Fiji Water’s Tall Tales

Flickr user<a href="http://www.flickr.com/photos/edyson/1106733572/#/">esther dyson</a>/Creative Commons

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Yesterday, Craigslist founder Craig Newmark posted this interview he did with Fiji Water co-owner Lynda Resnick on the Huffington Post. (Picture of Newmark and Resnick at left.) Newmark wrote he was looking for some storytelling advice. He went to the right person. Resnick told him: 

We have so much competition in the marketplace that if you don’t have a real, truthful story behind your product or service, it simply won’t be sustainable… Brands that are transparent, authentic and honest rise above their competition… Consumers want to feel good about the products and services they are buying and using.

Resnick’s “authentic and honest” is a bit rich, given that Mother Jones and many other media outlets have repeatedly criticized Fiji Water for rampant greenwashing and supporting Fiji’s military junta. Just last month, the company was sued for false advertising: Though Fiji Water is touted as “carbon-negative” on billboards, it uses a “forward crediting” model to take credit now for offsets that won’t happen until 2037, if ever.

Resnick explained to Newmark that telling a story is “one of the best ways to establish a sense of trust with your consumers…but remember, you can’t make it up it has to be real.” Resnick can keep telling stories. Here at Mother Jones, we’ll keep it real. For more truthtelling on Fiji Water, see Anna Lenzer’s excellent 2009 investigative feature on the company here.

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DEMOCRACY DOES NOT EXIST...

without free and fair elections, a vigorous free press, and engaged citizens to reclaim power from those who abuse it.

In this election year unlike any other—against a backdrop of a pandemic, an economic crisis, racial reckoning, and so much daily crazy—Mother Jones' journalism is driven by one simple question: Will America will move closer to, or further from, justice and equity in the years to come?

If you're able to, please join us in this mission with a donation today. Our reporting right now is focused on voting rights and election security, corruption, disinformation, racial and gender equity, and the climate crisis. We can’t do it without the support of readers like you, and we need to give it everything we've got between now and November. Thank you.

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