Read the full story in the Los Angeles Times.
Does the world really need another brand of bottled water?
Alex Totterman believes it does, if the packaging is completely biodegradable.
And his Culver City start-up, Cove, has the backing of some environmentally woke business leaders, including Salesforce Chief Executive Marc Benioff and former News Corp. executive James Murdoch, who has invested a tiny but undisclosed portion of the approximately $2 billion he netted when his family sold most of 21st Century Fox to Walt Disney Co.
Cove’s new water bottle, which is scheduled to get a small pilot launch in December and hit store shelves more broadly in January, is the first to be made entirely from biodegradable materials, the company contends, including the bottle cap, label and adhesive.