- Category: News
27 Jul 2006
- Written by Dr. Sybill C. Mitchell
The cool refreshment of spring water is a cherished luxury that people have enjoyed since the beginning of time. Today, the act of harnessing this free-flowing nectar has become a multi-billion-dollar enterprise for bottled water companies. But the bounty has been especially sweet for the region’s only African-American distributor, Everlasting Pure & Natural Premium Spring Water, Inc.
Visitors to many major American cities and vacation meccas around the world are often warned: “Don’t drink the water.” But the phrase has never applied to Tennessee!
For centuries, mountain water has been revered and treasured for its sparkling clarity. And the water from the Great Smoky Mountains has been particularly praised for its taste and clarity and is considered the earth’s purest water.
In Chattanooga, Tenn. the couple established a sole proprietorship they called Everlasting Pure & Natural Everlasting Spring Water. Four years later, it was incorporated as Everlasting Pure & Natural Premium Spring Water, Inc.
As it assumed corporate status, the company also took on a third partner, Larry Johnson, a former NBA star player of national fame who became the company’s celebrity spokesperson. Johnson even made his home in Dallas, Texas, a major center of distribution for the growing corporation.
The Muhammads garnered a lucrative distribution contract with the 2005 Millions More Movement in mid-October of 2005. Literally, hundreds of thousands, maybe millions of bottles of water would be needed. And Johnson, a heavy-duty investor, was brought on board to seal the deal.
In his post-NBA days Johnson had proven to be a savvy businessman with a nose for a profitable opportunity. Not only did Johnson invest the capital essential to fulfilling the Millions More Movement contract, but he was so impressed with the product that he later invested additional capital to expand operations of the burgeoning distributorship.
And the hunch of this millionaire businessman has paid off big time. Everlasting now boasts major marketing centers in five of the country’s busiest metropolitan areas: Atlanta, Ga., Chicago, Ill., Dallas, Texas, Houston, Texas, and Memphis, Tenn.
The Everlasting brand has distinguished from other bottled brands by capturing several coveted awards. The Berkeley Springs International Water-Tasting Competition has twice named Everlasting at its annual event, “The Best-Tasting Water in the World.”
According to Tedarrell Muhammad, there is a perfectly good reason for the “distinctive and refreshing” taste.
“Our water travels through layers of shale, sandstone, limestone, and other natural rocks,” he said. “The water is filtered as it also picks up vital mineral properties like calcium, magnesium, and other trace elements.”
Everlasting then processes the water, ridding it of any possible contaminants and enhancing its health benefits through purifying. Trace amounts of lead, bacteria, algae, possible chemical pollutants, and sediments from old, deteriorating pipes are all obliterated, improving on nature’s smell, taste, and appearance with Everlasting water.
Their bottled products not only meet federal purifying standards, but admirably exceed them.
Johnson, who has robustly embraced a healthy diet and lifestyle, is an enthusiastic spokesman for Everlsating.
“I had to be a part of the Everlasting philosophy of ‘Making a Difference,’” he said. “The company is committed to providing quality service, creating economic opportunities, and the re-building of our communities.”
Johnson, well known for his charitable work, donated $25,000 to a Dallas school on Everlasting Spring Water’s behalf, ensuring that 25 children could embark on a tour of Africa last summer.
Johnson is also currently building a $2.5 million recreational center in Dallas.
Everlasting has made other charitable contributions, including the donation of many truckloads of water to the victims of Hurricane Katrina.
The Memphis-based firm is headquartered at 5050 Poplar Ave., Suite 2400.
For additional information on the bottled water dispenser and distribution services, call 312-1631.
|Capturing the international title of “The Best Water in the World,” for two straight years, Everlasting Sprng Water is quickly becoming the premium standard in the bottled water industry. With headquarters set right here in Memphis, the “Muhammads” along with celebrity spokes-man and part owner, Larry Johnson, former NBA standout, have given tourists another reason for visiting one of the most popular vacation destinations in the world.|