Why? we keep on being asked… Because I grew up on a beach and every time we are out walking on a beach or in the countryside, we are distracted by plastic bottles which will never ever go away… all it took was one plastic bottle too many to turn an otherwise rational businessman into the ethical and environmental entrepreneur within.

The funky and compact Aquapax is the result – a majority sustainable and wholly recyclable paper carton containing a premium quality pure mineral water that’s even suitable for infants (no nitrates). We had to look beneath a protected nature park in Germany to get our Aquapax packaged with suitable quality water. The Tetra Pak carton we’re using is already accepted over there as the only one-way package that’s exempt from package deposit tax (because it’s environmentally advantageous) which made the alliance pitch with the packer a little easier. – Yes we have carbon balanced the business so there is less net carbon impact from food miles than with a comparable UK bottled water (if you could find one that tastes the same) and besides, I’m not aware of any plastic bottles starting their life in oil wells located across the home counties…

It’s all about customer service now, as more and more retail and wholesale customers give us space for a trial, we simply blow them away with a responsive and focused customer care that big business pays marketing consultants to talk about. It’s really not that difficult – just close your eyes every now and then and visualise who your customer is and what they want – that’s what customer service is fundamentally all about.

Aquapax are currently on sale throughout the UK and Ireland through independent minded wholesalers and retailers, with a loyal distribution base that keeps on growing encouragingly. In fact there’s a great correlation between how our sales are going and the degree of take up for carton recycling across the UK. Carton recycling is currently up to 85% of all councils in the UK – not bad really despite the urban myth still suggesting they’re impossible to recycle (wrong!).

If you believe strongly enough in something, sometimes, you just have to create the change yourself. I know there are others who understand – they’re the ones buying Aquapax and we’ve just encountered our first competition in the North American market…

Join the revolution why don’t you? Plastic is passé and glass is oh so pretentious…  :-)