Jacqui & James Hill from BetterDays
Jacqui and James Hill are the founders of Australia’s first cactus water, BetterDays. After struggling to find healthy beverage options that were good enough to drink daily, the husband and wife duo decided to create their own—their journey is one of resilience, persistence and passion.
Photography: Chip Mooney
Founders of BetterDays, husband and wife team, James and Jacqui Hill.
BetterDays Cactus Water comes in three flavours: Prickly Pear (fruit of a cactus not a Pear) + Electrolytes, Cucumber Mint + Collagen and Hibiscus Watermelon + Nootropics.
‘I love the creation aspect and being able to build something from the ground up. It’s immensely satisfying to be able to say, “we created this” and be proud of the outcome,’ says Jacqui Hill.
Hello Jacqui & James—what were your backgrounds before the BetterDays journey?
James: I’ve had a varied career spanning branding, marketing, sales, and tech. I’ve also run my own business having co-founded an e-commerce fashion label called GOOD CMPNY, which was a cult Melbourne brand for a few years in the Mid 2000s. I’ve always had a passion for branding, marketing, and sales, but also have a keen interest in health and wellness.
Jacqui: Originally, I studied and worked as a nurse, then spent 3 years traveling the globe as an international flight attendant for Emirates airline. Over the past 10 years I’ve been working for a French pharmaceutical company specialising in oncology and mental health products.
When did you first discover cactus water and why did it have such a big impact on you?
James: We were in Tulum Mexico, in 2020 and had a few too many Margaritas one night. The next morning, we came across a street vendor selling Prickly Pear juice (or Agua de Tuna as they call it). He was touting the amazing health benefits and when he found out we were hungover, he said Prickly Pear is known for curing hangovers due to it being rich in electrolytes. While we didn’t hold high hopes, it was extremely refreshing and tasted delicious. This part of the story we still disagree on however Jac says she suggested we should bring it to Australia, and I swear that it was me, but either way the seed was planted and we began looking more deeply into the health properties of Prickly Pear and how we might go about making this a reality.
So the idea to start BetterDays is something that’s been brewing for a while now?
James: Yes, while the idea came to us in Tulum in 2020 it wasn’t till mid 2022 (the covid years) that we really started to make things happen. We both had some spare time on our hands (as did most of the country) and started to seriously investigate how to start a beverage company. Having both not come from a food and beverage background, it was a very steep learning curve. We did have some luck along the way and were introduced to a very talented food scientist who had worked on several other well know beverage brands. While we had the best of intentions to launch BetterDays quickly, life got in the way (in an amazing way) and we had a baby daughter, both got promotions in our full-time jobs and completed a renovation, all of which pushed back our intended launch date further and further. We finally pulled our fingers out in 2023 and formally launched the product in winter.
The most rewarding part of your job is…
James: Meeting our customers and hearing live feedback. I get lots of energy from doing market stalls and meeting with different customers. They also seem so interested in our journey and are genuinely rooting for us to do well. Sometimes being an entrepreneur can be a lonely journey, so it is moments like that that remind me why I’m doing it.
Jacqui: I love the creation aspect and being able to build something from the ground up. It is immensely satisfying to be able to say, ‘we created this’ and be proud of the outcome.
And the most challenging…
James: Constantly being faced with new issues that I have no idea how to solve. Not a day goes by where I’m faced with something that I have no idea how to do, and the constant learning curve can sometimes get exhausting.
Jacqui: Working with my husband, he can be a big pain in the… (half joking!).
‘We wanted to make BetterDays Cactus Water 100% natural due to our commitment to creating a healthier and more sustainability beverage offering,’ says Jacqui Hill.
“For those who have never started a business, they may not realise how much of yourself you put on the line. It’s a rollercoaster, with risks and sacrifices at every turn. Yet, there’s an upside that’s hard to beat.”
‘Very rarely does the world stop you from being successful. It usually comes down to the individual’s willingness to continually push through when others won’t,’ says James Hill.
‘Being 100% natural allows us to be transparent about the ingredients we use. This transparency fosters trust, as consumers can confidently choose BetterDays products, knowing exactly what they're putting into their bodies.’
The most valuable piece of advice you would give to someone starting their own product?
James: Look at your commercials first. It’s very easy to get taken away with an exciting idea, however a lot of money can be wasted by not getting your commercials watertight. If this isn’t your wheelhouse then you need to speak to someone who has experience in this area. Once you are reasonably confident around the commercials, then it’s time to get stuck into the fun stuff.
Jacqui: Be optimistic, but realistic. While you must have a vision for success that vision needs to be rooted in reality. Chat to others who have walked a similar path and learn from their lessons.
BetterDays products are 100% natural - why was this so important for you both?
Jacqui: We wanted to make BetterDays Cactus Water 100% natural due to our commitment to creating a healthier and more sustainability beverage offering. We believe that what you consume significantly impacts your wellbeing and offering 100% natural products ensures that our customers can enjoy beverages free from artificial additives and chemicals. Being 100% natural also allows us to be transparent about the ingredients we use. This transparency fosters trust, as consumers can confidently choose BetterDays products, knowing exactly what they're putting into their bodies.
James: I just believe that natural ingredients are way better. Most artificial ingredients have stemmed from trying to create cost efficiencies in production and that can come at a high cost when it comes to health and wellbeing. We’re not looking to be the next Coke or Pepsi (yet) so we can get away with less profit, but a much better quality product.
The best lesson you’ve learnt since starting BetterDays?
Jacqui: Resilience and persistence. Loving what we do certainly smooths the path, but some days are a slog. However by continuing to push through helps to see us through the rough patches. Starting a business teaches you a lot about yourself. For those who have never started a business, they may not realise how much of yourself you put on the line. It's a rollercoaster, with risks and sacrifices at every turn. Yet, there's an upside that's hard to beat—the personal growth that comes from steering your own ship is incredibly satisfying.
James: I completely agree with Jac. I think persistence is the greatest indicator of success in a business. Very rarely does the world stop you from being successful. It usually comes down to the individual’s willingness to continually push through when others won’t.
The best part about working with your partner?
James: Knowing that the person you work with everyday has your genuine best interest at heart.
Jacqui: Being able to share in the amazing moments and support each other in the tough moments.
What are you most excited about that’s coming up for BetterDays this year?
James: We have a few cool collaboration ideas working with great creators, which should be fun. We want to be more playful with the brand and take more risks.
Jacqui: Continuing to grow the brand nationally. We see a big opportunity in Queensland and want to continue to push the product in Brisbane, Gold Coast and Burleigh areas.