There was no black and white, this-is-what-I'm-going-to-do-with-my-life moment. I just looked at it and thought that people undervalue water so greatly, and wondered how do we get people talking about water with a fun and exciting element.

Perceived value literally is creating value around water because, firstly, we will never respect what we don't understand. We're not taught about water having nutritional value. We're not taught that the nutritional value in those minerals creates different tastes in water.

Probably the water menu. And then the conversation of water being relative. But every platform is different. On TikTok, for example, if you talk about a water menu, it doesn't catch on at all. But if you talk about a product that they're buying, that they have to spend money on, that's a big conversation. 

A water menu is literally pages and pages of different waters, with each one having a love story to it. We explain the balance, the minerality, the vintage. We talk about whether that's still or sparkling, how many years it's taken to get to where it is, what makes it special.

OriginFloe was born by looking at the South African market in particular, and many other countries. Each area produces a certain type of water. It’s about bringing in products to showcase that water can be exceptional in taste, and can be designed for the fine-dining table, for the epicurean table.

Wine stories are created, and it can be any story you wish to tell. You can decide to put shade over your grapes today and now it’s shaded grapes. With water I don't get to decide that - Mother Nature makes that. I just tell her story. 

There's been a big crossover between Candice Jansen, my personal brand, and Origin Floe. Obviously I own Origin Floe, but from a consulting perspective, the Candice Jansen brand indirectly will always support Origin Floe and vice versa. 

There is no bad water. There is, I would call it, non-potable water, which is water that can't be drunk because it's not of safe quality. But then there're amazing waters and these come from areas that are protected from their environment.

To solve the problem, we have to create value and to create value, we have to make it fun. That's where we win somebody over. A water menu could, at first, be assumed to be pretentious and a huge benefit for a restaurant to make money. It's none of those things.

Unfortunately and fortunately, creating an element of luxury is not commoditising water. Water has already been commoditised. If we can create that luxury element to water, it creates conversation - and that is where we win.