Today we’d like to introduce you to CJ Comu.
CJ, can you briefly walk us through your story – how you started and how you got to where you are today.
I was in London in Dec 2013 where I met a man in his 80’s for lunch. He walked over an hour to the appointment – crushed my hand at the meeting and ordered a steak for lunch. When I asked him how he stays so healthy – he said it was due to this liquid concentrate of trace minerals from Planet Earth. I curiously asked what these were – he said I’m not sure but they are made of Fulvic & Humic Compounds. I later learned that the source of these were located in the State of Texas and after tracking down the Scientist he further validated that these could be called “the fountain of youth due to their amazing qualities. I became even more fascinated and since the minerals came from Earth and it was converted to a water drink – I created EarthWater. Fast forward to 2017 we now have over 15 SKU’s sold in up to 30 Countries through our global distribution partner AMAZON.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
This was one of the roughest and toughest roads in business I have experienced in a while. This industry is dominated by the big “sugar soda” brands with a chokehold by the national distributors. Being a new “naive” beverage brand first mistake I made was listening to the “experts” on pricing and how NO ONE would buy a bottle of our unique water for $3.50/each. This combined with the bloodbath of getting prices slashed, expenses inserted and shelf space shifting – I said there must be a better solution. The answer was obvious. Consumers were shopping online – digital marketing was how to connect and the biggest (smartest) and most fair Distributor was AMAZON. We reset our strategy – fired the experts and went back to believing I in our core business which was that we were and are a Health & Wellness Company that had a mission statement to “help change and improve people’s lives”.
Alright – so let’s talk business. Tell us about EarthWater Limited – what should we know?
EarthWater produces a Black Water. So you can’t be more disruptive in a flat industry as us. Our products contain over 70 life-changing minerals that can detox the body – provide much needed nutrients and fight off bacteria and disease. We are most proud of the fact that we have a dedicated team, produced new SKU’s, worked hard to penetrate a closed sector and gained a loyal following. What sets us apart from the rest of the market is we deliver something that the human body absolutely needs – with NO: chemicals, colors, carbohydrates, or sugar. We are certified organic and kosher. Plus our products contain up to 70 life changing minerals and a +10 pH.
Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
Much of the credit goes to our initial shareholders that believed in our Mission Statement and took the risk with Management to do what many people thought was impossible. A small startup was going to battle the giants in a $20 Billion US market where distribution was locked up and the brands fat & lazy. It was a David Vs Goliath story and we knew we could NOT out spend the competition but we could outwork and at times outsmart then with our branding and consumer acquisition strategy.
Source: Voyage Dallas