Kadat Food and Beverages (Kadat FnB), producer of Bravely Water, has issued a strong warning to water-producing companies, distributors, dealers and customers against the unauthorized use, refilling and resale of water in Bravely Water-branded dispenser bottles.
Bravely Water is a locally produced purified drinking water brand in Sierra Leone, providing safe drinking water and refreshment to consumers.
The company said its attention has been drawn to reports that some customers are taking Bravely Water dispenser bottles to other water-producing companies for refilling. It further alleged that certain companies are accepting the branded bottles, refilling them with their own water and subsequently supplying or selling the filled dispensers to customers.
Kadat Food and Beverages has warned that such practices must cease with immediate effect, stressing that Bravely Water-branded dispenser bottles should not be accepted, refilled, exchanged, distributed or used for the sale of another company’s water without its authorization.
The company said the practice raises serious concerns relating to brand protection, ownership, product identification, consumer confidence, business ethics and fair competition within Sierra Leone’s growing packaged-water industry.
Branded dispenser bottles form an important part of a water company’s distribution and marketing system. Kadat Food and Beverages therefore maintains that competitors should not commercially benefit from Bravely Water-branded dispensers by filling them with products that have not been produced or supplied by the company.
The company also cautioned customers against presenting Bravely Water dispensers to rival companies for refilling. Customers are encouraged to return Bravely Water-branded dispenser bottles through the appropriate Bravely Water distribution channels.
Kadat Food and Beverages noted that the principle is comparable to practices in other industries where branded containers or cylinders are associated with particular suppliers and are generally handled within their respective distribution networks.
The company emphasized that it welcomes healthy competition in Sierra Leone’s water sector, but maintained that competition should be based on product quality, pricing, customer service, availability, distribution and innovation, rather than the unauthorized use of a competitor’s branded property.
Kadat Food and Beverages is therefore calling on all water-producing companies currently accepting or refilling Bravely Water-branded dispenser bottles to DESIST FORTHWITH.
The company is also urging the Sierra Leone Standards Bureau and other relevant regulatory authorities to take note of the reported practice and provide appropriate industry guidance on the ownership, handling, refilling and use of branded water dispensers.
Clear standards, the company believes, would help protect consumers, prevent disputes among producers and strengthen professionalism and fair competition across the industry.
Kadat Food and Beverages further warns that any company, distributor, dealer or other party found deliberately using Bravely Water-branded dispenser bottles may face appropriate legal action in accordance with applicable laws.
The company has therefore appealed to customers, distributors and water producers to respect branded business property and ensure that Bravely Water dispensers are used only for their intended purpose.
Bravely Water maintains that fair competition, respect for ownership and responsible business practices remain essential to building a credible, competitive and sustainable water industry in Sierra Leone.
