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Key people at JUST Goods, Inc..
Founded in 2015 by Jaden Smith and Drew Fitzgerald, with family involvement from Will Smith and Jada Pinkett Smith, JUST Goods, Inc. produces JUST Water. Led by CEO Ira Laufer, the company offers natural spring water and organic flavored waters in innovative plant-based cartons. These sustainable cartons reduce carbon emissions by 74% compared to plastic bottles, highlighting a strong commitment to eco-friendly practices and ethical sourcing. Products include unsweetened and organic flavors like lemon, blackberry, mint, apple cinnamon, tangerine, and cherry, appealing to consumers seeking natural and sustainable beverages. Based in Glens Falls, New York, the company achieved a $100 million valuation by 2019 and expanded distribution to a dozen countries. Its business model centers on sells bottled water products directly to consumers via e-commerce and retail stores.
Key people at JUST Goods, Inc..
JUST Goods, Inc. produces JUST Water, a line of sustainably packaged, ethically sourced spring water and flavored sparkling waters (Bubbles) aimed at reducing plastic pollution through paper-based, 100% recyclable bottles.[1][2][5] The company serves environmentally conscious consumers in the United States and United Kingdom by offering alkaline spring water from the Glens Falls, NY watershed and infused flavors like Valencia Orange, solving the problem of single-use plastic waste in bottling while promoting fair water valuation models.[2][3][5] As a Certified B Corporation since December 2017, JUST emphasizes community impact, diversity, and environmental stewardship, with strong scores in environmental management (6.6/10) and water conservation (4.3/10).[1]
Founded in 2012 in Los Angeles—initially inspired by the Pacific Ocean—JUST Goods, Inc. emerged from Jaden Smith's childhood experience at age 10, when he spotted a plastic bottle while learning to surf, sparking a family commitment to combat ocean plastic pollution.[2][4] Co-founded by Jaden Smith and Drew Fitzgerald, the company evolved under CEO Ira Laufer, relocating production to Glens Falls, NY, where it sources spring water from a 6.2-square-mile watershed yielding 3 billion gallons annually.[2] A pivotal moment was establishing the first public-private water partnership with Glens Falls, where JUST pays six times the municipal rate—generating over $1 million in revenue for the city over three to five years—demonstrating early traction in ethical sourcing.[2]
JUST rides the wave of sustainable consumer goods and circular economy trends, capitalizing on rising demand for plastic alternatives amid global plastic pollution crises and regulations like single-use bans.[1][2][4] Timing aligns with post-2010s environmental awareness, boosted by celebrity founders like Jaden Smith, influencing the beverages sector (valued at billions) toward ethical manufacturing and B Corp models.[1][2] Market forces favoring JUST include consumer shifts to eco-products, supply chain transparency demands, and partnerships like Glens Falls that model scalable public-private sustainability, inspiring competitors and startups in CPG to prioritize impact over cost.[2]
JUST is poised to expand its Bubbles line and bundle offerings, potentially scaling internationally beyond the US/UK while deepening watershed partnerships to counter plastic giants.[2][5] Trends like flavored functional waters, stricter ESG regulations, and Gen Z's sustainability demands will propel growth, evolving JUST from niche disruptor to mainstream influencer in ethical beverages—echoing its founding quest to make everyday products cleaner and just.[1][4]
