JUST Group's water cartons can be refilled and recycled, minimising waste (Image: Norwegian Cruise Line)
Norwegian Cruise Line has partnered with JUST Goods to replace all single-use plastic bottles across its fleet by 1 January 2020, beginning with Norwegian Encore when she debuts this autumn.
Part of Norwegian Cruise Line’s Sail & Sustain Environmental programme, the new partnership will see the cruise company replacing over six million single-use plastic bottles per year. The initiative builds on the company’s programme to eliminate single-use plastic straws across its 16-ship fleet and private destinations in 2018.
“We are a leading company – one that is in the business of creating memorable experiences for our guests,” said Andy Stuart, president and CEO of Norwegian Cruise Line. “It is imperative that we take meaningful steps to preserve our oceans and the destinations we visit. Partnering with JUST is one of my proudest moments as the head of our pioneering brand. This latest effort – the elimination of single-use plastic bottles across our fleet – is just the latest environmentally responsible action we are taking to reduce our footprint and encourage others to protect our natural resources.”
Founded by American rapper, songwriter, actor and activist Jaden Smith and family, JUST provides 100% spring water in plant-based carton made from 82% renewable materials. The recyclable and refillable carton comprises paper made from trees grown in responsibly managed forests and a cap and shoulder made from a sugarcane-based plastic. The company’s bottling facilities in New York, Northern Ireland and Australia allow it to meet worldwide demand without shipping water from a single production source.
“It’s critical that businesses take a leading role in efforts to lighten the impact we have on our planet,” said Ira Laufer, CEO of JUST Goods. “We created JUST to do just that – to be a better option in a category that has created a lot of the damage and continues to do so. The JUST team couldn’t be happier to now share this goal with our partner, Norwegian Cruise Line. We’re deeply appreciative of Norwegian’s commitment that’s so similar to ours – the company is pushing the boundaries of what’s always been done because it knows we all need to do better.”
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