As we head back to campus we keep asking what topics we were watching closely this fall. In addition to the basics gaining buzz…NIL, analytics, sports gambling, gamification, climate change, cause marketing, social responsibility; my answer continues to be STEM and healthy lifestyle. In that second category is the continued growing and somewhat neglected issue of clean water, both in developing countries and in cities. We have seen recently the issues with low water levels in the west, problems in Texas, the disaster of Flint, and Newark, NJ and other cities and with other communities less on the radar also suffering in the developed world.
A few years ago a colleague was attending Harvard Business School, and the topic of global conflict was a subject of discussion. The topic at hand was addressed by several US military officials bith retired and active duty…and they all agreed that the biggest global conflict arising was not oil or even disease, it was affordable, drinkable watermad we continue to see the literal trickle down effect that clean water can have in production and manufacturing, let alone basic human services on a planet where over 80% of the available water is not fresh.
Clean water is a necessity, and it has been great to see athletes like Chris Long and Waterboys and The Water Project donating and using the digging of wells for water in Africa as a priority. What is not great is the issuance of millions of plastic bottles containing drinking water, which then go into landfills and create even more issues. There are also programs led by Dikembe Mutombo that look and help with fresh water, as well as programs like the Ohio State Global Water Institute, that are trying to address water on Indigenous lands and communities. What is not great is the issuance of millions of plastic bottles containing drinking water, which then go into landfills and create even more issues.
One not for profit that is helping solve BOTH issues; clean water and the removal of plastic through reusable bottles, is Canned Water 4 Kids. The passion project of Greg Stromberg, we came across CW4K several years ago and wrote about it in of all places, Denali National Park in Alaska. In the past few years since we posted this the business has had its fits and starts, but the crisis hasn’t really shrunk, making it a brand to continue to watch on the cause side.
Now retired, Greg has over 40 years of experience in sales and marketing within the can packaging & ink industry. Greg has a BS from Marquette University and an MBA Entrepreneurship from Jones International University where he graduated Magna Cum Laude.
We revisited Greg’s story of how the brand came about, how it’s growing, where it can go, and how maybe we can all help (it’s VERY AFFORDABLE by the way), and it is a not for profit at the right time.
How did the idea for CannedWater4kids come about?
My idea for CannedWater4kids came from several places. The first of which, was from my father. He used to tell me stories about my grandfather who was a dentist during the great depression and how he would fix the teeth of the poor without charging them.
I thought this was admirable. Another influence was the late Paul Newman and how he used his Newman’s Own brand to make a difference in helping those in need. The third spark came from The 2007 CanMaker Summit in Chicago, IL. The keynote speaker was a packaging consultant to the United Nations. He asked the CEO’s who were in attendance what they were doing to help people in developing countries. Specifically with regard to lack of food and their water which was unfit to drink.
Everyone was silent. Something inside told me I needed to do something. To make a difference. I had been reading about the global water crisis and how children were dying from complications due to drinking unsafe water. I thought if the children are our future, but they die before they get there – we have no future. CannedWater4kids was born.
There is so much competition in water, what sets this apart, even in the cause marketing space?
Our purpose and passion is to make sure every child in the world has access to clean, safe, healthy drinking water. The fact that we use 95% of all money collected to develop, fund and deliver sustainable water projects is unique. Whether to stay hydrated, in response to corporate sustainability initiatives, or just to support our cause– every time someone buys and drinks our water, they are helping to make a difference.
The design is so unique, how did it come about?
Our design came from our board member, Peter Gorman. He’s a seasoned creative and brand pro who’s assisted brands like Harley-Davidson, Miller Brewing and M&M’s in telling their story. Because I worked in the can industry, I wanted the aluminum bottle and can to become a billboard to tell our story. The children dancing in the design represent every child and bright colors in the design communicate celebration of water and life. To tie everything together we coined the phrase, “Drinking water– with a purpose” because it (a) hydrates you, (b) 95% of the money collected from the sale of the water helps fund and deliver clean water projects, and (c) the aluminum bottle and can are environment-friendly, 100% recyclable virtually forever.
Water and staying hydrated is so essential in sports. Have you been able to work with any races etc. to get the brand out there?
We have sponsored and provided water for charity golf outings and worked with schools at every level.
What’s been the biggest challenge in building this?
The biggest challenge has been growing the charity organically with limited resources (money and people). It has been do-it-yourself in whatever way we can as we can.
What’s been the biggest success?
Every time we bring clean, safe water to children it is a success to us.
We’ve helped fund and deliver sustainable well and water purification solutions to the highlands of Guatemala as well as Zambia, Kenya, Tanzania and Uganda, Africa.
We’ve also helped the American Red Cross and others in providing disaster relief to Japan, Haiti, New Jersey, Texas, Florida and Puerto Rico.
To date, we’ve shipped over five million cans of water to help those in need. We consider that a success.
Your distribution keeps growing, is there a target list you have for the end of year or two years from now?
Our target list includes the packaging industry, board rooms, hotels, schools, fundraising, vending, organizations, special events like movie premieres, small food stores
How does the revenue get distributed and how do you identify the places where water like this is needed?
We distribute revenue and resources to people and groups we know, trust and with whom we have worked with before. We are on the short list with the American Red Cross and Second Harvest.
Lastly, what is the biggest need you have to grow the cause and the product, and how does that get solved?
Our biggest need is to obtain money from private donors to support operating costs. This will allow for growth- and the ability to do even more good. Personnel needs include an executive assistant and marketing professional who can manage our day-to-day, sales and media relations, social networks, webpage and educational blogs.
Volunteers, while a valuable resource for any nonprofit, are often unavailable or lack the skills needed to get certain things done.
We are also looking for distributors who can carry our water inventory and deliver our product efficiently and effectively.
So as you hear more about issues with water, give our friend Greg a look. It is a platform that solves multiple issues we are examining, with a great cause marketing play as well.
