UK-based conglomerate the Virgin Group and Strauss Water, the drinking water purification and filtration division of Israel-based food and beverage company the Strauss Group, embarked on a joint venture to provide customers with purified drinking water, on Sunday.

The Virgin Green Fund, an independent private equity firm affiliated with the Virgin Group, will contribute $7.5m while Strauss Water will put $2.5m towards the project, as well as its existing UK business.

The new product, to be known as Virgin…

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