One part artesian water, one part philanthropic pursuit, Misty Artesian Water (mistywater.com) is a product that works to hydrate, educate and support a multitude of causes. Combining the iconography of cause color ribbons with water filtered by purifying limestone, the company and its founder, Misty Washington, head south for its new headquarters in Atlanta. Here, we get Washington’s thoughts on the move.
What is the inspiration behind Misty Artesian Water and what went into the decision to make it nonprofit focused?
I experienced firsthand the devastating impact and emotional toll of losing multiple family members to cancer—it made me determined to create a business with a heartfelt purpose that would serve my community. With that inspiration in mind, the ribbon-shaped pink bottles came to life with a goal to raise funds and awareness for breast cancer. While our company has a deep connection to breast cancer awareness, each bottle color represents a separate ribbon, raising awareness and funds for over 1,000 different causes, including cancer, disease and mental health issues.
Why do you think being causebased allows people to identify so well with your brand?
I believe that being cause-based allows consumers to create a meaningful connection with Misty Artesian Water as we allocate our focus on philanthropy and equality. The more of an impact that we make with our clients and consumers, the more the world becomes a better place.
How did you troubleshoot within your company during this difficult year?
Since we are a social impact-based brand and support over 1,000 causes, we witnessed unwavering positive change with our consumers. We realized that they were willing to pay more for products that aligned consistently with their values. It was something that kept us moving forward, even in the tireless times.
Why did you choose Atlanta as your company’s newest headquarters location?
As a cause-based startup company led by Black businesswomen, we felt drawn to Atlanta’s abundant resources for startups and entrepreneurs, inclusive and diverse talent pool and boundless nonprofit networks that Misty Artesian Water can support locally.
What are you most excited about for Misty Artesian Water’s summer and year ahead?
We have so much planned for this summer and the year ahead! This includes plans to launch a pride-inspired bottle in support of Pride Month, as well as partnering with local nonprofits in the Atlanta area and beyond.
Photography by: Bonnie J. Heath