Fiji Water

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Fiji Water
Fiji Water logo.svg
Fiji water bottle.jpg
Introduced1996; 27 years ago (1996)
SourceArtesian aquifer
pH7.3 – 7.7[1][2][3][4]
Calcium (Ca)18
Magnesium (Mg)15
Silica (SiO2)93
All concentrations in milligrams per liter (mg/L); pH without units

Fiji Water is a brand of bottled water derived, bottled, and shipped from Fiji. According to marketing materials, the water comes from an artesian aquifer in Viti Levu.[5] Fiji Water is headquartered in Los Angeles, California. 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.[5]


Canadian businessman David Gilmour founded Fiji Water under the name Natural Waters of Viti Ltd. in 1996.[6] Stewart and Lynda Resnick's Roll Global (since renamed to The Wonderful Company)[7] acquired Fiji Water from Gilmour in 2004 for a reported US$50 million.[8][9] The Resnicks' holding company also owns Teleflora, POM Wonderful and Suterra.[10]

In 2009, Fiji Water had $85 million in sales.[11]

In late 2010, Fiji Water acquired Justin Vineyards & Winery of Paso Robles, California, US in an effort to extend their brand over a wider variety of products. It produces California-style Bordeaux and Syrah wines distributed globally.[12]

In Fiji[edit]

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 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 litre tax.[13] In December 2008, Fiji Water laid off 40 percent of its staff due to weakening sales.[14]

In November 2010, Fiji deported Fiji Water director of external affairs David Roth for "interfering in Fiji's domestic affairs,"[15] leading to the resignation of interim defence and immigration minister, Ratu Epeli Ganilau.[16] Shortly afterwards, an increase in the tax from one-third of a Fiji cent per litre to 15 cents per litre for producers over 15 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. The purpose of the raise was to increase Fiji Water's tax contribution 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.[17]

The next step for the brand was thought to be a move to New Zealand.[18][19] However, after threats from the government to give the well to another company,[20] Fiji Water announced its intent to resume operations and accept the new tax levy.[21]

In December 2010, Fiji Water's Fiji plant had 400 employees.[22] The company also established a foundation to provide water filters to rural Fiji communities, 50% of which lack access to clean water.[23][24] As of 2018, it was down to 12%.[25]


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 US city's water department.[26] 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.[26] 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.[27]

Environmental impact[edit]

Fast Company reported in 2007 that the factory machinery to extract water from underground is run on diesel fuel.[28] Producing one Fiji Water bottle uses 1.75 gallons of water and 2,000 times more energy than tap water. [29] In 2008 to reduce its carbon footprint, the company announced plans to plant natural forest. However the company's portion of its website that tracked its progress was shut down by 2011. By 2019, only 50% of the area of natural forest the company promised was planted. Fiji Water's carbon negative plan will not be met until at least 2037. [25] Aja Romano from Vox wrote that "the long-term impact of globally exporting drinking water is a giant mess of un-recycled plastic clogging landfills." While Romano's quote is in reference to the water bottling industry overall, her article was focused on Fiji Water.[29]

Although Fiji Water has access to underground water springs, many Fijian people rely on rusty pipes and only sometimes functioning water systems as their main source of water. Despite living on the same island as a large water producing company, 12% of Fijian people still do not have access to clean drinking water.[25]

Marketing strategies[edit]

Fiji Water uses the slogan "Earth's finest water."[30]


  1. ^ "What is the pH of Fiji Water?". Fiji Water. Archived from the original on June 5, 2016. Retrieved May 14, 2016. 7.7
  2. ^ "PH of Popular Bottled Water". Archived from the original on May 2, 2016. Retrieved May 14, 2016. 7.5
  3. ^ "pH Levels of Bottled Water". Comfy Tummy. 21 June 2010. Retrieved May 14, 2016. 7.5
  4. ^ "Is Your Bottled Water Acidic, Neutral, or Alkaline?". Alkalife TEN website. Sang Labs Beverages. Archived from the original on May 20, 2016. Retrieved May 14, 2016. 7.3
  5. ^ a b "FIJI FAQ". 2009. Archived from the original on April 27, 2010. Retrieved July 2, 2010.
  6. ^ "Fiji's new tourism icon - Fiji Water". eTurboNews. July 1, 2009. Retrieved June 19, 2016.
  7. ^ Sorvino, Chloe (June 1, 2015). "Billionaires Behind Pom Wonderful, Fiji Water Rename Company". Forbes. Retrieved June 19, 2016.
  8. ^ Lauren A. E. Schuker (November 30, 2004). "Hollywood couple buys Fiji Water for $63m". The Sydney Morning Herald. Retrieved June 19, 2016.
  9. ^ Buss, Dale (February 17, 2015). "With First Fiji Water TV Ads, Roll Global Polishes Another Brand". Forbes. Retrieved June 19, 2016.
  10. ^ "Democratic lawmakers call on Senator Feinstein to retract water proposal". CAIVN. 2010. Archived from the original on February 22, 2010. Retrieved February 20, 2010.
  11. ^ Lauren A. E. Schuker (November 30, 2010). "Island's Tax Increase Gives Fiji Water a Bitter Taste". The Wall Street Journal. Los Angeles. Retrieved June 19, 2016.
  12. ^ Huffstutter, P.J. (December 6, 2010). "From water – to wine? Fiji Water buys California winery". Los Angeles Times. Retrieved February 7, 2011.
  13. ^ Fiji government yields to bottled water company pressure, IceNews, Chris Bolwig, July 26, 2008.
  14. ^ Bottled Waters Lose Their Effervescence, Business Week, January 30, 2009
  15. ^ "Fiji Water shuts down business after tax hike". Radio New Zealand International. November 29, 2010. Retrieved August 6, 2011.
  16. ^ "Ganilau says Fiji Water row behind him quitting regime". Radio New Zealand International. November 18, 2010. Retrieved August 6, 2011.
  17. ^ "Water works shut down as tax trickle turns into stream". November 30, 2010. Retrieved December 18, 2011.
  18. ^ "Fiji Water Leaves Fiji: 4 Things to Know About the Shutdown". November 29, 2010. Archived from the original on December 2, 2010. Retrieved December 18, 2011.
  19. ^ Adams, Guy (December 1, 2010). "Mineral water giant pulls plug on Fiji". The New Zealand Herald. Retrieved September 30, 2011.
  20. ^ "A Bottled-Water Drama In Fiji". Retrieved March 26, 2017.
  21. ^ "Update: FIJI Water to Reopen December 1". December 2, 2010. Retrieved December 2, 2010.
  22. ^ "Union tells workers to value FIJI Water pay". Radio New Zealand International. December 1, 2010. Retrieved August 6, 2011.
  23. ^ "Fiji Water helps Fiji villages to produce to clean water". Radio New Zealand International. August 30, 2010. Retrieved August 6, 2011.
  24. ^ "The Story of Bottled Water (2010)". storyofstuffproject=March 22, 2013. Archived from the original on 2021-12-21. Retrieved March 22, 2013.
  25. ^ a b c Fredrickson, Karen (20 February 2020). "The Truth About Fiji Water". Mashed. Static Media. Retrieved 20 September 2021.
  26. ^ a b "Cleveland Takes Offense at Fiji Water Ad, The Washington Post, July 20, 2006. Associated Press". Retrieved December 18, 2017.
  27. ^ "Bottled Water Quality Report" (PDF). Fiji Water. Retrieved March 26, 2017.
  28. ^ Fishman, Charles. "Message in a Bottle". Fast Company. Retrieved 20 September 2021.
  29. ^ a b Romano, Aja (7 January 2019). "Fiji Water Girl would be a great meme if bottled water were something to celebrate". Vox. Vox Media. Retrieved 20 September 2021.
  30. ^ "FIJI WATER - NATURE'S GIFT". 2017.{{cite web}}: CS1 maint: url-status (link)

Further reading[edit]

External links[edit]