The Coke Machine: The Dirty Truth Behind the World's Favorite Soft Drink
Page 37
Page 105 “Clearly we are playing catch up”: Scott Leith, “Obesity Weighs Heavy on Colas, Industry Studies How to Fight Back in Health Debate.”
Page 105 “to better reflect the expanded range”: PR Newswire, November 11, 2004.
Page 106 new director, Susan Neely: “Ex-Homeland Security Official Susan Neely Takes the Helm at ABA,” Beverage Digest, April 29, 2005; Caroline Wilber, “Beverage Industry Ads Tout New School Policy,” Atlanta Journal-Constitution, October 13, 2005.
Page 106 “The industry thinks”: Caroline Wilbert, “Bottlers Across the Country Lobby to Stay in Schools,” Cox News Service, July 11, 2005.
Page 106 Beverage Institute for Health and Wellness: Dominic Mills, “Coke Calls In the Men in White Coats,”Daily Telegraph (London), March 16, 2004.
Page 106 conference in Mexico City: Alex Beam, “A Knack for Cooking Up Controversy,” Boston Globe, November 4, 2004.
Page 106 rose 74 percent . . . “the glory days”: Scott Leith, “U.S. Soft-Drink Industry Ruminates on How to Recharge Its Batteries,” Atlanta Journal-Constitution, May 27, 2004.
Page 106 quietly pushed Daft out: Neil Buckley and Betty Liu, “Wall Street Is Convinced That Steven Heyer, the Company’s President and Chief Operating Officer, Is the Man for the Top Job,” Financial Times, March 10, 2004.
Page 106 to take his place was Neville Isdell: Claudia H. Deutsch, “Coca-Cola Reaches into Past for New Chief,” New York Times, May 5, 2004.
Page 107 “help more people by working”: Andrew Ward, “Coke Joins Battle for the Brand,” Financial Times (London), November 21, 2006.
Page 107 in the core of the brand: Andrew Ward, “Coke Gets Real: The World’s Most Valuable Brand Wakes Up to a Waning Thirst for Cola,” Financial Times, September 22, 2005.
Page 107 eighteen to twenty-four months: Caroline Wilbert, “Interview: Coke CEO Neville Isdell: Boss Confident About Strategy,” Atlanta Journal-Constitution, November 13, 2005.
Page 107 “I came back to the Coca-Cola Company”: Scott Leith, “New Chairman and Chief Executive Vows to Reignite Coke’s Growth,” Atlanta Journal-Constitution, September 16, 2004.
Page 107 “Regardless of what the skeptics”: Foust, “Gone Flat.”
Page 107 committed an extra $400 million: Ward, “Coke Gets Real.”
Page 107 “Carbonated soft drinks”: Raja Mishra, “In Battle of Bulge, Soda Firms Defend Against Warning,” Boston Globe, November 28, 2004.
Page 107 “Healthier consumers are going to be”: “Coke Boss Counters Obesity Criticisms,” Toronto Star, June 18, 2004.
Page 107 Chicago and New York had joined: Raja Mishra, “School Lunch Bill Targets Obesity: Bill Aims for Healthier School Lunches,” Boston Globe, October 10, 2004.
Page 107 New Jersey passed the first: John Holl, “School Policy in New Jersey to Take Junk off Lunch Tray,” New York Times, June 7, 2005.
Page 108 Arnold Schwarzenegger championed: Dorsey Griffith, “Junk Food Junked: Governor Signs Bill Strictly Limiting Sales in Public Schools,” Sacramento Bee, September 9, 2005.
Page 108 PepsiCo had for the first time: David Teather, “Bubble Bursts for the Real Thing As PepsiCo Ousts Coke from Top Spot,” Guardian, December 27, 2005.
Page 108 4 percent increase . . . “There is growth”: Caroline Wilbert, “Coke Exceeds Profit Target,” Atlanta Journal-Constitution, February 8, 2006.
Page 108 “intellectual godfather of tobacco litigation”: Activist Cash, http://activistcash.com; Center for Consumer Freedom, http://www.consumerfreedom.com.
Page 109 $250 billion settlement: Joe Nocera, “If It’s Good for Philip Morris, Can It Also Be Good for Public Health?” New York Times, June 18, 2007.
Page 109 global tobacco treaty: World Health Organization, “Global Tobacco Treaty Enters into Force with 57 Countries Already Committed,” press release, February 24, 2005.
Page 109 “The number of analogies”: Dick Daynard, interview by the author.
Page 109 percolating since a conference: Stephen Gardner, interview by the author.
Page 109 eventually backed down: Keith Ervin, “School Board Is Warned Against Coke Contract,” Seattle Times, July 2, 2003; Tan Vinh, “Soft Drinks Limited for Middle-Schoolers; District Extends, Restricts Coca-Cola Contract,” Seattle Times, July 18, 2003.
Page 109 “I look at Coke and Pepsi”: Gardner, interview by the author.
Page 110 one study at Johns Hopkins University: “Caffeine Added to Soft Drink to Addict Consumers, Says Study,” Food & Drink Weekly, August 21, 2000.
Page 110 “There are trial lawyers”: Mindus, interview by the author.
Page 110 quietly approached Gardner: Gardner, interview by the author.
Page 110 trouble finding plaintiffs: Simon, interview by the author.
Page 111 drew up a confidential document: “Proposed School Beverage Policy, Draft Dated March 30, 2006 (2) For Discussion Only, Between the American Beverage Association and Industry Representatives, the Center for Science in the Public Interest, and Public Health Advocacy Institute.”
Page 111 even Governor Rell bowed . . . passed the bill in late April 2006: Stacey Stowe, “To Some in Hartford, Coke Is a Real Evil Thing,” New York Times, April 7, 2006.
Page 111 calling a press conference a week later: American Beverage Association, “Statement by Susan Neely, American Beverage Association President and CEO Regarding the Partnership with the Alliance for a Healthier Generation on a New School Beverage Policy,” May 3, 2006.
Page 112 “I don’t think there are any villains here”: Bruce Mohl, “After Soda Ban, Nutritionists Say More Can Be Done,” Boston Globe, May 4, 2006.
Page 112 announced new guidelines . . . Advertising wasn’t even addressed: Caroline Wilbert, Elizabeth Lee, and David Ho, “Beverage Industry Tightens Policy,” Atlanta Journal-Constitution , May 4, 2006.
Page 112 “I think there was considerable bad faith”: Daynard, interview by the author. In an e-mail to the author, Alliance for a Healthier Generation spokesman Doug Cavarocchi declined comment on whether the organization was aware that a parallel negotiation was transpring.
Page 113 $10 million ad campaign: Scott Leith, “Soft Drink Makers Start PR Offensive; Industry Ads Focus on Kids’ Health,” Atlanta Journal-Constitution, September 7, 2006.
Page 113 One school in Wisconsin . . . Portland, Oregon, school district: Annys Shin, “Removing Schools’ Soda Is Sticky Point,” Washington Post, March 22, 2007; Arthur Gregg Sulzberger, “Threat of Fine Forces Talks on Coke Sales,” Oregonian (Portland), February 6, 2007.
Page 113 It took six months: Krisy Obbink, director of dining services, Portland (Oregon) Public Schools, interview by the author.
Page 113 local affiliates of the American Heart Association: “Is the American Heart Association Pulling Its Troops out of State Beverage Fights?” Corporate Crime Reporter, June 1, 2006; Simon, e-mail to the author.
Page 113 A past president of the AHA: David Faxon, interview by the author.
Page 113 thirty-four states had some combination: Michelle M. Mello et al., “The Interplay of Public Health Law and Industry Self-Regulation: The Case of Sugar-Sweetened Beverage Sales in Schools,” American Journal of Public Health 98, no. 4 (April 2008), 13-22.
Page 114 On a federal level: Jane Black, “Senate Drops Measure to Greatly Reduce Sugar and Fat in Food at Schools,” Washington Post, December 15, 2007.
Page 114 study by a consultant . . . down 88 percent: American Beverage Association, Alliance School Beverage Guidelines Final Progress Report, March 8, 2010.
Page 114 “It’s a brand new day”: American Beverage Association, “Beverage Industry Delivers on Commitment to Remove Regular Soft Drinks in Schools, Driving 88% Decline in Calories,” March 8, 2010.
Page 114 grudgingly accept the ABA report: Margo Wootan, interview by the author.
Page 114 industry-funded study with a jaundiced eye: Roberta Friedman, public policy director, Rudd Center for Food Policy and Obesity, Yale University, and
Simon, interviews by the author.
Page 114 one independent study . . . never even heard of them: Lindsey Turner, research assistant professor of nutrition, Institute for Health Research and Policy, University of Illinois, Chicago, interview by the author.
Page 115 soda sales fell in the United States: Melanie Warner, “Soda Sales Fall for First Time in 20 Years,” New York Times, March 9, 2006.
Page 115 2.3 percent . . . in 2009: Valerie Bauerlein, “U.S. Soda Sales Fell at Slower Rate Last Year,” Wall Street Journal, March 25, 2010.
Page 116 A 2008 study in Maine: Janet E. Whatley Blum et al., “Reduced Availability of Sugar-Sweetened Beverages and Diet Soda Has a Limited Impact on Beverage Consumption Patterns in Maine High School Youth,” Journal of Nutrition Education and Behavior 40, no. 6 (November-December 2008), 341-347.
Page 116 Another study, of 11,000 fifth-graders: Meenakshi M. Fernandes, “The Effect of Soft Drink Availability in Elementary Schools on Consumption,” Journal of the American Dietetic Association 108, no. 9 (September 2008), 1445-1452; Elsevier company news, “New Study Assesses the Impact of Soft Drink Availability in Elementary Schools on Consumption,” September 2, 2008.
Page 116 6 percent in 2007 and 5 percent in 2008: The Coca-Cola Company Annual Report 2009.
Page 116 80 percent of Coke’s total sales: Joe Guy Collier, “Worldwide Sales a Tonic for Coke,” Atlanta Journal-Constitution, November 16, 2008.
Page 116 “lost generation” for soda: Caroline Wilbert, “Teens Back Off Sugary Drinks,” Atlanta Journal-Constitution, June 22, 2006.
CHAPTER 5. THE BOTTLED WATER LIE
Page 119 Perrier had introduced . . . getting for free: Elizabeth Royte, Bottlemania: How Water Went on Sale and Why We Bought It (New York: Bloomsbury USA, 2008), 30; Charles Fishman, “Message in a Bottle,” Fast Company, December 19, 2007.
Page 119 Perrier’s profits from water rose: Fishman, “Message in a Bottle.”
Page 119 Evian, pioneered the use of lightweight bottles: Fishman, “Message in a Bottle.”
Page 120 $160 million recall: Alan Riding, New York Times, “Perrier Widens Recall After Finding,” February 15, 1990.
Page 120 swooped in to acquire Perrier: Richard Tomlinson, “Troubled Waters at Perrier,” Fortune, November 29, 2004.
Page 120 sales shot up from $115 million: Royte, 33; Tony Clarke, Inside the Bottle: Exposing the Bottled Water Industry (Ottawa: Canadian Centre for Policy Alternatives, 2007 [orig. pub. 2005]), 24.
Page 120 profit margins on water: Clarke, 83; Betsy McKay, “Coke Strays from the Real Thing—Investors Fret That Bottled Water, Other Beverages, Don’t Quench Their Thirst for Soft-Drink Profit,” Wall Street Journal, October 29, 2002.
Page 120 proprietary mix of minerals: Hays, 246-247.
Page 120 Intended to signal relaxation and refreshment: David F. Gallagher, “Just Say No to H2O (Unless It’s Coke’s Own Brew),” New York Times, September 2, 2001.
Page 120 bought Belmont Springs . . . lackluster sales: Clarke, 30.
Page 120 $20 million campaign: “Dasani Pours on Wellness,” Brandweek, April 23, 2001.
Page 120 Coke targeted women . . . replenished themselves with Dasani: “Dasani and Glamour Magazine Launch National Contest to Honor Women at Their Best,” Internet Wire, July 19, 2002.
Page 121 up to $8.5 billion overall: Beverage Marketing Corporation, “Bottled Water Perseveres in a Difficult Year, New Data from Beverage Marketing Corporation Show,” April 20, 2009.
Page 121 behind Pepsi’s Aquafina: Hillary Chura, “Dasani: Kellam Graitcer,” Advertising Age, October 8, 2001.
Page 121 average French person drank: Paul Simao, “Bottled Water War Cuts into Profits,” Calgary Herald, January 31, 2004.
Page 121 £7 million: “LFH Bottles Coca-Cola Water Brand,” Design Week, February 5, 2004.
Page 121 “The more you live”; “Prepare to get wet”: “Advertising for Dasani,” Marketing Week, February 5, 2004.
Page 122 high-divers plummeted: Martin Wainwright, “Fall Guy: Daredevil Dives Promote Bottled Water,” Guardian, February 11, 2004.
Page 122 actually bottled in the southeast London suburb: Michael McCarthy, “Pure? Coke’s Attempt to Sell Tap Water Backfires in Cancer Scare,” Independent, March 20, 2004.
Page 122 “perfected by NASA”: “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, ‘Coke 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 (UK), March 16, 2004.
Page 122 “as pure as water gets”: McCarthy, “Pure? Coke’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,” Times (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 Association (UK), March 19, 2004.
Page 123 FDA had warned manufacturers: Federal Register 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,” Water Quality Products, September 2001.
Page 123 Nestlé stopped using ozonation: Carlos David Mogollón, “Perrier Restricts Ozone Use Awaiting Better Control Options,” Water Conditioning & Purification, August 2001.
Page 123 typical headline: Philip Henser, “Should I Really Despise Coca-Cola?” Independent, March 26, 2004.
Page 123 plays on Coke’s own branding: John Arlidge, “Coca-Cola: Don’t Drink the Water,” 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 Sponsorship,” Boston Globe, December 23, 2003.
Page 124 founded as the Infant Formula Action Coalition: 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.
Page 125 Gallup poll at the time: Environmental Protection Agency, “Analysis 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.
Page 125 standards are slightly lower . . . voluntary recalls: International Bottled Water Association, “Regulation of Bottled Water: An Overview.”
Page 125 A classic study: Natural Resources Defense Council, “Bottled Water: Pure Drink or Pure Hype?” March 1999.
Page 126 the American Medical Association found: Case Western Reserve University, “Study Finds Some Bottled Water Has More Bacteria and Less Fluoride Than Tap Water,” 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,” Science of the Total Environment 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.
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.
Page 126 traces of pharmaceutical drugs: Jeff Donn, “Pharmaceuticals Found in U.S. Drinking Water,” Associated Press, March 10, 2008.
Page 126 “After learning about all the things”: Royte, 135.
Page 126 just over $2 p
er gallon: 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.
Page 127 idea of the Tap Water Challenge: Gigi Kellett, interview by the author.
Page 127 Newark or Philadelphia tap water: Gary Haber, “Dozens Protest Coca-Cola Outside Annual Meeting,” 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,” Philadelphia Inquirer, March 22, 2006.
Page 127 sources its water from an underground aquifer: Lee Klein, “Bottled Water Gets the Boot,” Miami New Times, August 14, 2008.
Page 128 17 million . . . three times that: Peter H. Gleick and Heather Cooley, “Energy Implications of Bottled Water,” Environmental Research Letters 4 (2009), 1-6.
Page 128 33 percent in 2009: Environmental Protection Agency, “America Recycles Day,” November 10, 2009.
Page 128 50 percent in 1992: Container Recycling Institute, “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.
Page 128 rates of less than 20 percent: Container Recycling Institute, “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 Institute, 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,” Fortune, March 25, 2007.
Page 130 University of Central Florida’s new stadium: Matt McKinley, “New Stadium Gets out of Hot Water,” 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, September 18, 2007.