Fiji water examination essay

Essay Topic: Drinking water, Normal water,

Paper type: Organization and industrial,

Words: 1843 | Published: 01.23.20 | Views: 219 | Download now


Corporations just like FIJI Normal water are forced in having Business Social Responsibility (CSR). Business Social Responsibility is the proven fact that businesses need to give back to society as much as they take apart. Although firms like FIJI Water generate some type of merchandise for buyers, in this situation water, they are really compelled to provide back as much as they take apart. The issue firms have to deal with is whether they really have CSR, or perhaps if they are only green cleaning to make persons believe they can be socially responsible.

“The 10th Edition of the Concise Oxford English Dictionary recognizes the word “greenwash,  defining this as, “‘Disinformation disseminated by simply an organization to be able to present a great environmentally accountable public photo. ’ Environmentalist make it their job to eliminate any green cleansing by getting to light companies bad impact on world and demonstrating outrageous statements to be above exaggerated or completely fake.

Environmentalists force companies to minimize, if certainly not eliminate all their carbon footprint on contemporary society through exposing how not economical they are to society.

Every organization in order to be successful has to understand this issue and do their best to resolve it, normally their company will tank. Companies just like FIJI Water have to walk the fine line of CSR and green washing. FIJI Water LLC, has proved to be a difficult competitor available in the market of advertising bottled water. They may have overcome tests and set-backs and have held their picture of a premium quality brand of water. They may have done their very own very best to get socially dependable over the years and had to use thinking about green cleansing to exploit all their product.

How FIJI Drinking water Came to Be

FIJI Water was started in 1996 by David Gilmour, one-time partner in Clairtone Sound Corporation Limited. FIJI Normal water is a U. S. -based business and brand of water in bottles derived, bottled, and delivered from the Fiji Islands. It can be available in 330ml, 500ml, 1 liter and 1 . 5 liter wine bottles. According to marketing materials, the water comes from an artesian aquifer in the Yaqara Valley of Viti Levu. A good way to recognize what FIJI Water is all about is in their particular mission assertion which states, “FIJI Drinking water, the world’s finest normal water, is focused on quality and excellence within our product, people, profitability, and strategic partners. We are dedicated to communicating the eagerness and unique properties of your brand to consumers worldwide and continuing to invest in the near future while conserving and cherishing the perfect source. 

They have advertised their item towards prosperous people who may afford to pay more to drink water. Their very own main marketing drive was that the product was far from polluting of the environment, acid rainwater, and industrial waste in the island region of Fiji. The way their very own product differed from other water bottling companies is that the FIJI Water was drawn from a great artesian aquifer that lies hundreds of foot below a primitive jungle. The idea being that distance and isolation can be part of what makes FIJI Drinking water so much more pure and more potent in taste than other bottled waters.

Corporate Social Responsibility

FIJI Drinking water has a handful of marketing and CSR campaigns to help address a defieicency of social responsibility and to give their item more attention. FIJI water was seen as being extremely wasteful. To take a natural product like water and use the methods to deliver it half way across the world was regarded as “water insanity. “In respond to this demonstration, the company designed a new advertising campaign under a slogan “every drop is definitely green,  only to be immediately falsely accused by environmentalist groups of doing green cleaning activities.  At the same time that the was occurring, FIJI aimed at its advantages to the neighborhood communities in Fiji.

While environmentalists’ critique increased over time, FIJI Normal water LLC created a “carbon unfavorable campaign, proclaiming that it was the first container water company to release carbon footprint of its products.  This was element of their force towards the slogan “every drop is green. The Company believed its total annual carbon dioxide footprint at 85, 396 metric plenty of CO2eq. They were also in a position to calculate all their carbon exhausts at each level of the item from development to distribution. They began at the development of raw material to running the plant, to getting that to the marketplaces, to actually refrigerating the item.

It did this to try and eliminate as much carbon footprints as possible. The VP with the company, Mooney, argued that, “the simply way customers can turn their very own environmental motives into good decisions is always to give them the information they need about the emissions while using products they buy.  This manufactured customers which they were positively looking at their very own operations and doing something to fix the issue. To most persons, it did not really matter, as long as we were holding trying.


The outcomes of their work were outstanding. They were in a position to accomplish the next: reduction in packaging by 20%, supplying 50 percent of the energy used in its bottling plant with alternative energy, optimizing strategies to be even more carbon-efficient in transportation, fixing grasslands inside the Yaqara Area by seeding trees, and supporting taking programs to get plastic FAMILY PET bottles. With the new photo as a socially responsible firm they were more environmentally friendly in the fact that they were providing back. They will summed up their procedures in a PAGE RANK pitch: a sale of every container of FIJI Water might result in a net reduction of carbon in the atmosphere! Problem remains, could they be giving back enough? To ship a naturally occurring product half method across the world seems pretty silly to those who have care about the earth’s methods being thrown away.

Green Cleaning

Conservation group didn’t buy it. This absurd state, along with “every drop is green was green washing in its finest thus they believed. In Section 53 of the Commonwealth Transact Practices Work 1974 that prohibits a company from representing that “goods or services have support, approval, efficiency characteristics, components, uses or benefits they do not have.  They were in direct violation of this. The Greenwash Groupe were one of the most professional environmentalist that were known for exposing this type ofbehavior.

In June 08, they released an article titled “Fiji Normal water by the figures,  which in turn summarized the terrible environmental impact in the company. Some facts installed out of the were that there were five, 500 mls per trip from Fiji to Oregon, 46 , 000, 000 gallons of fossil gasoline, 1 . 3 billion gallons of normal water used, 216 million pounds of greenhouse gases released. These were staggering amounts of strength, water, and fuel being used, especially for something which is naturally occurring!

The Impact in the Nay-Sayers

These kinds of conservationists had a big effect on the company in forming who they actually are today. Without bringing this information to lumination, nothing can be changed. They might just take flight under the radar without being belittled. We need the nay-sayers to motivate businesses to change thus they won’t consume our limited resources. The fact of the matter is that every drop of FIJI Water is not green, every drop is imported! These environmentalist help prevent green washing and offer important analysis behind their very own accusations of companies. In 2007, Pablo Paster, an engineer and MBA, began a thorough and exhaustive examine of the cost of bringing a liter of FIJI Drinking water to America. His examine found that, “In brief summary, the transfer of that one particular kilogram bottle of wine of Fiji water consumed 26. 88 kilograms of water (7. 1 gallons),. 849 kilograms of precious fuel (one liter or. 26 gallons) and released 562 grms of Greenhouse Gases (1. 2 pounds).  One can possibly only think about the effect that has on our environment.


Total, Fiji could show flexibility in changing for the days. They proven credibility among the community through addressing worries of others. In the beginning they attempted to hide from your answers required by buyers and conservationists and even employed some green washing to assist get their product through the hard, trying occasions. They employed the idea of green washing to their benefit by causing outrageous promises that had to be proven false initially, however in time they held to it as best they may. They had to become vague initially, but later specified their goal in operations.

Fairly to most businesses, FIJI Drinking water has a great Corporate Social Responsibility in this they have carried out significant circumstances to try and remove their carbon footprint through efficiency and planting more trees. Going forward, the company could have a hard time living up to becoming a carbon dioxide negative company. They need to continue their route of rewarding promises made to invest in power equipment and off-set that with continuing to herb trees abroad.

FIJI Drinking water has especially helped the neighborhood community adjacent Fiji. They may have established good CSR with the five neighboring villages. They have supported kids educations in helping them about the start. In pre-schools they have provided products, educational materials, teacher schooling and other support. In March 2002, the company voluntarily set up an individually administrated community development trust fund and allocated FJ$275, 000 to it. Which is a great use of their assets. They also support village tasks to improve care and sterilization as well as present portable water to drink. FIJI Normal water is a benefit to contemporary society as a whole. They may have used their particular resources to give back to the earth and help other folks in need. More


[ 1 ]. James McMaster and January Nowak, “FIJI Water and company Social Responsibility ” Green Makeover or perhaps “Greenwashing?, May 2009, Ivey Management Companies. [ 2 ]. N. A., “FIJI Drinking water, , 2012. [ several ]. And. A., “Mission Statement, , D. D. [ some ]. Ibid.

[ 5 ]. James McMaster and Jan Nowak, “FIJI Water and company Social Responsibility ” Green Makeover or “Greenwashing?, Might 2009, Ivey Management Providers. [ 6 ]. “FIJI Drinking water Becomes Initially Bottled Water Firm to Release Co2 Footprint of Its Products,  April 9, 2008, [ 7 ]. Ibid.

[ 8 ]. Ibid.

[ 9 ]. “FIJI Water Becomes Initially Bottled Water Business to Release Carbon dioxide Footprint of Its Products,  FIJI Drinking water Press Release, Oregon, April 9, 2008, [ 10 ]. James McMaster and By Nowak, “FIJI Water and Corporate Social Responsibility ” Green Makeover or “Greenwashing?, Might 2009, Ivey Management Companies. [ 11 ]. Heidi Sigelbaum, “Fiji Normal water by the quantities,  06 6, 2008. [ 12 ]. [ 13 ]. McMaster and Nowak, “Natural Seas of Viti Limited ” Pioneering a fresh Industry inside the Fiji Destinations. 


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