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Page 133 "We've set pretty aggressive goals"...30 percent fewer emissions: Fred Roselli, interview by the author. Fred Roselli, interview by the author.
Page 133 "Business managers can more effectively contribute": William C. Frederick, William C. Frederick, Corporation, Be Good! The Story of Social Responsibility Corporation, Be Good! The Story of Social Responsibility (Indianapolis: Dog Ear, 2006), 7-10. (Indianapolis: Dog Ear, 2006), 7-10.
Page 134 Henry Ford had found that out . . . customers' pocketbooks: Bakan, 36-37. Bakan, 36-37.
Page 134 "The corporation's legally defined mandate": Bakan, 1. Bakan, 1.
Page 134 second wave of corporate social responsibility: Frederick, 23-35. Frederick, 23-35.
Page 134 further entrenched by the Reagan administration: Frederick, 57-67. Frederick, 57-67.
Page 134 Goizueta sloughed off the do-gooding subsidiaries: Pendergrast, 346. Pendergrast, 346.
Page 134 "enhance our ability to meet the growing needs": The Coca-Cola Company, "The Coca-Cola Foundation, n.d." The Coca-Cola Company, "The Coca-Cola Foundation, n.d."
Page 135 "It's not that we plan to be boastful now": David Greising, David Greising, I'd Like to Buy the World a c.o.ke: The Life and Leadership of Roberto Goizueta I'd Like to Buy the World a c.o.ke: The Life and Leadership of Roberto Goizueta (San Francisco: John Wiley & Sons, 1998), 295. (San Francisco: John Wiley & Sons, 1998), 295.
Page 135 areas closely aligned with the goals . . . "strategic philanthropy": Greising, 296. Greising, 296.
Page 135 corporations increasingly began tying: Craig Smith, "The New Corporate Philanthropy," Craig Smith, "The New Corporate Philanthropy," Harvard Business Review Harvard Business Review, May-June 1994.
Page 135 Exxon investing heavily . . . Yoplait had already signed on: Philip Kotler and Nancy Lee, Philip Kotler and Nancy Lee, Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause (Hoboken, NJ: John Wiley & Sons, 2005), 19. (Hoboken, NJ: John Wiley & Sons, 2005), 19.
Page 135 84 percent of people would switch: Kotler and Lee, 12. Kotler and Lee, 12.
Page 135 "a cool appraisal of various costs": Kotler and Lee, 17; Rebecca Collings, "Behind the Brand: Is Business Socially Responsible?" Kotler and Lee, 17; Rebecca Collings, "Behind the Brand: Is Business Socially Responsible?" Consumer Policy Review Consumer Policy Review, September-October 2003.
Page 136 most notorious example is British Petroleum: Ed Crooks, "Back to Petroleum," Ed Crooks, "Back to Petroleum," Financial Times Financial Times, July 7, 2009.
Page 137 to create Coca-Cola Recycling . . . own packaging materials: The Coca-Cola Company, "Coca-Cola Expands U.S. Recycling or Reuse Goals," February 13, 2008; Joe Guy Collier, "Cause That Refreshes: Plant Boosts c.o.ke's Plastic Recycling Effort," The Coca-Cola Company, "Coca-Cola Expands U.S. Recycling or Reuse Goals," February 13, 2008; Joe Guy Collier, "Cause That Refreshes: Plant Boosts c.o.ke's Plastic Recycling Effort," Atlanta Journal Atlanta Journal-Const.i.tution, January 15, 2009.
Page 137 "where commercially viable": Coca-Cola Enterprises, Corporate Responsibility and Sustainability Report 2007, 1; Coca-Cola Enterprises, Corporate Responsibility and Sustainability Report 2008, 29. Coca-Cola Enterprises, Corporate Responsibility and Sustainability Report 2007, 1; Coca-Cola Enterprises, Corporate Responsibility and Sustainability Report 2008, 29.
Page 137 pledged back in the early 1990s: Dave Aftandilian, "c.o.ke's Broken Promise," Dave Aftandilian, "c.o.ke's Broken Promise," Conscious Choice Conscious Choice, February 2000; Barnaby J. Feder, "Pepsi and c.o.ke to Offer Recycled-Plastic Bottles," New York Times New York Times, December 5, 1990.
Page 138 just too expensive in the United States: Aftandilian, "c.o.ke's Broken Promise." Aftandilian, "c.o.ke's Broken Promise."
Page 138 "the demand for recovered bottles": Collier, "Cause That Refreshes." Collier, "Cause That Refreshes."
Page 138 problem with PET . . . demand for raw materials: Mike Verespej, "c.o.ke Set to Open JV PET Recycling Plant," Mike Verespej, "c.o.ke Set to Open JV PET Recycling Plant," Plastics News Plastics News, January 16, 2009; Tex Conley, chairman, Container Recycling Inst.i.tute, interview by the author.
Page 138 driving rates above the 30 percent: Sean O'Leary, "City Pleased with RecycleBank Pilot," Sean O'Leary, "City Pleased with RecycleBank Pilot," Hartford Business Journal Hartford Business Journal, November 10, 2008; Keith Naughton and Daniel Mc-Ginn, "Saving the World for a Latte," Newsweek Newsweek, September 27, 2008; Brian Lee, "Recycling Effort a Bust; Crackdown on Southbridge Trash Scofflaws," Telegram & Gazette Telegram & Gazette (Worcester, MA), February 2, 2010. (Worcester, MA), February 2, 2010.
Page 138 "It's a series of building blocks": Lisa Manley, interview by the author. Lisa Manley, interview by the author.
Page 139 rates average 70 percent: Gitlitz and Franklin, "The 10-Cent Incentive to Recycle." Gitlitz and Franklin, "The 10-Cent Incentive to Recycle."
Page 139 According to CAI's Gigi Kellett: Kellett, interview by the author. Kellett, interview by the author.
Page 140 partnership with Nestle: Shari Roan, "Less Than Zero?" Shari Roan, "Less Than Zero?" Los Angeles Times Los Angeles Times, November 27, 2006.
Page 140 A study by c.o.ke and Nestle: Elizabeth Weise, "Drink Makers Defend Calorie-Burning Claims," Elizabeth Weise, "Drink Makers Defend Calorie-Burning Claims," USA Today USA Today, February 12, 2007.
Page 140 "negative calories": Beverage Partners Worldwide, "New Enviga Proven to Burn Calories; Sparkling Green Tea Creates a Brand New Category That Combines Great Taste and Negative Calories," PR Newswire, October 12, 2006. Beverage Partners Worldwide, "New Enviga Proven to Burn Calories; Sparkling Green Tea Creates a Brand New Category That Combines Great Taste and Negative Calories," PR Newswire, October 12, 2006.
Page 140 c.o.ke had paid . . . $4.1 billion: "Coca-Cola Buys Vitamin Water Maker Glaceau for $4.1 Billion in Cash," Financial Wire, May 29, 2007. "Coca-Cola Buys Vitamin Water Maker Glaceau for $4.1 Billion in Cash," Financial Wire, May 29, 2007.
Page 140 found its way quietly into schools: Andrew Martin, "Sugar Finds Its Way Back to the School Cafeteria," Andrew Martin, "Sugar Finds Its Way Back to the School Cafeteria," New York Times New York Times, September 16, 2007.
Page 141 "When I bought VitaminWater": Center for Science in the Public Interest, "c.o.ke Sued for Fraudulent Claims on Obesity-Promoting VitaminWater," January 15, 2009. Center for Science in the Public Interest, "c.o.ke Sued for Fraudulent Claims on Obesity-Promoting VitaminWater," January 15, 2009.
Page 141 "opportunistic PR stunt; "grandstanding": The Coca-Cola Company, "Statement on the Glaceau VitaminWater Lawsuit," January 15, 2009. The Coca-Cola Company, "Statement on the Glaceau VitaminWater Lawsuit," January 15, 2009.
Page 142 faced its own controversy: Bridget Murray Law, "New Sweetener Is Not So Sweet for Your Diet," Bridget Murray Law, "New Sweetener Is Not So Sweet for Your Diet," msnbc.com, April 17, 2009.
CHAPTER 6 . "TOMA LO BUENO!" "TOMA LO BUENO!".
Page 146 healing art: Carlos Humberto Gallegos Aguilar, interview by the author. Carlos Humberto Gallegos Aguilar, interview by the author.
Page 146 people are performing the same ritual: Gallegos, interview by the author. Gallegos, interview by the author.
Page 147 635 cups of c.o.ke beverages annually: The Coca-Cola Company, Per Capita Consumption of Company Beverage Products, 2008, The Coca-Cola Company, Per Capita Consumption of Company Beverage Products, 2008, http://www.thecoca-colacompany.com/ourcompany/ar/pdf/perCapitaConsumption2008.pdf.
Page 147 one of the first foreign countries to sell c.o.ke: Pendergrast, 93. Pendergrast, 93.
Page 147 small amounts in Cuba, the Philippines: Louis and Yazijian, 46; Allen, 170. Louis and Yazijian, 46; Allen, 170.
Page 147 from sporadic to anemic: Pendergrast, 166-167; Allen, 171. Pendergrast, 166-167; Allen, 171.
Page 148 owned outright by c.o.ke, as in India: Pendergrast, 184. Pendergrast, 184.
Page 148 forced to repeal the law: Louis and Yazijian, 64-65. Louis and Yazijian, 64-65.
Page 148 resentment from some foreigners: Barry Rubin and Judith Colp Rubin, Barry Rubin and Judith Colp Rubin, Hating America: A History Hating America: A History (London: Oxford University Press, 2004), 125-145. (London: Oxford University Press, 2004), 125-145.
Page 148 wild rumors about the American drink: Kahn, 24. Kahn, 24.
Page 149 Nowhere was opposition stronger than in France: Richard Kuisel, Richard Kuisel, Seducing the French: The Dilemma of Americanization Seducing the French: The Dilemma of Americanization (Berkeley: University of California Press, 1993); Rubin and Rubin, 132-145. (Berkeley: University of California Press, 1993); Rubin and Rubin, 132-145.
Page 149 "Coca-Colonization": Kuisel, 55; Rubin and Rubin, 146. Kuisel, 55; Rubin and Rubin, 146.
Page 149 "the moral landscape of France": Kahn, 28. Kahn, 28.
Page 149 "Coca-Cola was not injurious to the health": Louis and Yazijian, 77. Louis and Yazijian, 77.
Page 149 "This is the decisive struggle for Europe": Allen, 4. Allen, 4.
Page 149 trade war on French wine, cheese, and Champagne: Kahn, 30. Kahn, 30.
Page 149 1953 poll: Kuisel, 68. Kuisel, 68.
Page 149 "It's because c.o.ke is a champion": Kahn, 32. Kahn, 32.
Page 149 nationalized bottling plants: Pendergrast, 312. Pendergrast, 312.
Page 150 Pepsi broke into the Soviet Union: Pendergrast, 275. Pendergrast, 275.
Page 150 every excuse not to open . . . stayed with the Jews: Allen, 339-341; Pendergrast, 286. Allen, 339-341; Pendergrast, 286.
Page 150 against company policy to give in to a boycott: Watters, 194. Watters, 194.
Page 150 more than half his time flying: Pendergrast, 302. Pendergrast, 302.
Page 150 40 percent of consumption and 55 percent of profits: Watters, 2. Watters, 2.
Page 150 "We're not multinational": Louis and Yazijian, 153. Louis and Yazijian, 153.
Page 151 so-called halo effect: Pendergrast, 291. Pendergrast, 291.
Page 151 "We have our own built-in State Department": Louis and Yazijian, 285. Louis and Yazijian, 285.
Page 151 State Department approved a $300 million loan: Louis and Yazijian, 285. Louis and Yazijian, 285.
Page 151 polyester suits . . . the cancer of unionism: Henry J. Frundt, Henry J. Frundt, Refreshing Pauses: Coca-Cola and Human Rights in Guatemala Refreshing Pauses: Coca-Cola and Human Rights in Guatemala (New York: Praeger, 1987), 4. (New York: Praeger, 1987), 4.
Page 152 twelve-hour shifts . . . firing 154 workers: Frundt, 8-9. Frundt, 8-9.
Page 152 to make it more difficult: Frundt, 17-27. Frundt, 17-27.
Page 152 Sisters of Providence . . . demand an independent investigation: Frundt, 28. Frundt, 28.
Page 152 nuns cried foul: Frundt, 36-37. Frundt, 36-37.
Page 152 General Romeo Lucas Garcia . . . rout any leftist influences: Mike Gatehouse and Miguel Angel Reyes, Mike Gatehouse and Miguel Angel Reyes, Soft Drink, Hard Labour Soft Drink, Hard Labour (London: Latin American Bureau, 1987), 3, 11. (London: Latin American Bureau, 1987), 3, 11.
Page 152 Israel Marquez was sprayed by machine-gun fire: Frundt, 61. Frundt, 61.
Page 153 ambushed by two men: Frundt, 64. Frundt, 64.
Page 153 Manuel Lopez Balan, was also killed: Frundt, 82. Frundt, 82.
Page 153 Marquez traveled to Wilmington . . . out of order: Frundt, 84-86. Frundt, 84-86.
Page 153 exonerated the franchisee: Frundt, 86-90. Frundt, 86-90.
Page 153 call to boycott . . . work stoppages at c.o.ke plants: Frundt, 105-107. Frundt, 105-107.
Page 154 buyout by two handpicked bottling executives: Frundt, 163-167. Frundt, 163-167.
Page 154 But c.o.ke's stalling had left eight workers dead: Gatehouse and Reyes, 12-13. Gatehouse and Reyes, 12-13. Page 154 Per-caps in Latin America: Page 154 Per-caps in Latin America: Pendergrast, 367. Pendergrast, 367.
Page 154 minutiae of foreign markets: Allen, 421-422. Allen, 421-422.
Page 154 "Our success": Pendergrast, 389. Pendergrast, 389.
Page 155 Nelson Mandela denied c.o.ke's offers: Lawrence Jolidon, "Divestment, Sanctions, Not Always Simple," Lawrence Jolidon, "Divestment, Sanctions, Not Always Simple," USA Today USA Today, June 19, 1990; Clarence Johnson, "ANC's Oakland Headquarters," San Francisco Chronicle San Francisco Chronicle, June 27, 1990.
Page 155 contributing heavily . . . corporate jets: Deborah Scroggins, "Mandela in Atlanta: Regular Folk to c.o.ke Elite Vie to Help His Cause," Deborah Scroggins, "Mandela in Atlanta: Regular Folk to c.o.ke Elite Vie to Help His Cause," Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution, July 11, 2009; Lewis Grizzard, "Respect for Mandela Went down the Drain," Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution , July 18, 1993. , July 18, 1993.
Page 155 sixth most valuable company: Allen, 421-422. Allen, 421-422.
Page 155 "This is a cla.s.sic situation": Hays, 295. Hays, 295.
Page 155 lambasted on late-night talk shows: Hays, 296. Hays, 296.
Page 156 ad blitz to wallpaper the country in red and white: Laura K. Jordan, "El problema de la responsibilidad social corporativa: La empresa Coca-Cola en Los Altos de Chiapas" (thesis, San Cristobal de las Casas, Chiapas, Centro de Investigaciones y Estudios Superiores en Antropologia Social, 2008), 73. Laura K. Jordan, "El problema de la responsibilidad social corporativa: La empresa Coca-Cola en Los Altos de Chiapas" (thesis, San Cristobal de las Casas, Chiapas, Centro de Investigaciones y Estudios Superiores en Antropologia Social, 2008), 73.
Page 156 "It is not uncommon": Richard J. Barnet and Ronald E. Muller, Richard J. Barnet and Ronald E. Muller, Global Reach: The Power of Multinational Corporations Global Reach: The Power of Multinational Corporations (New York: Simon & Schuster, 1974). (New York: Simon & Schuster, 1974).
Page 156 $68 million for unfair compet.i.tion: "Mexican Shopkeeper Defeats c.o.ke," BBC News, November 17, 2005; "Coca-Cola Fined for Anti-compet.i.tive Practices in Mexico," Datamonitor NewsWire, November 21, 2005; James Hider, "Woman Who Flattened Coca-Cola: A Tenacious Small Trader Took on the Biggest of the Big Boys and Won," "Mexican Shopkeeper Defeats c.o.ke," BBC News, November 17, 2005; "Coca-Cola Fined for Anti-compet.i.tive Practices in Mexico," Datamonitor NewsWire, November 21, 2005; James Hider, "Woman Who Flattened Coca-Cola: A Tenacious Small Trader Took on the Biggest of the Big Boys and Won," Times Times (London), November 18, 2005. (London), November 18, 2005.
Page 157 FEMSA's stock price tripled, from $35 to more than $115: Jordan, 65. Jordan, 65.
Page 157 more than a 30 percent stake in Coca-Cola FEMSA: Coca-Cola FEMSA, S.A.B. de C.V., Annual Report 2009 shows that c.o.ke owns 31.2 percent of c.o.ke FEMSA; in 2004, according to that year's Annual Report, c.o.ke owned 39.6 percent. Coca-Cola FEMSA, S.A.B. de C.V., Annual Report 2009 shows that c.o.ke owns 31.2 percent of c.o.ke FEMSA; in 2004, according to that year's Annual Report, c.o.ke owned 39.6 percent.
Page 157 brought up to Chamula by horse: Jordan, 74. Jordan, 74.
Page 157 pushed by the village elders . . . "There are problems": June Nash, interview by the author; see also Beverly Bell, "Cola Wars in Mexico: Tzotzil Indians in Mexico Know the Dangers of Globalization and Soda Pop," June Nash, interview by the author; see also Beverly Bell, "Cola Wars in Mexico: Tzotzil Indians in Mexico Know the Dangers of Globalization and Soda Pop," In These Times In These Times, October 6, 2006.
Page 157 concessions were granted politically: June Nash, June Nash, In the Eyes of the Ancestors: Belief and Behavior in a Maya Community In the Eyes of the Ancestors: Belief and Behavior in a Maya Community (New Haven, CT, and London: Yale University Press, 1970), 629. (New Haven, CT, and London: Yale University Press, 1970), 629.
Page 158 "[It is] part of daily life": Jordan, 77. Jordan, 77.
Page 158 "Indigenous people": Cristobal Lopez Perez, interview by the author. Cristobal Lopez Perez, interview by the author.
Page 159 "We can't blame Coca-Cola": Juan Ignacio Dominguez, interview by the author. Juan Ignacio Dominguez, interview by the author.
Page 160 "These three years": Marcos Arana Cedeno and Liliana Lopez, interviews by the author. Marcos Arana Cedeno and Liliana Lopez, interviews by the author.
Page 161 liter of c.o.ke sells for 10 pesos: Hermann Bellinghausen, "Aggressive Campaign of Coca-Cola from Chenalho to Acteal," Hermann Bellinghausen, "Aggressive Campaign of Coca-Cola from Chenalho to Acteal," La jornada La jornada, November 3, 2001; Arana and Dominguez, interviews by the author.
Page 161 cheaper than its main ingredient: Shop visit by author. Shop visit by author.
