Interview
Tyler Merrick, Project 7
Still believe charity related water brands are a fad rather than a key market trend? Nayl D’Souza, editor of Water Innovation magazine, interviews Tyler Merrick, founder of Project 7, on his foray into bottled water.
According to its founder, Project 7 was conceived on a cold autumn night two years ago, when the subject of the seven deadly sins came up. Tyler Merrick began to do some research on how he could ‘Change the Score’, and Project 7 was born.
Project 7’s goal is to bring to market everyday products – the first of which is bottled water – that consumers can easily purchase in order to effect change across seven areas of critical need in the world today. The company has already rolled out a range of bottled water to promote social change in seven variants:
- Build the Future
- Feed the Hungry
- Heal the Sick
- Help those in Need
- Hope for Peace
- House the Homeless
- Save the Planet.
The company pledges to take more than 50% of profit from its products to create a community piggy bank that will accept applications from non-profits that benefit one of the seven causes, eventually selecting three finalists for each.
Project 7 will then invite consumers to vote online for the organisation within each area that will receive proceeds collected from consumer purchases throughout the year. Regardless of sales during its first year, Project 7 has committed to donating $15,000 to non-profits supporting each of the seven areas of critical need, totalling a minimum donation of $105,000 in 2009.
Seven questions for Project 7 leader
Are you aware of the growing number of charity positioned waters that now exist, and do you see such waters as competition?
Tyler Merrick: Yes we are –- we love it. There’s no exclusivity on giving, we just have to make sure the transparency and accountability is there.
Do you think that the overall concept of your ethically oriented water is significantly different to others in the market place?
Merrick: Significantly different, as we let non-profits apply for our funds and then let our customers choose where the money goes. We don’t choose for them.
When were the waters created and where are they available besides online?
Merrick: They’re in chains and independents around the country. We started shipping in January and are already getting some great support and orders at distributor and retail level.
What level of transparency can you offer to consumers about the charities you support?
Merrick: Transparency is central to our business model. Customers can see PDF scans of the cheques we issue. We’re the only group I know of that’s giving away $105,000 in 2009, no matter what, to charity – whether we make $1 or lose $1,000. This fact demonstrates how serious we are about making a difference. I challenge you to find another company that’s coming out with that kind of public commitment.
Where is the water sourced?
Merrick: Our water is sourced regionally around the US to lower our carbon footprint. We also make clothing out of recycled plastic clothing – five bottles per T-shirt – and these are then sold online to raise more funds for charities.
What environmental responsibilities does your company uphold?
Merrick: Project 7’s bottles are made of PET and are fully recyclable. The company encourages consumers to recycle their water bottles, and we make T-shirts available for online purchase, as mentioned, which use recycled plastic from these bottles.
Project 7’s packaging process is also unique. The company doesn’t pack bottled water in trays that need to be shrinkwrapped in plastic. Instead, Project 7 uses boxes made from 100% recyclable material and soy inks – a method that also saves energy, since more product can fit in each truck using boxes vs trays. Using this method, it takes only four trucks as opposed to five to ship the same amount in traditional trays.
Do you have plans to introduce other products besides bottled water?
Merrick: We’re a cause-related lifestyle brand, not a water company. We’ve talked about the clothing we sell and we recently added chewing gum to our portfolio. We have products lined up for release planned through to 2014.
Tyler Merrick is founder of Project 7, a consumer goods company passionate about social change.
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