James Schmidt
is the Co-Founder of Taco Del Mar,
which carries Athena Water in
100 Northwest locations

"I was introduced to Athena by a local businesswoman. At the time, I was under contract with a leading soft drink company to carry their brand of bottled water. And so I had to go to that company and say, ‘I have to stop buying your water because it isn't helping the world.’

“It's so easy. The profits that come from Athena go to cure cancer. I looked at the water I had and it didn't help anyone but shareholders. Any time I have an opportunity to save someone money and do something good, I'm going to do it. You'd be insane not to.

“My mother died of cancer this year after a 12-year battle. My uncle had a battle with cancer. My sister has breast cancer, which is now in remission. I don't know how many other people I have met who have had breast cancer, but I'm not unique in any of those numbers. Cancer is going to affect one in three of us.

“I feel very fortunate to be in a position to be giving, rather than the receiving side. It is very important to me. And our customers feel better about paying for water that is helping a cause.

“We have a responsibility to do things with our position in life. And if you have an opportunity to be a helper, you have to do that. That’s just the rules.”

- As told to Marion Daniel