Peter Thum is founder of Ethos™ Water and vice president, Starbucks where he manages Ethos™ Water's business strategy and directs Ethos' philanthropic work.

     Thum conceived of Ethos in 2001; following a six month consulting project in South Africa, where saw extreme poverty and water issues firsthand. As he researched the World Water Crisis it was clear that water was a different kind of problem. Unlike AIDS/HIV, people of the developed world knew comparatively little about water issues and didn't feel emotionally connected to the problem.

     Today, Ethos™ Water is sold in Starbucks locations across the US and Canada. Beginning in 2009, Pepsi will distribute Ethos™ Water in the United States and Canada through its joint venture with Starbucks.

     Through 2010, Ethos aims to invest at least US $10 million to support humanitarian water programs around the world. Through the Starbucks Foundation, the Ethos™ Water Fund supports programs in Africa, Asia, and Latin America. To date Ethos investments exceed $4.2 million will help more than 370,000 people.