Citizen Coke: The Making of Coca-Cola Capitalism

Citizen Coke: The Making of Coca-Cola Capitalism

Bartow J. Elmore


"Citizen Coke demostrate[s] a whole lack of knowledge 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 regularly sugar, water, and caffeine? the straightforward resolution is ads, however the actual formulation to Coke’s luck was once its approach, from the beginning, to dump bills and hazards onto providers, franchisees, and the govt. for many of its heritage the corporate owned no bottling crops, water resources, 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 materials gave it oversized effect on providers and congressional committees. This used to be Coca-Cola capitalism.

In this new heritage Bartow J. Elmore explores Coke via its materials, exhibiting how the corporate secured titanic amounts of coca leaf, caffeine, sugar, and different inputs. Its development used to be pushed by way of smart leaders resembling 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 noticeable as in charge voters, bringing jobs and improvement to each nook of the globe. yet as Elmore exhibits, Coke was once often getting the candy finish of the deal.

It keeps to take action. along Coke’s fresh public investments in water purification infrastructure, particularly in Africa, it has additionally built―less publicly―a rash of bottling vegetation in dangerously arid areas. having a look earlier its message of company citizenship, Elmore unearths a method of relentless growth.

The charges shed by means 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 turned a huge in a global of abundance. In a global of shortage it's a pressure on assets and all who rely on them.

eight pages of illustrations

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