Solving Clean Water at Last!

I had the recent pleasure of consulting with the founders of WHOLE WORLD Water about their new venture to solve the world’s clean water problem. By most estimates nearly 1 billion people do not have access to clean water.

To their great credit the folks behind WHOLE WORLD Water (Jenifer Willig and Karena Albers) have developed a model that creates profit for business while throwing off MAJOR revenue streams to be applied to the world’s clean water problem.


Sir Richard Branson

“At Virgin, we believe business must be a force for good, using its influence and resources to help find solutions to some of the world’s major issues,” said Sir Richard Branson, Founder at Virgin Group and advisor to WHOLE WORLD Water. “This model reduces shipping pollution, financial and environmental costs, and it’s good for business.”

In conjunction with my friend, Mr. Frank Pfaller, CEO of CHC Couture Hospitality Concept, and cofounder of HoteliersGuild we were able to back the founders of WHOLE WORLD Water campaign in their pre-launching efforts by introducing and endorsing it to our global membership of discerning luxury hoteliers, jointly with Sonu Shivdasani, founder of SIX SENSES, CEO of SONEVA, and Sir Richard Branson of Virgin who addressed our annual luncheon via video link during last years ITB in Berlin.


A New Social Enterprise

WHOLE WORLD Water, a new social enterprise set to launch on World Water Day, March 22, 2013, announced today its sustainable business model that partners with the hospitality and tourism industry to collectively address one of the world’s most pressing issues – access to safe and clean water.


Click to view pdf.


Leveraging the incredible potential of the hospitality and tourism industry to spur global change, the model encourages spas, hotels, resorts and restaurants to filter, bottle and sell their own water, and contribute 10 percent of the proceeds to the WHOLE WORLD Water Fund; a fund benefiting clean and safe water programs around the world. An exclusive bottle created by world renowned product designer Yves Behar and fuseproject, will serve as the recognizable icon for the campaign, and ClimateCare, pioneers in climate and development projects, and results based financing, will manage the Fund.

“Since 2008, Soneva Resorts, Residences and Spas have banned imported water in favor of bottling its own filtered water. Revenues were contributed to clean drinking water initiatives whose work has meant water access for over 600,000 people previously denied,” said Sonu Shivdasani, founding member of WHOLE WORLD Water. “Our resorts have proved that this solution works. We are proud to have inspired this global campaign and been able to provide initial seed capital through The Soneva SLOW LIFE Trust to launch this exciting initiative.”

“The United Nations has proclaimed 2013 the Year of International Water Cooperation to raise awareness of  the fact that nearly 1 billion people do not have access to safe and clean drinking water.  Working together with the hospitality and tourism industry, we can see this issue solved within our lifetime,” said Jenifer Willig co-founder of WHOLE WORLD Water.


Supported by Industry Leaders

Industry leaders Soneva, Virgin Limited Edition, Virgin Hotels, Banyan Tree, Auberge du Soleil, Tao Restaurant Group, The Ritz-Carlton Charlotte, The Ritz-Carlton Lake Tahoe, Oberoi Hotels and Resorts, Dusit Hotels and Resorts, JetWing Hotels, and The Ranch at Live Oak Malibu have joined the campaign.

And we’re just getting started!

Tracy Crawford

CEO | Rain8 Group LLC

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