Green Not Looking So Green?

According to The New York Times’ Consumed column, the Fiji Water's sales were up by 30% in 2007, so it would seem that the rectangular bottled-water company is doing okay for itself. However, the fact that their products are shipped from—you guessed it—Fiji, there is some backlash from environmental activists and consumers alike.
 
To counter the non-green accusations, Fiji has launched Fijigreen.com, proclaiming its “carbon negative” state. Sounds too good to be true! Is it? Fiji is going green by offsetting its impact through a reforestation effort, and it has also changed its shipping process. Formerly, all water was shipped to Los Angeles, and then driven all over the country by trucks. Now, it is sent to both Los Angeles and Philadelphia, and then dispersed.
 
For a while, bottled water seemed like a guilt-free alternative to soda-consumption, but its production is controversial: how much better is it than tap water? Is it worth the extra packaging? The shipping from afar? [The New York Times]