A few weeks ago we reported on the public debate that's ensued concerning carbon mitigation claims that go beyond neutrality (i.e. double neutrality)--in this case, it's carbon negativity.

Hmmmmm...Fiji Water announced it's goal to become carbon negative--a reactive move based on negative press about the transportation emissions associated with transporting their product from Fiji. I've noticed that Fiji water is quite often the water brand of choice for many large touring acts (yes, I'm a nerd and I notice things like that), so hopefully this will help the touring bands' environmental footprints (albeit, in a very small way)--although what they really should do is request filtered tap water--eliminating the plastic bottle needed to hold the water. I go that route with my beloved CamelBak water bottle. Additionally, Brita and Nalgene have partnered to bring forth the "Filter for Good" project.

Fiji Water, which has received a slew of unfavorable green press after being featured in a Fast Company article, is going carbon negative - not just neutral - beginning in 2008.
Fiji says it will account for the carbon footprint throughout the entire lifecycle of its products and then, through a combination of reductions, “carbon-reducing land use” and renewable energy projects, will make the production and sale of each bottle of Fiji Water result in a net reduction of carbon in the atmosphere.
Conservation International is counseling Fiji on its sustainability initiative, which includes reducing CO2 emissions associated with operations, purchasing carbon offsets to cover 120 percent of the emissions that cannot be reduced directly, and preserving the largest remaining area of pristine rainforest in Fiji.
The plan will account for all product lifecycle carbon emissions from raw materials production through post-consumer handling of its products. By 2010 the company’s products, across their entire lifecycle, will deliver the following sustainability benefits (compared to a July 2006 - June 2007 baseline):
25% reduction in CO2 emissions
50% of energy used in the production process to come from renewable sources
20% reduction in product packaging
33% reduction in waste from the production facility in Fiji
Fiji will work with ICF International to publicly report its progress against the above targets on an annual basis.
Remaining carbon emissions will be mitigated through a portfolio of forest carbon and renewable energy offset projects developed with Conservation International. The carbon offsets will exceed total company CO2 emissions by 20 percent.