The hubby and I were watching TV when a commercial for Fiji Water came on. The voiceover expounded all the wonderful features of this water, and then said something about it being “untouched by man.”
I turned to my husband and said, “Did I hear that right? ‘Untouched by man?'” He nodded.
On a remote Pacific island 1600 miles from the nearest continent, equatorial trade winds purify the clouds that begin FIJI’s Water journey through one of the world’s last virgin ecosystems. As the tropical rains fall on a pristine rain forest, it filters through layers of volcanic rock, slowly gathering the natural minerals and electrolytes that give FIJI Water its soft, smooth taste. The water collects in a natural artesian aquifer, deep below the earth’s surface, shielded from external elements by confining layers of rock. Natural pressure forces the water towards the earth’s surface, where it’s bottled at the source, untouched by man until you unscrew the cap. [emphasis mine]
First, let’s all agree that this is heavy-handed prose for water. Second, the folks at Fiji seem to think they are doing something not only extraordinary, but revolutionary. Sorry to tell you, folks: you’re doing something people have been doing since, well, as long as people have been around: getting water out of a well.
Now back to the “untouched by man” thing. Why is this a selling point? Why is something touched by a human being bad? (more…)