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?