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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