In recent years, the company’s sugary beverages have been a major factor in the worldwide obesity epidemic. Elmore describes how Coke has weathered supply disruptions and controversies regarding caffeine and sugar obtained from others and how its huge success during World War II paved the way for overseas expansion. The company also has bottling operations in many arid world regions. At little cost, the company uses 79 billion gallons of public water supplies yearly to dilute Coke syrup and an estimated 8 trillion gallons to produce bottles and agricultural commodities. Drawing on archival sources, the author devotes chapters to the ecological impact of each key Coke ingredient. Since its founding in 1886, Coke has relied on partnerships for the sugar, caffeine, water, cans and bottles, and other raw materials needed to create its beverages (now selling more than 1.8 billion servings per day). The strategy-first developed by mass marketers at the turn of the 20th century and later imitated by McDonald’s, large software firms and other corporations-eliminates upfront costs and risky investments. Acknowledging the company’s marketing genius, Elmore claims that Coke’s real secret formula has been to rely on other people’s time and money, often using public infrastructure to extract raw materials and transport finished products. of Alabama) details the outsourcing strategy that he calls “Coca-Cola Capitalism,” which has allowed Coke to become the world’s top brand, with operations in more than 200 countries, at a huge cost to the environment and human health. In this deeply informed debut, Elmore (History/Univ. An eye-opening account of the “unmatched ecological appetite” behind Coca-Cola’s worldwide success.
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