Fiji Water LLC - Introduction

Introduction

361 South Side Drive
Basalt, Colorado 81621
U.S.A.
Telephone: (970) 927-7631
Toll Free: (877) 426-3454
Fax: (970) 920-1852
Web site: http://www.fijiwater.com

Wholly Owned Subsidiary of Roll International Corporation
Incorporated: 1993 as Nature's Best
Employees: 50 (est.)
Sales: $25 million (2004 est.)
NAIC: 312112 Bottled Water Manufacturing

A subsidiary of Roll International Corporation, Fiji Water LLC sells water in a distinctive square bottle under the Fiji Water label. The product has become the favorite bottled water of movie stars, rock musicians, and supermodels. Because of its chic appeal, Fiji Water also has benefited from some free product placement, appearing on the screen in such movies as The Thomas Crown Affair and DodgeBall, and television series Ally McBeal, The West Wing, Friends, Felicity, and Just Shoot Me. Fiji Water is even found in trendy restaurants, albeit corseted in a silver slipper. Moreover, some master chefs insist on cooking with Fiji Water. The company maintains that its water stands out because of its purity, drawn from a 17-mile-wide, 400-feet-deep aquifer on the Fiji island of Vitu Levu. The rainwater that filled the aquifer is 450 years old, according to carbon dating tests touted by the company, the result of rain-water that trickled through layers of rock and earth on a journey that took hundreds of years to complete. Hence Fiji Water predates the Industrial Revolution by a wide margin and has supposedly escaped the effects of centuries of pollution. The limited supply of Fiji Water, as well as the distance it must travel to reach a market, is a major factor in the company's business model, allowing it to sell the product at a premium price and placing subtle pressure on consumers to buy the water while it lasts. Of course, the Fiji Water company is carefully controlling the flow of the water, periodically drilling holes to test the level to be certain the reservoir is not being depleted too quickly.