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
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. 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."
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