Pardon the naivety but I always thought three things should be free: sunlight, air and water. Too much to ask for, it seems – especially now that we have the world’s very first ‘organic water’. Yes, you read that right.
Organic water. Organic + water. O.R.G.A.N.I.C. W.A.T.E.R.
Unfortunately, anyway I look at it, my tiny little brain fails to comprehend. How do you get water to become organic? After all, it’s not like you can make it “grow” according to a specific set of practises, right?
Wrong. Koa has developed a product that looks like water and tastes like water but is actually made from the juice of nine fruits and vegetables, including pomegranate, orange, amla (Indian gooseberry), annatto, guava, basil, red sea lettuce, carrots and lemon. There is a proprietary process that’s chock-full of techy, science-y stuff but it basically boils down to this: all the fruit and veggie juices are processed and clarified into a crystal clear liquid that contains their nutrients and vitamins sans the calories, sugar, colour, taste or preservatives. So basically, spa water kicked a few notches up the fancy fiefdom.
“Like the Hawaiian Koa tree fighting for survival, we would like to think we are a tribe of fearless warriors bravely fighting the issue of water scarcity one bottle at a time,” claim the company founders. They develop the bottled waters – sorry, organic bottled waters – in the San Joaquin Valley of California, which has had problems with potable water supplies due to lack of infrastructure, pollution and drought.
While at first glance this may seem noble, to me it comes across as a misplaced sense of sustainability. Firstly, in a time when families go hungry due to drought or don’t have access to fresh fruits and vegetables because of socio-economic issues, using up half a produce aisle to create one small bottle of water seems like a mammoth waste of resources. Secondly, even if Koa is not using any of the water resources to make the
juice organic water, I assume it must have taken liquid supplies to grow the fruits and vegetables in the first place?
And it gets better: according to The Dieline, this fancy beverage is “sculpted to fit perfectly in the average female hand and weighs just the right amount to disappear into a woman’s purse.” Awwww… how many innovators would spend so much time, money and effort on creating something for our tiny, feeble fingers?
Intrigued? You pick up a 12 oz. bottle of Koa organic water for $4.99. Or you can buy an online-only limited edition case of 15 bottles for $59.99.
Some organic water for you, ma’am? Sir? Will you be trying this one out?