Who Owns Fiji Water? From Island Springs to Billion-Dollar Empire

Stewart and Lynda Resnick, the billionaire owners of The Wonderful Company, own Fiji Water. Their $6 billion global agriculture corporation employs over 10,000 people and acquired the premium bottled water brand in 2004. The brand has since become America's #1 imported premium bottled water.

Canadian businessman David Gilmour started the company 27 years ago in 1996. The Resnicks have poured money into the brand since taking over. Their latest $140 million expansion project at the Yaqara facility will boost output capacity by 47%. The fiji water company's success has brought both prosperity and controversy. It generates about 3% of Fiji's GDP and makes up roughly 20% of the country's exports.

The brand's environmental footprint raises serious concerns. FIJI Water bottles must travel 5,558.9 miles to reach California consumers. The country faces a stark reality - 12% of Fiji's population didn't have access to clean drinking water in 2018. The environmental toll is heavy. 

Each bottle's production, export, and distribution needs 6.74 kilograms of water. This process uses 2,000 times more energy than drinking tap water. This piece explores the complete story of this billion-dollar empire, from its humble beginnings in island springs to its worldwide presence and the complex challenges that surround its operations.

Who owns FIJI Water?

FIJI Water started its trip under Canadian businessman David Gilmour and now belongs to billionaire couple Stewart and Lynda Resnick through their Wonderful Company.

The original founder: David Gilmour

Canadian entrepreneur David Gilmour started FIJI Water in 1996 under the name Natural Waters of Viti Ltd. A successful businessman who had already made millions in real estate and gold mining, he found that there was a pristine aquifer on Fiji's largest island, Viti Levu. He secured a 99-year lease with the Fijian government.

Gilmour put $48 million of his personal fortune to launch the business. He wanted to market what he called "Earth's finest water". His brand highlighted its origin from a "virgin ecosystem far from acid rain, herbicides, pesticides and other pollutants". The brand's signature packaging became its distinctive square bottles with a hibiscus flower.

Current owners: Stewart and Lynda Resnick

Stewart and Lynda Resnick bought FIJI Water from Gilmour for $50 million in 2004 through their company Roll Global, which later became The Wonderful Company. The Resnicks changed FIJI Water into America's leading premium imported water brand.

The Resnicks now have a combined fortune worth about $10.6 billion. Stewart Resnick ranks #529 on Forbes' Billionaires list with $5.6 billion. They serve as co-owners with 50% stake each. Stewart holds the Chairman position and Lynda serves as Vice Chairman.

The Wonderful Company and its portfolio

The Wonderful Company started in 1979 and grew into a $6 billion global agriculture corporation. It now employs over 10,000 people.

The Resnicks' impressive portfolio has:

• POM Wonderful (pomegranate juice)

• Wonderful Pistachios and Almonds

• Wonderful Halos (mandarin oranges)

• Wonderful Seedless Lemons

• JUSTIN, Landmark, and Lewis Cellars wines

• Teleflora (floral wire service)

Almost half of all American households buy their products. The Wonderful Company put over $100 million into sustainability, clean energy, and environmental research efforts. Their agricultural businesses need much water, notably from their 57% ownership stake in California's Kern Water Bank, which can hold nearly 500 billion gallons of water.

FIJI Water became the leading premium bottled water in the United States under the Resnicks' leadership, surpassing Evian in 2008.

How FIJI Water became a global brand

FIJI Water rose to global brand status by using smart marketing strategies, mutually beneficial alliances with celebrities, and unique packaging. The company's exotic origin story played a crucial role in its success.

Marketing the 'Earth's Finest Water'

FIJI Water built its empire through storytelling instead of traditional advertising. The brand crafted a compelling story about water that comes from "a virgin ecosystem far from acid rain, herbicides, pesticides and other pollutants". The company chose strategic product placement and real-life marketing over mass media campaigns. Their

"Discover Summer" campaign let consumers participate through trained brand ambassadors who created 25,000 high-quality trial experiences. David Bowman, former VP of marketing, pointed out: "Context is one of the most overlooked and underappreciated aspects of a successful experiential marketing campaign". FIJI

Water teamed up with composer Hans Zimmer to create four musical scores that captured the water's path—"Clouds," "Rain," "Rock," and "Aquifer"—adding depth to its premium storytelling approach.

Celebrity endorsements and pop culture moments

People know FIJI as "celebrity water" because its bottles show up in A-list stars' hands. The brand has been "photographed in the hands of Jennifer Aniston, Selena Gomez, Dwyane Wade, Noah Beck and many more". This natural celebrity connection became the life-blood of their marketing strategy.

A perfect example happened at the 2019 Golden Globes when "FIJI Water Girl" Kelleth Cuthbert photobombed celebrities, creating what marketing analysts valued at about $12 million in earned media impressions. The brand also sponsors major events like New York Fashion Week and the Toronto International Film Festival.

The role of packaging and design

The brand's square bottle with its blue cap stands out worldwide. A small breakthrough—the straw cap—came from "observing how celebrities would modify their bottles so that they could sip without messing up their makeup". FIJI made its bottles slimmer in 2017 to make sure they "easily fit everywhere, including... in the car, as well as fitness equipment, gym bags, and beyond".

The company made its signature hibiscus flower bigger on packaging to create "an eye-catching pop of color". They also switched their 330mL and 500mL bottles to 100% recycled plastic (rPET).

Controversies around FIJI Water operations

FIJI Water faces serious controversies about tax disputes, local water access problems, and environmental concerns despite its commercial success under the Resnicks' ownership.

Tax disputes with the Fijian government

FIJI Water's tax battles started in 2007-2008 with legal cases and blocked shipments over export duties. The Fijian government raised the water extraction tax from one-third of a cent to 15 cents per liter for companies extracting over 15 million liters monthly in 2010.

This policy targeted FIJI Water exclusively. The change would have boosted the company's annual tax payment from USD 500,000 to USD 22.6 million. FIJI Water responded by shutting down operations and canceling local contracts temporarily. The company ended up agreeing to pay the higher tax, which resolved the standoff.

Access to clean water in Fiji

The biggest irony lies in FIJI Water's global export of "Earth's Finest Water" while many Fijians can't access clean water. Clean drinking water was available to only 47% of Fijians in 2011.

The situation improved by 2018 with 88% coverage, yet 12% of people still depended on poor-quality water sources. NPR highlighted this disparity: "Americans can easily get clean water from Fiji more simply than Fijians can".

Environmental concerns and carbon footprint

FIJI Water's environmental toll runs deep. Each bottle needs 1.75 gallons of water to produce—2,000 times more energy than tap water. The company runs its bottling machinery on diesel fuel.

Shipping bottles 5,558.9 miles from Fiji to places like California adds significantly to its carbon footprint. The company reported producing 85,396 metric tons of CO2 and other greenhouse gasses in 2007.

The Carbon Negative campaign: promises vs. reality

FIJI Water started its "Carbon Negative" campaign in 2007 and promised to offset 120% of emissions. The promise relied on "forward crediting"—counting future carbon cuts not realized until 2037. The company planted 250 acres of trees, offsetting just 400 metric tons of carbon. This fell nowhere near the roughly 200,000 acres needed to keep their pledge.

The company took down its carbon progress tracking website by 2011. A class-action lawsuit in 2011 accused FIJI Water of misleading marketing about these environmental claims.

Economic and social impact in Fiji

FIJI Water's presence shapes the Fijian economy significantly. The premium water brand creates opportunities and tensions in the island nation where the Resnicks operate.

Job creation and local employment

FIJI Water's Fiji plant hired about 400 workers as of December 2010. The company stands as one of the country's largest private employers and provides stable jobs in rural areas. Recent labor disputes led to positive changes.

Workers received a 17% pay increase and a new roster that added 17 additional days off each year. A 10-day strike in 2024 ended up with workers getting a 21.7% pay increase and better working conditions.

Export revenue and GDP contribution

The company generates 29% of Fiji's domestic exports, making it a vital economic force. Mineral water became Fiji's number one export in 2020. It brought in USD 102.3 million (FJD 208.9 million).

The company exported around USD 150 million (AUD 82 million) worth of water yearly before the 2010 tax increases. They paid only USD 500,000 in taxes. The government later wanted FIJI Water's tax contribution increased to USD 22.6 million.

FIJI Water Foundation and community programs

The 2007-old FIJI Water Foundation works on:

• Providing clean water access (reducing communities without access from 50% to 12%)

• Supporting healthcare initiatives, including food safety training for 119 participants

• Building educational facilities and infrastructure

• Environmental conservation, especially the 40,000-acre Sovi Basin rainforest preservation

The foundation has invested over USD 25 million in social and environmental projects. Most of this funding goes to Ra and Ba provinces where their employees live.

Challenges in hiring and local perceptions

Economic benefits haven't changed all local views. A 2009 thesis titled "'It is a strange thing for us to see water being sold'" revealed Fijians struggled to get jobs at FIJI Water. This created "dissonance within the community and prompted jealousy".

Professor Jessica Schad found that Fijians who worked at FIJI Water had a "temporary dependent relationship" with the industry. She noted that "financial effects were quite superficial and not long-lasting". These findings show uneven benefit distribution despite the company's economic impact.

Conclusion

FIJI Water stands as one of the most remarkable brand success stories in the beverage industry. David Gilmour's $48 million investment in 1996 grew into a global phenomenon worth billions under the Resnicks' ownership. Their marketing brilliance made this premium water the go-to choice for celebrities and quality-conscious consumers worldwide.

The success story comes with its share of contradictions. The most compelling fact shows that FIJI Water bottles travel thousands of miles to reach international consumers. Many Fijians struggled to get clean drinking water in their own country. The company's environmental claims raised eyebrows, especially its ambitious "Carbon Negative" campaign that banked on future carbon offsets instead of cutting emissions right away.

The brand's economic effect on the island nation tells another story. FIJI Water makes up about 29% of Fiji's exports and creates hundreds of local jobs. The FIJI Water Foundation has put over $25 million into community programs. Questions linger about who really benefits from these investments.

The company's ties with the Fijian government have been rocky at best. Tax disputes and temporary shutdowns mark their relationship. This friction shows the complex power play between big corporations and developing nations that depend on their money.

The Resnicks turned simple spring water into a billion-dollar empire through clever branding and star power. Their business smarts transformed a basic commodity into a luxury product that commands top dollar worldwide.

Looking at who owns FIJI Water today brings up both business triumph and ethical concerns. The brand's trip from island springs to global store shelves shows modern capitalism's bright and dark sides. Consumers must decide if that distinctive square bottle justifies its economic, social, and environmental price tag.

FAQs

Q1. Who currently owns FIJI Water?

FIJI Water is owned by billionaires Stewart and Lynda Resnick through their company, The Wonderful Company. They acquired the brand in 2004 and have since transformed it into America's leading premium imported bottled water.

Q2. What controversies surround FIJI Water's operations?

FIJI Water has faced several controversies, including tax disputes with the Fijian government, concerns about local access to clean water in Fiji, and environmental issues related to its carbon footprint and packaging. The company's "Carbon Negative" campaign has also been criticized for relying on future carbon offsets.

Q3. How does FIJI Water impact Fiji's economy?

FIJI Water significantly contributes to Fiji's economy, accounting for approximately 29% of the country's exports and providing employment to hundreds of locals. The company also invests in community programs through the FIJI Water Foundation, although questions remain about the equitable distribution of these benefits.

Q4. What marketing strategies helped FIJI Water become a global brand?

FIJI Water achieved global success through innovative marketing, including storytelling about its exotic origin, strategic product placement, and celebrity endorsements. The brand's distinctive square bottle design and high-profile event sponsorships also played crucial roles in its marketing strategy.

Q5. Has FIJI Water faced any legal challenges regarding its product claims?

Yes, FIJI Water has faced legal challenges. In 2011, a class-action lawsuit accused the company of deceptive marketing regarding its environmental claims. More recently, a lawsuit filed in 2025 alleges that the company's marketing claims are false due to the presence of microplastics and bisphenol-A (BPA) in the water, despite claims of it being "natural artesian water" and "untouched."