FIJI Water to its holdings.
2005 FIJI Water is re-launched with graphics more consistent with its unique selling propositions. FIJI Water’s first consumer marketing campaign is launched.
2006 FIJI Water achieves its first million-case month (May).
2007 FIJI Water launches its sustainability initiative. FIJI Water becomes the #1-selling premium bottled water. Chicago magazine names FIJI the best-tasting bottled water. The FIJI Water Foundation is founded to support philanthropic initiatives focused on health care, clean water and education.
2008 Brand Keys Customer Loyalty Index names FIJI the #1 bottled water brand.
2009 FIJI Water joins 1% for the Planet as one of the organization's five largest companies. Brand with the largest social media presence in the bottled water category. FIJI Water is available in more than 40 countries around the world.
2010 Fiji Water acquires JUSTIN Vineyards & Winery. FIJI Water nominated for the Secretary of State's Award for Corporate Excellence.
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 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 purportedly contained 6.31 micrograms of arsenic per litre where as the tap water of Cleveland contained none.
Fiji Water bottles water from Fiji and ships it overseas;
In 2007–2008, 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 liter 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 liter to 15 cents per liter for producers over 15 million liters/month which at that point in time applied only to Fiji Water, led the company to shut down its Fiji Island offices on 29 November 2010. This raise was to raise Fiji Water's tax contribution on to the Fiji Government on the F$150 million (AUD 82 million) they exported each year from F$500,000 to F$22.6 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.
- "FIJI FAQ". 2009. Retrieved 2 July 2010.
- Sydney Morning Herald, "Hollywood couple buys Fiji Water for $63m", 30 November 2004
- "Democratic lawmakers call on Senator Feinstein to retract water proposal". CAIVN. 2010. Retrieved 2010-02-20.
- P.J. Huffstutter. "From water – to wine? Fiji Water buys California winery", Los Angeles Times, 6 December 2010, accessed 7 February 2011.
- Cleveland Takes Offense at Fiji Water Ad, The Washington Post, July 20, 2006
- Fiji government yields to bottled water company pressure, IceNews, Chris Bolwig, 26 July 2008.
- Bottled Waters Lose Their Effervescence, Business Week, 30 January 2009
- "Fiji Water shuts down business after tax hike". Radio New Zealand International. 29 November 2010. Retrieved 6 August 2011.
- "Ganilau says Fiji Water row behind him quitting regime". Radio New Zealand International. 18 November 2010. Retrieved 6 August 2011.
- "Water works shut down as tax trickle turns into stream". Smh.com.au. 30 November 2010. Retrieved 2011-12-18.
- [dead link]
- Mara Gay Contributor (29 November 2010). "Fiji Water Leaves Fiji: 4 Things to Know About the Shutdown". Aolnews.com. Retrieved 2011-12-18.
- Adams, Guy (1 December 2010). "Mineral water giant pulls plug on Fiji". The New Zealand Herald. Retrieved 30 September 2011.
- [dead link]
- "Update: FIJI Water to Reopen December 1". BevNET.com. 2 December 2010. Retrieved 2010-12-02.
- "Union tells workers to value Fiji Water pay". Radio New Zealand International. 1 December 2010. Retrieved 6 August 2011.
- "Fiji Water helps Fiji villages to produce to clean water". Radio New Zealand International. 30 August 2010. Retrieved 6 August 2011.
- "The Story of Bottled Water (2010)". storyofstuffproject=22 March 2013. Retrieved 22 March 2013.