Norwegian Cruise Line has partnered with JUST Goods, Inc. to eliminate single-use plastic bottles across its fleet by 1 January 2020.

Andy Stuart, president and chief executive officer of Norwegian Cruise Line, said: “It is imperative that we take meaningful steps to preserve our oceans and the destinations we visit. Partnering with JUST is one of my proudest moments as the head of a pioneering brand.”

Norwegian will be the first major global cruise company to become plastic bottle free by 1 January 2020, eliminating over six million plastic bottles each year.

The decision is the latest step taken by Norwegian Cruise Line as part of its mission to become more sustainable. It follows a ban on plastic straws across its 16-ship fleet and private destinations, which was implemented in 2018.

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“This latest effort – the elimination of single-use plastic bottles across our fleet – is just the latest environmentally responsible action we are taking to reduce our footprint and encourage others to protect our natural resources,” adds Andy.

“While we are aware that this is just the beginning of what we and others need to do to be good stewards of the environment, we are committed to our Sail & Sustain initiatives and will continue to innovate for the overall benefit of the planet and its future.”

JUST takes an innovative approach to sourcing and packaging ethically sourced, 100% spring water.

The refillable and recyclable carton is made of 82% renewable materials – the paper carton is made from trees grown in responsibly-managed forests and the cap and shoulder are made from a sugarcane-based plastic.

Bottling facilities are based in Glenn Falls, New York; Ballymena, Northern Ireland and Ballarat, Australia. This allows the company to meet demand across the world without shipping water from a single production source.

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Norwegian Encore will be the first ship in the NCL fleet to feature JUST water

JUST was envisioned and founded by American rapper, actor and activist Jaden Smith and his family.

“It’s critical that businesses take a leading role in efforts to lighten the impact we have on our planet. We created JUST to do just that – to be a better option in a category that has created a lot of the damage and continues to do so,” said JUST Goods, Inc, CEO Ira Laufer.

“The JUST team couldn’t be happier to now share this goal with our partner, Norwegian Cruise Line. We’re deeply appreciative of Norwegian’s commitment that’s so similar to ours – the company is pushing the boundaries of what’s always been done… We’re thrilled to be taking steps in the right direction alongside NCL.”

Norwegian Encore, which will debut in Miami in November with Kelly Clarkson as godmother, will be the first ship in the fleet to welcome JUST water on board.

For more information or to book a cruise with Norwegian Cruise Line, visit nlc.com.