Water for water, it’s child’s play The Co-op has launched the UK's first own-label ethical water. Martin Tiedemann 24th October 2007 Share 0 Tweet Over one billion people in the world don’t have access to clean water, and two million people die every year from water-related diseases. The Co-op has launched the UK’s first own-label ethical water, to get fresh, clean drinking water to some of the poorest people in Africa. Every time a Co-op customer buys a bottle of The Co-operative Fairbourne Springs Mineral Water, the Co-op will automatically make a donation to The One Foundation to fund the installation of a special water system, ensuring people get free, readily available, clean water, without having to walk up to five hours a day to collect it. The Co-operative hopes to donate enough money from the sale of Fairbourne Springs to fund the installation of 100 pumps a year, which will dramatically transform the lives of more than 250,000 people. All 3,200 Co-op food stores across the UK will be selling the own-label water. The PlayPump Water systems used are powered by roundabouts, which children play on and pump water up to a storage tank for use by the whole community. The One Foundation says that ‘the PlayPumps are so popular with the youngsters that there is never a shortage of “volunteers”‘ and there’s often enough water that it can be used for irrigation too. So with 49p on a bottle of water and a little child’s play, the Co-op is helping to transform communities.