You thought it was cool to be carbon-neutral? Well, Fiji water, one of the
most environmentally
absurd companies on the planet, has now gone carbon-negative!
I’m sure Nigel Tufnel would be proud. Claudia Deutsch reports:
The announcement comes after a summer in which numerous environmental groups
attacked the bottled-water industry for selling an unnecessary product at
great environmental cost. Mr. Mooney insists Fiji’s plans were in the
works long before that, but he conceded that the summer’s “media
environment” prompted Fiji to “rethink the value” of publicizing
its efforts.
“We are a small brand, but we are raising the bar for the entire industry
on how we should operate,” Mr. Mooney said. “If we’d announced
this six months ago, we’d be solving a problem no one in our industry
thought existed.”
Well, some of us have
been banging on about this since February at least, but I guess one shouldn’t
look a gift horse in the mouth. I look forward to seeing Fiji’s annual carbon
reports: announcements are easy, but one often finds much less transparency
on this kind of thing than one might expect. Think of it like stock buy-backs:
trust, but verify.