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Posts Tagged ‘best bottled water’

Isn’t this appropriate for ‘the waterguy’ with a time management challenge when it comes to regular blog updates… but less of me and what’s with the blog action water thing?

 ‘Blog Action Day’ (capitals because it’s official) is an annual event held every October 15 that unites the world’s bloggers in posting about the same issue on the same day with the aim of sparking a global discussion and driving collective action. This year’s topic is water…

Right now, almost a billion people on the planet don’t have access to clean, safe drinking water, which equates to one in eight of us. A lack of basic sanitation (water dependent) causes 80% of diseases and kills more people each year than war does. Children are especially vulnerable and as a parent of a child who’s survived dysentery, it’s a most frightening (water borne) illness which we were fortunate to have nursed our child through.

The UN predicts that one tenth of the global disease burden can be prevented simply by improving water supply and sanitation. So simple, yet so challenging, particularly where politics gets in the way to restrict those least able from helping themselves…

For my part, water is an environmental issue, a sustainability issue and an issue which deserves a global profile as bloggers of the world theoretically unite in one conversation…

I’m not really into research, but the US, Mexico and China apparently lead the world in bottled water consumption, with people in the US drinking an average of 200 bottles of water per person each year. That sounds high to me, but based on this figure, around 17 million barrels of oil are needed to manufacture those water bottles, while more than 80 percent will unlikely ever be recycled.

Which brings me back to where I started out several years ago looking for a better alternative when I realised people won’t stop drinking bottled water just because I think its ecological folly.

I’m pleased, on this particular Blog Action Day, to be able to report how Aquapax is still growing from strength to strength, with a retail listing approaching 500 stores across Europe and with exciting new distribution areas embracing the change we’ve introduced in their own countries.

While it’s frustrating how some UK retailers still won’t talk to us until we can prove with expensive research reports how their particular customers might actually appreciate a more ecologically sensible choice of packaged water, we continue to grow through customer choice exercised within Tesco, Waitrose and Monop (part of Monoprix Group) so this makes three of the largest and most respected retailers in the world.

I’ve updated the ‘where can I buy Aquapax’ listing below with the UK based stores we know about and ask you to please let us know if you’d like to add your local independent retail outlet to this list.

Warm wishes

N

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The media’s full of ‘LFW’ and quite right too – it’s something London’s managed to retain on the international kudos stakes and no matter how hard our bankers seemingly try to screw up the nation’s reputation, creativity continues to flourish!

We had a number of requests for sponsorship support this year which is encouraging in a way considering the folk who must have come to know us through our limited Estethica alliance over the past couple of years.

This year’s ‘beautiful people’ sipping our wonderful water were the guests at the Nolcha Fashion Lounge at the Trafalgar Hotel, held in association with Bel Esprit, Gina Conway AVEDA and AMAKA, all co-ordinated through my lovely friend Lucy at the independent and supreme quality label Tammam. This was one of two events with Gina Conway AVEDA – but the brand is a favourite of mine…

We also assisted the extremely well patronised Ecoluxe Show held at One Aldwych and opened by Nick Clegg’s wife Miriam Gonzalez Durantez along with an entourage of journalists… The Ecoluxe event showcased some of the worlds foremost and celebrated ethical designers, hence the celebrity vistors who tend to know their stuff… 

And at an altogether more sedate pace we’ve again worked with our good friends Sam and Valerio over at Gallery Fumi in Tabernacle Street and at their private space on Hoxton Square.

There were other visitors sampling Aquapax at some of the more discrete shows in town, but if I write about those, they’d lose some of their intimacy next year… 😉

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Well it rhymes with trouble and strife, but no-one really wants to read of another’s woes, so I opted for the more palatable headline… We too have the day to day pressures of running a growing business, late paying customers and un-cooperative banks, but in the wider scheme of things, we’re winning down here at AQUAPAX head office, with both our customer base and distribution network moving in the right direction. More importantly, as an entrepreneur with a reasonably healthy ‘macro’ perspective, we remain healthy and happy as a family during those precious (few) hours we spend together.

Someone bought my attention to a hydration article recently which is worth sharing… Recent research has uncovered habitual dehydration among 96% of the UK’s office workers, which has prompted a campaign by one of the more worthy natural juice companies (Juice Doctor). It’s designed to educate the nation and encourage healthy hydration habits, urging people to check the colour of their urine as a matter of course and setting the nation a goal to ‘keep it light’.

Apparently two in every three Brits are dehydrated and while our bodies offer an accurate visual detector to understand our individual hydration level, there’s a distinct lack of understanding of what the campaign refers to as ‘simple biology’. Their findings show that 93 percent of office workers either don’t check and/or don’t know what the colour of their urine indicates. For those who didn’t study biology, the lighter your urine, the better you’re hydrated!

The ‘Keep It Light!’ survey polled over 1,000 UK office workers and apparently a shocking 75 percent of UK office workers cited their first response to a headache as taking headache pills rather than drinking more water. This coincides with my observations at the fabulous designer label Theatre de la Mode’s Olympian Exhibition in Brompton Rd last week; we allowed a significant quantity of water for consumption on a hot evening, only to find a majority seeking hydration in vodka punch. It was a nice punch, but moderation went out of the window! Still, the wise ones would have been grateful for their AQUAPAX experience next morning…

Back to the report, which claims the majority of folk surveyed, 60% believed they drank enough water, less than 4% were actually getting the recommended 7+ glasses of water per day. Shockingly (from my perspective) almost three-quarters of the respondents admitted to drinking either no water at all or only one to two glasses.  I find it’s a good discipline to keep my AQUAPAX on my desk at work. I can then re-fill it from the water dispenser (aka tap) and put the lid back on to keep my water cool inside the pack rather than sitting in an open glass warming while awaiting colleagues to cough in it… (bad image but that’s the reality!)

It’s proven that a mere 2% drop in hydration can lead to a massively disproportionate 20% drop in concentration. This leads to the ‘Keep It Light!’ campaign crux which warns a habitually dehydrated worker can be wasting up to one day per week in loss of concentration. Staggering statistics!

Enough of the public service broadcast for one blog, what’s happenening at AQUAPAX head office I hear you ask… Yes that was a typo if you looked closely, but if it’s good word for a 4 year old, it’s cool by me!

AQUAPAX has commenced the long awaited launch into the first 60 Tesco stores, primarily across the south east of England, but some as far afield as the midlands where we’re in Coventry and Stratford Upon Avon. It’s an ambient listing in the first instance, which means the AQUAPAX will probably be on the shelf rather than in the fridge, however, that’s the way it has to be before we can roll out to a more accessible store base within a more prominent front of store location.

We’re awaiting the wider scale roll out before making noise and generating attention to our presence, which we’re planning to coincide with our new website – running a little late but live before the Summer’s out.  On that note, it’s time to start the week – well it is almost 07:00 so the week has officially begun. Keep smilling 🙂

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It’s a challenge to read my optimistic embrace of 22nd April (below) and reconcile it with how the news of the gulf oil slick – which unfolded later that same day – made and continues to make me feel. The wonderful ecological initiatives being undertaken by so many good people are dwarfed by the continuing devastation in the gulf. 

All the recycling in the world is undone by whatever went wrong deep under the sea. We watch as it spews its foul smelling hydrocarbons wreaking havoc on the ecology of the southern United States. I’ve twittered about this and other aspects of life, but resurrecting a full blown blog seemed unattractive to me up to now.

I spoke at the Brighton & Hove Chamber breakfast last Friday and a friend of mine, Gordon Borer, quoted Simon Sinek to me and reinforced something deep within; Gordon stressed to keep telling ‘my why’. To communicate my vision of how AQUAPAX will bring the wider culture change in our consumer society which I so earnestly desire… So as it’s world environment day on Saturday (June 5th) here goes with another creative release… (http://www.youtube.com/brightonchamber ; http://uk.linkedin.com/in/gordonborer ; http://startwithwhy.com/)

My why is driven by the deep feelings I had while watching the tsunami footage back on December 26th 2004 and how helpless I subsequently felt when my plans to ‘lend a hand’ were vetoed within the structure of the corporation that was my then employer.

This led me to work on a disposable portable water container suitable for long term storage, with comprehensive integrity in terms of its function and carbon footprint. This near obsession and my ultimate mission of launching a premium consumer brand called AQUAPAX, evolved into my strategy to swim up-stream when the ‘institutions’ of the world wouldn’t work with our ‘new business’…

I’ve always loved trees and dropping geography for woodwork was one of the first independent decisions I made, which impacted my education in ways I was then too young to grasp. Working with sustainable forest sources as a renewable material was the only true way I could think of to ensure the future of the worlds great forests. Look closely at the front of an AQUAPAX – you will see this clearly.

I deliberately chose to carbon balance our business energy emmissions because I knew the well meaning green brigade would otherwise leap upon AQUAPAX source being a few hundred kilometres further away than was optimal. Choosing the particular source we did – one of the purest natural mineral waters on the planet – is because I know too much about inferior quality water and was not prepared to develop a product without integrity. (a pure thirst for the environment ®)

We’ve continued to thrive through a deep recession we didn’t budget for because people are getting our message and I feel so grateful that our growing distribution now embraces a tribe of human connections in 4 countries with some major well respected retail alliances already on board our revolution…

Since my last blog on earth day: –

  • We sponsored the Estethica Press Day – held at Clarence House.
  • We sponsored the first ever exhibition of Palestinian Art – held at Kenny Shatners Rove Gallery in Hoxton Square. (We embrace art & not politics!)
  • We sponsored the regeneration project at the Rag Factory off Brick Lane, masterminded by a brilliant young photography student Charlotte Streeter.
  • We’ve agreed an exciting sponsorship with Creative Director Chris Kelly and his iconic fashion label ‘Theatre De La Mode’ for their upcoming film premier fashion show in Knightsbridge.
  • We sponsored the (non-alcoholic) refreshment in the VIP arena at the Antibes Boat Show.
  • We’ve also agreed an ongoing high profile sponsorship with the world famous FIAC in Paris through to 2012.

‘There’s revolution in the air’ – as Bob Dylan sang all those years ago… watch this space as AQUAPAX (the eco-chic conscience of the bottled water industry) gathers increasing pace over this summer and the seasons which follow, or ping me directly with your postcode if you’d like to know where your nearest current stockist is…
I’ll write again soon – I promise.  😉

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Earth Day is celebrated across the world today (April 22nd) ever since the first ever designated Earth Week gathering which was organised by some particularly forward thinking student folk in Philadelphia back in 1970. Isn’t Wikipedia wonderful? 😉

That particular week started on April 16 and ended on what they called Earth Day, namely April 22. This day has been and continues to be observed with growing global support, up to the point where it’s now recognised in virtually every country on Earth.

As one who didn’t previously make any effort to understand the history of the occasion, it’s always been a day to make an extra effort to reduce my consumption. I cycle or walk to work if at all possible and in my own little way, I try to use whatever influence I have on those around me as an example of ‘living the other way – at least for a day’.

I had a day-dream today – or might it have been a premonition – that one day AQUAPAX will become the global sponsor for Earth Day. In the day-dream there was an inevitable incongruity for a premium eco-chic portable water brand to sponsor something that’s bigger than any brand (there’s a challenge for the guys at Coke) but that led me to ponder a solution…

Instead of going for the corporate style global sponsorship, I decided we can still achieve the token ideal by asking all our regular consumers to use their empty AQUAPAX containers for one more day during Earth Week (proving that by and large, we can almost always make do with what we typically choose to throw away) and then to cut the containers in half and plant a couple of tree seeds in the 2 half containers that leaves them. It’s a fitting way for a container mostly made of wood to end its life and it’s still recycling in a more direct action Earth Day kind of way… Mrs. Green will be proud of me…

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It’s that time of year again tomorrow where I take a day off to celebrate the anniversary of being born… I confess my birthday isn’t as big a deal as it used to be, but the day still merits a bit of chill out time.

This year it’s a picnic in a child friendly farm setting with some good friends and their 2 young lads. I’ll end up exhausted but happy and ready for the Brighton Business Show (complete with real life ‘dragons’ apparently) on Wednesday morning.

I’ve turned down the launch party for Recognise Magazine tomorrow evening – dropped off the AQUAPAX for them on Friday – and considering I’m already out on Thursday evening for the Jaffa Cakes TLV first group showing of contemporary Tel Aviv art here in the UK (with AQUAPAX in support of course) I think I deserve an evening off.

In case you’re thinking this is a little out of character, I confess to having a phone call scheduled with a major retail buyer just before lunch tomorrow, but that’s still a significant proportion of me time for one whole day! 😉

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Reading Seth’s blog earlier on the endless search for wow, his closing paragraph (quoted including his punctuation) makes a lot of sense to me… “In the race between ‘who’ and ‘how many’, who usually wins – if action is your goal. Find the right people, those that are willing to listen to what you have to say, and ignore the masses that are just going to race on, unchanged.”

As a challenger brand, we are completely focussed on who, and for the time being at least, we largely ignore the how many; as independents, there’s little prospect and indeed little point in us going flat-out to spend money we don’t have to convince people to try AQUAPAX if they prefer flavoured / carbonated beverages, or if they really don’t have any feeling for the purity and integrity of our product and what it stands for. If you’re cool with plastic then why would we want to give you a free AQUAPAX?

The essence of what Seth wrote is to do with branding and brand identification / acceptance by the market, yet at another level, Seth is wrong. Marketing is just one facet of business and while it’s the one we consider most important, a recent investment of $22M by Siva Group for 50% of a Norwegian water brand shows that smoke and mirrors (wow by any other name) still applies if you’re trying to seduce an investment manager within a $3Bn portfolio and seemingly little grasp of reality.

The brand in question bought retail market share at the expense of margin (and at real cost) with a ‘me too’ product under increasing ecological scrutiny, yet the investment community sees the mass distribution achieved and believes this will translate into long-term sustainable (presumably profitable?) market share.

With a low value product like water, I question how a production base in Norway can translate into a globally competitive and profitable business for a mid range brand, but that’s really not our problem… the investment managers who made the call probably have their own plans to sell on to some other gullible fund manager when the time is right for them.

We can’t consider the specifics of ‘precisely how’ as we follow our path – the one Seth and others in touch with the zeitgeist advocate as correct. We’re turning over every stone and moving in the right direction, in the UK, France and in Holland. AQUAPAX (our award-winning natural mineral water, that’s packaged in paper cartons and which is so pure it’s even suitable for babies) is the change we want everyone to experience. While we are proud of AQUAPAX appearing as the mineral water of choice in 5 star resorts on the Maldives and the Caribbean, we’re also intrigued that we haven’t yet had the umpteen million dollar offer for our shares!

It is pleasing though, that we keep on touching folk who care enough about what we’re doing, to pass on our message through their own free will and belief that it’s right and that our time has come. We also have some larger scale distribution up our sleeves to soon make it a little easier for you to refresh on the move without feeling guilty. I wonder how investment managers define all that within their ‘wow based’ business plans?

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