Fuentealta releases books across Tenerife to promote recycling and reading

The initiative will take place between 21st and 27th April, in celebration of World Book Day

Under the slogan ‘One Story, A Thousand Lives’, this bookcrossing action invites the public to participate in a travelling literary cycle

To mark World Book Day on 23rd April, Fuentealta is launching a book release across various locations in Tenerife, paying tribute to stories with character — just like the brand itself. This initiative by Grupo CIO’s water brand, which is celebrating its 50th anniversary this year, aims to foster both reading habits and sustainability through a book “exchange” initiative. Under the theme ‘One Story, A Thousand Lives’, the campaign invites the public to engage in a moving literary cycle, where books pass from hand to hand, gaining new stories with every reader.

José María Cortés, Commercial Director at Fuentealta, explains:

“Through our cultural initiative ‘One Story, A Thousand Lives’, we are proud to join the celebrations for World Book Day, with the goal of encouraging reading habits and promoting reuse, generating a cultural and social movement across the island.” He added: “Over the past 50 years, we have learnt that the true impact of a brand goes far beyond its product. Through actions like these, we seek to strengthen our values of sustainability and community, promoting the reuse of resources. We invite everyone to join us and let the stories flow.”

A celebration with purpose

The action will unfold between 21st and 27th April, within the context of World Book Day celebrations. Throughout the week, books — donated by Grupo CIO’s staff — will be released at strategic locations across the island, such as squares, parks, and cafés, with the aim of bringing reading closer to the entire community.

Each book will feature a sticker on its cover reading: “This story has character. Take it, enjoy it, and leave another behind.” Encouraging participants to continue the cycle of shared reading.

To boost social media participation and amplify the reach of the action, Fuentealta will actively promote the creation of content using the hashtag #HazQueFluya (Let it Flow), its main slogan, encouraging readers to share the location of the books they find or leave at new spots. This way, the initiative will continue expanding, reaching an even wider audience.

50 years of Fuentealta: a story with character

In 2025, Fuentealta celebrates half a century of history — a journey marked by its commitment to the environment, Canarian identity, and the many people who have been part of its story. Through its corporate sustainability strategy, Fuentealta upholds a responsible business culture by implementing measures to foster sustainable development and environmental protection.

Through its #HazQueFluya movement, Fuentealta promotes a shift in social attitudes based on small transformative gestures. Since its inception, the brand has championed sustainability and innovation as fundamental pillars of its growth.
In 2019, Fuentealta became a pioneer in the Canary Islands by introducing recycled PET (rPET) into its bottles — a milestone that reduced virgin plastic usage by 25% per unit, preventing the consumption of over 100 tonnes of new plastic annually.
Today, all its packaging up to 1.5 litres is made from 100% recycled and recyclable plastic, with continuous improvements such as a 24% reduction in plastic used for bottle caps.