mainelove, led by CEO Jen Millard, aims to transform Maine’s natural resources into economic growth through a circular water economy.
The company focuses on local economic uplift, offering a recyclable aluminum alternative to plastic and empowering consumers.
mainelove’s water co-op model provides local breweries with new revenue streams, keeping profits within Maine.
The brand leverages Maine’s reputation for purity and craftsmanship, commanding a premium price for its products.
This company being born out of the love for Maine helps us bring that Maine tourism halo. It already has the halo unto itself, we’re just showing it in a different way.
Maine possesses an undeniable allure, a halo of natural purity and artisanal quality that resonates far beyond its borders. Yet this inherent value is often overlooked in economic strategy, treated more as backdrop than opportunity. mainelove flips that script, turning water into a growth engine and branding Maine itself as the product.
At the helm is Jen Millard, mainelove’s Co-Founder and CEO. A serial entrepreneur guided by a deep love for Maine and a sharp eye for reinvention, Millard isn’t just building a business. She’s building a case for why Maine’s overlooked assets deserve center stage, through a model built on circular economics, authentic branding, and deep respect for its resources.
Thirsty for more: “This company being born out of the love for Maine helps us bring that Maine tourism halo,” Millard says. “It already has the halo unto itself, we’re just showing it in a different way.” That halo—Maine’s reputation for purity and craft—is the foundation for mainelove’s model, which repositions water as a driver of local economic growth. As global demand climbs, the company is building a circular, homegrown water economy rooted in three pillars: economic uplift for Maine, a recyclable aluminum alternative to plastic, and consumer empowerment.
Brewing local value: “The most important component to enable jobs is to keep the money circulating in Maine,” Millard says. That principle drives mainelove’s water co-op for brewers—a model that gives local breweries a new revenue stream by canning pristine Maine water. “All the money from the water economy stays in Maine,” she adds. It’s a fresh path for business diversification and job retention, rooted in local ownership rather than outside extraction.
Hello, halo : “The water is so clean because of the forest,” Millard says. “What we’ve tried to do is position the story around our love for Maine and its natural resources.” That authenticity powers mainelove’s local-first model, especially with water sourced from Sebago Lake, known for surpassing purity standards thanks to natural forest filtration. The brand also taps into what Millard calls the “Maine halo effect”—a built-in trust that commands a premium. “It sells higher because people have an expectation that it’s clean and made by hand and artisanal.”
Our positioning is we provide an alternative to single-use plastic, full stop. This is not a company forcing recycling. We’re making a product that is easy to recycle.
Can do better: “Our positioning is we provide an alternative to single-use plastic, full stop,” Millard says. mainelove backs that up with aluminum packaging, which is recycled about 70% of the time in the U.S., often within 60 days. “This is not a company forcing recycling,” she adds. “We’re making a product that is easy to recycle.” It’s a clear environmental stance that reinforces the brand’s values without compromising on practicality.
No cheap thrills: “We are proud to be an expensive water, to be honest. This is the best water and it’s made by hand, and it’s going to cost more,” Millard says. That unapologetic stance on price reflects the brand’s broader bet on authenticity, especially with younger consumers. “This is built for the Gen Z profile,” she adds. “They don’t want any marketing. They want to see what they get. They want to be authentic.”
The Maine draw: Ultimately for Millard, mainelove is more than business. It’s a personal capstone driven by a deep desire to give back to her home state. Her vision blends profit with purpose, rooted in a deep desire to give back and leave a lasting mark on the place that shaped her. “Let’s have my last company be in Maine and let’s have it be meaningful to Maine,” she explains.
