FIJI Water is a U.S.-based business and brand of bottled water derived, bottled, and shipped from Fiji. It is available in 330ml, 500ml, 1 liter and 1.5 liter bottles.[1] According to marketing materials, the water comes from an artesian aquifer in the Yaqara Valley of Viti Levu.

 

History

FIJI Water was started in 1996 by David Gilmour, 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.

 

Controversy with Cleveland City

Fiji Water came under fire in 2006. An advertisement that says "The label says Fiji because it's not bottled in Cleveland" 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. Ironically, Fiji Water topped the pack in arsenic and other contaminants, the test showed. On July 28, The Plain Dealer reported that the advertisement (which was to run through the end of the year), was pulled after the test results were published by the paper In 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 liter tax.In December 2008, Fiji Water laid off 40% 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 November 29, 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, the 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 Fiji communities, many of which lack access to clean water.