thirst for resources shapes the company and reshapes the globe in this
Coca-Cola’s success in building a global empire out of
sugary water drew on more than a secret formula and brilliant advertising. The
real secret to Coke’s success was its strategy, from the beginning, to offload
production costs and risks onto suppliers and franchisees. Outsourcing and a
trim corporate profile enabled Coke to scale up production of a low-price
beverage and realize huge profits.
But the costs shed by Coke have fallen on the public at
large. Coke now uses an annual 79 billion gallons of water, an increasingly
precious global resource, and its reliance on corn syrup has helped fuel our
obesity crisis. Bartow J. Elmore explores Coke through its ingredients, showing
how the company secured massive quantities of coca leaf, caffeine, sugar, and
other inputs. 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. Download and start listening now!