A new model for bottled water

Many commercialized water models are based on a “the more you use the less you pay for it” principle. That is sustainable when you have an unlimited supply of drinkable water. We don’t.

An impact model can have the effect of conservation while creating a new revenue stream from an abundant, historically undervalued resource.


“A new model for water”

Set a sustainable volume

The Glens Falls watershed is in a relatively small area of 6.2 square miles.  Despite its size, approximately 3 billion gallons of water is collected annually from snow and rain.

Through a comprehensive and open assessment with the hydrogeology community and the city, we determined that we would only source the excess and less than 3% of it annually.

JUST will use less than 3% of the 1.7 billion excess gallons.

The Adirondack’s water is primarily precipitation based – sustained by consistent snow and rainfall.

Why JUST water is only spring water

Using a natural water source (spring or artesian) was our only consideration from the beginning. Finding our ideal source was predicated on abundance, taste, and responsible sourcing (of conservation and waste reduction).  These criteria eliminated the option of starting with a municipal source.

Here is what we mean:

Photo: Glens Falls Watershed

Spring water


Spring water starts with the water in its natural composition.  Our water first passes through a low pressure filter, then through UV lights to kill bacteria, and finally is treated with light ozone to eliminate any remaining bacteria for safety.  This process is highly energy efficient with little to no water waste.

Processed (Purified) water


Purified water begins with the municipal source which has already undergone processing at municipal treatment plants.  At the bottling site, this municipal source undergoes additional series of filtration steps which results in some water loss, additional energy use and solid waste creation.  At the final stages, additional minerals can be added back in for taste before it is packaged.  Because this process may go through such repeat cycle, it is considered more energy and resource intensive.

We pay six times the rate of any other water user in the community

Placing greater value on an abundant, natural resource which historically has been undervalued, was an important tenet of our trade agreement.  This new income source for the city is projected to reach $1 million over the next 3 – 5 years to help with required repairs for aging water pipes and support emergency/social services.

“Protecting water tables and their surrounding support systems is essential to maintaining a healthy, resilient watershed for the future”

Kirby Van Vleet – Hydrogeologist providing joint oversight of the water extraction process and health of the Glens Falls watershed.

Oversight and Monitoring

One of the first steps in the partnership with the City of Glens Falls was to collectively understand the water system. JUST and the city of Glens Falls jointly hired Hanson Van Vleet – a firm that has monitored the area’s watershed for over 30 years. Kirby Van Vleet, our hydrogeologist, actually lives in the watershed area and has a comprehensive understanding of the local and state watersheds.

Greater impact from responsible water

Designing a new model to place greater value on water with ethical sourcing was what we set out to do.
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