NORTH WATER: Being the Change it Wants to See

BY LUCY HAINES

Water – the simplest of things, really; something we all need and–likely–don’t take much notice of. But if you’re in the business of bottling and selling water, you pay a whole lot of attention to the cool, clear liquid. And if you live in Canada, where this natural resource is abundant, you might have a different take on it yet again. That’s the way it is for the two women behind North Water – sourcing and bottling pristine spring water from the Canadian Rocky Mountains with a focus squarely on sustainability. Okay, growing the brand to become ‘Canada’s water’, is a nice goal too.

It started in 2020, when global adventurer and Canadian newcomer Saawan Logan was hiking in the Rockies near her southern Alberta home. As she stopped at a glacial stream for a sip of the thirst-quenching beverage, she wondered, “Where is the strong Canadian contender in the bottled water market? After all, we have the third largest reserve of fresh water on the planet. And why isn’t our country sharing its unique water in a plastic-alternative bottle with the rest of the world?”

After a lot of thinking and more hikes in Canada’s rugged mountains, the entrepreneurial Logan joined with Calgarian and fellow Canadian newcomer Linda Cheung to launch North Water, still and sparkling, high-alkaline water sourced from the Rocky Mountains and bottled in sleek reusable aluminum containers. The pair is now selling the premium beverage to retail, restaurants, hospitality and tourism markets, and whether it’s the high-end look of the bottle and online marketing, its unique taste, the sustainability factor or the impressive passion of the company founders, North Water is making waves, and taking a serious run at being considered Canada’s brand of water.

“It was scary to leave a comfortable pay cheque, but to be an entrepreneur, you’ve got to go in with a positive mindset and a belief in your product and yourself,” says Logan, adding that she and Cheung are curious, and determined to harness the expertise from those they surround themselves with. That includes the four other teammates in their Calgary bottling plant, getting exposure through industry and local happenings, and even pursuing opportunities with the likes of Montreal’s F1 racing event and TED Talks.

With her own background in business and Cheung’s in the oil and gas industry, Logan laughs it was a ‘misery loves company,’ impetus that brought the two together. But there was more to it, of course. Cheung, who has two young daughters, shared Logan’s passion for environmental stewardship; a sense of responsibility for the world she’d eventually leave to her children. And the idea of taking a road less traveled also appealed to both women from the start.

“I want to be a role model for my daughters, that anything is possible,” says Cheung, adding that while she went to school in Calgary, she considers her immigrant background an asset in business. And doing a 180º turn careerwise wasn’t so surprising, either. “We just jumped in on this life-changing journey, but I grew up believing that “If you have an idea, you go for it; give it a try. The world is what you make it.”

The North Water website puts Logan and Cheung’s philosophy plainly: The pair aims to have an initiative that honours the land they love, as they forge their own path. It goes on to say that North Water aims to inspire healthier communities and a healthier planet; a belief that North Water (and, ultimately, each of us), is the change.

“When people travel, how many carry water bottles? We always say, ‘drink tap water when it’s safe to do so, but otherwise, why not choose a product high in minerals, that’s better for you? The naturally high-alkaline water tastes a bit different, less acidic. But we always say, nature is the best provider,” Logan explains. “I reuse these bottles all the time.

We’re encouraging consumers to do the same – to think about what they’re putting into their bodies, and what impact their choices are having on the environment.”

It has been a defining choice for North Water, to be the first to use aluminum over plastic bottles. Logan points to the myriad reasons aluminum is a better choice, from being infinitely recyclable, to being the only packaging that more than covers its recycling cost. The cost to North Water, though, is higher, as aluminum is expensive.

“Plastic has passed its prime. A plastic bottle is two cents, but over 90 percent of all bottles end up in landfills and oceans for hundreds of years. It’s no secret – our health, vitality and planet are being tarnished by these toxins, calling us to think about how we consume,” she explains. “Aluminum is far more expensive from a manufacturing standpoint, costing us about 90 cents a bottle now. But 75 percent of all aluminum ever produced is still in use, so it’s a far better alternative.”

“My travels made me think about my impact on the planet; they gave me a passion for sustainability and a sense of responsibility for what I take and leave behind,” says Logan. “Aluminum is infinitely recyclable, so even though it’s more costly, we knew we weren’t going with plastic.”

Because of the higher price of aluminum, North Water is priced at the premium end of the bottled water market, akin to a Voss. It’s available in 355 mL and 473 mL sizes, and sold online by the case, also in a 650 mL size. But Logan says ultimately, it’s more than just water that North is selling; it’s a journey to the heart of the Rockies with every sip.

“It’s a balancing act; we’re not there yet,” adds Logan. “We know there’s a long road ahead, but we’re getting our water in coffee shops, grocery and organic stores and for sale online. “We want to expand our presence, but it’s like peeling an onion – one layer at a time.”