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That relatively-quiet period is over, Chia said. He said Fiji wants to champion the cause of environmental responsibility for all companies across all industries – and Thomas Mooney, Fiji’s senior vice president of sustainable growth, trumpeted the company’s efforts last November on the popular blog site, The Huffington Post. Mooney wrote that consumers “expect us to be environmentally sustainable, and that is what we intend to do.”
While Mooney’s article might have been the equivalent of screaming to an arena, the company’s every-day efforts to get its message out have been far more low- key. Each bottle of Fiji now carries a small green water-drop logo on its front panel, and a summary of the company’s efforts on the back panel that leads customers to fijigreen.com if they want more information.
Whether consumers are reading Fiji’s back panel and website, or if they were in Mooney’s audience when he trumpeted the company’s intention, they seem to like Fiji’s latest song. Fiji has remained on top, and Martin said the bottled water brand’s sales keep growing.
“We’re expecting a pretty robust year for Fiji in 2008,” he said.
Bono, eat your heart out.