The bottled water section in any supermarket is usually filled with many brands. Many consumers find themselves in a confusion, trying to choose whether to go for the fresh water, spring water or filtered water. With such a large pool, how can you make your bottle-water brand stand out?
Ryan Emmons has innovatively managed to earn a considerable niche in the bottled water sector, having come up with the idea of Waiakea Hawaiian Volcanic Water. Emmons established the company in 2011. Through his creativity and robust marketing strategy, he received a Leadership Award by the Specialty Food Association in the Citizenship category. This award recognizes individuals, who through their business innovations, have disrupted the socio-economic setting while creating environmental awareness.
Born and raised in Santa Barbara, Emmons loved to surf. The idea of a bottled water company sparked in his brain when he first tasted spring water. He loved the taste and was certain that most people would do. The only problem was how to create public awareness.
Emmons understood that no individual or entity could have all water rights. He decided to lease for 99 years. Additionally, the brand name offers a unique touch to it, for it is the only volcanic water available in the market. Ground run-off (rain and snow cascades) seeps through permeable rocks that filters out impurities, leaving the water rich in mineral salts, alkaline, and electrolytes. The coolness factor, the moderate Waiakea water pH, and the name are enough to push consumers to give it a try.
Emmons also found out that only a fifth of all plastic bottles get recycled. That implies that billions remain in the environment, causing significant environmental concerns. To reverse this, Ryan decided to partner with rPET, a manufacturer of recycled plastic bottles. By so doing, the Waiakea water became the first water bottles to be Carbon Neutral approved. Also, the firm uses nano-additive TimePlast, that makes the bottles decompose fully within 15 years instead of 1000 years needed for the normal plastic bottles.
Waiakea Water has also partnered with Pump Aid to make clean water accessible in areas where the precious commodity is a rare jewel. Through this partnership, 500 million liters of water has been made available in rural regions through pumps and boreholes.
With such innovation and care for the less fortunate, the future holds a lot of prospects for Ryan and Waiakea Volcanic Water company. The firm is exponentially growing and taking along with it a large chunk of the market.