Here’s a story that could only happen in Texas. Chuck Norris is drilling a well on his property outside of College Station. Instead, he hits an aquifer and opens a water production plant. At the same time, North Texas resident and former Green Beret John Wayne Walding is working to get his new water company off the ground. It became the “perfect marriage” for the business.
The recently launched Dallas-based company Live to Give began production with the mission of not only making a profit, but to also give back to the community Walding came from.
“I always say that this was a purpose before it was a product,” Walding said. “I live my life by being a part of something bigger than myself. We’ve really been fortunate with those that have helped us along the way.”
When Walding returned from duty, where he was injured in combat, he worked largely in the gun manufacturing industry. However, he was approached by a business partner about the idea for Live to Give – a bottled water company that donates a share of its profits to a number of charities. The project began by working with Plano-based Dr. Pepper. But, after its merger with Keurig in 2018 it was put on hold. Then, Chuck Norris entered the picture. Walding paired up with him to use water from the facility he constructed on his Texas ranch.
Live to Give launched in September of last year. The company bottles pH-balanced and electrolyte-enhanced water in 12-packs of 1-liter or 20-ounce bottles. It has also partnered with three veteran- and first responder-focused charities – Austin-based Chive Charities, Dallas-based Task Force Dagger and Tulsa-based Folds of Honor – where it donates 50% of its net profits.
However, to show the company is serious about giving back, it has committed at least $5,000 to each charities, which it has already accounted for in its operating budget.
“We don’t want people to think this is a marketing gimmick,” Walding said. “We’re putting our money where our mouth is regardless. I want to be a way to let the American people give back daily.”
"I get so excited about the amount of good we’re going to do, just by selling water."
While Live to Give largely sells its product through Amazon, it does have a presence in some 7-Elevens and gyms around the Metroplex. Its deal with the Dallas-based convenience store chain came about after Walding was speaking with a local radio station about his product. Someone from 7-Eleven listened and took Walding up on an offer to bring its bottled water into some of its stores.
Since its launch, Live to Give has been bootstrapped. The company has three full-time employees. Walding said that as Live to Give looks to grow in 2020, its main goal is to begin getting its product onto the shelves of more stores.
“I know how to live a life with purpose. I get so excited about the amount of good we’re going to do, just by selling water,” Walding said. “We’re so excited about the lives we’re going to change... the people we’re going to help.”
