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Better Know a B: The One Brand

The One Brand is a life-changing ethical bottled water brand. Profits from the sale of the bottled water funds sustainable water projects for some of the world’s most vulnerable people. Founder Duncan Goose shared the story of this life-changing brand.

Tell us a bit about the history of your company?

I spent two years motorbiking around the world at the end of the 90s and had many amazing, and life-changing, experiences – not least living through Hurricane Mitch in 1998, which killed 20,000 people and did billions of dollars' worth of damage. Clean water became a hugely valuable commodity and at one point I had to smuggle a bottle of water – given to me by an American military relief flight – out of a compound. When I came home I went back into the marketing industry, but always wondered what I could do to help people less fortunate than us. Around four years later, that idea became One Water; a water brand that gives away all its profits (£14 million to date) to help people gain access to clean water. 

Why did you become a B Corp?

We were excited to become one of the first companies in the UK to certify as a B Corporation and become part of a community that uses business as a force for good. Although our ethics have always been ingrained in our principles, it’s great to see that other companies are starting to look beyond mere corporate social responsibility reporting and are holding themselves more accountable for their corporate behaviour.

What excites you about being part of the global B Corporation movement?

Redefining success in business on a global scale. I think the world is slowly waking up to the reality of how corporate behaviour can no longer only be driven by profitability – but more on the impact that business has. For once, the competitive advantage will take second place to the good of society. 

Can you tell us about the impact that your company is having in the world?

We’ve now raised over £14 million for life-changing water projects, giving clean, safe water to 3 million people in the world’s poorest communities. From changing one life, one day at a time at the start to changing 3 million lives in ten years - that’s quite something for a small team of 11 (extra-ordinary) people. 

What does the year ahead hold in store for your company?

We’re now aiming to give clean water to 5 million people by 2020 by raising £20 million for water projects. Over the next year this will include working closely with our customers and potential new customers to grow the business, pushing our no added sugar Juiced Water and launching a new range of products and drinks. 

Aside from running One Water, I've also started up a project called the Global Investment Fund for Water, which, if successful, could raise up to $4 billion a year to help eradicate global water scarcity for the 663 million people still affected by it. Sounds crazy I know, but it now has the attention of the World Bank, the UN and many governments. On 21st April 2017, the world's finance ministers will get together in Washington DC and potentially have the opportunity to make it a reality, or kick the idea into touch…

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