New bottle commemorates Earth Day with surge in renewable content from 53% to 82%
JUST water, ethically sourced 100% spring water in a paper-based bottle, joined one billion people taking action on Earth Day with the announcement of a new, plant-based bottle. Kicking off production April 22, the JUST water bottle is now made with 82% renewable resources that come directly from plant-based materials, reducing greenhouse gas emissions by up to 74% compared to a range of PET plastic bottles.
"Our mission from the onset was to deliver a product that is responsibly sourced and packaged for environmental and social impact, while holding ourselves to the goal of continuous improvement," said Grace Jeon, JUST CEO. "It's taken quite a bit of engineering and validations work with our packaging partner Tetra Pak, so achieving this milestone within less than 12 months of our launch is inspiring and motivates us to keep innovating."
The new plant-based PE bottles' cap and shoulder are derived from sugarcane. Combined with the current FSC certified paperboard used in the main sleeve of the bottle, the JUST water bottle has increased from 53% renewable content to 82%. Renewable means the bottles’ resources can be regrown and, as such, have an improved environmental profile. According to an independent Life Cycle Analysis, the new JUST water bottle saves from 47% to 74% in carbon emissions compared to traditional light- and heavy-weight PET bottles, respectively.
JUST water is 100% spring water from the Glens Falls watershed in Upstate New York where water is abundant. A trade revenue partnership with the city of Glens Falls is revitalizing the local community by paying six times the municipal rate for access to less than 3% of the city's excess water. The revenue over time helps to upgrade aging infrastructures, while the business model itself is restoring industry, providing jobs and protecting the watershed.
"Kudos to JUST water for continuing to build on their commitment to create more environmentally conscious choices," said Jason Stein, global grocery purchasing coordinator for Whole Foods Market. "We're pleased to hear about their new bio-based PE and paper bottle, and look forward to continuing to support their business and their mission in our stores."
"We collaborate with companies who have our shared values of social and environmental responsibility,” said Kane Sarhan, head of brand for 1 Hotels, the mission-driven chain of luxury properties in NYC and Miami. "Every company we work with has a mandate that matters, and we are proud to offer JUST water at all our hotels."
JUST water's paper- and plant-based bottle was launched in partnership with Tetra Pak.
"Consumers value cartons for their strong environmental attributes," said Carmen Becker, CEO of Tetra Pak Inc. "By increasing the package's percentage of renewable materials, defined as natural resources that can be replenished over time, we're helping deliver even more value to JUST's consumers."
The new plant-based JUST water bottle is slated to be available nationwide by summer 2016. JUST water is available nationally at Whole Foods Market, Kroger and other retailers, with a retail price of $0.99 for a 16.9-ounce carton.