Fiji Water: Food Miles Greenwash?

Fiji Water’s efforts to promote its Green Credentials (previous article here) have received significant attention since launch, not all of it positive of course.

Greenwash BrigadeRecently it made a ‘Top Greenwashes of 2008′ list by National Public Radio’s Greenwash Brigade along with a satirical comment

‘Yes, shipping water in container ships from a pristine aquifier in paradise is somehow green’

But could it be?


Life Cycle

Fiji Green)

Fiji Water's Carbon Footprint (Courtesy: Fiji Green)

Fiji Green (Fiji Water’s Green Blog) points out that bottled water has not been a substitute for Tap Water, a commonly held assertion, but for carbonated soft drinks & sugary fruit drinks.

From an Environmental perspective, bottled water is preferable to these other drinks that use up significant Refrigeration Energy and have a higher Agricultural Impact stemming from the Energy, Pesticides and Fertilizers used in growing their inputs, e.g. Sugar & Corn.

Quoting articles from the New Yorker and the Wall Street Journal, which propose more comprehensive approaches to measuring a product’s Carbon Footprint, Fiji Water asserts that when compared to its alternatives in this comprehensive ‘Life Cycle’ manner, demand for Fiji Water is good for the environment. 

They compare Fiji Water with Apples & Lamb from New Zealand which have a lower carbon footprint (including transport) than locally sourced alternatives in England.

Why New Zealand Imported Produce have Lower Carbon Footprints:

a) Increased Productivity from More Sunshine

b) Lower Direct Environmental Impact from Less Fertililzer Use

c) Lower Indirect Environmental Impact from Greater Access to Renewable Energies

The above factors probably don’t hold true for Bottled Water though, it is hard to imagine that Bottled Water produced ‘Locally’ will have a greater environmental impact than Fiji Water.

What’s more, Fiji Water give themselves (and the bottled water industry) a pat on the back by crediting the switch to bottled water with: Eliminating about a Trillion calories from the American diet.

Food Miles

A growing form of measuring the carbon impact of food & drink has been ‘Food Miles’, the idea that the more food/drink has to travel to get to you, the greater its impact on the environment.

Fiji Water, in its Green Efforts, has actually INCREASED the Distance it travels to get to NYC by 50%. However, it demonstrates that this results in 55% LESS Emissions.

This is largely achieved through an increased reliance on Ocean Freight which generates 85% less emissions than Trucking.

Here are the Past & Current Routes Compared:

Past: Fiji to Los Angeles (Ship) > Los Angeles to New York (Truck)

Current: Fiji to Philadelphia / Newark (Ship) > Philadelphia / Newark to New York (Truck) 



Sure, alot of what Fiji Water is publishing about its activities is easily perceived as spin (e.g. comparing ‘producing’ water with the production of apples and lamb) but I believe they have taken significant steps to sustainably reduce their environmental impact and between bottled water and soft drinks, would anyone insist that we would be better off selecting soft drinks?

How about you?

Do you think Fiji Water’s efforts are a total Greenwash? Vote here:

About these ads

16 Responses to “Fiji Water: Food Miles Greenwash?”

  1. 1 uric acid diet list 1 January, 2013 at 10:59 pm

    What’s up everyone, it’s my first pay a quick visit at this web
    site, and piece of writing is really fruitful for me, keep up posting
    such posts.

  2. 2 sex filmiki 2 June, 2013 at 1:20 pm

    I am curious to find out what blog system you have been using?
    I’m experiencing some minor security problems with my latest website and I’d like to find something more risk-free.

    Do you have any recommendations?

  3. 3 randka 30 July, 2013 at 5:51 pm

    I almost never leave a response, however i
    did a few searching and wound up here Fiji Water:
    Food Miles Greenwash? | Evolving Choice – Corporate Social Responsibility, Simply.
    And I do have 2 questions for you if it’s allright. Could it be only me or does it look like a few of these comments look as if they are coming from brain dead folks? :-P And, if you are posting on other places, I’d like to
    keep up with everything new you have to post.
    Would you list of all of your shared pages like your Facebook page, twitter
    feed, or linkedin profile?

  4. 4 singing guide 15 February, 2014 at 3:49 am

    I absolutely love your blog.. Very nice colors & theme.
    Did you make this web site yourself? Please reply back as I’m planning to
    create my very own website and want to find out where
    you got this from or just what the theme is called.


  5. 5 28 February, 2014 at 7:57 am

    I know this if off topic but I’m looking
    into starting my own blog and was curious what all is required to get set up?

    I’m assuming having a blog like yours would cost a pretty
    penny? I’m not very web savvy so I’m not 100% positive. Any suggestions or advice would be greatly appreciated.

  6. 6 Curs BNR 9 May, 2014 at 9:45 am

    Un Curs Valutar de Fiji Water: Food Miles Greenwash?
    conversie valutara nu este o povara usoara de a desfasura de zi cu zi cu modificarea ratelor Curs Valutar straine .
    Fiind o piesa instraina , procent la orisicine moneda locala se va a calcula pentru Curs BNR puterea de procurare in meteahna
    straina se devia in oricine moment uro .

  7. 7 Tracee 29 August, 2014 at 5:19 pm

    Hello to all, it’s actually a nice for me to pay a quick visit this site,
    it includes helpful Information.

  8. 8 Charolette 22 September, 2014 at 8:35 am

    Good replies in return of this query with solid arguments and explaining all on the topic of that.

  9. 9 postoffice 26 September, 2014 at 12:14 pm

    When I initially commented I appear to have clicked the -Notify me when new comments are added- checkbox and now each time a comment is added I recieve 4 emails with the exact same comment.

    Perhaps there is an easy method you can remove me from
    that service? Many thanks!

  10. 10 sex tips for husbands and wives 1 October, 2014 at 4:51 am

    It’s an remarkable piece of writing in favor of all the internet
    people; they will obtain advantage from it I am sure.

  11. 11 business legal services 18 October, 2014 at 2:51 pm

    Thanks , I have recently been looking for info approximately this topic
    for a while and yours is the best I have found out till now.
    But, what concerning the bottom line? Are you sure about the source?

  1. 1 A Green Credit Card that does not Give « Evolving Choice - Corporate Social Responsibility, Simply Trackback on 25 February, 2009 at 1:16 am
  2. 2 Boxed Water is Better for the Earth? « Evolving Choice - Corporate Social Responsibility, Simply Trackback on 24 March, 2009 at 1:42 am
  3. 3 Going Green: Just a Fad? | Tipping Point Media Trackback on 21 June, 2010 at 6:31 pm
  4. 4 Link Schwartz Trackback on 20 August, 2014 at 2:50 am
  5. 5 internet marketing newcastle Trackback on 16 December, 2014 at 3:39 am

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s



Corporate Social




Business Blogs - BlogCatalog Blog Directory

RSS JOBS: CSR & Sustainability

  • An error has occurred; the feed is probably down. Try again later.



January 2009
« Dec   Feb »


Get every new post delivered to your Inbox.

%d bloggers like this: