Over the past few years journalists and commentators have denounced bottled water as an environmental evil. I can count myself as one of those after my article about the greenhouse gas emissions from producing and transporting one bottle of Fiji water all the way from the South Pacific to the US (do a Google search for "Fiji water" and my article is still one of the top links to appear). A short time later Fast Company magazine published "Message in a Bottle," further exposing the bottled water industry and Fiji specifically. Perhaps in response to the bad publicity, Fiji Water unveiled a marketing campaign to publicly show their green side. The website FijiGreen.com explains their efforts to quantify their greenhouse emissions, reduce those emissions through energy efficiency and renewable energy, and to offset the remaining emissions through the reforestation of rain forest on the island of Fiji. Despite these noble efforts the Fiji Water company has continued to receive criticism and even accusations of "Greenwashing."
Continued...
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