Jermaine proudly endorses the charity project VITÁ water. This product is all about giving back and philanthropy. VITÁ water (pronounced Vee-ta) is helping bring clean water to countries in need. VITÁ uses a percentage of profits to build wells in places around the world where there isn’t enough clean water. For every 31 bottles of spring water sold, VITÁ provides clean drinking water to one person for 20 years by building wells in communities around the world that need it most. So far VITÁ water built amd maintained 31 clean water well initiatives in 9 different countries (Ethiopia, Afghanistan, Somalia, Bangladesh, India, Brazil, Tanzania, Uganda, West Africa Ghana) serving over 30,000 people with save water for the next 20 years. Thousands more are to be built in the years to come. That is a cause Jermaine is proud to be a part of. For Jermaine and his family, it’s a cause they say is close to their hearts “Water is life and so this is just a continuation of what we’ve been about all of our lives, the Jackson family,” he said.
VITÁ water is unadulterated naturally alkaline, electrolyte-rich spring water collected directly from the source high in the Sierra Mountains within hundreds of acres of preserved forest land. It tastes so good because it is the way nature intended water to be: purified and filtered through rock striations, containing natural minerals and electrolytes (calcium, magnesium chloride and potassium bicarbonate), with an alkalinity that is a close match to our own bodies.
Shakira Niazi, the company’s founder and CEO, is a refugee from Afghanistan. She escaped the war-torn country at just 8 years old, and says she’s made it her mission to help others. “Their smiles, their simple joy of celebrating life through just access to water,” says Niazi, explaining what led her to water. After each well is built, it’s turned over to a women in the village to manage, empowering her, while giving thousands of people clean water for years to come.
On May 17th, 2014 Jermaine and Halima promoted VITÁ Water at the Whole Foods store in Tarzana. Family members such as Mrs Jackson, Autumn and her husband Nape Singh and Halima's mother, sister and baby niece Sabrina came out to support this event and charity project.
On November 6th, 2013 Jermaine was at Fairway Market in Red Hook, Brooklyn (NY) in support of VITÁ where he talked to fans about the company’s mission and signed autographs.
On September 20th, 2013 Jermaine signed the walk of fame at Hotel DIVA in San Francisco to show his support in ending the world's water crisis.