Jordan Bass, CEO and co-founder of Hop WTR, reduced his salary to $ 1 following tragic fires in Los Angeles, California, in January. Bass told Fox Business that he encourages other CEOs of brands to do the same or contribute where they can.
Jordan Bass, CEO and co-founder of Hop WTR, a brand of non-alcoholic beverages, reduced his salary to $ 1 to provide immediate financial support to his employees, first stakeholders and members of the Los Angeles community who have been affected by forest fires in January.
Based in Los Angeles, members of the Hop WTR team were forced to evacuate their houses, which they could come back to.
“The work took a rear seat during this period,” Bass at Fox Business told Bass. “We are a small business, so I have personal relationships with everyone in the business. I know all of our employees. 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 Forest Fire of Los Angeles devastating in January 2025. (Axelle / Bauer-Griffin / GC Images / Getty Images | Hop Wtr / Getty Images)
In the midst of evacuations, Bass ensured the safety of its employees by quickly coordinating mass communication forms to team members living in California. With the reduction of bass wages, he was able to provide additional funds to affected employees. This included reimbursement of air purifiers.
“We really care about each other,” said Bass. “I am not a billionaire. We do not have a big department of philanthropy, but we felt really forced to help. I hope it will encourage other CEOs to contribute if they can.”
Although he urgently evacuated his own family in the middle of unleashed forest fires, Bass said that his team immediately mobilized and donated 10,000 cans of water to the first stakeholders, fire station, firefighters and evacuation centers.
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Jordan Bass, CEO and co-founder of Hop Wtr, told Fox Business that he had been lucky that his family and house were safe in the aftermath of Los Angeles fires. HOP WTR made a donation of 10,000 cans of water to the first stakeholders immediately and 50,000 cans later.
“We realized that we had a product that people needed, and we felt a real call to help,” Bass at Fox Business told.
“I just felt like I wanted to do more,” said Bass. “It was not enough and the fastest way for me to do so was to reduce my salary and contribute these funds to help our employees cross this situation, help them recover, continue to get the Water specific to those who need and to help with reconstruction efforts. “
As part of their continuous efforts to help in the middle of The FiresHOP WTR has teamed up with All Hands and Hearts, a non -profit organization fed by volunteers, to disperse both water and financial support. In addition, HOP WTR supported community awareness by establishing communication channels for people who needed it. The brand has also launched a fundraising campaign for customers who have collected thousands of dollars.
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HOP WTR provided 10,000 cans of water to the first stakeholders, to firefighters and more immediately after forest fires raged in Los Angeles. 50,000 additional cans were then distributed. (Hop wtr / fox news)
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“It’s really incredible to see that,” said Bass.
“I believe that as a business manager, it is imperative to use my commercial platform for good and it has been absolutely devastating for many people,” he said. “I call other CEOs to do the same and use your business, your salary, your platform to help you recover.”
