Bottled Water in Environmentally Safer Containers

Plastic water bottles are filling landfills all over the U.S. Despite pleas from conservationists to recycle or use tap water, consumers continue to use bottles and throw them in the trash. The idea that bottled water is better or more pure seems ingrained in society. What’s the answer? Just Water is going to try another way to deliver bottled water… without a bottle.

Just Water is water delivered in cardboard containers rather than bottles. The only plastic is in the thin lining of the carton. The unique design, for water anyway, will cut the carbon footprint in half. Cartons can ship flat where they are filled at the plant, which allows more per shipment, saving fuel, and a truck can carry more once filled due to square shape.

Whole Foods will begin selling Just Water at the end of September, with hopes that if people won’t stop drinking bottled water, at least they will choose an environmentally safe package alternative. The containers are recyclable and are a much better overall alternative to plastic bottles.

Grace Jeon, CEO of Just Water, is realistic about people continuing to want bottled water rather than tap and that packaged or bottled water will be here for the long run.  Numbers of bottled water sales are increasing. 11 billion gallons were consumed in 2014. This is over 7% more than the previous year.

While it appears that bottled water has doubled in use, soda sales are down 25%. In other words, less sugary drinks are ingested but packaging is still contributing to environmental issues. It’s a health compromise. Less soda and more water is being ingested, but environmental impacts are worse.

The water comes from a small area near the Adirondacks, Glens Falls, hometown of one of the company’s founders. The startup hopes to boost the town’s economy.

The founders intend to continue to try to improve the sustainability of the design of the carton. Their current ideas will make the package 84% renewable if it can be perfected.

Just Water recognizes that drinking tap water is the best way to resolve the environmental issues. They are simply addressing the fact that consumers are enamored of the idea that bottled water is better and more pure than tap water. If they are going to buy it, at least they have the alternative to buy it in a more environmentally friendly container. Still portable; still pure bottled water; better packaging.

Hopefully, consumers will embrace the fact that they are still reaping the perceived benefits of bottled water by drinking Just Water. The portable container and “bottled water” benefits remain. People just have to recognize that they can make a difference by buying it in a different container. No information is available regarding pricing of Just Water vs. bottled water. This may ultimately affect the success of the new product. Availability is another issue. Whole Foods stores are not available in all areas, so it will likely take significant success for widespread release into more supermarkets. Time will tell if consumers can accept a carton of water over a bottle.