By Bartow J. Elmore
"Citizen Coke demostrate[s] a whole lack of awareness approximately . . . the Coca-Cola system―past and present." ―Ted Ryan, the Coca-Cola Company
How did Coca-Cola construct an international empire by means of promoting a low-price concoction of quite often sugar, water, and caffeine? the straightforward resolution is ads, however the actual formulation to Coke’s good fortune used to be its process, from the beginning, to dump charges and dangers onto providers, franchisees, and the govt.. for many of its historical past the corporate owned no bottling vegetation, water assets, cane- or cornfields. A lean operation, it benefited from public items like affordable municipal water and curbside recycling courses. Its large urge for food for constituents gave it oversized effect on providers and congressional committees. This used to be Coca-Cola capitalism.
In this new historical past Bartow J. Elmore explores Coke via its components, exhibiting how the corporate secured substantial amounts of coca leaf, caffeine, sugar, and different inputs. Its development used to be pushed by means of clever leaders equivalent to Asa Candler, who scaled an Atlanta soda-fountain operation right into a nationwide empire, and “boss” Robert Woodruff, who nurtured partnerships with businesses like Hershey and Monsanto. those males, and the corporate they helped construct, have been obvious as liable voters, bringing jobs and improvement to each nook of the globe. yet as Elmore exhibits, Coke used to be frequently getting the candy finish of the deal.
It maintains to take action. along Coke’s fresh public investments in water purification infrastructure, specially in Africa, it has additionally built―less publicly―a rash of bottling vegetation in dangerously arid areas. having a look previous its message of company citizenship, Elmore reveals a technique of relentless growth.
The expenditures shed by way of Coke have fallen at the public at huge. Its annual use of many billions of gallons of water has strained an more and more scarce worldwide source. Its copious servings of high-fructose corn syrup have threatened public future health. Citizen Coke grew to become an enormous in a global of abundance. In an international of shortage it's a pressure on assets and all who rely on them.
eight pages of illustrations