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Jordan Bass, CEO and co-founder of HOP WTR, reduced his salary to $ 1 in January after tragic fires in Los Angeles in California. Bass told Fox Business to encourage other brands to do the same or to contribute wherever they can.
Jordan Bass, the non-alcoholic beverage brand, CEO and co-founder, reduced his salary to $ 1 to provide immediate financial support to his employees, first respondents and members of the Los Angeles community affected by firefighters in January.
Members of the Los Angeles -based HOP WTR team were forced to evacuate their homes, uncertainly what they could come back to.
“During this period, the work took a back seat,” Bass told Fox Business. “We are a small company, so I have personal relationships with everyone in the company. I know all the people. I know their families.”
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Jordan Bass, CEO and co-founder of HOP WTR, reduced his salary to $ 1 to support victims and employees during the Los Angeles devastating firefighters in January 2025. (Axelle / Bauer-Griffin / GC Images / Getty Images | Hop Wtr / Getty Images)
In the midst of the evacuation, Bass provided the safety of his employees by quickly coordinating the forms of mass communication in California and from there. By reducing bass payments, it was able to provide increased funds for the employees concerned. This included a refund of air purifiers.
“We care about each other very deeply,” Bass said. “I’m not a billionaire. We don’t have a big charity class, but we felt very forced. I hope this encourages other CEOs to contribute if they can.”
Despite urgently evacuating his own family in the midst of raging fire fires, Bass said that his team had immediately mobilized and donated 10,000 boxes of water to first respondents, fire stations, fire camps and evacuation centers.
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Jordan Bass, CEO and co-founder of HOP WTR, told Fox Business that his family and home were safe in the consequences of La Fires. Hop Wtr immediately donated 10,000 boxes of water to the first respondents and 50,000 cans later.
“We realized that we had a product that people needed and felt a real call for help,” Bass told Fox Business.
“I just felt like I wanted to do more,” Bass said. “This was not enough and the fastest way to reduce this was that I had a lower salary and contributed to the basics to help our employees experience this situation, help those in need to achieve clean water, and help with the rebuilding effort.
As part of their continuous efforts to help the The firesHop WTR, cooperating with all hands and hearts, is a volunteer -sponsored nonprofit organization, water and financial support. In addition, HOP WTR has supported community information by creating communication channels for those in need. The brand has launched a fundraising campaign for customers, which has raised thousands of dollars.
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The HOP WTR 10,000 boxes of water gave the first respondents, fire camps and immediate firefighters after raging in LA. Later, another 50,000 cans were distributed. (HOP WTR / FOX News)
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“It is very amazing to see this,” Bass said.
“I think that as a business manager, it is essential that my business platform is used for good purposes, and that was completely devastating for many people,” he said. “I call other CEOs to do the same and use your company, your salary, your platform to help this healing.”
