Equa: Bottled Water from the Amazonian Rainforest
Florida businessman Jeff Moats tells Business Week that the rainforest is "probably the last place on Earth that holds boundless mystery and mystique." While working on another failed Brazilian business venture 10 years ago, he "he stumbled on a spring near the equator that is now Equa's source. Moats found the water so pure he claims, "Science will be rewritten based on the natural purity of this artesian spring."
Business Week notes that For green activists, importing water from Equa's source—a 3,700-acre site in the jungle about 120 kilometers inland from Manaus, where Moats is building a 45,000-sq. ft. factory in the dense rainforest—raises eyebrows. They regard the Amazon rainforest as a fragile environment teeming with exotic species and flora. "One of the world's last frontiers," notes Janet Larsen, director of research at the Earth Policy Institute in Washington, a nonprofit involved with the anti-bottled-water campaign. "Going there to get a product has been done before, for oil, with troubling results," she adds. ::Business Week
Next up: CJ Mine Water from Under the Sea
CJ, Korea's biggest food manufacturer, is selling `Ulleung Mine-water'' made from deep-sea water, pumped up from 650 meters below the surface, 130 kilometers away from the eastern coast by the Ulleung Island.
According to the Korea Times, industry experts predict that CJ's latest product is the first among many to come, pushed by the improvement of extract technologies, involvement of large corporations and government support.
The National Assembly recently passed a law to take affect in February 2008, which legalizes commercialization of deep-sea water.
Aside from bottled water, observers expect liquor, cosmetics and other consumer items to spur from the fresh industry. ``Deep-sea water will trigger developments of new products and heat up competition in existing ones like the bottled water business,'' said T.J. Min of CJ.
Somehow "Mine-Water doesn't sound like it will be a marketing wonder. ::Korea Times