Part 17 (2/2)

Page 121 ”The more you live”; ”Prepare to get wet”: ”Advertising for Dasani,” ”Advertising for Dasani,” Marketing Week Marketing Week, February 5, 2004.

Page 122 high-divers plummeted: Martin Wainwright, ”Fall Guy: Daredevil Dives Promote Bottled Water,” Martin Wainwright, ”Fall Guy: Daredevil Dives Promote Bottled Water,” Guardian Guardian, February 11, 2004.

Page 122 actually bottled in the southeast London suburb: Michael McCarthy, ”Pure? c.o.ke's Attempt to Sell Tap Water Backfires in Cancer Scare,” Michael McCarthy, ”Pure? c.o.ke's Attempt to Sell Tap Water Backfires in Cancer Scare,” Independent Independent, March 20, 2004.

Page 122 ”perfected by NASA”: ”Soft Drink Is Purified Tap Water,” BBC News, March 1, 2004. ”Soft Drink Is Purified Tap Water,” BBC News, March 1, 2004.

Page 122 ”enhance the pure taste”: ”When You Get Headlines in the Press Like 'The Real Sting' in the Sun, 'c.o.ke Sells Tap Water' in the Mirror and 'Eau de Sidcup: Didn't Del Boy Try That?' in the Daily Mail, You Know There's a Story to Amuse,” ”When You Get Headlines in the Press Like 'The Real Sting' in the Sun, 'c.o.ke Sells Tap Water' in the Mirror and 'Eau de Sidcup: Didn't Del Boy Try That?' in the Daily Mail, You Know There's a Story to Amuse,” Eastern Daily Press Eastern Daily Press (UK), March 16, 2004. (UK), March 16, 2004.

Page 122 ”as pure as water gets”: McCarthy, ”Pure? c.o.ke's Attempt to Sell Tap Water Backfires in Cancer Scare.” McCarthy, ”Pure? c.o.ke's Attempt to Sell Tap Water Backfires in Cancer Scare.”

Page 122 handed out for free: Valerie Elliott and Angela Jameson, ”Coca-Cola Withdraws 'Sidcup Tap' Water,” Valerie Elliott and Angela Jameson, ”Coca-Cola Withdraws 'Sidcup Tap' Water,” Times Times (London), March 20, 2004. (London), March 20, 2004.

Page 123 all but blamed the British government: Alison Purdy and Rachel Williams, ”Coca-Cola Orders Recall of Bottled Water,” Press a.s.sociation (UK), March 19, 2004. Alison Purdy and Rachel Williams, ”Coca-Cola Orders Recall of Bottled Water,” Press a.s.sociation (UK), March 19, 2004.

Page 123 FDA had warned manufacturers: Federal Register Federal Register 66, no. 60 (March 28, 2001). 66, no. 60 (March 28, 2001).

Page 123 formula for how much bromate: Barbara L. Marteney and Kristin Safran, ”Continually Evolving Regulations for D/DBPs,” Barbara L. Marteney and Kristin Safran, ”Continually Evolving Regulations for D/DBPs,” Water Quality Products Water Quality Products, September 2001.

Page 123 Nestle stopped using ozonation: Carlos David Mogollon, ”Perrier Restricts Ozone Use Awaiting Better Control Options,” Carlos David Mogollon, ”Perrier Restricts Ozone Use Awaiting Better Control Options,” Water Conditioning & Purification Water Conditioning & Purification, August 2001.

Page 123 typical headline: Philip Henser, ”Should I Really Despise Coca-Cola?” Philip Henser, ”Should I Really Despise Coca-Cola?” Independent Independent, March 26, 2004.

Page 123 plays on c.o.ke's own branding: John Arlidge, ”Coca-Cola: Don't Drink the Water,” John Arlidge, ”Coca-Cola: Don't Drink the Water,” Observer Observer, April 18, 2004.

Page 124 CAI cut its teeth in the fight: Bella English, ”Taking Down the Marlboro Man: Kathy Mulvey Helped Negotiate a Treaty That, If Ratified, Would Ban Tobacco Advertising, Promotion, and Sponsors.h.i.+p,” Bella English, ”Taking Down the Marlboro Man: Kathy Mulvey Helped Negotiate a Treaty That, If Ratified, Would Ban Tobacco Advertising, Promotion, and Sponsors.h.i.+p,” Boston Globe Boston Globe, December 23, 2003.

Page 124 founded as the Infant Formula Action Coalition: Marion Nestle, 145-158. Marion Nestle, 145-158.

Page 125 some $9 billion annually . . . almost 10 percent: Beverage Marketing Corporation, ”Bottled Water Perseveres in a Difficult Year, New Data from Beverage Marketing Corporation Show,” April 20, 2009. Beverage Marketing Corporation, ”Bottled Water Perseveres in a Difficult Year, New Data from Beverage Marketing Corporation Show,” April 20, 2009.

Page 125 Gallup poll at the time: Environmental Protection Agency, ”a.n.a.lysis and Findings of the Gallup Organization's Drinking Water Customers Satisfaction Survey,” August 6, 2003, 4. Environmental Protection Agency, ”a.n.a.lysis and Findings of the Gallup Organization's Drinking Water Customers Satisfaction Survey,” August 6, 2003, 4.

Page 125 set a ”low priority”: Food and Drug Administration, Center for Food Safety and Applied Nutrition, ”Bottled Water Regulations and the FDA,” August-September 2002. Food and Drug Administration, Center for Food Safety and Applied Nutrition, ”Bottled Water Regulations and the FDA,” August-September 2002.

Page 125 standards are slightly lower . . . voluntary recalls: International Bottled Water a.s.sociation, ”Regulation of Bottled Water: An Overview.” International Bottled Water a.s.sociation, ”Regulation of Bottled Water: An Overview.”

Page 125 A cla.s.sic study: Natural Resources Defense Council, ”Bottled Water: Pure Drink or Pure Hype?” March 1999. Natural Resources Defense Council, ”Bottled Water: Pure Drink or Pure Hype?” March 1999.

Page 126 the American Medical a.s.sociation found: Case Western Reserve University, ”Study Finds Some Bottled Water Has More Bacteria and Less Fluoride Than Tap Water,” Case Western Reserve University, ”Study Finds Some Bottled Water Has More Bacteria and Less Fluoride Than Tap Water,” Science Daily Science Daily, March 22, 2000.

Page 126 a 2002 study by the University of Tuskegee: Abua Ikem et al., ”Chemical Quality of Bottled Waters from Three Cities in Alabama,” Abua Ikem et al., ”Chemical Quality of Bottled Waters from Three Cities in Alabama,” Science of the Total Environment Science of the Total Environment 285, nos. 1-3 (February 21, 2002), 165-175. 285, nos. 1-3 (February 21, 2002), 165-175.

Page 126 A 2004 study by the FDA: Food and Drug Administration, Center for Food Safety and Applied Nutrition, Office of Food Safety, ”Questions and Answers About Perchlorate,” February 8, 2009. Food and Drug Administration, Center for Food Safety and Applied Nutrition, Office of Food Safety, ”Questions and Answers About Perchlorate,” February 8, 2009.

Page 126 found thirty-eight different pollutants: Olga Naidenko et al., ”Bottled Water Quality Investigation: 10 Major Brands, 38 Pollutants,” Environmental Working Group, October 2008. Olga Naidenko et al., ”Bottled Water Quality Investigation: 10 Major Brands, 38 Pollutants,” Environmental Working Group, October 2008.

Page 126 traces of pharmaceutical drugs: Jeff Donn, ”Pharmaceuticals Found in U.S. Drinking Water,” a.s.sociated Press, March 10, 2008. Jeff Donn, ”Pharmaceuticals Found in U.S. Drinking Water,” a.s.sociated Press, March 10, 2008.

Page 126 ”After learning about all the things”: Royte, 135. Royte, 135.

Page 126 just over $2 per gallon: Mintel International Group, ”Bottled Water-US-2008, Executive Summary.” Mintel International Group, ”Bottled Water-US-2008, Executive Summary.”

Page 126 one- or two-tenths of a cent per gallon: Natural Resources Defense Council; Food & Water Watch. Natural Resources Defense Council; Food & Water Watch.

Page 127 idea of the Tap Water Challenge: Gigi Kellett, interview by the author. Gigi Kellett, interview by the author.

Page 127 Newark or Philadelphia tap water: Gary Haber, ”Dozens Protest Coca-Cola Outside Annual Meeting,” Gary Haber, ”Dozens Protest Coca-Cola Outside Annual Meeting,” News Journal News Journal (Wilmington, DE), April 20, 2006; Akweli Parker, ”Taking the Water Taste Test; Actually, No One Bothered to Keep Score in This Bottled vs. Tap Challenge. Activists Felt They Made Their Point,” (Wilmington, DE), April 20, 2006; Akweli Parker, ”Taking the Water Taste Test; Actually, No One Bothered to Keep Score in This Bottled vs. Tap Challenge. Activists Felt They Made Their Point,” Philadelphia Inquirer Philadelphia Inquirer, March 22, 2006.

Page 127 sources its water from an underground aquifer: Lee Klein, ”Bottled Water Gets the Boot,” Lee Klein, ”Bottled Water Gets the Boot,” Miami New Times Miami New Times, August 14, 2008.

Page 128 17 million . . . three times that: Peter H. Gleick and Heather Cooley, ”Energy Implications of Bottled Water,” Peter H. Gleick and Heather Cooley, ”Energy Implications of Bottled Water,” Environmental Research Letters Environmental Research Letters 4 (2009), 1-6. 4 (2009), 1-6.

Page 128 33 percent in 2009: Environmental Protection Agency, ”America Recycles Day,” November 10, 2009. Environmental Protection Agency, ”America Recycles Day,” November 10, 2009.

Page 128 50 percent in 1992: Container Recycling Inst.i.tute, ”Water, Water Everywhere: The Growth of Non-Carbonated Beverages in the United States,” February 2007. Container Recycling Inst.i.tute, ”Water, Water Everywhere: The Growth of Non-Carbonated Beverages in the United States,” February 2007.

Page 128 33 billion liters: Beverage Marketing Corporation, ”Bottled Water Perseveres in a Difficult Year, New Data from Beverage Marketing Corporation Show,” April 20, 2009. Beverage Marketing Corporation, ”Bottled Water Perseveres in a Difficult Year, New Data from Beverage Marketing Corporation Show,” April 20, 2009.

Page 128 rates of less than 20 percent: Container Recycling Inst.i.tute, ”Water, Water Everywhere: The Growth of Non-Carbonated Beverages in the United States,” February 2007. Container Recycling Inst.i.tute, ”Water, Water Everywhere: The Growth of Non-Carbonated Beverages in the United States,” February 2007.

Page 128 some 3 billion pounds: Jenny Gitlitz and Pat Franklin, ”The 10 Incentive to Recycle,” Container Recycling Inst.i.tute, July 2006. Jenny Gitlitz and Pat Franklin, ”The 10 Incentive to Recycle,” Container Recycling Inst.i.tute, July 2006.

Page 129 ”Consumers are making a choice”: Marc Gunther, ”Bottled Water: No Longer Cool? Activists Turn Up the Heat on Coca-Cola, PepsiCo and Nestle,” Marc Gunther, ”Bottled Water: No Longer Cool? Activists Turn Up the Heat on Coca-Cola, PepsiCo and Nestle,” Fortune Fortune, March 25, 2007.

Page 130 University of Central Florida's new stadium: Matt McKinley, ”New Stadium Gets out of Hot Water,” Matt McKinley, ”New Stadium Gets out of Hot Water,” Central Florida Future Central Florida Future, September 18, 2007; Luis Zaragoza and Claudia Zequeira, ”UCF in Hot Water with Fans; Stadium Has No Drinking Fountains, Students Thirsty for Answers,” Orlando Sentinel Orlando Sentinel, September 18, 2007.

Page 130 led by c.o.ke, showed up to lobby: Jennifer 8. Lee, ”City Council Shuns Bottles in Favor of Water from Tap,” Jennifer 8. Lee, ”City Council Shuns Bottles in Favor of Water from Tap,” New York Times New York Times, June 17, 2008.

Page 130 did approve a resolution to study: U.S. Conference of Mayors, ”Bottled Water: The Impact on Munic.i.p.al Waste Systems,” May 1, 2008. U.S. Conference of Mayors, ”Bottled Water: The Impact on Munic.i.p.al Waste Systems,” May 1, 2008.

Page 131 pa.s.sage of the earlier, tougher call: Vinnee Tong, ”US Mayors Vote to Phase Out Bottled Water Consumption,” a.s.sociated Press, June 23, 2008. Vinnee Tong, ”US Mayors Vote to Phase Out Bottled Water Consumption,” a.s.sociated Press, June 23, 2008.

Page 131 nixed bottled water: Mich.e.l.le Locke, ”California's Chez Panisse Among Upscale Restaurants Leading Bottled Water Backlash,” a.s.sociated Press, March 29, 2007. Mich.e.l.le Locke, ”California's Chez Panisse Among Upscale Restaurants Leading Bottled Water Backlash,” a.s.sociated Press, March 29, 2007.

Page 131 Mario Batali followed suit: Marian Burros, ”Fighting the Tide, a Few Restaurants Tilt to Tap Water,” Marian Burros, ”Fighting the Tide, a Few Restaurants Tilt to Tap Water,” New York Times New York Times, May 30, 2007.

Page 131 ”one of capitalism's greatest mysteries”: ”Bottled Water and Snake Oil,” Economist .com, July 31, 2007. ”Bottled Water and Snake Oil,” Economist .com, July 31, 2007.

Page 131 ”Think Outside the Bottle” pledge . . . raised $100,000: Melissa Knopper, ”Bottled Water Backlash,” Melissa Knopper, ”Bottled Water Backlash,” E-The Environmental Magazine E-The Environmental Magazine, May/June 2008.

Page 132 revealing the source of its water: 2008 Nestle Waters North America Corporate Citizens.h.i.+p Report; Nestle Waters North America, Quality Reports, 2008 Nestle Waters North America Corporate Citizens.h.i.+p Report; Nestle Waters North America, Quality Reports, .

Page 132 ”The FDA's definition”: Chris Vogel and Lee Klein, ”Houston Turns Back to Tap Water: That Stuff Flowing from the Faucet Is Safe, Cheap and Environmental,” Chris Vogel and Lee Klein, ”Houston Turns Back to Tap Water: That Stuff Flowing from the Faucet Is Safe, Cheap and Environmental,” Houston Press Houston Press, August 14, 2008.

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