02 May 2018Business
James Longcroft launched an Indiegogo campaign Monday to crowdfund production of his Choose Water bottle, which is plastic-free and decomposes within three weeks in landfills or water, Business Insider UK reported Wednesday.
<p>"I want to provide an alternative to plastic. Even if our bottle is only half a percent of all the bottles used, that is still millions of bottles," Longcroft told the <a href="https://www.standard.co.uk/lifestyle/london-life/biodegradable-bottle-how-to-save-ocean-a3828156.html" target="_blank">Evening Standard</a> Tuesday.<br></p><p>According to Business Insider, the outside of the bottle is made from recycled paper donated by businesses. The paper is vacuum-formed into a 3D casing that is coated on the inside with Longcroft's specially-developed, environmentally-friendly lining, the campaign page explained. </p><p>According to the campaign website, the lining actually contains beneficial components that reduce acidity in soil and provide nutrients to river and ocean ecosystems. Choose Water told Business Insider in a statement that the compounds were safe for <a href="https://www.ecowatch.com/tag/marine-life" target="_self">marine life</a> to eat. </p><p>"I have driven my fiancée mad trying to get the formula right. It was just a case of experimenting. We are really excited to get our bottles into people's hands as soon as possible," Longcroft told the Evening Standard. </p><p>The bottle's lid is also made from steel that can rust and decompose within a year. </p><p>Longcroft, who is still waiting on patents for the bottle's lining, explained he needed to crowdfund to scale up the bottle's production.</p><p>'We need new machinery, tooling and distribution networks so we can complete (sic) with the plastic big-guns, and get our bottles onto shelves as soon as possible," the campaign reads. </p><p>Longcroft hopes to raise £25,000 (approximate $34,000) within a month; as of today, 154 backers have put up £11,243 towards that goal. </p><p>In addition to saving ocean life, the Choose Water bottles will also help provide clean <a href="http://www.ecowatch.com/tag/drinking-water">drinking water</a> to communities in Africa. 100 percent of profits from bottle sales will go to <a href="http://www.waterforafrica.org.uk/" target="_blank">Water for Africa</a>.</p><p>Providing clean water was what initially got Longcroft into the <a href="http://www.ecowatch.com/tag/bottled-water">bottled water</a> business. He set up Choose Water as a social enterprise and decided to partner with Water for Africa.</p><p>But after being contracted to sell water bottles at a food festival in August 2017, Longcroft grew aware of the plastic pollution problem and vowed to go plastic-free. Choose Water stopped selling plastic bottles at the end of summer 2017 and spent a year developing and perfecting a plastic-free option.</p> <p class="shortcode-media shortcode-media-twitter_embed"> </p><div id="31b0e" class="rm-shortcode" data-rm-shortcode-id="47LZ1R1576662832"><blockquote class="twitter-tweet twitter-custom-tweet" data-twitter-tweet-id="974581067645620224" data-partner="rebelmouse"><div style="margin:1em 0">Study: 93% of Bottled Water Contains Microplastics https://t.co/ru6YLQlkQi @wwwfoecouk @GreenpeaceUK</div> — EcoWatch (@EcoWatch)<a href="https://twitter.com/EcoWatch/statuses/974581067645620224">1521193208.0</a></blockquote></div> <p></p>
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