Citizen Coke by Bartow J Elmore
Coke's insatiable thirst for resources shapes the company and reshapes the globe in this absorbing history.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.
"[Elmore offers] unaccustomed perspectives on a company whose leading product is a household name around the globe…I doubt the Coca-Cola Cowill much like it." -- Marc Levinson - Wall Street Journal
"What Elmore does best is analyze how Coke takes advantage of global public works and government interventions to boost its place in world markets…Citizen Coke began as a dissertation, and its points are lucid and logically presented; the language is accessible, and punchy chapter endings propel the story." -- Beth Macy - New York Times Book Review
"As the soda wars heat up, this book is an indispensable resource." -- Michael Pollan
"Coca-Cola is one of the most powerful economic institutions of our time, but its social and ecological impacts remain understudied. Now, in the hands of a talented young historian, corporate capitalism gets the attention it deserves in a careful dissection of the material underpinnings of the world’s most valuable brand. Citizen Coke will cause you to drink less and think more." -- Ted Steinberg, author of Gotham Unbound: The Ecological History of Greater New York
"Citizen Coke is a brilliant analysis of Coke’s empire in ecological, economic, and social terms. It allows us to see the contours of an economy based on partnerships between governments and corporations like Coca-Cola. It makes us conscious of the giant ecological footprint of the Real Thing, which impacts the real lives of real people. If you want a deeper understanding of our world today, read Citizen Coke." -- Vandana Shiva, author of Stolen Harvest: The Hijacking of the Global Food Supply
"A fascinating, thought-provoking approach to Coca-Cola history through the drink’s primary ingredients—water, sugar, high-fructose corn syrup, coca leaf, caffeine—and the glass, plastic, and aluminum that contain them." -- Mark Pendergrast, author of For God, Country & Coca-Cola
"What Elmore does best is analyze how Coke takes advantage of global public works and government interventions to boost its place in world markets…Citizen Coke began as a dissertation, and its points are lucid and logically presented; the language is accessible, and punchy chapter endings propel the story." -- Beth Macy - New York Times Book Review
"As the soda wars heat up, this book is an indispensable resource." -- Michael Pollan
"Coca-Cola is one of the most powerful economic institutions of our time, but its social and ecological impacts remain understudied. Now, in the hands of a talented young historian, corporate capitalism gets the attention it deserves in a careful dissection of the material underpinnings of the world’s most valuable brand. Citizen Coke will cause you to drink less and think more." -- Ted Steinberg, author of Gotham Unbound: The Ecological History of Greater New York
"Citizen Coke is a brilliant analysis of Coke’s empire in ecological, economic, and social terms. It allows us to see the contours of an economy based on partnerships between governments and corporations like Coca-Cola. It makes us conscious of the giant ecological footprint of the Real Thing, which impacts the real lives of real people. If you want a deeper understanding of our world today, read Citizen Coke." -- Vandana Shiva, author of Stolen Harvest: The Hijacking of the Global Food Supply
"A fascinating, thought-provoking approach to Coca-Cola history through the drink’s primary ingredients—water, sugar, high-fructose corn syrup, coca leaf, caffeine—and the glass, plastic, and aluminum that contain them." -- Mark Pendergrast, author of For God, Country & Coca-Cola
Bartow J. Elmore teaches environmental and business history at The Ohio State University. For Seed Money, he received the J. Anthony Lukas Work-in-Progress Award and a New America fellowship. He lives with his family in Columbus, Ohio.
| SKU | Unavailable |
| ISBN 13 | 9780393353341 |
| ISBN 10 | 0393353346 |
| Title | Citizen Coke |
| Author | Bartow J Elmore |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | WW Norton & Co |
| Year published | 2017-01-12 |
| Number of pages | 432 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |