FIJI Water, water everywhere: Global brands and democratic and social injustice

Over recent decades, the demand for bottled water has grown exponentially at the global scale. In the marketing of such products, discourses of purity and paradise have often been invoked. Marketed as a ‘Taste of Paradise’, FIJI Water has gained enormous international success as an ostensibly clean and green product. Celebrity endorsements – reaching as high as US President Barack Obama – have abounded, driven in part by the belief that the corporation is both environmentally and socially responsible. This paper describes and analyses the rise of FIJI water and critically assesses the sources and impacts of its economic success. It goes on to explore its local social and environmental impacts in the context of a country that has been subject to waves of democratic crises where the fate of the polity has been influenced by FIJI Water's actions. FIJI Water has come to assume the role of development trustee in the villages most affected by the growth in exports. The democratic crises in Fiji has given FIJI Water profound developmental influence, and this has brought both costs and benefits at the local socio‐environmental scale.