How did Coca-Cola build a global empire by selling a low-price concoction of mostly sugar, water, and caffeine? The easy answer is advertising, but the real formula to Coke s success was its strategy, from the start, to offload costs and risks onto suppliers, franchisees, and the government. For most of its history the company owned no bottling plants, water sources, cane- or cornfields. A lean operation, it benefited from public goods like cheap municipal water and curbside recycling programs. Its huge appetite for ingredients gave it outsized influence on suppliers and congressional committees. This was Coca-Cola capitalism.

In this new history Bartow J. Elmore explores Coke through its ingredients, showing how the company secured massive quantities of coca leaf, caffeine, sugar, and other inputs. Its growth was driven by shrewd leaders such as Asa Candler, who scaled an Atlanta soda-fountain operation into a national empire, and boss Robert Woodruff, who nurtured partnerships with companies like Hershey and Monsanto. These men, and the company they helped build, were seen as responsible citizens, bringing jobs and development to every corner of the globe. But as Elmore shows, Coke was usually getting the sweet end of the deal.

It continues to do so. Alongside Coke s recent public investments in water purification infrastructure, especially in Africa, it has also built less publicly a rash of bottling plants in dangerously arid regions. Looking past its message of corporate citizenship, Elmore finds a strategy of relentless growth.

The costs shed by Coke have fallen on the public at large. Its annual use of many billions of gallons of water has strained an increasingly scarce global resource. Its copious servings of high-fructose corn syrup have threatened public health. 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.

Editorial Reviews
  • Publishers Weekly 07/28/2014 (EAN 9780393241129, Hardcover)
  • Kirkus Reviews 10/01/2014 (EAN 9780393241129, Hardcover) - *Starred Review
  • Booklist 11/01/2014 pg. 6 (EAN 9780393241129, Hardcover) - *Starred Review
  • Library Journal 11/15/2014 pg. 96 (EAN 9780393241129, Hardcover)
  • New York Times Book Review 01/04/2015 pg. 11 (EAN 9780393241129, Hardcover)
  • Choice 03/01/2015 pg. 1194 (EAN 9780393241129, Hardcover)
About the Author

Bartow J. Elmore, an Atlanta native, grew up drinking Coke. He now teaches history at the University of Alabama.

Product Details

Author:  Bartow J. Elmore
ISBN:  0393241122   
Publisher:  W. W Norton & Company
Publish Date:  November 03, 2014
Pages:  416 pages
Dimensions:  1.32" H x 9.56" L x 6.1" W (1.68 lbs) 

Citizen Coke: The Making of Coca-Cola Capitalism

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