# 182 - FREE WATER with Founder, Josh Cliffords

- Show: [People of Packaging](https://hardwarepodcasts.com/podcast/people-of-packaging)
- Published: 2023-02-27
- Length: 28m
- Page: https://hardwarepodcasts.com/podcast/people-of-packaging/2023-02-27-182-free-water-with-founder-josh-cliffords
- Listen: https://encase.substack.com/p/182-free-water-with-founder-josh

## Summary

Josh Cliffords, founder of FreeWater, explains how his company uses aluminum bottles and paper cartons as ad space to sell water for free, donating 10 cents per bottle to charity. He details the business model where packaging serves as a media platform, allowing advertisers to sponsor distribution and enabling FreeWater to fund water wells globally. The conversation covers their current co-packing arrangements, future plans for hemp cartons and vending machines, and the strategy of paying retailers to stock the product to drive foot traffic.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-02-27-182-free-water-with-founder-josh-cliffords#t=0) Introduction: Josh Cliffords and FreeWater.io
- [2:41](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-02-27-182-free-water-with-founder-josh-cliffords#t=161) Product Format: Aluminum Bottles and Paper Cartons
- [3:54](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-02-27-182-free-water-with-founder-josh-cliffords#t=234) Manufacturing Strategy: Co-packers and Material Selection
- [6:56](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-02-27-182-free-water-with-founder-josh-cliffords#t=416) Business Model: Advertising Revenue and Service Structure
- [9:41](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-02-27-182-free-water-with-founder-josh-cliffords#t=581) Mission: Ending Global Famine and Water Crisis
- [14:48](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-02-27-182-free-water-with-founder-josh-cliffords#t=888) Packaging as Media Real Estate and Future Products
- [19:32](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-02-27-182-free-water-with-founder-josh-cliffords#t=1172) Distribution Channels: B2B, DTC, and Vending Machines
- [23:27](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-02-27-182-free-water-with-founder-josh-cliffords#t=1407) Use Cases: Corporate Communication and Targeted Advertising

## Topics

- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Sustainability & circular products](https://hardwarepodcasts.com/topic/sustainability-and-circularity)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)

## Most relevant to

early-stage companies

## Mentioned

- FreeWater (product)
- Spark Packaging (company)
- Coca-Cola (company)
- Pepsi (company)
- Whole Foods (company)
- Walmart (company)
- Target (company)
- Liquid Death (company)
- CDC (company)

## Related episodes from other shows

- [#118 From Bicycle Beginnings to Global Recognitions with Chlorophyll Water Founder, Matt Levine](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-12-12-118-from-bicycle-beginnings-to-global-recognitions-with-chlorophyll-water-founde) (The Startup CPG Podcast)
- [Hydro Flask: Travis Rosbach. How a thirsty surfer changed the water bottle industry](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-11-24-hydro-flask-travis-rosbach-how-a-thirsty-surfer-changed-the-water-bottle-industr) (How I Built This)
- [Liquid Death: Mike Cessario](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-01-22-liquid-death-mike-cessario) (How I Built This)
- [S'well: Sarah Kauss](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-04-06-swell-sarah-kauss) (How I Built This)
- [Making garbage useful with Tom Szaky of TerraCycle](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-08-17-making-garbage-useful-with-tom-szaky-of-terracycle) (How I Built This)

## Citing this page

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