This month, the bottled-water company Humankind Water beat out over 4,000 other products to reach the "top ten" in an American Idol-style contest run by Wal-Mart called Get on the Shelf. The contest pitted start-up companies and entrepreneurs against each other, as voters submitted a million votes in total to tell Wal-Mart which product they would like to see, as the title suggests, on the shelf of their local superstore.
Now, the top 10 products are competing against each other again, in a second round of voting that ended yesterday. The top three finalists will be carried on walmart.com, and the overall winner will also "get on the shelf" in select Wal-Mart stores.
Get on the Shelf is the first contest of its kind by a major retailer, according to The Wall Street Journal's Market Watch. It's also an opportunity, says Humankind Water founder T. J. Foltz, to help right one of the major wrongs in our world: the lack of clean drinking water.