Due to Securities and Exchange Commission (SEC) rules that prevent the promotion of stock before sale, Primo Water has so far been unable to comment on the decision.
Much of Primo Water’s name has been built around a return and reuse business model, where customers exchange their empties for refilled bottles at special Primo points located in retail stores. Distribution channels include big store names such as Costco, Kmart, Kroger, Target and Walmart.
Primo uses mineral-enriched water sold in 3- and 5-gallon ‘zero-waste’ bottles for its coolers, and is hoping that its green credentials (bottles made using plant matter) will appeal to eco-conscious consumers and share-buyers.
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