Water in a box?
Plant It Water introduces spring water in recyclable Tetra Pak carton
-- Packaging Digest, 3/23/2009 10:58:00 AM
Plant It Water is introducing what the company claims is the greenest concept in spring water with the launch of its new packaging made from over 60% renewable materials.
Plant It Water says it’s one of the first companies in the U.S. to offer natural spring water in a recyclable carton, made by Tetra Pak. Unlike plastic water bottles, which are made from petroleum-based plastics and 0% renewable materials, the Plant It Water packaging is an innovative design that uses largely renewable materials from sources such as plant fibers.
With its shapely contours, the packaging is also quite unboxlike, making it a unique and recognizable branding element.
Plant It Water CEO Jane Goldberg comments, "Today, only about 20% of plastic water bottles are being recycled, which is alarming when you consider over 35 billion plastic bottles of water are sold in the U.S. alone each year. By putting our spring water in a Tetra Pak carton, we offer a ‘greener’ alternative without compromising portability, convenience and delicious taste. Our water is sourced from one of Canada’s purest springs and is naturally rich in heart-healthy minerals like Calcium and Magnesium. Plant It Water is also committed to educating the public on water quality and delivery issues as well as the sustainability of packaging and our planet."
Plant It Water also leads the way in environmental efforts in the packaged water category by committing to plant one tree for every carton of water sold. Through an exclusive partnership with Trees for the Future 501(c), Plant It Water aims to help communities around the world with reforestation projects and restoring livelihoods compromised by natural disasters and over-mining of natural resources. Trees for the Future has planted over 50 million trees worldwide, and, with the help of Plant It Water, further growth can be expected. Additional proceeds from Plant It Water sales will go to support A Single Drop, a non-profit dedicated to providing access to safe drinking water to people in developing nations.
The idea for Plant It Water took shape from the model Co-founder and music industry CEO Steve Weisz had put together at In Ticketing (www.inticketing.com), the premiere ‘green’ event ticketing service which plants one tree per ticket sold for music festivals and events around the world. In Ticketing has planted nearly 1 million trees through this program to date. Weisz founded Plant It Water in 2007 with Goldberg, who managed production for initial product release earlier this year. The duo has already established exclusive partnerships with summer music festivals with nationwide retail distribution pending.
Cartons of Plant It Water first debuted at the 2009 Noise Pop music festival in San Francisco, CA. As a result, 10 music venues including The Mezzanine, Great American Music Hall, The Swedish American Hall and Café Du Nord picked up Plant It Water as their exclusive water vendor. Julie Zelinski, of the Noise Pop management team remarks," We got nothing but positive feedback about Plant It Water. People love the mission of the company, the water tastes clean and refreshing, and the packaging was a conversation piece among artists and attendees at all of our events." This month, Plant It Water will be available at the Veg Fest and Green Festival in Seattle, WA, events nationwide throughout the year, as well as on the shelf of your favorite food markets in the months to come.
Tetra Pak, considered one of the most sustainable liquid food packages on the market today, won the presidential medal for sustainable development in 1996 by then Vice President Al Gore
Source: Plant It Water; Tetra Pak
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