NCL and Just Goods, Inc. Launch Water Donation Effort

Water Donation Effort - Norwegian Cruise line Getaway Dream Big

NCL and Just Goods, Inc. Launch Water Donation Effort In Support of Giving Tuesday Movement

Cruise Line to Match JUST® Water Purchases Made During the Month of December to Benefit Local Food Banks in Miami and New York City

Miami, FL, US – Dec 01, 2020 

Norwegian Cruise Line, the innovator in global cruise travel with a 53-year history of breaking boundaries, today announced a joint effort with its partner JUST® Goods, Inc. to support the worldwide generosity movement GivingTuesday, with the cruise line donating a case of JUST Water to local food banks in Miami and New York City for every case purchased through the JUST Goods, Inc. online store during the month of December.

In a continued partnership with JUST, both companies are collaborating to get JUST Water into the hands of those who need it most with donations benefitting Feeding South Florida, City Harvest New York and Food Bank for New York City.

“During this unprecedented holiday season, we are even more inspired to support the communities we are a part of and to do so alongside JUST Goods,” said Harry Sommer, president and chief executive officer of Norwegian Cruise Line. “Now more than ever, kindness is key and having the opportunity to work with organizations that contribute to global good and directly impact the lives of individuals through sustainable efforts is part of what inspires our innovative spirit.”  

Last year Norwegian Cruise Line partnered with JUST to become the first major cruise company to eliminate single-use plastic water bottles across its fleet and private resort-style destinations, including Great Stirrup Cay in the Bahamas and Harvest Caye in Belize. The landmark change is set to replace over six million single-use plastic water bottles every year. These efforts are driven by the Company’s Sail & Sustain Sustainability Program, which is its commitment to minimize waste to landfills, reduce its CO2 emissions rate, increase sustainable sourcing and invest in emerging technologies.

“JUST is thrilled to extend the definition of our partnership with Norwegian Cruise Line in this way,” said Kara Rubin, vice president of brand and product strategy at JUST Goods, Inc.  “We believe that small steps can have a big impact. When we’re able to join forces with a partner like NCL, those steps actually aren’t that small. We’re happy to be able to do our part to support local communities with our matching donation to three incredible organizations that are making sure that people have access to the food they need.” 

Envisioned and founded by American artist, actor, fashion designer and activist Jaden Smith and family, JUST takes an innovative approach to sourcing and packaging the world’s most valued resource—water.  The revolutionary company focuses on an impact model, taking into consideration both how the water is sourced and packaged. JUST is 100% naturally high alkaline, responsibly-sourced spring water in a plant-based carton.

The carton is made of 88% 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. It is refillable and recyclable. JUST has a global presence with bottling facilities in Glens Falls, NY; Tipperary, Ireland; and Melbourne, Australia, thus allowing the company to meet demand around the world without shipping water from a single production source. 

Norwegian Cruise Line and JUST encourages those looking to support them in this buy-one-give-one partnership effort to do their part and visit to make their purchase and make a difference. 

For more information about Norwegian Cruise Line ships and their itineraries, or to book a cruise, please contact a travel professional, call 888-NCL-CRUISE (625-2784) or visit

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Sheri and her family are California based cruise content creators focused on providing practical tips and advice to new and seasoned cruisers. CruiseTipsTV’s audience enjoys following Sheri and her family as they travel the world by ship creating travel films. Sheri has visited destinations like Japan, Mexico, Alaska, Europe and the Caribbean, and has experienced 33 cruises on 6 cruise lines. She was named one of Porthole Cruise Magazine’s 10 Travel Influencers Changing How We Vacation in 2018 and 2019. Sheri has been quoted in the New York Times, CNBC, Forbes, Prevention, and Business Innovator Radio. Her YouTube Channel, CruiseTipsTV has over 87,000 subscribers and 17 million views.