Citizen Coke: The Making of Coca-Cola Capitalism

As a huge multinational corporation that owns or licenses over 500 brands and does business in more than 200 countries, the Coca-Cola Company has been the subject of hundreds of publications covering its advertising prowess and political machinations. Environmental writer Elmore (history, Univ. of Alabama) finds a new angle by examining Coca-Cola's growth via its strategy of exploiting local supply chains and production facilities, effectively outsourcing operations (and environmental impacts) before this tactic became widespread. The author devotes a chapter to each main Coke ingredient of sugar, water, and caffeine, following these throughout history so that in early chapters cane sugar, tap water, and waste tea leaves are main topics while later chapters discuss high-fructose corn syrup, overseas water sources, and coffee beans. A chapter on the beverage container demonstrates that even recycling has been outsourced; bottling plants once received old bottles but now the burden of ethical disposal falls to the consumer. Elmore's thorough research covers internal squabbles, local protests, health concerns, and above all, the tension between Coca-Cola's expansive outlook and the environment's limits.