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Posted Sun Dec 12 2010: from
PRI:
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Italy says addio to bottled water http://apocadocs.com/s.pl?1292125671
That's because Italians drink more bottled water, or acqua minerale, than anyone else in the world -- about 55 gallons per person each year, more than 3 billion gallons country-wide. Many Italians think it tastes better. Or that it's chic. One thing's for sure: Bottled water has a big environmental impact. To try to cut back on the pollution caused by all the plastic bottles, and from transporting the water across long distances, Italy's biggest retailer is doing something virtually unheard of in the corporate world. It recently launched an ad campaign to convince consumers to stop buying the bottled water it sells. Or at least to buy water that comes from nearby.
"We did a life-cycle analysis of mineral water in bottle and we discovered strongest impact is made by the transportation", says Marisa Parmigiani, the social policy director for the Co-op supermarket. As its name indicates, the chain is a Co-operative, and a powerful one, with 20 percent of the Italian supermarket share.
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Commerce as if our lives depended on it. How weird is that?
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