James Longcroft

Co-founder & Director, Choose Water

James founded Choose Water after leaving university and spending time in The Gambia. While there he witnessed how limited access to water hindered socioeconomic development and negatively impacted health conditions.

Hit by an acute awareness of our own wastefulness and mindlessness, James’ return to the UK prompted the launch of Choose Water, an ethical bottled water company donating all proceeds to Water for Africa. The company is based in London and Edinburgh and supplies hotels, restaurants and cafés that believe that we can make a positive change, simply by choosing the right water.

​Choose Water’s new bottle is completely biodegradable and sustainable and the company is spearheading a new blue movement of zero impact waste.