ArubaWater

The billion-dollar question of “What are we going to do about water scarcity?” is getting some serious help from one immediately viable solution.

The innovation comes from startup ArubaWater Corp. Looking to the oceans as an alternative source, it adopts a state-of-the-art desalination process that delivers bottled water that is resoundingly heralded for its excellent taste and purity with the potential to revolutionize the beverage industry— a truly sustainably sourced drinking water.

It was on a visit to the idyllic Caribbean Island of Aruba that founder and CEO Terry Neild came upon this idea. He learned that around a century ago, the island’s residents pioneered technology for converting ocean water into a drinkable form as a substitute for freshwater. This process of desalination has since become their only source of potable water.

Struck by the water’s taste and unparalleled potential for sustainability, Neild was determined to introduce this revolutionary product to the larger world, which led him to establish ArubaWater. Uniting the island’s tradition with modern innovation, the company captures the essence of Aruba’s drinking water in a bottle. Through sustainable sourcing from ocean water, it overcomes the challenges and growing regulations imposed on freshwater sources like springs and aquifers.
“Our aim is to introduce this alternative source as a sustainable choice and part of a long-term solution to the global water crisis,” says Leonard Braumberger, Director of Communications and Marketing at ArubaWater.

The Blueprint for Sustainable Water Sourcing

One of the main reasons ArubaWater is a promising alternative to conventional drinking water is the water desalination technology. Sea water reverse osmosis (SWRO) is an advanced form of water purification where seawater is subjected to rigorous filtration, reducing the salt content to make it suitable for consumption.

The first filtration cycle reduces the salt concentration from 55,000 ppm to 400 ppm, and a second cycle reduces that to about 8 to 10 ppm, similar to all drinking water. As this desalinated water has none of the minerals naturally found in groundwater—essential for healthy growth and development—it is passed over limestone to ensure the water’s palatability and remineralization.

Phosphate is also added to the water as a guideline from the National Sanitation Foundation, following which, it is disinfected using UV treatment and thoroughly tested at the bottling facility to adhere to strict global purity standards. These measures achieve a remarkable level of water purity, making it a suitable alternative for regions facing freshwater scarcity. ArubaWater consistently exceeds the purity standards for drinking water set by the WHO, placing it among the world’s finest sustainably produced beverages.

A Shift toward Renewability

Tier-one representation on the island of Aruba enables ArubaWater to make optimal use of the natural resources and thrive in the European regulatory environment. As the island is under the constitutional monarchy of the Netherlands and part of the European Union, its government has set a mandate to increase renewable energy use, creating the perfect environment to drive environmentally friendly desalination.
Although the process typically demands a significant amount of energy, ArubaWater currently derives a portion of its energy generation from sustainable sources. Specifically, fifteen percent of its overall energy output originates from wind and solar power, aligning with the regulations of the island nation.

The company works in tandem with the island’s ambitious plans, and by 2024, it intends to significantly reduce its reliance on heavy fuel oils—a pivotal step that will bolster its commitment to sustainable practices. The current target aims to bring about 35 percent sustainable energy generation from renewable sources. Over the next seven years, this is projected to reach a balanced framework, with an equitable distribution of 50 percent renewable energy and 50 percent derived from alternate sources.

Carrying forward the theme of renewability and sustainability, ArubaWater is adopting recycled plastic (rPET) in its packaging. Its 500mL single-serve bottle that uses rPET is moving to 100 percent rPET composition, while future plans include implementing additional eco-friendly solutions.

Sustainability extends even to logistics, focusing on containers that come into the island carrying imported goods. As Aruba has no exports, containers would typically return to the mainland empty. ArubaWater uses these containers to ship its products, creating a sustainable and efficient supply chain solution. These efforts reflect the company’s dedication to reducing environmental impacts and promoting a sustainable future.

“We look at sustainability as a road that we are on,” says Braumberger.

A Powerhouse Team behind the Scenes

The driving force behind ArubaWater’s emergence is its CEO. A seasoned veteran in the beverage industry, Neild’s career dates back over 50 years to the early days of sparkling water. He possesses an extensive understanding of the industry’s intricacies, playing a pivotal role in the early success of Clearly Canadian, and as well as Jolt Cola- arguably the first energy drink.

When he founded ArubaWater, Neild’s magnetic leadership style brought together an accomplished team of industry veterans, each contributing their vast expertise and unwavering passion to shape the company’s success. It continues to expand its board and welcome new talent as it scales up as an industry innovator.

Channel partners and collaborators acknowledge the team’s expertise in their fields, expressing a sincere desire to see ArubaWater succeed. The company continually receives positive feedback from various stakeholders, including the Aruban government, which played a crucial role in ensuring the success of its ventures on the island. This recognition fosters confidence among the partners, solidifying their mutually beneficial relationships.

Strategic Planning to Realize a Vision of Success

ArubaWater’s current strategy is to conquer the North American market first. The strategic approach begins by establishing a robust presence in the U.S., creating a beachhead of well-serviced markets with reliable distribution channels and solid alliances with distributors and retailers. Currently, it is the only bottled drinking water brand in North America that is fully sustainably sourced from the ocean. It foresees increasing interest and participation in the future from various stakeholders as the market for desalinated water continues to mature.

Despite the commercial promise of its product, ArubaWater acknowledges the challenges it faces in educating the public. The general populace needs to understand the concept of desalinated water and its efficacy as an alternative to other drinking water. The company’s secondary objective is to convey to the larger world that water sourced from the ocean through desalination is an important contribution to solving the global water crisis that’s available right now. Through social media marketing, event promotions, and awareness programs, it aims to educate and engage consumers about the benefits of a sustainable product.

For people to truly grasp the transformative power of its product, it holds taste tests, the feedback from which are overwhelmingly positive. People consistently express delight upon experiencing the natural, smooth flavor of ArubaWater for the first time. It is a testament to the remarkable potential of desalinated water, offering a product with excellent taste and quality, rivaling that of premium water brands in the market.

ArubaWater’s product offers a transformative answer in the race to solve the global water crisis, putting it at the vanguard of the alternative beverage industry and heralding a new age of sustainable drinking water.