Water your way

Water solutions whenever, wherever, and however customers want them

We provide a diverse set of water solutions and products for residential, commercial and retail customers. We believe this allows our customers access to on-trend and high-quality drinking water whenever, wherever and however they want it. Our goal is to establish Primo as the preferred water brand in the spaces we compete by increasing customer penetration of our water solutions while also diversifying our customer base. Our financial model is strengthened by the recurring-revenue nature of our business model. Our offering is further enhanced through digital channels allowing customers to manage their delivery and order preferences or purchase products on owned and third-party e-commerce sites of our retail partners.

Category leading innovation

Develop leading edge solutions for increased water consumption

We focus on new product innovation to drive customer penetration and increased water consumption. We have expanded our dispenser offering with a variety of options that include hot, cold and technology to brew coffee, tea and other beverages in numerous price ranges that are suitable for our retail customer needs. We have also enhanced our lineup with color and style options that are on-trend for residential and commercial settings. Dispenser innovation and enhancements also enable us to improve our service efficiency and reduce service costs.

Customer for life promise

Position the customer at the center of everything we do

We position the customer at the center of everything we do. Our goal is to increase the customer lifetime value while also reducing the annual churn of customers. We seek to understand customer needs and listen to their feedback across our product offerings. By providing trusted high-quality products and equipment and responding to their service needs, we believe we can enhance the value of the relationship. We continue to build out interactive digital touchpoints to improve the customer experience.

Operational excellence

Unlock and increase efficiencies

We believe we can unlock and increase efficiencies through our global scale and product offering. With our pure-play water focus we have begun streamlining and centralizing support functions in all geographies. Additionally, we have enhanced our staff with a global procurement team to help drive valuable supplier partnerships and harmonize our best practices. In conjunction with our other strategies, as we increase our customer base and customer diversity, we believe our route density and network optimization will improve.

Esg leadership

Leaving a positive impact on our environment, our associates and our communities

We strive to provide a positive impact on the environment, our associates and the communities where we live, work and service. We maintain sustainable water resources, aim to reduce our carbon footprint and energy usage, and seek to increase the use of recycled packaging. In the social channel, we promote associate health and safety initiatives, as well as diversity and inclusion training for all management. Additionally, we aim to ensure our supplier community complies with all federal, state and local human relations laws and regulations. In the governance channel, our Code of Business Conduct and Ethics drives compliance with all relevant rules and regulations.

Associate experience

Purpose-driven culture enhancing the associate experience

We are developing a purpose-driven culture that will drive an enhanced associate experience. Our goal is to attract and retain highly-engaged associates who will live our purpose in their interactions with our customers, as well as in their communities. We seek to implement an effective talent strategy that focuses on the entire associate lifecycle – onboarding to exit.