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Candice Jansen

Targeting Niche Markets 

Candice Jansen, Africa’s first water sommelier and founder of water distribution business OriginFloe, shares her experience with focussing on and educating a niche market.

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Candice Jansen is the only certified water sommelier in South Africa, and one of very few across the world. Like wine, water’s taste is determined by the environment in which it is made. Unlike wine, people have no control over water’s origin - or indeed the stories that can be told about it.

Water sommeliers are gaining traction in fine-dining restaurants and the hotel industry in primarily developed markets. Candice refuses to call her profession a trend; instead she advocates for it to be a means to spark crucial conversations about water.

Candice is a member of the Fine Water Society and trained with the Fine Water Academy in the US.


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About This Recipe


When next your waitron offers you a choice between still or sparkling water, don’t be taken in by this restriction pretending to be a choice. This is according to Candice Jansen, Africa’s first water sommelier and founder of water distribution business OriginFloe. Real choice comes down to quality, which is determined by the taste and nutritional value of water.

In this recipe Candice unpacks the concept of a water menu in a restaurant, and how that is used to educate consumers about the value of water. She speaks passionately about pristine water sources, the nutritional value of mineral-rich water and the little-known fact that different waters can be paired with different foods in a fine-dining context.

Instead of perceived negative bath-don’t-shower water conservation messages, Candice believes that education that leads to appreciation is a better way to get people on board to save water - the most precious commodity of all.

What You'll Learn


This recipe is packed with mind-changing information about water, which is Candice Jansen’s mission. You will learn the difference between water safety and water quality, the power of a purposeful water menu, and the emotional connection between people and water.

The recipe looks at niche-market education as a tool to start a far broader and critically important conversation, and showcases how introducing a fun element can add impetus to a conservation message.

A great learning point is that all water is not the same and that while price is important, consumers can benefit greatly from adding quality to their water selection criteria.


Learn from someone who speaks from a position of real authority, perspective and experience.


Implement practical tips and techniques learned in the trenches - doing, rather than talking.


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Deep Cuts 

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