Hidden Water

Jeff Irish

Meet Jeff Irish!  A nature-loving guy that started his own company, Hidden Water.  Its goal is to minimize the use of plastic and use infinitely recyclable aluminum cans for water storage.  A loving husband to Helen for 12 years and blessed with 3 boys Podrick, Jack, and Rory who all got their names from famous golfers.

Let us learn about Jeff’s mission to reduce plastic pollution and his love of nature.

Q: What inspired you or led you to your current career?

A: I was a Wall Street Trader, and investor.  It was a great life that allowed for a lot of free time and good amount of money but it didn’t answer the question of what am I doing for society.  The idea for Hidden Water kind of just came to my backyard while seeing the plastic water bottles float by in the Intracoastal Waterway in North Palm.  It was upsetting.  We called Coke and Pepsi.  We called Congress and nobody really seemed to care at the time.  We decided the best way to fight this is to reduce plastic consumption and to reduce single-use plastic where we can and if companies aren’t going to offer it, then why don’t we create a company that will.  If we don’t do it, who’s going to do it?   It has taken resources, education, and money from some great friends to get Hidden Water started.  It has taken us 2 1/2 years to get where we are today.  We’re providing great tasting water at an affordable price to fight the plastic pollution out there.  75% of all aluminum ever made is still in use today.  Cans from the ’60s are still being recycled and used today.  The timeline for a can from the time you put it into a recycling bin and it being refilled and put back on a store shelf is 60 days.  It’s a quick process and very different from plastic which can only be downcycled into something else because it degrades during the recycling process.

Q: What is your favorite restaurant in The Palm Beaches, and what do you love there?

A:  “Ke’e Grill in Juno Beach off of Donald Ross Road.  I got engaged to my wife there.  I love the Spinach Maria.  It’s a side dish of spinach and cheese cooked perfectly in the oven.”

Q: How long have you lived or worked in The Palm Beaches?

A:  “I’ve lived here full time since 2001 but my family has been here since the 60s.  I’m a golfer and a fisherman and this is the perfect place to live.”

Q: Who is the most interesting person you’ve met here in The Palm Beaches?

A:  “My wife is pretty amazing.  But the most interesting person is you, Shawn!  I love the work you guys are doing with the butterflies and the plants.”

Q: If you could travel anywhere in the world right now, where would it be?  Why?

A:  “Patagonia and Iceland would be amazing.  I love nature and solitude.”

Q: What is your favorite movie OR what is the first movie you remember seeing in a theatre?

A:  “Caddyshack and The Thin Red Line.”

Q: What advice would you give a crowd of people?

A:  “Just do what you love. Follow what your passion is and what makes you happy. I would say follow what you enjoy.”

Q: What is your favorite music/ 3 bands you would like to see (dead or alive)?

A:  “Radiohead was my biggest influence in college.  I like Taylor Swift and the best band I ever saw live was The Strokes.”

Q: What current/former local business makes you the most nostalgic about The Palm Beaches?

A:  “I’m still nostalgic for the nature that used to be here.  When I moved here, PGA Boulevard was still a dirt road.  The Gulf Stream is only a few miles off of our shore.  We’ve got whale sharks and anything you can think of coming in.”

Q: Choosing anyone alive and a non-relative: with whom would you love to have lunch?  Where in The Palm Beacheswould you have lunch?

A:  “John F. Kennedy and Winston Churchill.  I would take them to Kee Grill or Guanabanas.  Guanabanas has a great atmosphere.”

Q: What is your favorite thing or something unique about The Palm Beaches?

A:  “It’s the perfect mix of nature and city life.  It’s the best place to live and that’s the reason why everyone comes down here.”

Q: Where do you see yourself in 5 or 10 years?

A: “I see myself right here.  I don’t think I’ll ever leave.  People ask me if I ever plan on selling and the answer is no.”

Q: (Even for friends or family), what is something interesting that most people don’t know about you?

A:  “I’m a hockey player.  I play 3 times a week.”

Q: What 3 words or phrases come to mind when you think of the word HOME?

A:  “Mclaren, the trees and my wife.”

Q: If you had a full-time staff member that was fully paid for, who would you choose?

Chef, Housekeeper, Driver, Coach, Physical Fitness Trainer, or Nanny?

A:  “Housekeeper, but I don’t want them all the time.  A gardener would be nice.”

Q: If you were cast into a major motion picture and had your choice of anyone to be your co-star, who would you choose?

A:  “Taylor Swift”

Learn more about his mission HERE.


The Faces of The Palm Beaches is a project to showcase the amazing people that live or work in our community.  If you would like to nominate an interesting person to be featured please email swoods@kw.com.

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