Feeds:
Posts
Comments

Posts Tagged ‘tetra pak recycling’

or dreadful delays would be another title which is not quite as disparaging of our current website. There’s little wrong with a static website – particularly if people manage to find the reasonably prominent ‘visit our founder’s blog’ link where they can then access this particular oracle. Equally, there’s a lot more it could do if we integrated this blog and other online content within the site, all accessed from a central url.

We chose wordpress as the site platform some time ago and I then worked on quite a tight brief with an exceptionally talented young student from Sussex Down’s College who I met during last year’s Aquapax viral media programme. NB. You can google search this year’s submissions on you tube – type ‘within the last month’ to see this year’s clips – they’re typically fun and one in particular has already attracted as many views as last year’s winner took a whole year to achieve!

In any event, my chosen (he volunteered actually) student’s competence to deliver the site was never in doubt, but I guess with hindsight, he always had too much on his plate, where the fact our website was to be a reference site for him (rather than a commercial project) meant we were obliged to wait…

Here we are 12 months down the road (sounds ludicrous now I see it in type) and he’s politely baled out, leaving us with an unforeseen (and unbudgeted for) dilemma…  So I’ve dusted off the original brief (which pretty much stands) and sent it off to a seemingly talented freelance wordpress developer in Brighton.

Now we wait again to see if she can fit us in, when she might fit us in and what she might charge for completing the task.  Teaching myself CSS might be another way forward, but there are too many other draws on my time right now, so that’s an unlikely solution! 

awarded to Just Drinking Water for AQUAPAX

Did I mention our A5 postcard (available in the ‘downloads’ section above) we send out to communicate what Aquapax is and why it’s a good idea has been shortlisted for ‘the green awards’ in the best direct response category? Sadly I can’t make the award dinner in town, but I’ve written to ask if we can sponsor the water to showcase Aquapax to those who haven’t yet seen it.

That’s my outlook calendar calling me in the background to get back to work… I’ll up-date when we have a solution 🙂

Read Full Post »

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… 😉

Read Full Post »

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.  😉

Read Full Post »

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…

Read Full Post »

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! 😉

Read Full Post »

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?

Read Full Post »

It’s less common than you think – I was reading this piece put out by ACE UK on sustainable material awareness and it highlights to me the non-contiguous government policy and plainly evident absence of common sense regarding making any impact on climate change. Should we be surprised from a bunch of bureaucrats who needed the independent media to point out how to fill in an expenses claim form?

From my own efforts I know central government will not engage with us on their blanket VAT rates for retail products. These don’t discriminate between the carbon sensitive and carbon intensive (aka AQUAPAX carton vs any other bottled water). They are really good at passing enquiries between various departments and the reason there can’t be any change is always “something beyond control”.  Their whole thinking process appears to be driven by what a particular rule says, irrespective of whether it makes any sense or not, nor its intended application. – I wasn’t going to use the expenses scandal as an example again, but now you mention it… 😉

I’ve written to my MP’s (the one representing the community I live in and the one in the community I work in) and finally got an off-piste response from one (ignored by the other) clarifying how important the issue is and effectively underlining how they champion recycling initiatives which focus on recycling carbon intensive products / technologies; quietly ignoring more sustainable materials which I’d asked about. There was also a hair brained paragraph about potentially rewarding recycling with M&S vouchers!

I’ve previously blogged on the politics of recycling and said it all before – whichever way you look at it the government’s recycling policies don’t make a great deal of sense…

Does make me wonder why we tolerate incompetence in government and why someone hasn’t come up with a better way of staying in touch with the zeitgeist. Message to DC – call me if you’d like some truly innovative thinking when you and your buddies start looking at this mess and wondering how to clean it up.

Read Full Post »

Older Posts »