Fiji Water goes Carbon Negative

You thought it was cool to be carbon-neutral? Well, Fiji water, one of the most environmentally absurd companies on the planet, has now gone carbon-negative! I'm sure Nigel Tufnel would be proud. Claudia Deutsch reports:

The announcement comes after a summer in which numerous environmental groups attacked the bottled-water industry for selling an unnecessary product at great environmental cost. Mr. Mooney insists Fiji’s plans were in the works long before that, but he conceded that the summer’s “media environment” prompted Fiji to “rethink the value” of publicizing its efforts.
“We are a small brand, but we are raising the bar for the entire industry on how we should operate,” Mr. Mooney said. “If we’d announced this six months ago, we’d be solving a problem no one in our industry thought existed.”

Well, some of us have been banging on about this since February at least, but I guess one shouldn't look a gift horse in the mouth. I look forward to seeing Fiji's annual carbon reports: announcements are easy, but one often finds much less transparency on this kind of thing than one might expect. Think of it like stock buy-backs: trust, but verify.