Nobu Makes Rice with Fiji Water
by Lloyd Alter, Toronto 
on 04. 4.08
Groovy Green found an odd article on a branding and marketing website that carries an ode to the wonders of Fiji Water and its founder, and raves about its price (more than milk, beer or gas) saying "Such super-premium prices communicate exclusivity, amplify brand equity and deliver fat operating profits to boot."
Besides the extraordinary news that Nobu Matsuhisa, owner of the Japanese restaurant chain Nobu, uses Fiji Water to boil rice, we learn that "Celebrity supporters of Fiji Water include Tom Cruise, P Diddy, Jennifer Aniston and Elton John."
And we thought it was the poster child for bottled water stupidity. Clearly we don't travel in the right circles. ::Groovy Green
See also Pablo Calculates the True Cost of Bottled Water , Lipstick On A Pig Dept.: Fiji Water Goes Green and London Food Reviewer says NO to Bottled Water
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the fact that Tom Cruise supports it pretty much says it all.
Whenever someone tries to charge you more than $0.05 for a liter of water you've been ripped off. Simple as that. Brand name water...I mean, seriously.
fiji water? boring. how about distilled vodka...
Um, what does this have to do with anything? Fiji isn't claiming to be eco is it? Is this really just a sarcastic article?
Isn't "bottled water stupidity" redundant?
Gee, Fiji Water must be good, because a bunch of tired old farts are fanatical about it.
I am sick and tired of the validation of a product because celebutards have been paid obscene amounts of money to support superfluous crap.
While the quality of potable and useable water is a serious issue, I can't see Voss, Fiji, or other varieties of Bottled Water for the Pompous quietly donating to charities.
LOL Emily!