Christian Retailing

Parable joins forces with Lifewater International Print Email
Written by Jeremy Burns   
Thursday, 20 February 2014 11:08 AM America/New_York

Lifewater-webThe Parable Group and its family of retail partner stores have joined with Lifewater International, a Christian nonprofit water development organization, in a ministry-minded effort to eliminate water-borne disease and inadequate access to water across the globe.

“Every day, more than 1,800 children die due to preventable water-borne diseases,” said Steve Potratz, Parable’s founder and president. “Remarkably, in the course of bringing water, sanitation and hygiene to communities, Lifewater has been able to save lives as they work to restore physical health, engage in planting churches, teach micro-finance, improve nutrition, provide general education and ultimately bring the lost to Christ. We couldn’t be more privileged to partner with them in this great work.”

Parable has been in relationship with Lifewater International since 2007, but this is the first time they have joined together as a united front with their retail partner stores to spread the word to consumers about the world’s water and sanitation crisis.

“We are so excited to work with Christian retailers to provide water, health and hope to the poor,” said Justin Narducci, Lifewater’s CEO. “We are honored that retailers will be sharing our missional approach to water development—mWASH [missional Water Access Sanitation Hygene]—which combines the best in water access, sanitation and hygiene while proclaiming God’s all-encompassing and redeeming love for the poor.”

Parable will raise awareness for Lifewater’s rural water development program to customers via catalogs, emails, online and in stores from March through September this year and during the same timeframe for years to come.

This year, partner stores will be selling an exclusive CD, All Creatures of Our God & King, created by Lucid artists in support of Lifewater. Parable will make a donation to Lifewater for every unit sold, supplying water and hygiene solutions to a designated region of Ethiopia. In 2014, Parable also will also be matching donations contributed by store owners and customers up to a designated amount.