Jordan Bass, CEO and co-founder of Hop Wtr, reduced his salary to $1 following the tragic fires in Los Angeles, California, in January. Bass told FOX Business that he encourages other CEOs of brands to do the same or to contribute where they can.
Jordan Bass, CEO and co-founder of Hop Wtr, a non-alcoholic beverage brand, reduced his salary to $1 to provide immediate financial support to his employees, first responders and Los Angeles community members who were affected by the wildfires in January.
Headquartered in Los Angeles, Hop Wtr team members were forced to evacuate their homes, uncertain of what they might return to.
“Work took a backseat during that period,” Bass told FOX Business. “We’re a small company, so I have personal relationships with everyone in the company. I know all of our 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 devastating Los Angeles wildfires in January 2025. (Axelle/Bauer-Griffin/GC Images / Getty Images | Hop Wtr / Getty Images)
Amid evacuations, Bass ensured the safety of his employees by quickly coordinating forms of mass communication to team members living in and out of California. With Bass’ salary reduction, he was able to provide incremental funds for affected employees. This included reimbursement for air purifiers.
“We really care about each other pretty deeply,” Bass said. “I’m not a billionaire. We don’t have a big philanthropy department, but we felt really compelled to help. I hope this inspires other CEOs to contribute if they can.”
Despite having urgently evacuated his own family amid the raging wildfires, Bass said his team immediately mobilized and donated 10,000 cans of water to first responders, fire stations, fire camps and evacuation centers.
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Jordan Bass, CEO and co-founder of Hop Wtr, told FOX Business that he was fortunate his family and home were safe in the aftermath of the LA fires. Hop Wtr donated 10,000 cans of water to first responders immediately, and 50,000 cans later.
“We realized we had a product that people needed, and we felt a real calling to help,” Bass told FOX Business.
“I just felt like I wanted to do more,” Bass said. “It wasn’t enough and the quickest way for me to do that was lower my salary and contribute those funds to help our employees get through this situation, help them with recovery, help continue to get clean water to those in need and to help with the rebuilding efforts.”
As part of their continued efforts to help amid the LA fires, Hop Wtr partnered with All Hands and Hearts, a volunteer-powered nonprofit, to disperse both water and financial support. Furthermore, Hop Wtr supported community outreach by establishing communication channels for people who were in need. The brand also launched a fundraising campaign for customers which garnered thousands of dollars.
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Hop Wtr provided 10,000 cans of water to first responders, fire camps and more immediately after wildfires raged in LA. An additional 50,000 cans were later distributed. (HOP WTR / Fox News)
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“It’s really amazing to see that,” Bass said.
“I believe that as a business leader, it’s imperative to use my business platform for good and this has been absolutely devastating on many people,” he said. “I call on other CEOs to do the same and use your company, your salary, your platform to help with this recovery.”
