Stewart and Lynda Resnick own FIJI Water through their privately held company, The Wonderful Company. The billionaire couple acquired the premium bottled water brand in 2004 and have built it into America's #1 imported premium bottled water.
The numbers tell a compelling story. Americans spent $34.6 billion on bottled water sales in 2019 alone, and FIJI Water has captured a significant share of this massive market. The brand now generates about 3% of Fiji's GDP and represents roughly 20% of the country's exports. Before tax increases in 2010, the company exported around USD 150 million worth of water yearly.
Originally founded by Canadian businessman David Gilmour, FIJI Water has grown far beyond its humble beginnings. Yet the brand's success story contains striking contradictions. While FIJI Water markets pristine artesian water from a remote Pacific island, approximately 12% of the Fiji population did not have access to clean drinking water.
The environmental footprint tells another story—it takes about 1.75 gallons of water to produce, export, and distribute just one bottle of FIJI Water, consuming 2,000 times more energy than drinking tap water.
This article explores the complete story behind the billion-dollar brand. You'll discover how the Resnicks transformed a Canadian entrepreneur's vision into a global empire, the marketing strategies that built FIJI Water's premium image, the controversies that have shaped its reputation, and the complex relationship between the company and the island nation it calls home.
Who actually owns FIJI Water?
The Wonderful Company—the private empire of billionaires Stewart and Lynda Resnick—owns FIJI Water. They acquired the premium bottled water brand in 2004 for approximately USD 50 million.
The original founder: David Gilmour
Personal tragedy led Canadian businessman David Harrison Gilmour to create what would become a billion-dollar brand. After losing his only child, Gilmour purchased Wakaya, a tiny Fijian island, in 1987. There, he built a 12,000-square-foot villa called Vale O (House in the Clouds).
Gilmour had already built successful enterprises over three decades—from Scandinavian home furnishings to high-end stereos and gold mining. But water wasn't on his radar until a moment on a golf course changed everything.
He watched a guest drinking Evian while surrounded by Fiji's pristine natural beauty. The irony struck him immediately. Here was someone importing French water to one of the world's most unspoiled environments.
That observation sparked an idea. Gilmour discovered an underground aquifer beneath the volcanic highlands of Viti Levu island, secured a 99-year lease with the Fiji government, and invested approximately USD 48 million of his own money to launch Natural Waters of Viti Ltd in 1996.
The current owners: Stewart and Lynda Resnick
The Resnicks transformed Gilmour's premium water venture into America's leading imported bottled water brand. They purchased FIJI Water through their company Roll International (now The Wonderful Company) in 2004.
Each spouse holds a 50% stake in The Wonderful Company, with Stewart serving as Chairman and President, and Lynda as Vice Chairman. Their business empire began in 1978 when Stewart purchased his first California farmland.
Today, the couple shares a fortune worth approximately USD 10.60 billion. Stewart Resnick ranks #529 on Forbes' 2024 Billionaires list with a personal net worth of USD 5.60 billion.
The Wonderful Company and its portfolio
The Wonderful Company operates as a USD 6 billion global agricultural corporation employing over 10,000 people worldwide. Based in Los Angeles, the company was founded in 1979 and has grown into a diverse business empire.
FIJI Water sits alongside several other major brands in their portfolio:
- POM Wonderful (pomegranate juice)
- Wonderful Pistachios and Almonds
- Wonderful Halos (mandarin oranges)
- JUSTIN, Landmark, and JNSQ Wines
- Teleflora (floral delivery service)
- Wonderful Seedless Lemons
The Resnicks also own 57% of the rights to the Kern Water Bank—a 32-square-mile underground reservoir in California that can hold nearly 500 billion gallons of water. Despite this connection to water resources, a company spokesman says they use "less than 1% of the state's water".
Their reach extends into nearly half of all American households through their various brands. Most shoppers don't realize they're buying from the same company that bottles water in Fiji and grows almonds in California.
How FIJI Water became a billion-dollar brand
FIJI Water faced a challenge that stumps most beverage companies: how do you make water exciting? The Resnicks solved this by building a brand around storytelling rather than product features.
Instead of competing on hydration benefits like competitors, they created a luxury experience that transformed a simple commodity into America's #1 premium imported bottled water.
Marketing the 'Earth's Finest Water'
The key to FIJI Water's success lies in three strategic decisions that set it apart from typical bottled water brands. First, they built an origin story around their remote Pacific source. Second, they focused on precision marketing instead of mass advertising. Third, they controlled distribution to maintain exclusivity.
This approach works because it targets specific customer motivations. Health-conscious consumers and luxury seekers don't just want hydration—they want an experience that reflects their values. FIJI Water delivers this by emphasizing natural artesian water enriched with silica from a pristine, exotic source.
The company's marketing philosophy differs significantly from standard beverage industry practices. As vice president of marketing David Bowman explained, "Our intent is not to randomly hand out water, it's to engage the consumer".
This philosophy drove campaigns like "Discover Summer," where trained brand ambassadors created memorable 30-90 second interactions at popular gathering spots rather than simply handing out samples.
Distribution strategy reinforces the premium positioning. By limiting availability to top-end restaurants, high-end hotels, and elite resorts, FIJI Water maintains an air of exclusivity. The pricing structure offers distributors and retailers higher profit margins than typical bottled water brands, incentivizing them to promote the product.
Celebrity endorsements and pop culture moments
FIJI Water's celebrity strategy focuses on organic placement rather than paid endorsements. The brand has connected with notable figures including Sam Smith, Kate Upton, and Reggie Jackson, while being photographed with Jennifer Aniston, Selena Gomez, and Dwyane Wade.
The company invests in product placement at prestigious events rather than traditional advertising. FIJI Water regularly sponsors the Toronto International Film Festival, New York Fashion Week, and Screen Actors Guild Awards. This strategy puts the brand in front of influencers and tastemakers who naturally amplify its reach.
The most successful example of this approach happened during the 2019 Golden Globes. A FIJI Water ambassador photobombed celebrity red carpet photos in what became known as the "FIJI Water Girl" phenomenon. This spontaneous marketing moment generated an estimated $12 million in ad impressions and demonstrated the power of authentic brand integration.
Packaging and design innovations
The square bottle became FIJI Water's signature design element, but the company continuously refines it for practical use. In 2017, they redesigned bottles to fit standard cup holders without losing structural integrity or brand recognition.
After using the same label design for a decade, FIJI Water refreshed its packaging to better tell the brand story. The new design showcases the natural beauty of the Fijian islands and includes six back labels that illustrate different aspects of the water's journey from cloud to bottle.
Recent innovations include a 700mL bottle designed for gym bags and cup holders. The design enhancements amplified the signature pink hibiscus flower for greater visual impact on store shelves.
These combined strategies—storytelling, strategic celebrity placement, and thoughtful design—transformed FIJI Water from a niche premium product into a billion-dollar brand. The success demonstrates how effective marketing can create luxury positioning even for basic commodities.
The controversies behind the brand
FIJI Water's success story has a darker side. The brand faces ongoing scrutiny over tax disputes, water access inequities, and environmental claims that don't match reality.
Tax disputes with the Fijian government
The most dramatic conflict erupted in 2010 when Fiji's government increased the water extraction tax from one-third of a cent to 15 cents per liter for companies extracting more than 3.5 million liters monthly.
This policy targeted FIJI Water exclusively, threatening to increase its annual tax payment from USD 500,000 to USD 22.6 million.
FIJI Water's response was swift and severe—they shut down operations and canceled local contracts. The standoff made international headlines before the company eventually agreed to pay the higher tax.
This wasn't their first tax battle, either. FIJI Water had been tax-exempt since 1995, enjoying favorable arrangements despite being Fiji's number one export.
Access to clean water in Fiji
The irony is striking. While FIJI Water extracts approximately USD 43.01 million in water sales yearly, about 12% of Fijians lack access to clean drinking water.
The situation has improved over time—in 2011, only 47% of Fijians had access to clean drinking water. By 2018, access had expanded, yet many Fijians still depend on poor-quality water sources.
As NPR put it, "Americans can easily get clean water from Fiji more simply than Fijians can". Water supply in some regions remains controlled by landowners charging high prices, forcing facilities like the Qerelevu Hindu School to shut down in 2003.
Legal challenges and lawsuits
Recent legal challenges have targeted FIJI Water's marketing claims directly. In January 2025, the Plastic Pollution Coalition filed a lawsuit alleging that independent tests found microplastics and bisphenol-A (BPA) in FIJI Water products, despite marketing as "natural artesian water".
The lawsuit argues these findings contradict the company's claims about being "natural" and "untouched". Earlier, a 2011 class-action lawsuit accused FIJI Water of deceptive marketing regarding its carbon-negative claims. The complaint alleged the company used "forward crediting"—taking credit for carbon reductions that wouldn't occur until 2037.
These controversies raise questions about whether the Resnicks have prioritized profit over responsibility, especially given the contrast between FIJI Water's pristine marketing image and the realities many Fijians face.
Environmental impact and broken promises
FIJI Water's environmental record reveals a striking gap between marketing claims and actual practices. Under Stewart and Lynda Resnick's ownership, the brand has made ambitious environmental commitments that consistently fall short of their promises.
Carbon Negative campaign: what went wrong
FIJI Water announced its Carbon Negative campaign in November 2007, pledging to offset 120% of its emissions. The bold claim meant the company would remove more carbon from the atmosphere than it produced. The reality was different.
The implementation relied on "forward crediting"—taking credit for carbon reductions that might not occur for decades. When a class action lawsuit challenged these claims in 2011, the numbers didn't support the marketing. FIJI Water's 2007 carbon footprint totaled 85,396 metric tons of CO2eq.
To offset this massive footprint, the company had planted only 250 acres of trees by 2009, storing approximately 400 metric tons of carbon.
The math simply didn't work. To fulfill their promise of offsetting 120% of emissions for 2008-2010, FIJI Water would have needed to plant or conserve nearly 200,000 acres of rainforest. They fell dramatically short.
Plastic waste and shipping emissions
The logistics of FIJI Water create substantial environmental impacts beyond carbon claims. Fiji sits 5,558.9 miles from California—a considerable journey for bottled water. Each bottle requires approximately 1.75 gallons of water to produce, export, and distribute, consuming 2,000 times more energy than drinking tap water.
FIJI Water has attempted to address plastic concerns by transitioning its 500mL and 330mL bottles to 100% recycled plastic throughout the U.S. The company claims this replaces nearly 70% of its bottle volume with recycled material.
Critics argue plastic remains fundamentally problematic regardless of recycling claims. A 2025 lawsuit contends FIJI Water contains microplastics and BPA despite marketing as "natural". Much of Fiji's plastic waste ends up burned in open fires or dumped due to limited waste management infrastructure.
Transparency issues and greenwashing
FIJI Water's decision to remove its FIJIGreen.com website in 2010 speaks volumes. The platform had detailed the company's carbon emissions reduction plans. Its disappearance coincided with growing scrutiny of their environmental claims.
The company shifted focus to recycled plastic in 2020, promising 100% rPET bottles by 2025. They've invested approximately USD 2.50 million on energy efficiency initiatives in Fiji. Yet specific details about these initiatives remain vague, raising questions about genuine commitment versus marketing-driven greenwashing.
The Resnicks continue to promote environmental initiatives for FIJI Water, but the pattern remains consistent: ambitious promises followed by limited action.
FIJI Water's role in Fiji's economy and society
FIJI Water creates significant economic value for Fiji, but the relationship between the Resnicks' billion-dollar brand and the island nation remains complicated.
Job creation and local employment
The company directly employs approximately 400 Fijians at its plant and headquarters. Most workers earn between USD 2.35-4.50 per hour—wages that exceed Fiji's minimum wage by 20-30%. For a country with limited employment opportunities, these represent relatively well-paying jobs.
The economic ripple effects extend further. FIJI Water's operations generate approximately 4,000 indirect jobs throughout the supply chain, from transportation to packaging suppliers.
Export revenue and GDP contribution
The economic impact numbers are substantial. FIJI Water contributes roughly 3% to Fiji's GDP and represents approximately 20% of the country's exports. Prior to the 2010 tax dispute, the company exported around USD 150 million worth of water annually.
These figures establish FIJI Water as a crucial revenue generator for the small island nation, though they also highlight Fiji's economic dependence on a single foreign-owned company.
Community programs and the FIJI Water Foundation
Through the FIJI Water Foundation, established in 2007, the company has invested over USD 5 million in community projects. These initiatives focus on healthcare accessibility, education advancement, and infrastructure development within villages surrounding their bottling facility.
The foundation's work includes building schools, improving water access systems, and supporting local healthcare facilities. Yet critics question whether these investments adequately offset the company's use of Fiji's natural resources.
Challenges in hiring and local perceptions
Tensions exist regarding leadership roles and benefit distribution. Some Fijians perceive the company as exploiting their natural resources while returning minimal benefits to local communities. The contrast between expatriate leadership positions and local management roles adds to these concerns.
Despite the economic contributions, FIJI Water's relationship with Fiji remains complex. The company provides essential jobs and revenue, but questions persist about whether the arrangement truly serves Fiji's long-term interests.
Conclusion
FIJI Water's story reveals the complex realities behind building a premium brand in today's global marketplace. Stewart and Lynda Resnick transformed a Canadian entrepreneur's vision into America's leading premium imported bottled water, but their success illustrates both the power of strategic marketing and the challenges that come with it.
The Resnicks built FIJI Water into a cornerstone of their $6 billion business empire through skillful storytelling, celebrity partnerships, and distinctive packaging that commands premium shelf space.
Yet beneath the polished marketing lies a more complicated narrative—one where a company generates significant economic value for Fiji while many citizens have historically struggled with water access.
FIJI Water's relationship with its namesake country highlights tensions common in modern global business. Tax disputes revealed the delicate balance between corporate interests and national priorities. Environmental promises that fell short of delivery show how ambitious sustainability claims can clash with operational realities.
The brand's environmental footprint remains substantial—shipping water 5,500 miles across the ocean while promising carbon negativity creates inherent contradictions. Recent moves toward recycled plastic packaging represent progress, yet critics question whether such measures address fundamental sustainability concerns.
Despite these challenges, FIJI Water provides tangible economic benefits. The company directly employs 400 Fijians and supports thousands more indirect jobs while funding community programs through its foundation. This economic impact matters in a small island nation with limited opportunities.
What makes FIJI Water particularly interesting is how it embodies the contradictions of premium branding. The same marketing genius that built a billion-dollar brand also created expectations the company has struggled to meet. Success bred scrutiny, and scrutiny revealed gaps between brand promises and business practices.
The Resnicks' ownership demonstrates how strategic vision can transform niche products into global brands. Their approach—combining authentic storytelling with premium positioning—offers lessons for other businesses seeking to build distinctive market positions.
FIJI Water's journey ultimately reflects broader questions about corporate responsibility, environmental stewardship, and the ethics of resource extraction. The brand's continued success alongside ongoing controversies suggests consumers are willing to accept complexity in the brands they choose.
For businesses looking to build premium positioning, FIJI Water's story offers both inspiration and caution. Strategic marketing can create extraordinary value, but authentic commitment to brand promises becomes increasingly important as success brings greater scrutiny.
FAQs
Q1. Who currently owns FIJI Water?
FIJI Water is owned by Stewart and Lynda Resnick through their privately held company, The Wonderful Company. They acquired the brand in 2004 for approximately $50 million.
Q2. How did FIJI Water become so successful?
FIJI Water's success stems from strategic marketing, celebrity endorsements, and innovative packaging. The brand positioned itself as a premium product, emphasizing its exotic origin and unique artesian source. It also gained popularity through product placement in Hollywood and at high-profile events.
Q3. What controversies has FIJI Water faced?
FIJI Water has faced several controversies, including tax disputes with the Fijian government, criticism over water access inequalities in Fiji, and legal challenges regarding environmental and health claims. The company has also been accused of greenwashing and making unfulfilled environmental promises.
Q4. How does FIJI Water impact Fiji's economy?
FIJI Water contributes significantly to Fiji's economy, representing about 3% of the country's GDP and 20% of its exports. The company directly employs around 400 Fijians and indirectly supports about 4,000 jobs. However, its presence has also led to tensions regarding resource exploitation and benefit distribution.
Q5. What environmental concerns surround FIJI Water?
Environmental concerns include the carbon footprint from long-distance shipping, plastic waste generation, and questionable carbon offset claims. While the company has made efforts to use recycled plastic and improve sustainability, critics argue these measures don't fully address the fundamental environmental impact of bottled water production and distribution.
