Fan Support Helps Fruition String Band Win Sustainability Contest

Grant Competition from Brita® and REVERB Will Make Local Band's Tour More Sustainable

Jun 19, 2013, 07:57 ET from The Clorox Company

OAKLAND, Calif., June 19, 2013 /PRNewswire/ -- A passionate fan base and strong environmental commitment made Portland-based Fruition the winner of a first-ever contest designed to reward up-and-coming bands with the resources needed to go green on tour. 

Fruition won the Brita Bottle Free Bands contest, an effort to encourage environmentally friendly touring created by water-filtration company Brita and environmental non-profit REVERB.  Fruition collects a grand prize worth $30,000. The prize includes 2,000 Fruition-branded reusable water bottles for the band to sell as merchandise on its tour as well as consulting from REVERB on a variety of sustainable tactics, including landfill waste reduction, locally sourced catering, neutralizing carbon emissions and connecting fans to local and national environmental issues.

Brita® and REVERB have been partners for several years, aiming to eliminate plastic bottle waste in the music industry. Along the way they have helped well-known bands such as fun. and Dave Matthews Band cut their bottled water waste while on the road. With the Bottle Free Bands contest, REVERB is helping Brita® extend that rock star treatment to up-and-coming bands too, starting with Portland's own Fruition.

"Music brings people together for good times and we're thrilled to partner with REVERB to sponsor bands like Fruition to reduce their environmental impact while on tour," said David Kargas, PR manager for Brita. "By educating musicians and their fans about the negative aspects of plastic water bottles and also showing them how easy it is to switch to reusable water bottles, we know we're helping to create change."

REVERB and Brita selected 30 U.S.-based bands for the competition, with the bands vying for votes amongst fans by sharing details of how they would use the grant to reduce the environmental impact of their tour.

"Our fans, friends and family never cease to amaze us – we felt like underdogs coming into this contest.  Their constant help in voting and spreading the word has now put us in a really cool position to give back to the environment and our fans alike," said rhythm guitarist and vocalist Kellen Asebroek. "We're super excited to get crackin' on greening our tour and reaching out to our crowds with Brita and REVERB on our team – and to start getting these awesome new Fruition bottles into everyone's hands!  Eliminating disposable bottles from our lives feels pretty good."

For upcoming Fruition tour dates, visit For more information on Brita® and the Bottle Free Bands contest visit

The Clorox Company

The Clorox Company is a leading multinational manufacturer and marketer of consumer and professional products with approximately 8,400 employees and fiscal year 2012 revenues of $5.5 billion. Clorox markets some of the most trusted and recognized brand names, including its namesake bleach and cleaning products, Clorox Healthcare™, HealthLink®, Aplicare® and Dispatch® products, Green Works® naturally derived home care products, Pine-Sol® cleaners, Poett® home care products, Fresh Step® cat litter, Glad® bags, wraps and containers, Kingsford® charcoal, Hidden Valley® and KC Masterpiece® dressings and sauces, Brita® water-filtration products, and Burt's Bees® and gud® natural personal care products. Nearly 90 percent of the company's brands hold the No. 1 or No. 2 market share positions in their categories. Clorox's commitment to corporate responsibility includes making a positive difference in its communities. In fiscal year 2012, The Clorox Company Foundation awarded $3.5 million in cash grants, and Clorox made product donations valued at $15 million. For more information, visit


REVERB educates and engages musicians and their fans to take action toward a more sustainable future. REVERB provides comprehensive, custom greening programs for music tours while conducting grassroots outreach and education with fans around the globe. Since 2004, REVERB has worked with over 100 top-selling artists on greening more than 140 tours and over 2500 concert events.


Based in Portland, Ore., Fruition coalesced around the singing and songwriting of Jay Cobb Anderson, Mimi Naja and Kellen Asebroek. Rounded out with bassist Keith Simon and Drummer Tyler Thompson, the band has been winning over fans across the country at major festivals and opening for artists like Railroad Earth, ALO, Leftover Salmon, Infamous Stringdusters and more. After completing a $22,000 Kickstarter campaign the band recorded their latest record Just One Of Them Nights which will be released this summer. The band headlined the Aladdin Theater in Portland on June 8th and will be appearing  at festivals like Campout For the Cause, Allgood, High Sierra, Northwest String Summit, Kaleidoscope, Summer Meltdown and more. The band recently recorded sessions at Relix Magazine and at Sirius/XM's JamOn.

Media Relations                                                                   

Elizabeth Fitzgerald                                  

David Kargas





SOURCE The Clorox Company

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