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With everyone playing the same song, Fiji decided to play it better.
“As of January fist 2008, we are officially carbon negative,” Chia said. In effect, for every five bottles of water Fiji sells, the company takes out of the atmosphere the carbon emissions required to manufacture, fill and ship six bottles.
But, Chia said, the company’s efforts extend beyond carbon offsets. The water company is preserving 51,000 acres of the Fijian rainforest, improving vital infrastructure for the islands residents and aims to use technological advancements to reduce the plastic in their bottles by 20 percent over the next three years. Fiji is even exploring the use of alternative energy and looking to support bottle deposit bills in the U.S. – something that strikes a sour chord for most beverage industry professionals, and is actively opposed by the American Beverage Association.
All of these efforts stack on top of what the company said it’s been doing all along. Chia said Fiji has always responsibly managed the aquifer they draw the water from, and Fiji’s squared bottles make their shipments more efficient by reducing the “dead space” in freight carriers.
“We haven’t been as vocal in the past about everything we do,” Chia said.