27 Aug 2009

Fiji Water hoping to break into markets in Middle East and Asia

8:16 am on 27 August 2009

One of Fiji's biggest exports, Fiji Water is hoping to break into non-traditional markets after the global economic downturn affected sales in the United States.

The Fiji Live websites reports Fiji Water's director external affairs and development, David Roth, saying the company is now looking at markets in the Middle East and Asia.

Mr Roth says the American dollar has weakened during the recession period making it a very hard year for Fiji Water.

He told Fiji Live that some hard decisions have been made such as laying off workers, but with things improving, the company is sure everything will go well.

Fiji Water laid off close to 90 employees in April this year.

David Roth says after conquering the US market, the company wants the unique taste of Fiji Water to become the world leader when it comes to mineral water.

He added that Fiji Water has become somewhat of an ambassador for Fiji, putting Fiji the country on the map.

Fiji Water has become an icon in the United States, with pop stars, movie stars and even President Barack Obama preferring the mineral water to any other.