Fiji Water’s Tall Tales

Flickr user<a href="http://www.flickr.com/photos/edyson/1106733572/#/">esther dyson</a>/Creative Commons

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Yesterday, Craigslist founder Craig Newmark posted this interview he did with Fiji Water co-owner Lynda Resnick on the Huffington Post. (Picture of Newmark and Resnick at left.) Newmark wrote he was looking for some storytelling advice. He went to the right person. Resnick told him: 

We have so much competition in the marketplace that if you don’t have a real, truthful story behind your product or service, it simply won’t be sustainable… Brands that are transparent, authentic and honest rise above their competition… Consumers want to feel good about the products and services they are buying and using.

Resnick’s “authentic and honest” is a bit rich, given that Mother Jones and many other media outlets have repeatedly criticized Fiji Water for rampant greenwashing and supporting Fiji’s military junta. Just last month, the company was sued for false advertising: Though Fiji Water is touted as “carbon-negative” on billboards, it uses a “forward crediting” model to take credit now for offsets that won’t happen until 2037, if ever.

Resnick explained to Newmark that telling a story is “one of the best ways to establish a sense of trust with your consumers…but remember, you can’t make it up it has to be real.” Resnick can keep telling stories. Here at Mother Jones, we’ll keep it real. For more truthtelling on Fiji Water, see Anna Lenzer’s excellent 2009 investigative feature on the company here.

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Thank you!

We didn't know what to expect when we told you we needed to raise $400,000 before our fiscal year closed on June 30, and we're thrilled to report that our incredible community of readers contributed some $415,000 to help us keep charging as hard as we can during this crazy year.

You just sent an incredible message: that quality journalism doesn't have to answer to advertisers, billionaires, or hedge funds; that newsrooms can eke out an existence thanks primarily to the generosity of its readers. That's so powerful. Especially during what's been called a "media extinction event" when those looking to make a profit from the news pull back, the Mother Jones community steps in.

The months and years ahead won't be easy. Far from it. But there's no one we'd rather face the big challenges with than you, our committed and passionate readers, and our team of fearless reporters who show up every day.

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