Fiji Water’s Tall Tales

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

Fight disinformation: Sign up for the free Mother Jones Daily newsletter and follow the news that matters.


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.

We've never been very good at being conservative.

And usually, that serves us well in doing the ambitious, hard-hitting journalism that you turn to Mother Jones for. But it also means we can't afford to come up short when it comes to scratching together the funds it takes to keep our team firing on all cylinders, and the truth is, we finished our budgeting cycle on June 30 about $100,000 short of our online goal.

This is no time to come up short. It's time to fight like hell, as our namesake would tell us to do, for a democracy where minority rule cannot impose an extreme agenda, where facts matter, and where accountability has a chance at the polls and in the press. If you value our reporting and you can right now, please help us dig out of the $100,000 hole we're starting our new budgeting cycle in with an always-needed and always-appreciated donation today.

payment methods

We've never been very good at being conservative.

And usually, that serves us well in doing the ambitious, hard-hitting journalism that you turn to Mother Jones for. But it also means we can't afford to come up short when it comes to scratching together the funds it takes to keep our team firing on all cylinders, and the truth is, we finished our budgeting cycle on June 30 about $100,000 short of our online goal.

This is no time to come up short. It's time to fight like hell, as our namesake would tell us to do, for a democracy where minority rule cannot impose an extreme agenda, where facts matter, and where accountability has a chance at the polls and in the press. If you value our reporting and you can right now, please help us dig out of the $100,000 hole we're starting our new budgeting cycle in with an always-needed and always-appreciated donation today.

payment methods

We Recommend

Latest

Sign up for our free newsletter

Subscribe to the Mother Jones Daily to have our top stories delivered directly to your inbox.

Get our award-winning magazine

Save big on a full year of investigations, ideas, and insights.

Subscribe

Support our journalism

Help Mother Jones' reporters dig deep with a tax-deductible donation.

Donate