An absorbing history of how Coke’s insatiable thirst for natural resources shaped the company and reshaped the globe.
How did Coca-Cola build a global empire by selling a low-price concoction of mostly sugar, water, and caffeine? The easy answer is advertising, but the real formula to Coke’s success was its strategy, from the start, to offload costs and risks onto suppliers, franchisees, and the government. For most of its history the company owned no bottling plants, water sources, cane- or cornfields. A lean operation, it benefited from public goods like cheap municipal water and curbside recycling programs. Its huge appetite for ingredients gave it outsized influence on suppliers and congressional committees. This was Coca-Cola capitalism.
In this new history Bartow J. Elmore explores Coke through its ingredients, showing how the company secured massive quantities of coca leaf, caffeine, sugar, and other inputs. Its growth was driven by shrewd leaders such as Asa Candler, who scaled an Atlanta soda-fountain operation into a national empire, and “boss” Robert Woodruff, who nurtured partnerships with companies like Hershey and Monsanto. These men, and the company they helped build, were seen as responsible citizens, bringing jobs and development to every corner of the globe. But as Elmore shows, Coke was usually getting the sweet end of the deal.It continues to do so. Alongside Coke’s recent public investments in water purification infrastructure, especially in Africa, it has also builtless publiclya rash of bottling plants in dangerously arid regions. Looking past its message of corporate citizenship, Elmore finds a strategy of relentless growth.The costs shed by Coke have fallen on the public at large. Its annual use of many billions of gallons of water has strained an increasingly scarce global resource. Its copious servings of high-fructose corn syrup have threatened public health. Citizen Coke became a giant in a world of abundance. In a world of scarcity it is a strain on resources and all who depend on them.
|Publisher:||Norton, W. W. & Company, Inc.|
|Product dimensions:||6.10(w) x 9.30(h) x 1.50(d)|
About the Author
Bartow J. Elmore grew up in Coke country: Atlanta, Georgia. An environmental and business historian, he teaches at the University of Alabama in Tuscaloosa.
Table of Contents
Prologue: A Creation Myth of Citizen Coke 1
Part I Citizen Coke Comes of Age, 1886 to 1950 15
1 Tap Water: Packaging Public Water for Private Profit 17
2 Waste Tea Leaves: Recycling Caffeine Found in Other Industries' Trash 53
3 Sugar: Satiating Citizen Cane's Sweet Appetite 76
4 Coca Leaf Extract: Hiding the Cocaine-Cola Connection 110
5 Cocoa Waste: Synthesizing Caffeine in Chemical Labs 135
Part II The Costs of Empire, 1950 to Today 151
6 Water from Abroad: Securing Access to Overseas Oases 155
7 Coffee Beans: Capitalizing on the Decaf Boom 193
8 Glass, Aluminum, Plastic: Selling Curbside Recycling to America 224
9 High-Fructose Corn Syrup: Storing Sweeteners in Stomach Silos 262
Epilogue: Sustaining Coke's Future? 297
Illustration Credits 395
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