Fiji’s Official Website describes their water as “Earth’s Finest Water.” Their water is so fine that Fiji charges $6.99 for their 16.9 oz. bottle. Water is water. It falls from the sky, is collected and bottled, and then sold. So why does Fiji feel that they can charge more for water, when its free from the tap?
When someone clicks onto Fiji’s Official Website, he/she will be amazed at how Fiji’s technology and computer design team has captured the viewer’s attention. With soothing music playing in the background, the website walks an observer through the process of how Fiji Water is collected.
“It all begins AS A CLOUD; HIGH ABOVE FIJI over 1,600 miles from the nearest continent; TROPICAL RAIN FALLS purified by equatorial trade winds; IN A PRISTINE RAIN FOREST surrounded by ancient, dormant volcanoes; SLOWLY FILTERED BY VOLCANIC ROCK it gathers minerals and electrolytes that create FIJI’s soft smooth taste; COLLECTING IN NATURAL ARTESIAN AQUIFIER protected and preserved from external elements until you unscrew the cap”
Fiji’s marketing technique truly convinces their consumers that they are buying the best water in the world. But is that actually true? Is Fiji Water truly Earth’s Finest?
A local Fijian, Charles Fishman, says that Fiji Water has “earned up to its name” and its slogan. He confirmed that for the last 20 years, Fiji’s untouched water “actually comes from an aquifer in Fiji.” As important as it is that the water is untouched, it’s interesting that the water comes from an Aquifer.
Above is a diagram that gives a more visual of the process of water into the Artesian Aquifer. See how it rains, the water goes through the soil and rocks, and then into the Aquifer. Now look below to take an even closer look.
The water from the rain literally goes through topsoil, limestone, and volcanic rock until it enters into the water chamber. What happens if something were to contaminate one of those three layers? Fiji stresses how their water is untouched from the Aquifer, which would mean that no one checked the water to see if it was safe before its bottle. Geography.about.com explains that aquifers can become polluted if they aren’t properly managed, especially if they’re near large bodies of water.
This is more commonly known as saltwater intrusion. It occurs when water from the aquifer is depleted quicker than it can rejuvenate. Low precipitation and warm temperatures can also play a large roll in saltwater intrusion due to the lack of groundwater present and increased evaporation. For example, in 2011 South Florida needed to close down “six out of eight wells that Hallandale Beach” relied on due to the saltwater intrusion. Below is a visual of how saltwater intrusion works.
Because Fiji is an island, it’s completely surrounded by salt water. This puts their aquifer at risk of saltwater intrusion. When Fiji Water takes the fresh water out of the Artesian Aquifer too quickly, salt water can easily enter in order to fill the void.
There is so much more to Fiji Water than just its aquifer. To learn more about “Earth’s Finest Water” and to find out if what its slogan says is true, please read my next blog, “Earth’s Finest Water”- The Power of Hydrogen. There, more questions will arise and more be answered.
I find this article to be quite interesting, because I too have questioned the expenses of what seems to be just ordinary water. When you think of it, any type of bottled water must go through a strenuous process to reach the level of purity it has become. Fiji water has pushed the boundaries even further, introducing water so fresh that it seems to be worth those $7. In my opinion, as you have stated, water is just water. Tap water, bottled water, boiled water, it all tastes the same. The only reason why I would buy into expensive hydration is for its nutritional values, which Fiji water does not have much to offer. If you’re looking for an even fancier beverage, you might want to consider coconut water, known for it’s extremely healthy benefits. Read more about it here! http://www.webmd.com/food-recipes/features/truth-about-coconut-water
It makes sense why Fiji water is so expensive, the process to get the water, the shipping costs and they have to build their brand name to convince everyone that they truly are “Earth’s finest water,” but I don’t understand why people buy it. I think that people buy things just for the labels and the brand equity that goes along with them. You could bottle up tap water and throw the Fiji label around it and I don’t think anyone would even notice. It’s just water! Flavorless and odorless water. One bottle of Fiji cost more than one whole case of Nestle Pure Life water from samsclub.com. Hopefully you’ll be able to help me better understand why people buy Fiji water in your next blog.