Water is not an unlimited resource. Commercial bottled water brands often follow a “use more, pay less” model which is not sustainable at a time when water is becoming much scarcer in many places.
We created JUST to upend that thinking. Ours is an impact model. When we sought out a source for our water, we didn’t stop at the question, How much is available? We also asked: Is the water source sustainable over time? How do we value the water fairly? What is the impact we’re having on the community through the process, from pump to bottle?
And then we found the answers to those questions.