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W W W. B O T T L E D W AT E R . O R G


IN THIS ISSUE Establishing a Incorporating Understanding the New Water Source Social Media Best Power of the PAC Practices


How to Manage the Everyday Message of Your Business

Also Inside:

An Excerpt From Slam-Dunk Success by Former IBWA Chairman Charles Norris and NBA Legend Byron Scott National Park Service Ends Ban on Sale of Bottled Water 2017 IBWA Annual Business Conference and Trade Show November 6-9 | Details p.23



VOL. 57 • NO. 5


34 | PAC Power How political action committees play a critical role in furthering industry goals. COMMUNICATIONS

36 | How to Incorporate Social Media Best Practices Why social media marketing matters. TECHNICAL UPDATE

38 | So, You Have a Spring… When establishing a new water source, the first steps are crucial. VALUE OF IBWA MEMBERSHIP

44 | Staying Focused and Informed Janel Ayar explains how her IBWA membership helps NSF International achieve its mission to protect and improve global human health.



CHAIRWOMAN'S COMMENTARY...........................2 PRESIDENT’S MESSAGE.......................................4

10 | Managing the Everyday Message of Your Business As the No.1 packaged beverage in America, bottled water is certainly a topic of conversation nowadays. In fact, face-to-face, real-time conversations with current and potential customers could be the missing piece to your growth strategy. Do you have company “messengers” who can help you create, model, and socialize your messaging? By Jim Karrh

WATER NOTES.....................................................6 CPO QUIZ..........................................................42 ADVERTISERS....................................................43 CALENDAR........................................................43


16 | We Win, We All Win In this excerpt from Slam-Dunk Success, the authors emphasize the importance of a team mentality—both on the court and in business. For an organization to be a success, everyone on the team needs to perform their crucial role—and take pride in knowing their contribution matters. But how do you introduce this concept to your employees? These stories can help. By Charles Norris and Byron Scott

23 | 2017 IBWA Annual Business Conference and Trade Show Primer They say everything’s bigger in Texas—and that includes the program IBWA has put together for the 2017 IBWA Annual Business Conference.


BOTTLED WATER REPORTER, Volume 57, Number 5. Published six times a year by The Goetz Printing Company, 7939 Angus Court, Springfield, VA, 22153, for the International Bottled Water Association, 1700 Diagonal Road, Suite 650, Alexandria, VA 22314-2973. Tel: 703.683.5213, Fax: 703.683.4074, Subscription rate for members is $25 per year, which is included in the dues. U.S. and Canadian subscription rate to nonmembers is $50 per year. International subscription rate is $100 per year. Single copies are $7. POSTMASTER: Send address changes to Bottled Water Reporter, 1700 Diagonal Road, Suite 650, Alexandria, VA 22314-2973.

CHAIRWOMAN’S COMMENTARY SHOUT IT FROM THE ROOFTOPS AND SPREAD THE GOOD NEWS – BOTTLED WATER IS THE NUMBER ONE BEVERAGE IN THE UNITED STATES! We are so lucky to work in an industry that can tout the production and distribution of the number one beverage consumed in the U.S. For weeks and months we anticipated this good news and finally on March 9, 2017 the Beverage Marketing Corporation (BMC) made the announcement in its press release. The press release stated: “Capping a remarkable, decades-long streak of vigorous growth, bottled water passed a major milestone in 2016, when it surpassed carbonated soft drinks to become the largest beverage category by volume in the United States.” On March 17, 2017 Beverage Digest stated: “Bottled water once again proved to be the most dynamic non-carbonated beverage category, according to 2016 multichannel retail results. Sales of bottled water posted volume growth of +8.9% last year, outperforming 2015 by +0.3 percentage points.” This good news did receive positive media coverage when BMC and IBWA issued their joint press release in March 2017. And on the heels of the favorable media coverage about bottled water, IBWA developed the “Bottled Water is No. 1 for a Reason” social media campaign. The IBWA social media campaign is really fabulous and easy to use via your company’s Facebook, Instagram, Twitter and/or Pinterest account(s) to spread the good news about bottled water to your customers. This bottled water industryfocused social media campaign provides your company with the tools and key points, related to the reasons why consumers today are choosing bottled water; instead of other packaged beverages. I hope your company has used the IBWA campaign toolkit and its posters, posts and social media calendar to continue to share the fact that bottled water is a healthy and great-tasting beverage. In today’s world where there seems to be so many negative stories every day in the news, why not share some good news. Collectively as members of IBWA, let’s shout it from the rooftops that bottled water is the number one beverage in the U.S. Let’s tell everyone that bottled water is a safe food regulated by the Food and Drug Administration, convenient, healthy, and bottled in recyclable packaging and has a low water and energy use ratio compared to other packaged beverages. Yes, make them hear you! Bottled Water is the Number One Beverage in the U.S.!

Shayron F. Barnes-Selby


IBWA members can log on to the Members' Only side of to access the "Bottled Water Is No.1 for a Reason" campaign materials. WWW.BOTTLEDWATER.ORG

International Bottled Water Association OFFICERS Chairwoman Shayron Barnes-Selby, DS Services of America, Inc. Vice Chair Lynn Wachtmann, Maumee Valley Bottlers, Inc. Treasurer Brian Grant, Pure Flo Water Company, Inc. Immediate Past Chairman Joe Bell, Aqua Filter Fresh, Inc.

BOARD OF DIRECTORS Shayron Barnes-Selby, DS Services of America, Inc. Joe Bell, Aqua Filter Fresh, Inc. Charlie Broll, Nestlé Waters North America Philippe Caradec, Danone Waters of America Andy Eaton, Eurofins Eaton Analytical Brian Grant, Pure Flo Water, Inc. Brian Hess, Niagara Bottling LLC Doug Hidding, Blackhawk Molding Co. Scott Hoover, Roaring Spring Bottling Dan Kelly, Polymer Solutions International Greg Nemec, Premium Waters, Inc. Bryan Shinn, WG America Company Robert Smith, Grand Springs Distribution Louis Vittorio, Jr., EarthRes Group, Inc. Lynn Wachtmann, Maumee Valley Bottlers, Inc. William Patrick Young, Absopure Water Co., Inc.

IBWA EXECUTIVE COMMITTEE Chairwoman Shayron Barnes-Selby, DS Services of America, Inc. Joe Bell, Aqua Filter Fresh, Inc. Charlie Broll, Nestlé Waters North America Philippe Caradec, Danone Waters of America Brian Grant, Pure Flo Water Company, Inc. C.R. Hall, Hall’s Culligan Henry R. Hidell, III, Hidell International Scott Hoover, Roaring Spring Bottling Dan Kelly, Polymer Solutions International Ed Merklen, DS Services of America, Inc. Bryan Shinn, WG America Company Lynn Wachtmann, Maumee Valley Bottlers, Inc. William Patrick Young, Absopure Water Co., Inc.

COMMITTEE CHAIRS Communications Committee Julia Buchanan, Niagara Bottling, LLC Audrey Krupiak, WG America Company Education Committee Glen Davis, Absopure Water Co., Inc. Douglas R. Hupe, Aqua Filter Fresh Environmental Sustainability Committee Leslie Alstad, Pure Flo Water Company, Inc. Jeff Davis, Blackhawk Molding Co. Government Relations Committee Derieth Sutton, Niagara Bottling, LLC Lynn Wachtmann, Maumee Valley Bottlers, Inc. Membership Committee Marge Eggie, Polymer Solutions International Kelley Goshay, DS Services of America, Inc. State and Regional Associations Committee Joe Cimino, ChoiceH2O

Shayron Barnes-Selby IBWA Chairwoman



Find the toolkit listed under Member Resources > Campaigns > Number 1 Campaign.

Supplier and Convention Committee Brian Grant, Pure Flo Water Company, Inc. Dan Kelly, Polymer Solutions International Technical Committee Andy Eaton, Eurofins Eaton Analytical Kevin Mathews, Nestlé Waters North America



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On August 16, 2017, we learned that the National Park Service (NPS) had rescinded its policy that allowed individual parks to ban the sale of bottled water in single-serve plastic containers. The withdrawal of NPS Policy Memorandum 11-03 is the direct result of the tireless efforts made by IBWA members and several members of Congress to ensure that bottled water is recognized as a key component of healthy hydration in the national parks. This advocacy achievement follows the recent Beverage Marketing Corporation announcement that, for the first time ever, bottled water outsold carbonated soft drinks (by volume) in 2016. These success stories serve as great examples of the growing consumer demand for bottled water—and to learn how to keep up with that demand, we invite you to attend the 2017 IBWA Annual Business Conference and Trade Show, November 6-9, in Grapevine, Texas (near Dallas). Bottled water professionals from across the United States and the world will gather to network and learn—and make deals on the trade show floor. Read all about the details in our special conference section (pp.23-32). When you have good industry or company news to share, you want to make sure your company “messengers” are adept at communicating with customers. Have you identified all the people connected with your business who have a vested interest in seeing you succeed (e.g, suppliers)? If so, have you provided them your “Need-to-Know” list? Our cover story, “Managing the Everyday Message of Your Business” (p.10), will explain how to create, model, and socialize your company’s messaging. After you’ve identified your messengers, have you found a way to make them feel like part of your team? In “We Win, We All Win” (p.16), an excerpt from the recently published management book Slam-Dunk Success, former IBWA Chairman Charles Norris and NBA Legend Byron Scott discuss how everyone on a team plays a role in the success of an organization. Norris discusses how the management lessons he learned at Deer Park and McKesson Water can help you build leaders in your organization. The columns in this issue cover a variety of topics. The Government Relations column (p.34), explains the critical role political action committees (PACs) play in furthering industry goals in Washington, DC, and state capitals. Incorporating social media best practices is reviewed in our Communications column (p.36). And in the Technical Update column (p.38), we outline the first steps necessary in establishing a new water source. We hope you enjoy this issue of Bottled Water Reporter—but more importantly, we hope to see you in Grapevine, Texas, November 6-9, for the 2017 IBWA Annual Business Conference and Trade Show.

Joe Doss IBWA President 4




International Bottled Water Association BOTTLED WATER REPORTER is published for: International Bottled Water Association 1700 Diagonal Road, Suite 650 Alexandria, VA 22314-2973. Tel: 703.683.5213 Fax: 703.683.4074

IBWA STAFF President Joe K. Doss Vice President of Education, Science, and Technical Relations Robert R. Hirst Vice President of Communications Jill Culora Vice President of Government Relations Cory Martin Director of Conventions, Trade Shows, and Meetings Michele Campbell Director of Government Relations J.P. Toner Director of Science and Research Al Lear Director of Communications Sabrina E. Hicks Manager of Member Services Cheryl Bass-Briscoe Education and Technical Programs Coordinator Claire Crane Communications Coordinator Kim Wheeler Executive Assistant Patrice Ward Bottled Water Reporter Layout and Design Rose McLeod Tel: 315.447.4385 Editor Sabrina E. Hicks Advertising Sales Stephanie Schaefer

14TH GLOBAL BOTTLED WATER CONGRESS 23-25 October 2017, Barcelona

Now entering its 14th year, Zenith’s Global Bottled Water Congress is a three day event incorporating market briefings, conference sessions and a networking dinner during which the 2017 Global Bottled Water Awards will be presented. The Congress will cover a range of key themes for the global bottled water industry and provide excellent networking opportunities for industry leaders, suppliers, customers and analysts to gain strategic insight for essential business planning. Delegates will hear from top international and regional manufacturers on broader market and strategic initiatives as well from smaller industry players and entrepreneurs presenting their new products and concepts.

Speaker companies

For full programme details and online booking, visit:

Global Bottled Water Awards This year we are holding our 3rd Global Bottled Water Awards which will be presented at the Global Bottled Water Congress in October in Barcelona. There are 12 categories covering innovation, taste, marketing, packaging and sustainability across all sectors of the packaged water industry. The industry’s only Global Bottled Awards are open to innovators and entrepreneurs as well as established brands from around the globe. The categories are: •Best Natural Still Water*

•Best New Water Concept

•Best Cap Closure

•Best Natural Sparkling Water

•Best Brand/Brand Extension

•Best Label

•Best Flavoured Water

•Best Packaging Design

•Best Marketing or Social Media Campaign

•Best Functional Water

•Best Packaging Solution

•Best CSR Initiative

*Sponsored by GO2LIFE Technology

To learn more about this year’s judges, download our category guidelines and find out more about the awards, visit



National Park Service Rescinds Bottled Water Sales Ban As of August 16, 2017, visitors to all of America’s national parks will have better access to the healthiest packaged beverage now that the U.S. National Park Service (NPS) has rescinded a policy that allowed individual parks to ban the sale of bottled water in single-serve plastic containers. The NPS rescinded the 2011 policy to "expand hydration options for recreationalists, hikers, and other visitors to national parks." NPS also stated that it chose to rescind this policy after noting that "the ban removed the healthiest beverage choice at a variety of parks while still allowing for the sales of bottled sweetened drinks." The withdrawal of NPS Policy Memorandum 11-03 is the direct result of the tireless efforts made by IBWA members and several members of Congress to ensure that bottled water is recognized as a key component of healthy hydration in the national parks. While this is an enormous success for IBWA’s advocacy efforts, there are still issues that may need to be addressed, including ensuring that NPS’s contracting processes do not encourage concessionaires and others to propose or commit

not to sell bottled water in the parks. Therefore, IBWA will continue efforts with the Department of the Interior and the NPS to ensure that appropriate action is taken to reverse the existing bans and that the NPS policy going forward does not allow discrimination against the sale of bottled water. Read the press release IBWA issued about the NPS action to rescind the bottled water sales ban policy at


IBWA’s Bottled Water Reporter Magazine Wins APEX 2017 Award IBWA’s Bottled Water Reporter magazine has won the APEX 2017 Award for Publication Excellence. This was the first year IBWA entered its magazine in the international competition, which evaluates communications publications on criteria such as graphic design, quality of editorial content, and the success of the entry in conveying the message and achieving overall communications effectiveness. Bottled Water Reporter, which competed against more than 300 entrants in the category for magazines, journals, and tabloids, is the only trade magazine in the nation that exclusively covers the bottled water industry— America’s No. 1 packaged beverage— reporting on trends, issues, and innovations. 6



“As a first-time entrant in the APEX award program, we are very honored that the outstanding content and design of Bottled Water Reporter is being acknowledged with this Award for Publication Excellence,” said IBWA Communications Director Sabrina Hicks. The print and digital magazine is produced for IBWA’s members, but it has many non-member subscribers who are also interested in topics that are important to the bottled water industry. As more Americans trade sugary packaged beverages for healthy, convenient, safe bottled water—and bottled water sales and consumption continue to grow—Bottled Water Reporter focuses on providing vital information to bottlers, distributors,

and suppliers on topics such as healthy hydration, environmental sustainability, home and office delivery, marketing and management, and product innovation, among others. For more information about Bottled Water Reporter or to view the latest issue, visit newsroom/bottled-water-reporter.


(Tweet a few days before Oct. 31): Dehydration is no treat!!! And childhood obesity is scary! Hand out #BottledWater instead of candy this Halloween!

for new opport unities to conn ect with educate them about bottled w at er issues, feel share any of th free to e following on yo ur so ci al media sites dur September and ing October—or be inspired and w rite your own!

consumers and

September is #NationalPreparednessMonth. Have what you need when you need it most! Now is the time to build or restock your disaster preparedness kit. Make sure you have at least 1 gallon of #BottledWater per person per day for up to 3 days. Visit for a full list of recommended emerency supplies. #NatlPrep

Did you know that you are more likely to get dehydrated during colder months than in the summer? Thirst—one of the first indicators that you're already dehydrated—decreases by up to 40 percent in cold weather! Don't be a fool when it's cool! Drink before you're thirsty.

National Campaigns September: National Childhood Obesity Awareness Month, National Preparedness Month, Healthy Aging Month, Self Improvement Month, Protect Your Groundwater Day (Sept. 5), National HIV/AIDS and Aging Awareness Day (Sept. 18), Get Ready Day (Sept. 19), Women's Health & Fitness Day (Sept. 27), World Heart Day (Sept. 29) October: Breast Cancer Awareness Month, National Chiropractic Month, 14th Annual Global Bottled Water Congress (Oct. 23-25 in Barcelona), National Child Health Day (Oct. 2), Make a Difference Day (Oct. 28), Halloween–Treat kids to bottled water instead of candy! (Oct. 31)

Download: assets/images/118249









Download: TakeAHydrationBreak

September is #SelfImprovementMonth. Don't let dehydration get in the way of becoming your best you! Even mild dehydration can make you moody and distracted and can cause fatigue and headaches. Make healthy hydration a habit, and put your best foot forward toward achieving your #SelfImprovementMonth goals.

September is #NationalChildObesityAwarenessMonth. One in 3 children in the United States are overweight or obese and at risk for health problems like type 2 diabetes, high blood pressure, and heart disease. Swapping beverages—like soda, sports drinks, and juice—for healthy, refreshing bottled water reduces the risk of childhood obesity and related health problems. #DrinkThis–NotThat

Combat childhood obestiy: Make water the only mealtime drink for your children and reserve sugary drinks for treats and special occasions.


(Post on Oct. 2) Today is #NationalChildHealthDay, and nothing is more important to a child's health than drinking water. Teaching children to satisfy their thirst with water instead of sugary beverages saves them calories and cavities and helps prevent childhood obesity and related health problems. Learn more at 5-healthy-goals/provide-healthy-beverages/ classroom-activities. #BottledWater #HealthyKids

Have what you need when you need it most! Have 1 gallon of #BottledWater per person per day for up to 3 days. See:

October is #NationalChiropracticMonth. We all know that water is essential for a healthy body, but did you know that good spinal health relies heavily on good hydration? Dehydration can cause limited mobility, decreased flexibility, and spinal pain. Even low levels of dehydration can cause damage, especially over time. So grab a #BottledWater and drink to a #HealthySpine! Read more at


Dehydration is no treat! Keep your neighborhood boys and ghouls healthfully hydrated on Halloween with this adorable hydration station.

JUL/AUG 2017 BWR 7 Find image at



DWRF’S Annual Fundraiser Takes a Swing at Something New: Topgolf At the 2017 IBWA Annual Business Conference and Trade Show, being held November 6-9 in Grapevine, Texas (near Dallas), the Drinking Water Research Foundation (DWRF) will hold its annual fundraiser on November 6, and all IBWA members are invited to purchase an event ticket and attend. This year, DWRF is trying something new: hosting its fundraiser at Topgolf. If you are unfamiliar with the concept, Topgolf is a premiere entertainment venue that blends technology and entertainment, and caters to golfers and non-golfers, to create an experience that makes socializing a sport for everyone. Every 8



Topgolf venue features swing. Check out the Topgolf dozens of high-tech, climatewebsite to learn more: controlled hitting bays for year-round comfort, a The DWRF fundraiser will chef-inspired menu for yearrun from 7:30 p.m. – 10:00 round deliciousness, and p.m. on November 6, 2017. associates Don’t miss Topgolf makes out on an on hand who are eager to socializing a sport evening full of help create fun, laughs, for everyone. a fun-filled and great event. The signature game company. Tickets cost $165 at Topgolf is a competition per person, which includes a where players hit microshuttle to and from the Gaychipped golf balls to score lord Texan Hotel (roundtrip points based on accuracy transportation shuttles and distance. Because this begin departures at 7:10 venue caters to all skill levels, p.m.), Texas cuisine, one everyone can have a bit of drink ticket (for an alcoholic fun—whether you are a golf or nonalcoholic beverage), pro or you’ve never played private event space, hours before. If you are a novice, of Topgolf game play with Topgolf has golf pros on reserved golf bays and golf staff to teach you how to pros and instructors, and

chances to win raffle prizes. (Of the $165 ticket price, $80 is tax deductible.) Your participation in the DWRF Topgolf fundraiser helps support the vital research that impacts the bottled water industry now and in the future. To attend this event, please mark “Yes” under “DWRF Topgolf” on the registration form (see page 27). If you are interested in one of the limited sponsorship opportunities that are available, please contact IBWA Education and Technical Programs Coordinator Claire Crane:

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Everyday Message OF YOUR BUSINESS By Jim Karrh

THERE IS CERTAINLY NO SHORTAGE OF CONVERSATIONS ABOUT BOTTLED WATER OCCURRING IN THE COMMUNITIES YOU SERVE. IS YOUR BUSINESS INVOLVED IN ENOUGH OF THE RIGHT ONES? Considering its position as the No. 1 packaged beverage in America, bottled water is a hot topic. Your work is (or could be) relevant to everyday conversations customers have about health, fitness, beauty, sports, environmental sustainability, and more. In fact, the bottled water companies across this industry are in a good position to not only be part of the conversation but also to lead them. The home and office delivery (HOD) business is a more personal and interactive business than is the case with most consumer products. HOD businesses have lots of opportunities for real-time, face-to-face contact with customers—and they willingly invite you into their homes and offices. Are you ready to talk with them about your products? Many companies have been working on their “social conversations” on platforms such as Facebook, Instagram, and LinkedIn. Many also make investments in customer service and the overall customer experience. However, there is likely a missing piece to implementing their growth plans. Believe it or not, your more “analog” real-time conversations just might be the most effective and efficient way to stand out—even in this digital age. I know firsthand that businesses—across sizes and industries—can jump-start their growth without necessarily changing their products, prices, distribution, or people. They simply need to change the way people talk about their business to customers, colleagues, and friends. SEP/OCT 2017



to others, (3) show the benefits of doing business with you, and/or (4) improve the customer’s experience.

Need-to-Know List:

While being familiar with the products on your “menu” helps employees know what is available for sell, what is it that actually encourages consumers to buy from your company? Storytelling.

❑ Keep it simple. People can only

When I led marketing for a multi-location HOD business, we would occasionally hear anecdotes about someone (typically a route sales driver) providing great service. One of my favorite stories involved a driver with a longtime residential customer. This customer was an older lady who lived alone. She not only trusted our driver to make deliveries into her home when she was away—but also, more than once, she even prepared lunch for that driver and left it on the counter with a thank-you note!


keep so much information in their heads. Your list should be designed to prepare your employees for real-time conversations with current and potential customers and friends. Just make sure you have product details on your website or collateral.

❑ Don’t make t i about the company.

The history, growth, and mission statement of your business is important for company culture—but current and potential customers probably don’t see that information as relevant to them.

❑ Include stories as well as

produc t information. Customers relate well to stories about people like

themselves. Does everyone on staff know examples and stories of how you serve customers and communities?

A story like that conveys trustworthiness more than any ad or website could. For my clients today, I make sure that everyone in the business—across locations and roles—knows authentic stories like the example above. Such anecdotes are especially effective in customer conversations. An added bonus is that the very process of gathering and sharing those stories can be fun and motivating for your employees. It reminds your employees of the personal nature of the HOD business.

Your Messengers: Whom to Involve?

Your Messages: What Should Everyone Be Saying? A friend who was an executive in a national fast-casual restaurant chain had an interesting requirement across her business: everyone—whether they were a server, hostess, or accountant—needed to know everything that was on the menu. In her view, the most basic piece of common knowledge was the set of things customers could buy from the business. Yet, she told me that when she started in her leadership role “more people knew how to apply for vacation time than knew what we served.” What’s on your "Need-to-Know" list? Many IBWA members have larger product portfolios than ever, and they include new water varieties and packaging options, and perhaps filtration products and other beverages. Although it takes some effort to keep everyone updated and informed, the opportunities for cross-selling and net-new customers are well worth it. I recommend keeping your list brief and conversational; limit it to those things that (1) help consumers make good decisions, (2) are inherently interesting 12



When identifying the people who can serve as effective messengers for your business, some managers think too narrowly. Sure, there are the sales and call-center teams as well as the route drivers to consider—but what about those whose days aren’t necessarily spent in front of customers? What about your current customers? And have you ever considered how your suppliers, accountant, attorney, and others have a vested interest in the success of your business? (And they know a lot about it too.) The X factor at play here is that you have the opportunity to easily multiply the number of people who can help share your story. While some managers limit the number of potential messengers according to their role in the business, other people believe that only a specific and narrow personality type can be a messenger. For at least two generations, we have been told there is a distinct and uncommon personality type that’s best suited for selling and persuading. Think friendly, gregarious, backslapping, thick-skinned extroverts. In recent years, we have found holes in that assumption. It’s true that extroverts are much more likely than introverts to seek sales positions, to be recruited for sales positions, and to be rated highly by supervisors in those jobs. However,


new research shows there is zero relationship between extraversion and actual sales performance. As it turns out, the category of people who are best at sales and persuasion are neither extroverts nor introverts but rather those in the middle of a personality continuum. “Ambiverts” are those of us who are moderately comfortable with groups and social interaction but who also enjoy time alone, away from crowds. Studies show that ambivert sales reps have the highest average revenue per hour— more than pure extroverts or introverts. What’s the explanation? For their part, introverts can be too shy to initiate conversations and too timid to close deals. Extroverts, on the other hand, can talk too much, listen too little, and contact customers too often. Ambiverts are better able to balance the activities of provocation, inspection, listening, and responding. The great news is that there are more ambiverts in the population (and probably within your business and customer base) than there are extroverts or introverts. That means most of the people who know your business are already naturally prepared to talk about it.


Your Management Habits: How Does This Actually Work? I recently had a client in the HVAC (heating, ventilation, and air conditioning) industry with a growing business that included several physical locations plus centralized dispatch and call centers. The lifeblood of this operation flows through the dozens of technicians (known as “techs”) who are out in the field every day, doing both regularly scheduled maintenance and emergency repair work.

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Company leadership had a goal to raise revenue per customer, but it was proving difficult. They had to deal with sometimes large daily variations in routes (as repair calls came in), as well as the seasonal business peaks and valleys. Because approximately 65-70 percent of customer conversations happened through their techs, we decided they would be the foundation of any cross-selling efforts—even though they weren’t trained salespeople. The key to making it work was a decision from the top to permanently change the way people close to the business talk about it. Rather than consider this as a campaign or promotional effort with a fixed ending date, we created a new set of simple tools and habits—then worked those into regular meetings and events.

Leaders Need to Know, Go, and Show Leadership expert John Maxwell says, “A leader is one who knows the way, goes the way, and shows the way.” That advice applies very well when you want to change your organization’s message. It means identifying the Need-toKnows, making a visible effort yourself, and making sure everyone else can develop the confidence to embrace the role of messenger. For a message to win internally, leaders need to do the following: •



Continue to make the message a priority. Talk about it at team meetings. Internal social channels, videos, and faceWWW.BOTTLEDWATER.ORG

to-face interactions can help to socialize the conversations you want to encourage. •

Model how the message can be shared. Middle managers, in particular, tend to represent the place where change initiatives either take root or fail. Do your middle managers practice using the new message—and do they coach their teams on how to use it?

Show that others are doing it. Share success stories and testimonials to assure stakeholders that the bandwagon is filling up.

Some leaders are skeptical because of their past experiences. They doubt that the employees and those associated with the business (e.g., an accountant) will actually begin speaking to customers and friends more often and in a new way. My experience is that, while not everyone will embrace any sort of change in the business, most will ultimately be effective messengers if the leadership takes heed of the three roadblocks, described below, that can hold them back. People will share the business message if they believe it. Whose message is it? In many cases, a message comes topdown from the owner. In others, it was developed by the advertising or marketing agency. Those messages tend to be discounted by the people who are expected to share them. A better idea is to include knowledgeable, credible frontline employees (e.g., route drivers and call-center managers) in the message-development process. Your potential


messengers will be more likely to internalize the story when they see their fingerprints (or those of peers) on it. People will share the business message if it is not personally risky. In change initiatives, stakeholders are typically asked to talk about the business (and themselves) in a new way. This can feel clumsy and risky. You might hear comments such as the following: “That’s not me.” “Customers are going to ask questions that I can’t answer.” “I’ll look silly.” But with the right level of information and guidance—and certainly not a script—most people will develop sufficient comfort in sharing the new message. People will share the business message if they don’t feel alone. In politics, campaigns that lead in the polls will use those results to demonstrate their popularity. Marketers pitch their products as the “top brand,” “most recommended,” or “fastest-growing.” This ties into the psychological principle of social proof, where people look to others for cues about the right things to buy and do. That principle applies to change initiatives in businesses, too; employees and other stakeholders will look to others for cues as to

whether they should adopt the new message. Thus, leaders and managers need to not only show what is right to do but also share examples that show most others are doing it. Not everyone will embrace the change, of course. No campaign receives all of the votes. But with proper attention to the ways your new message is created, modeled, and socialized, you will have a great chance for more success. It becomes much easier—and even more fun—to grow your business when everyone is talking about it in a consistent and valuable way.

Jim Karrh, PhD, is a consultant, coach, professional speaker, and a consulting principal with DSG. Learn more at, email Jim at, and follow him on Twitter @JimKarrh. While chief marketing officer of Mountain Valley Spring Company, Jim led a program that won IBWA’s “Best of Show” Aqua Award.

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An excerpt from Slam-Dunk Success by Byron Scott and Charles Norris. Used with permission from Center Street, a division of Hachette Book Group, Inc.


Everyone on the team plays a role in the success of an organization, and every player has to take pride in knowing that putting the team first is the only way to be a champion. Money can be a motivator, but respect and appreciation are what really drive people. By Former IBWA Chairman Charles Norris and NBA Legend Byron Scott

The Benefits of Team Success

We put money and ego and stats aside and focused solely on winning rings. Every game, certain people made sacrifices and others rose to the occasion. Every season there were different leaders contributing on different levels.

The same is true with everyone else on the team. Magic [Johnson] would play every position from point guard to center based on who was hurt or what was needed. Kurt Rambis was one of those guys who did all the dirty work. [Coach Pat] Riley told him his job was to take the ball out of bounds and get it to Magic, where he would banana cut and catch it on the run. I don’t remember one time that that ball hit the floor. Kurt would grab it out of the bottom of the net, step behind the line, and send it to Magic. That was his job, and he was the best in the league at it. As far as I’m concerned that made him a great leader, because it helped the team win but didn’t show up on the stat sheet.

One of those championship years, I was the team’s leading scorer for the season. Casual NBA fans might not remember that, because it didn’t matter to us, so we weren’t out there talking about who did what. Other seasons I was asked to contribute in different ways.

Stats equal money, and for a lot of players money is a big motivator. There are special players in this league who play because they love the game, and because they want to win championships, but nowadays most guys play because they want to get paid. Guys who are on the

During our run in the eighties, the Los Angeles Lakers were successful for one reason and one reason only: we played for each other. Everyone on the team did whatever was necessary to win each game, and then each playoff series, and eventually, in three of my years there, the championship.




last year of their contract and trying to be more aggressive from a selfish standpoint are not helping the team. As a coach you have to pull them aside as soon as you pick up on it, and say, “I know that your contract is up and I know you’re trying to get paid, but you’re going about it the wrong way.” Magic had a little saying that he told me my rookie year and that stuck with me, and it was sort of the motto that we lived by as a team. He’d say, “We win, we all win.” It was five simple words that rang true throughout my career. “We win, we all win.” If the Lakers win a championship, then everybody gets rewarded. No one worried about individual stats, because our feeling was that if the team stinks, playing well as an individual is not going to benefit you. When you win a championship, everyone on the team from top to bottom benefits.

SEP/OCT 2017



In my rookie year we lost to the Celtics in the Finals, but the next year, when we beat them, everybody in LA wanted us to make appearances—autograph sessions, store openings, commercials, everything. It went from the first guy, Magic, down to the twelfth guy. Everyone made money that summer. Magic couldn’t be everywhere all the time, mainly because these companies couldn’t afford him, so then my phone would ring or James Worthy’s or Coop’s [Michael Cooper]. Everyone benefited. A lot of players today don’t get it. They have a me-first attitude and they say, “This is a business.” They point to teams that are willing to cut them or trade them without an ounce of loyalty and tell themselves (and anyone else who will listen) that they have to put themselves and their families first because that’s what the team would do. That’s not what the team would do. That might be what an owner does as an individual or a GM does as an individual, but that’s not what the team does. Teams win together.

Going All In For most of my career I had a lot to lose in everything I was doing because I was largely working with new products, new ventures, or major changes. I was never taking an existing business and just trying to keep it stable. I was always stepping into a situation where I had a ton of skin in the game, so I wanted to make everyone else have skin in the game too. I wanted them to have the same attitude that I had: that we had to fix it because we had our own money at stake. At Nestlé I had a number of jobs, but eventually ended up running a small water company called Deer Park. In three years I took the business from losing 40 percent of sales at net operating profit to a positive cash flow and 18



a breakeven at net profit. I couldn’t squeeze any more water out of that stone, so I went to my superiors and told them we had two options: we could invest heavily or sell the company. Prior to my arrival, my predecessor had moved away from the Teamsters Union and created independent owner-operators to deliver the water, and used copackers rather than self-manufacturing. I provided a full business plan for how the investment would work and what I could do with full control of all aspects of the operation, including signing a new collective bargaining agreement with the Teamsters Union, but my superiors decided to sell. At that point I estimated that Deer Park was worth maybe $13 to $15 million, but there was so much concern about buying a company that needed a new collective bargaining agreement with the Teamsters Union that nobody wanted to pay anything near that. The price got so low that I decided that I should just buy the business. My two partners and I ended up buying the company for $3.5 million, with one partner putting in $500,000 in cash and another putting up his house as collateral in order to get a bank loan for $3 million. I gave up my Nestlé career to run the company, so when I say we had skin in the game I mean it. The company was now ours. We made a commitment to fix the company by getting a new collective bargaining agreement with the Teamsters Union, expanding by lowering the quit rate, and servicing the customers better. But taking Deer Park private, and no longer having the mother Nestlé to provide us with capital, was something we had to let employees know was going to be good for them. I energized the team by explaining that we now had very good partner-

“WITH A TEAM MENTALITY, IF THE COMPANY DOES WELL— THE EMPLOYEES DO WELL.” ships with Wissahickon Spring Water Company and Tyler Mountain Water, and that we had the technology and skill sets we needed. I told them we had the union agreeing to a new collective bargaining agreement so we could control the movements of the route drivers. We had the funding from the bank to expand, and most importantly we were now all owners. Employees got stock commensurate with their position in the organization, which we’d never had at Nestlé. I had to explain how their options were gaining value, because some people didn’t get it. But the fact of the matter was that, even as union employees, I wanted them to feel they were as important as anyone else—that their loyalty couldn’t be to the union, it had to be to the company. By giving them stock in the company, which was really a phantom stock, we showed them that if the company did well, then they would do better than just through their hourly union contract. That was extremely important. Did I know categorically that everyone was going to be rich? No. Was I nervous about it? Absolutely. But I knew it would motivate the team to be at their best and do what was best for the company. Mostly, though, if my partners and I won, I wanted the whole team to win.

Part of winning together and playing unselfish basketball is acknowledging who has the hot hand, and on more than one occasion, Magic, Kareem [Kareem Abdul-Jabbar], Coop, and I turned to Big Game James [Worthy] to lead us to the promised land. In the 1988 Finals—our third championship run during my tenure—we were playing the Detroit Pistons. Heading into that series we swept the Spurs in the first round but had to win a game seven against both Utah and Dallas to make it to the Finals. The Pistons were tough. Every possession was a battle and we were running on fumes, so as a team we really had to dig deep when it came time to play a game seven against them as well. In that series James Worthy led the team in scoring in every one of our wins, but that game seven was something special. He was doing everything on both ends of the floor, and once we recognized that he was in a different zone, the rest of us did everything possible to get him open. My job in that game was to set screens for James. I was great at setting screens, so I was trying to knock people’s heads off just to get him open. Magic was going to be the one with the ball in his hands, so I wasn’t going to be able to facilitate in that way. Instead I used my body and helped off the ball to make sure James was taking the shots. It’s team basketball, and for what it’s worth I still scored a quiet twenty-one points that night—proving that when you do what it takes to win, even on the court we all win. Anyway, by the second half James was just on a different planet. Neither Dennis Rodman nor John Salley could guard him. He was on a mission. As teammates we let him know that we


Acknowledging the Hot Hand

“THE MOST IMPORTANT ASSET IN ANY COMPANY IS THE BRAND NAME. YOU’VE GOT TO TREASURE THAT BRAND NAME BECAUSE IT STANDS FOR SOMETHING THAT’S MEANINGFUL TO THE CONSUMER.” noticed what was happening. At every break I’d say, “I’m going to keep setting screens for you. Just keep getting open.” Magic, Kareem—they kept pushing him too. None of this took away from our regular game plan. It wasn’t just “Let’s let James do everything.” It was recognizing that our path to a championship would go through the hot hand. He finished that game with thirtysix points, sixteen rebounds, and ten assists—the first triple-double of his career. To have that in game seven of the NBA Finals and lead the Lakers to another championship is what winning is all about. To this day it’s still one of the greatest single-game performances of all time. He was the Finals MVP and will forever be Big Game James.

Building the Bandwagon I believed in the Deer Park name, and the “Deer Park, that’s good water” marketing slogan proved to be a success. For me, the most important asset in any company is the brand name. You’ve got to treasure that brand name because it stands for something that’s meaningful to the consumer. So now we owned the name Deer Park, and it was worth a whole lot more than we’d bought it for. That was a cause for celebration, and the team needed to know that. We were celebrating our independence. We were a new company and the sky was the limit. Get on the

bandwagon because we’re going to take this for a great ride. You want to get people excited about it. You have to paint the picture of the new vision and the new goals, and everyone has to play their part because each member of the team is just as important as the next. I believed in the team—from the frontline people to top management. Before we did the deal I had gone to a couple of guys named Tim and Lon, who were the heads of the Teamsters Union local and definitely knew people who knew people who could break your legs if things didn’t go according to plan. I told them I had the opportunity to buy the company but I wouldn’t buy it unless we could agree on a framework for a new collective bargaining agreement. I wanted to buy back all the route trucks, have employees again, and pay them a certain amount per bottle delivered and returned. Smoking a cigar and listening to my proposition in his little office, Tim blew cigar smoke in my face and said, “OK, the first contract is yours, but if you don’t deliver, you are mine.” Pressure? What pressure? We did the deal and moved forward with our goal to expand down the Atlantic Seaboard and bring the Deer Park name from Maine to Florida. We weren’t going SEP/OCT 2017



to be a $8 million company. We were going to be a $25 million company. That was our goal for the next three years, to get from $8 million to $25 million. As it turned out, we didn’t need that long. In a period of twenty months we went from $8 million to $12 million and sold the company to Clorox for forty times our invested capital. We’d bought it for $3.5 million, paying half a million in cash and taking bank loans for the balance, and we sold it for over $20 million in twenty months. Everyone benefited, and most people were shocked by it. A secretary might get a check for $10K because of that sale. It was a huge, championship-level victory for the organization. [Editor’s Note: Deer Park Spring Water Company was sold to Clorox Company in 1987 and subsequently purchased by Perrier Group of America Inc., the bottled water company that is a subsidiary of Nestlé S.A. in 1993.]

On the String Unselfish basketball wins championships. I may not touch the ball a few times down the court, but I still have to run the floor, I still have to set the screen. I still have to keep my spacing. You have that mentality because you want to win. And if Worthy was rolling, that was my job. With the team that we had, no one ever thought, I haven’t touched the ball in a while. It was more like This guy’s playing great, so let’s get him the ball. That’s just who we were as basketball players. It was all about the team, and never about the individual. That’s what basketball is all about. Everybody has to do their part or it doesn’t work. One guy is not going to win the game for you every single night. It’s got to be a combination of everybody being on the same page and moving. All those parts have to move simultaneously. It’s like tying everybody 20



up with a string. If one part of that string moves, everybody better move with it. As a coach I always talk about that in huddles, in film sessions, and in practice. Be on the string. It’s the same thing on defense as well. You’ve got to be on the string at all times if you want to be rewarded with a victory.

Creating Incentives There are all sorts of ways to provide incentive and push for people to “be on the string” within the company. At McKesson Corp. [the parent company of McKesson Water Products Company] we had a five-point performance evaluation system, and ranking would drive promotions and salary increases. Every job had a certain grade, and each grade had a certain salary scale associated with it—a minimum and a maximum. If an employee was below the midpoint salary for the grade of his or her job, that would enable the supervisor to propose a higher salary increase from one year to the next, depending upon how the employee did within the job. Every operating unit within McKesson operated with that system, not just the water company. It was a very good system that was tied to both annual salary increase and bonuses. The bonuses were a function of how each group did against its budget, how the company did, and how individuals performed in agreed-upon improvement activities for them. So the bonus plan had three parts. The percentages varied depending on how much a division really drove the profits of the whole company. If it drove a high percentage of the profits, the corporate goals were a higher percentage of the bonus pool than for other divisions that drove lower percentages. For example, if I’m your supervisor and you’re working for us in a French-speaking part of Canada, but you don’t speak

French, then I might have as a goal for you that you have to learn French. You have to take a certain number of courses and you have to move from course A to course B, and 20 percent of your total bonus is going to be predicated on your mastering French. If you do, you get it. If you don’t, you don’t get it. In your division, half of the remaining bonus is tied to how you do against your profit plan, and the other half is how the total corporation does. These goals are set a year in advance, and during the course of the year you know how you’re doing. In a lot of companies you have no clue what your bonus is going to be. Here you have total visibility of how the company is doing, how your division is doing, and how you’re doing against your personal goals. My feeling was always that I want to pay you the most I can pay you, so we didn’t stop at 100 percent with bonuses. If you made more than 100 percent of the profit you had been expecting, your bonus scaled up to as much as 150 percent of the original figure. So if you were making a base of $100K a year with a 20 percent bonus potential, you could actually make 50 percent more, or a $30K bonus, if you exceeded your budget by an agreed-upon percentage. It was very good and very motivational for people.

The Value of Appreciation There’s nothing wrong with wanting to get paid, and it is human nature to let the stats motivate play, because stats equal money. If some guys come out and play hard every night because of it, then great. As a coach I’ll give a player that personal win if it’s the fourth quarter and we’re up by twenty points, and he has twenty-five points, thirteen rebounds, and nine assists. I’ll say to the player, “Hey, you’re one assist short of a triple-double, do you want to go back in?” As a former player I know how

hard it is to get a triple-double, so I want to give the guy that option. In the game, though, he’s not thinking about how a triple-double might lead to more money down the road. He’s thinking he worked hard and that he knows the coaches and the fans will appreciate that achievement. People want to be appreciated. That’s the main incentive for success. As a coach, when we’re watching tape, I’ll point something out and say, “You didn’t get the shot, but you made the play. You got him there wide open on the shot because you ran the floor. You got him because you set the screen.” We try to bring those things to players’ attention because you want each of them to know that he played a part in the win. But it is a business, and it would have been James’s right to want to be the star somewhere else, and pack his bags the way James Harden did when he left Oklahoma City for Houston. Players do it all the time, and when teams lose, the trade rumors circulate, so it’s only fair. James and I both went through it almost every year. One time there was talk that James would go to Dallas for Mark Aguirre, who was an all-star and a friend of Magic Johnson’s. The media made the connection because it was a good story, but had it happened, Magic would have had nothing to do with it. But James got calls from his agent, who was hearing the buzz, and he was rightfully upset.

He marched up to owner Jerry Buss’s office and demanded, “Are you trading me or what?” Jerry Buss, being Jerry Buss, said as calmly as could be, “James, if we’re going to trade you, I’ll let you know.” Dr. Buss was a straight shooter, and if he did trade you, he would be the one to come down and tell you. He would never blindside a player, so for James, no news was good news in that meeting. But Dr. Buss was also great at telling you what you meant to the organization and how being a Laker meant being part of the family. He appreciated every one of us, and that always went a long way. That’s why the players all stayed as long as we did. And for his efforts, James was a threetime champion, seven-time all-star, and the NBA Finals MVP in 1988—so his mind-set was probably similar to mine when my name got tossed around in trade rumors: If you trade me, this is what you’re going to be missing. All that stuff went out the window once the ball was tipped each night. Then we were five guys on the court playing for each other. We were five guys on a string with the incentive that if we win, we all win. That’s all that ever mattered.

Everyone Is a Partner I actually don’t think that money is the number one motivator. I think feeling valued is far and away the most impor-



Xs AND Os OF MANAGEMENT • The guy doing the dirty work is just as important as the guy hitting the big shots. • Honesty from the top down will allow people to perform at their best and know that their contributions are meaningful. • The best motivation is appreciation. • The entire organization must understand and embrace the vision in order for the team to be successful.

tant thing. I don’t want to be in a job where people aren’t listening to what I’m saying, don’t really care about what I’m saying, and don’t value my contribution. If I’m really valued, as long as I feel that I’m being paid fairly, I am not going to run to the next job. Even if I can get 20 percent more money, I’m probably not going to leave. There has to be something else that’s driving me to want to look elsewhere, and that tends to be that people aren’t honest with me, or they are taking advantage of me, or I’m not being treated fairly or rewarded fairly. At McKesson the raise and bonus structure was good financially, but it also made people feel good about their work and their progress. We didn’t just come in and demand these goals. We talked with employees, and often they created their own goals. They knew how much their divisions had brought in the year before, and they knew what could be changed to increase that number. It was more of a conversation, because if somebody has been in a job for a while, and we have an honest relationship, I don’t think that I’m going to get sandbagged and they don’t think they’re going to be taken advantage of. SEP/OCT 2017



hard work as a team was paying off. Everyone had skin in the game, and no matter what an individual’s job was, everyone was invested in the success of the company. I treated the union people and the Teamsters’ reps as partners, not as workers. Partnership is important. Just ask Tim and Lon.

Charles Norris was chairman of IBWA in 1991.

After a couple of years you know which people are really pushing to do the best they can, and which ones are holding back and not giving their all. You want people to feel that they know what’s happening in the organization, that they can make a difference in the

organization, and that if they do, they’ll be rewarded for it. At Deer Park it was the same thing. We didn’t give people stock options to throw away money. We wanted them to want to win, and we wanted them to feel appreciated—to know that their

Charles Norris is a former CEO and president of McKesson Water and Deer Park Spring Water. He served as IBWA chairman in 1991. Norris currently has an investment portfolio of five companies where he plays an active board role, including Freshpet, where he is chairman of the board. Byron Scott is a former NBA player and coach who won three championships as a member of the “Showtime” Lakers and coached the New Jersey Nets to two NBA Finals. He is now an analyst for ESPN. This article presents a chapter from their book Slam-Dunk Success. Copyright © 2017. To learn more about Slam-Dunk Success, visit or

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NOVEMBER 6-9 | 2017



IBWA’S 2017 ANNUAL BUSINESS CONFERENCE: IT’S GOING TO BE AN EXCITING RIDE! They say everything’s bigger in Texas— and that includes the program we’ve put together for the 2017 IBWA Annual Business Conference. Together with NAMA’s CoffeeTea&Water show, we’re headed to Grapevine, Texas (near Dallas), November 6-9, for four days of networking, learning, and celebrating the fact that, for the first time in history, bottled water is now the No.1 packaged beverage (by volume) in America! The bottled water industry is growing—come to the 2017 IBWA Annual Business Conference to learn how you and your company can continue to be a part of this historic success! SEP/OCT 2017






When: November 6-9, 2017

MONDAY, NOVEMBER 6, 5:30 PM – 7:00 PM

IBWA and NAMA registrants will START YOUR WEEK come together for a welcome OFF RIGHT: MEET reception to kick off the WITH FRIENDS collaborative co-location and a OLD AND NEW AT week of learning, networking, and THE WELCOME deal-making.The reception will be RECEPTION. held in the Grapevine Ballroom at the Gaylord Texan Hotel to provide a convenient and relaxing event for attendees to network with peers, catch up with old friends, and enjoy an evening of hors d’oeuvres, with a cash bar. The price of admittance to the Welcome Reception is included in the conference registration fee. If you would like to bring a guest to this event, you can order an additional ticket for $40.


MONDAY, NOVEMBER 6, 7:30 PM – 10:00 PM This year, the Drinking Water Research Foundation (DWRF) is taking a gamble on something new—hitting a few balls for a good cause at Topgolf! If you are unfamiliar with this venue, read the detailed profile about Topgolf provided on page 8. The signature game at Topgolf is a competitive one, where players hit micro-chipped golf balls and score points based on accuracy and distance. This is a venue that caters to all skill-levels—so even golf novices are encouraged to take a swing or two! Ticket price includes shuttle to and from Gaylord Texan Hotel (round-trip transportation shuttles begin departures at 7:10 pm), Texas cuisine, one drink ticket for an alcoholic or nonalcoholic HIT A FEW beverage, private event space, Topgolf BALLS FOR A play—with reserved golf bays and GOOD CAUSE! golf pros and instructors on hand for instruction, and chances to win raffle prizes. Ticket price: $165 per person, $80 is tax deductible. Your participation in the DWRF Topgolf fundraiser helps support the vital research that impacts the bottled water industry now and in the future. Please mark “Yes” under “DWRF Topgolf” on the registration form (page 27) to attend this event. Limited sponsorship opportunities are also available. Contact IBWA Program Coordinator Claire Crane for more information:




Where: Gaylord Texan Hotel, 1501 Gaylord Trail, Grapevine, Texas 76501 Hotel Policies: 817.778.1000. Check in: 4 pm, Check out: 11 am, complementary internet Hotel Room Rate: $195 for single or double + taxes ($220.35 total per night) Two Ways to Make Hotel Reservations: (reservation cutoff: Monday, October 16, 2017) • Online, only at (Do not make reservations at • Call 817.778.2000, indicate you want to make a reservation at the Gaylord Texan Hotel within the International Bottled Water Association room block. Hotel Parking: $31 per day valet parking with in/out privileges or $22 daily self-park Local Airports/Transportation: Dallas/Fort Worth International Airport (DFW) is 6 miles from the hotel with travel time being about 15 minutes. Taxi fare (one way) is approximately $25. Dallas Love Field (DAL) also services the area and is located 20 miles from the hotel with a taxi fare (one way) of $60. IBWA/NAMA Education Sessions: 23 CEUs Available: 18.25 CPO Exam: Thursday, November 9, 8 am – 11 am IBWA/NAMA Trade Show and Lunch: Tuesday, November 7, 12:30 – 5:30 pm | 150+ exhibitors Four Ways to Register for IBWA Conference: • Online: • Email: (call 703.683.5213 to provide credit card number) • Fax: 703.683.4074 • Mail: IBWA Annual Business Conference, 1700 Diagonal Road, Suite 650, Alexandria, VA 22314 Weather: Avg. High – 70°, Low – 50°, Avg. Rainfall – 3 inches (umbrella recommended) Attire: Business casual, with good walking shoes. The air conditioning is running year-round and may at times be cool in public areas of the hotel and in meeting rooms. Bring a sweater, jacket, or wrap just in case you find yourself feeling cold in those locations. For Conference and Trade Show Information: Contact IBWA Director of Conventions, Trade Shows, and Meetings Michele Campbell: or 703.647.4606. For IBWA Membership Information: Contact Manager of Member Services Cheryl Bass: or 703.647.4615.

IBWA GENERAL SESSION AND ANNUAL BUSINESS MEETING On Wednesday, November 8, 8:30 am –10:15 am, IBWA will hold its General Session and IBWA President and CEO Joe Doss will give his state of the association speech to update members about the many successes the association has earned this year—and review any challenges that are before us in the months ahead. Members will also vote on the slate of nominees for IBWA’s board of directors, and IBWA Chairwoman Shayron Barnes-Selby (DS Services of America, Inc.) will discuss what she has learned during her tenure. Chairwoman Barnes-Selby will also introduce the membership to Incoming Chairman Lynn Wachtmann (Maumee Valley Bottlers, Inc.), who will brief members on his plan for IBWA in 2018.

Joe Doss

Shayron Barnes-Selby

IBWA/NAMA TRADE SHOW AND LUNCH TUESDAY, NOVEMBER 7, 12:30 PM – 5:30 PM Do you have questions for a current vendor? Have you been searching for that one offering that will take your company to the next level? The IBWA/NAMA Trade Show offers attendees the opportunity to be introduced to the latest and greatest products and services offered by vendors who know the bottled water industry, as well the chance to chat with experts in the coffee and tea industries. With time dedicated solely to conversation, decision making, and networking, it’s no wonder this event has established itself as one of the most popular and well-attended conference events.

2017 IBWA Trade Show Exhibitors* EAGLE Certification Group

Arctica Industries, Inc.

EarthRes Group, Inc.

Blackhawk Molding Co., Inc.

Edge Analytical Laboratories

Chemetall US, Inc.

Eurofins Eaton Analytical, Inc.

Consolidated Container Company

GoodPac Plastics

Crystal Mountain Products

Icon Technology Systems USA

Downtown Wholesalers, Inc.

MTN Products, Inc.


Lynn Wachtmann


Allied Purchasing


Pacific Ozone Pall Corporation Plastipak Packaging, Inc. PolyCycle Solutions Polymer Solutions International, Inc. ROUSH CleanTech Shenzhen Shao Hong Electronics Technology Co. Ltd. Silgan Closures

National Testing Laboratories, Ltd.

Sqwincher Corporation

Norland International Inc.

Tailor Made Products

NSF International

Waterite America, Inc.

Oasis International


Steelhead, Inc.

*List of IBWA exhibitors is current as of August 18, 2017. For an up-to-date, complete list of IBWA and NAMA exhibitors, visit and click on “List of Exhibitors.” SEP/OCT 2017



SCHEDULE-AT-A-GLANCE IBWA Annual Business Conference and Trade Show† November 6-9, 2017


18.25 CEUs are available for CPO Certification: 8 Technical CEUs; 10.25 Business CEUs

Wednesday, November 8

Monday, November 6 10:00 am – 7:00 pm

7:00 am – 5:00 pm

IBWA Registration

IBWA Registration



8:30 am – 10:15 am

IBWA General Session and Annual Business Meeting with Keynote Speaker

10:45 am – 12:00 pm

Bottled Water Sales Trends 1.25

12:00 pm – 1:30 pm

IBWA Political Action Committee Board Meeting*

1:15 pm – 2:30 pm

Improving Energy Efficiency in a Bottled Water Facility CEU

1:15 pm – 2:30 pm

Coaching for Results 1.25

1:45 pm – 3:15 pm

IBWA Government Relations Committee*

IBWA Membership Committee*

2:45 pm – 3:45 pm

A Half Plus A Half = A Whole Lot of Opportunity in Recycling

2:45 pm – 4:30 pm

IBWA Environmental Sustainability Committee*

4:00 pm – 5:15 pm

CPO Study Session

3:30 pm – 4:30 pm

FSMA Problem-Solving Mini-Workshop

5:30 pm – 7:00 pm

IBWA/NAMA Welcome Reception

7:30 pm – 10:00 pm

DWRF Fundraiser at Topgolf (Ticketed Event)

10:30 am – 11:30 am

IBWA Education Committee*

11:30 am – 1:00 pm

IBWA Committee Chairs Lunch (closed)

1:15 pm – 2:15 pm

IBWA Supplier and Convention Committee*

1:15 pm – 2:30 pm

IBWA State Affairs Task Force / IBWA State and Regional Associations Committee*

1:15 pm – 2:30 pm

Data, Science, and Common Sense: Tools to Refute Opposition to Bottled Water

2:30 pm – 3:30 pm

Bottled Water and the Revised FDA Labeling Rules

2:30 pm – 4:00 pm






WIN Boot Camp / Fitness Walk

7:00 am – 5:00 pm

IBWA Registration

7:30 am – 9:00 am




8:00 am – 10:00 am

IBWA Board of Directors Meeting*

8:00 am – 11:00 am

IBWA CPO Exam (Ticketed Event)


Continental Breakfast IBWA Executive Committee (closed)

8:00 am – 9:15 am

Make Social Media Marketing Work for Your Business

8:00 am – 9:15 am

Route Management Technology

8:45 am – 10:45 am

IBWA Technical Committee*

9:30 am – 10:45 am

Creating Messengers to Grow Your Business

9:30 am – 10:45 am

Defensive Driving

11:00 am – 12:15 pm

Government Affairs Update: Impacts on Your Business 1.25

11:00 am – 12:15 pm

Water Consumption and the Influences on CEU 1.25 Your Cognitive Function, Mood, and Risk of Illness and Disease

11:00 am – 12:15 pm

IBWA Communications Committee*

12:30 pm – 5:30 pm

IBWA/CTW Trade Show/Lunch

2:00 pm – 3:15 pm

DWRF Trustees Meeting



*IBWA membership required for attendance at these meetings. †Schedule current as of August 12, 2017. Descriptions and updates will be posted at











7:00 am – 9:00 am



IBWA Certified Plant Operators: At this year’s conference, 18.25 CEUS are available: 8 technical CEUs and 10.25 business CEUs .




Thursday, November 9


Tuesday, November 7 6:15 am – 7:45 am


You Have a Voice As a member of IBWA, you can make a real contribution by participating in the IBWA committee meetings. Starting Monday, November 6, and concluding with the Board of Directors Meeting on Thursday, November 9, IBWA committees will meet to discuss the business of the association. All members are invited to participate in these meetings to learn more about the issues that are important to the bottled water industry. These IBWA member-only meetings offer another opportunity to learn about how upcoming regulations and proposed legislation may affect your businesses. Come, participate, and help us sculpt the future of IBWA and the bottled water industry.




ATTENDEE REGISTRATION FORM ONLINE REGISTRATION: (enter this address into your Internet browser) MAIL FORM TO: IBWA Conference, 1700 Diagonal Road, Suite 650, Alexandria, VA 22314 FAX FORM TO: 703.683.4074 SCAN/EMAIL FORM TO: QUESTIONS? CALL: 703.683.5213 (Patrice Ward or Michele Campbell) INFORMATION AND CURRENT SCHEDULE OF EVENTS:



NAME:____________________________________ BUSINESS EMAIL:______________________________________________ q Yes q No COMPANY NAME:____________________________ WEB: __________________________________________________________________ ADDRESS:_______________________________________________________________________________________________________ CITY:______________________________________ STATE:________ ZIP:______________________________________________________ PHONE:_____________________ CELL:_______________________ FAX:______________________________________________________ (for onsite use only)

HOTEL: Make your reservation ASAP. October 16, 2017 is the cut-off date for the group rate, but rooms may sell out prior to that date. DATE I WILL ARRIVE:_______________

DATE I WILL DEPART:_______________

HOTEL I WILL STAY AT:___________________________

REGISTRATION FEES INCLUDE: Reception on Monday, 1 lunch, 2 continental breakfasts, 23+ education sessions, 3 plenary sessions, trade show


q New IBWA Member (10/1/16-9/30/17)

q Existing Member

Select One: q Bottler q Distributor q Academic/Government q Other:_______________________________________________________ Until 10/10/17: $299 per person After 10/10/17: $399 per person

NON-MEMBER BOTTLER/DISTRIBUTOR Select One: q Bottler q Distributor q Academic/Government q Other:_______________________________________________________ Until 10/10/17: $500 per person After 10/10/17: $600 per person


q New IBWA Member (10/1/16-9/30/17) q Existing Member q Member: Until 10/10/17: $1000 per person After 10/10/17: $1200 per person q Non-Member: Until 10/10/17: $1500 per person After 10/10/17: $1800 per person




Guest: Monday Reception

DWRF Topgolf

WIN Boot Camp



#___ @ $40 each= $______

#___ @ $165 each= $_____

#___ @ $25 each= $_____

q Yes, please register me for the CPO Exam @ $80/person. (IBWA members only.) Payment Method $_______ Total Due q Check (payable to IBWA, mail with this form) q Credit Card (provide account # here or call IBWA ) ___ AMEX ___ VISA ___ Master Card ___ Discover Name on Credit Card: ______________________________________________________________ Authorized Signature: _________________________________ Account Number: ____________________________ Security Code: ______ Exp. Date: _______ Confirmations and Cancellation Policy • Confirmations will be emailed or faxed to registrants within 48 hours of receipt. If you do not receive a confirmation, please call IBWA. • Cancellations must be received in writing no later than October 10, 2017 and are subject to a $50.00 administrative fee. After that date, no refunds will be issued. • Substitutions can be made, but must be in writing.


EDUCATION PROGRAM AND Monday | November 6 IBWA Committee Meetings | IBWA Education Sessions | IBWA and NAMA Joint Events


Tuesday | N NAMA Meetings 7:00am-7:00pm NAMA Registration


IBWA Committee Meeting IBWA Education Session IBWA and NAMA Joint Eve 7:00am-5:00pm IBWA Registration

7:30am 7:00am-9:00am Executive Committee (Closed)

8:00am 8:30am

6:15am-7:45am WIN Fun Run

8:00am-9:15am Social Media Marketing

9:00am 9:30am

8:00am - 12:30pm Coffee 101 (separate fee)

10:00am 10:30am

10:00am-7:00pm IBWA Registration


9:30am-10:45am Creating Messengers to Grow Your Business

10:30am-11:30am Education Committee 11:00am-12:15pm Communications Committee

11:30am 12:00pm

8:45am-10:45am Technical Committee

11:30am-1:00pm Committee Chairs Lunch (Closed)

11:00am-12:15pm Government Affairs Update IBWA / NAMA

12:30pm 1:00pm 1:30pm

1:15pm-2:15pm Supplier and Convention Committee

2:00pm 2:30pm 3:00pm

2:30pm-4:00pm Membership Committee


1:15pm-2:30pm State Affairs Task Force / Regional Associations Committee

2:45pm-4:00pm Environmental Sustainability Committee

1:15pm-2:30pm Facts and Common Sense to Challenge Opposition 2:30pm-3:30pm FSMA Focus: FDA Labeling 3:30pm-4:30pm FSMA Focus: Mini-Workshop

4:00pm 4:30pm





2:00pm-3:15pm DWRF Trustees Meeting 3:00pm-4:00pm NAMA Education Sessions (2)

4:15pm-5:15pm NAMA Education Sessions (2)

5:00pm 5:30pm

12:45pm-2:30pm General Session

5:30pm-7:00pm IBWA / NAMA Welcome Reception (Cherry Blossom Ballroom)

7:30pm-10:00pm DWRF Fundraiser: Topgolf

IBWA Board of Directors and Committee Meetings are open to IBWA members only.


November 7

gs | ns | ents

IBWA Committee Meetings IBWA Education Sessions

NAMA Meetings

7:00am-9:00am Cont. Breakfast

8:00am-9:15am Route Management Technology

9:30am-10:45am Defensive Driving

Thursday | November 9

Wednesday | November 8

7:00am-6:00pm NAMA Registration

NAMA Meetings

7:00am-5:00pm IBWA Registration

IBWA Meetings

7:00am-12:00pm NAMA Registration

8:00am-10:00am IBWA Board of Directors Meeting

9:00am-10:30am NAMA Roundtable Discussion

8:30am-10:15am IBWA General Session with Keynote Speaker

9:00am-10:30am NAMA Roundtable Discussion

9:45am-10:45am NAMA Education Session (2)

8:00am-11:00am IBWA CPO Exam

10:45am - 12:00pm Bottled Water Sales Trends

11:00am-12:15pm Why Water Matters to Your Health

11:00am-12:30pm NAMA General Session 12:00pm - 1:30pm PAC Board Meeting

1:45pm - 3:15pm Government Relations Committee 12:30pm-5:30pm IBWA / NAMA Trade Show, Lunch, and Reception

1:15pm - 2:30pm Improving Energy Efficiency in Your Facility

1:15pm - 2:30pm Coaching for Results

2:45pm - 3:45pm Opportunities in Recycling COLOR KEY IBWA / NAMA EVENTS 4:00pm - 5:15pm CPO Study Session


Go to for most current information.

SEP/OCT 2017





THE ART OF BEING NO.1—AND THE BUSINESS OF STAYING THERE! On March 9, 2017, IBWA and Beverage Marketing Corporation announced that in 2016 bottled water had outpaced carbonated soft drinks to become the No.1 packaged beverage in the United States. Now is the time to ensure your business continues to be a part of this historic achievement. IBWA’s conference education program is designed for your professional growth and success! Each course will address key facets of the industry that are necessary for expanding your knowledge and expertise. Courses align along two tracks— business and technical—and are designed to meet your needs, whether you work for a bottler, distributor, or supplier member. IBWA educational sessions cover the latest developments, issues, and regulations relating to the bottled water industry. CPO Newsflash: If you are an IBWA Certified Plant Operator (CPO), you’ll find this information helpful. At this year’s conference, 18.25 CEUS are available: 8 technical CEUs CEU and 10.25 business CEUs CEU . Turn to page 32 for more CPO news.

MONDAY, NOVEMBER 6 CEU 1:15 PM – 2:30 PM 1.25 Data, Science, and Common Sense: Tools to Refute Opposition to Bottled Water

Presenter: Louis F. Vittorio, Jr., PG, EarthRes Group, Inc.

With the growth of bottled water as a healthy packaged beverage of choice, it has come under unprecedented attacks for a variety of unfounded reasons, including climate change, sustainability, water scarcity, environmental impacts, recycling, lack of regulation, water quality, and cost. However, upon analysis such reasons advanced by non-scientific opposition parties and a willing media don’t actually “hold water.” Vittorio’s presentation will cover the main points of opposition to bottled water expressed by critics and provide data, science, and common sense information that 30



you can use to refute those arguments and proudly discuss your bottled water products.

2:30 PM – 3:30 PM Bottled Water and the Revised FDA Labeling Rules



Presenters: Bob Hirst, IBWA, and Joseph Levitt, Hogan Lovells

FDA has announced a delay in the effective date for its revised food labeling rules. This delay provides a great opportunity for you to become better informed about how the revised rules will eventually impact bottled water. The primary impacts of the revised rules on bottled water include calorie and sodium declarations and fluoride labeling. Also, with an increase in volume from 8 ounces to 12 ounces on the Nutrition Facts Panel (NFP),

how will that affect sodium labeling? What is a dual column NFP? All this and more will be clearly explained during this session. Bring your questions because this is a great opportunity to get answers from the people who know.

3:30 PM – 4:30 PM FSMA Problem-Solving CEU Mini-Workshop 1.0

Presenters: Bob Hirst, IBWA, and Members of the IBWA FSMA Joint Subcommittee

Bottled water professionals who have completed a Preventive Controls Qualified Individual (PCQI) workshop know about problem-solving while developing a food safety plan. But how good is your food safety plan at anticipating problems that arise in a bottling facility? Have you planned for all potential events? What would your response be to such an event? This session will be organized in a table-top exercise format, and teams at each table will debate amongst themselves how they would handle the event and then report out to the group. As you have probably learned from experience in IBWA’s PCQI workshops, when faced with a situation that requires a response, we don’t always think of all possible options. Learn from others in this interactive session.

TUESDAY, NOVEMBER 7 8:00 AM – 9:15 AM Make Social Media Marketing Work for Your Business



Presenters: Jill Culora, IBWA, and Panel Should you produce your social media content in-house or outsource? How do paid social ads work? Interested * CURRENT AS OF AUGUST 15, 2017.

your business best talk about it? In this session, Karrh will expose the false assumptions that hold some managers back when it comes to enlisting more messengers for the business. He will also share best practices developed firsthand with a number of service and delivery clients, and offer practical tips you can put to work right away. You will be prepared to “Know, Go, and Show,” providing your colleagues and customers what they need to share your story more consistently and more often.

8:00 AM – 9:15 AM Route Management Technology

9:30 AM – 10:45 AM Defensive Driving



Presenter: David Kroutil, Advantage Route Systems Want to stay up on the latest in technology and how you can apply it to your business? Ever wonder how handhelds can add to driver efficiency? Do you use route optimization to reduce mileage and increase profits? These are just a few of the topics that will be covered during this entertaining session. Time to brush up on what’s happening in technology! CEU

1.25 9:30 AM – 10:45 AM Creating Messengers to Grow Your Business

Presenter: Jim Karrh, Karrh & Associates

Even companies that are committed to efficiency and great customer service can find it difficult to grow. The missing piece for growth might be closer than you think: the hundreds of conversations that employees, customers, and friends have every day. How do the people who know



Presenter: John Rock, John P. Rock, Inc. Retired PA State Police Lieutenant John Rock, an experienced defensive driving instructor and former accident reconstructionist, will be discussing the necessity for defensive driving and driver training. His presentation will cover the No.1 cause of crashes, how complacency and distractions effect a driver controlling a vehicle, the impact of criminal and civil liability as it applies to drivers and management, the advantages of wearing seat belts and the consequences of not wearing one. The program will provide management and employees with an understanding of the importance that a commitment to defensive driving means to assuring every employee goes home safe after every shift.

11:00 AM – 12:15 PM Government Affairs Update: Impacts on Your Business



Presenters: Eric Dell, NAMA, and Cory Martin, IBWA

small business regulatory relief, federal tax reform proposals, bottled water sales bans, movements to privatize rest areas on interstate highways, and much more. Come to learn about these initiatives, and, more importantly, what you can do to take action on each of these issues.

11:00 AM – 12:15 PM Water Consumption CEU and the Influences on 1.25 Your Cognitive Function, Mood, and Your Risk of Illness and Disease Presenter: Lawrence E. Armstrong, PhD, Human Hydration, LLC

A growing body of published scientific evidence indicates that the volume of water you consume each day is related to your mood, mental performance, and information processing. Also, recent epidemiological research suggests that drinking an optimal volume of water each day will reduce your risk of kidney disease, obesity, metabolic syndrome, and diabetes, across years and decades. In this age of rising health-care costs, can you imagine a simpler, safer, more cost-effective behavioral change? Attend this session to determine how much you should drink each day. Are you a “low volume drinker”? Do you really need to drink eight 8 oz glasses each day? Find out during this session.


in running contests? This session will help you determine what social media options best suit your business needs. Learn from IBWA members about the best practices to get the most return on investment for your efforts. Not on social media yet? Come and listen to how other bottlers, suppliers, and distributors are navigating this complex social world.

Don’t miss this must-attend session, which will discuss many of the issues impacting your business on a daily basis. Attendees will gain insight on SEP/OCT 2017





WEDNESDAY, NOVEMBER 8 10:45 AM – 12:00 PM Bottled Water Sales Trends



Presenter: Gary Hemphill, Beverage Marketing Corporation Bottled water is now the most popular beverage in America after surpassing carbonated soft drinks in 2016. Growth is coming across all segments led by the single-serve PET segment. But will the growth juggernaut continue? Attend this fast-paced session to hear the latest industry data, learn about the current category trends, and get a glimpse into the industry’s future. This session will also feature updates on the performance of other competitive beverage categories—for example, carbonated soft drinks, energy drinks, and more. CEU

1:15 PM – 2:30 PM 1.25 Improving Energy Efficiency in a Bottled Water Facility

Presenters: Richard Crowther, Antea Group; Tom Pullar, EarthRes Group, Inc.; and Gary Tondorf-Dick, Massachusetts Institute of Technology

In this session, panelists will discuss ideas for monitoring, management, and improvement of energy efficiency in a bottled water facility. The panel will discuss design considerations when building a new bottled water facility and options for existing facilities to improve energy efficiency. 32



Along with energy management, the panel will address topics such as heat recovery, air handling systems, motors, pumps and fans, and lighting systems applications that bottlers could implement in their facilities.

1:15 PM – 2:30 PM Coaching for Results



packaging to drive environmental benefits, create jobs, and create new raw materials for manufacturing.

4:00 PM – 5:15 PM CPO Study Session



Presenters: Glen Davis, Absopure Water Company, and Bob Hirst, IBWA

Presenter: George Heikkinen, DS Services of America, Inc.

Coaching for Results is a straightforward model that will enable you to guide your team to improved behavior and results by using specific questions. Many people know what to do but don’t do what they know. Instead of telling those associates who aren’t performing to expectations what to do, over and over, use questions to surface what they know. Through their answers, guide them to tell you how and what they will do to improve their behavior and results. CEU

2:45 PM – 3:45 PM 1.0 A Half Plus A Half = A Whole Lot of Opportunity in Recycling Presenter: Jeff Meyers, The Recycling Partnership

Recycling may seem universal in the United States, but in fact only half of consumers have good access to convenient recycling. In addition, less than half of recyclables, including water bottles, are being recovered from the home. What does that mean? We have a lot of work to do to ensure bottled water continues to have a positive environmental message! Come to this session to find out how The Recycling Partnership is teaming up with IBWA to measurably increase recycling rates for consumer

This session is always a favorite among those attendees who have signed up to take IBWA’s certified plant operator (CPO) certification exam. Attendees should put their thinking caps on and be prepared to have some game-show fun! If studying usually makes you sleepy, you won’t have to worry about that here, as industry experts will help attendees prepare for the CPO exam—but you will have to be fast on your feet! Do you have the answers to run a bottling plant? Take the challenge and find out!

ATTENTION BOTTLED WATER PLANT OPERATORS: Do You Have Enough CEUs to Keep Your CPO Certification Current? The IBWA Code of Practice requires members to have at least one Certified Plant Operator (CPO) in each member facility. To keep certification current, CPOs may either retake the CPO exam every three years or accrue the required 21 CEUs (up to 6 CEUs can be from non-technical/business topics)— within each three-year period (which averages out to only 7 CEUs per year). This year, all IBWA education sessions at the 2017 IBWA Annual Business Conference will be eligible for CEUs.







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official may be short lived. The cost that any potential congressional candidate must pay per vote varies widely across the country, with non-competitive races averaging about $6 a vote, and the most competitive races reaching up to almost $40 a vote. Every candidate knows that he or she has to spend money to win an election, and, typically, the more you have, the better your chances at winning.

Costs of the Political Business

PAC Power

How Political Action Committees Play a Critical Role in Furthering Industry Goals By Cory Martin, IBWA Vice President of Government Relations

Without political action committees (PACs), industries of all interests would find it harder to educate their elected officials on their issues. That’s why PACs play such a critical role in furthering industry’s policy goals in Washington, DC, and across the 50 U.S. state capitals. In addition, because members of Congress need financial support to win their next election, PACs are critical in helping them maintain their elected offices. Although often vilified—and their value as a fair and effective means of political engagement is misunderstood, PACs serve as an important equalizer between competing 34



interests. PACs allow individuals with limited resources to come together to have a larger impact, and they are among the most highly regulated forms of political participation, ensuring rigorous adherence to ethical standards. As the old business adage goes, “You have to spend money to make money.” In politics, you have to spend money to get votes—a symptom of the current election process as seen in the multimillion dollar election campaigns on both sides. All members of Congress must make raising money a focus in their campaigns or their life as an elected

In total, the 2016 election cost about $6.8 billion, with a little more than half going toward congressional and senatorial races. Expensive congressional races are a trend that has been on the rise during the last half century—and it will most likely continue to do so for the foreseeable future. For example, consider the special election last June for Georgia’s Sixth Congressional District, where the two candidates spent more than a total of $50 million dollars. While that election was arguably an outlier, it continues the trend of electoral races becoming more expensive—and highlights the important role that PACs play in politics today.

PAC Power Through Pooling PACs allow individuals to pool limited resources to have a unified and amplified voice to help equalize opposing influences. For example, take the National Association of Realtors® (NAR). Separately, one Realtor® alone may have some difficulty ensuring that a particular member of Congress wins his or her next election (keeping in mind that the average House race in 2016 cost about $1.6 million dollars). But pool that Realtor® with others in the real estate business and you then have the resources needed to ensure that pro-industry individuals are winning elections across the country. But, RPAC, the $3.4 million dollar political action committee organized by NAR, would not be possible if it wasn’t for the individual contributions of its members. It starts


PACS PROVIDE ACCESS THAT ALLOWS INDUSTRIES TO EDUCATE MEMBERS OF CONGRESS ON THE REAL-WORLD IMPACT OF POLICIES. with one person willing to donate to his or her industry’s PAC, then multiply that with many others who are willing to pool limited resources, and you then have a PAC that can help your industry not only gain the access it needs to survive the political landscape in Washington, DC, but also ensure that there are elected officials in Congress who are supportive of the industry. The good news is that a PAC does not have to be the size of RPAC to make a difference. Members of Congress need support from multiple industries if they are seeking re-election, and there are ample opportunities for PACs of all sizes supporting myriad causes to influence the political process.

PACs Equalize Access A good thing about PACs is that they help equalize competing interests all vying for attention from Congress. PACs provide access, and that access allows industries to educate members of Congress on the real-world impact policies have on constituents back home in their states or districts. In addition, industries use PACs to ensure that individuals are elected who understand and are supportive of their interests. Without this ability to gain critical access to members of Congress or ensure that those who are elected are supportive of creating a pro-growth and business environment, industries would struggle to influence policy impacting businesses and their employees. PACs play an ever-increasing critical role in today’s electoral process. Members of Congress need industry financial support from PACs, and PACs

provide a megaphone for industries to ensure that their voice is being heard on Capitol Hill. It is more important than ever before for industries to embrace the power of the PAC. IBWA formed the International Bottled Water Association Political Action Committee (IBWA PAC) in 2008 to provide IBWA and its members a powerful tool to help build vital bottled water industry relationships, and to educate candidates and legislators about issues important to the industry. By

pooling voluntary contributions through the PAC, the industry can support candidates who understand the bottled water business, whose values and goals align with the industry’s interests, and who are willing to help work to achieve IBWA’s public policy objectives.

HOW CAN I GET INVOLVED IN THE IBWA PAC? The IBWA Political Action Committee (PAC) is an important and vital component of IBWA’s political advocacy—both in Washington, DC, and in your backyard. Interested in learning more about the activities and work of the IBWA PAC? Contact IBWA Director of Government Relations J.P. Toner: 703.647.4616 or

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How to Incorporate Social Media Best Practices

By Jill Culora, IBWA Vice President of Communications

With so many social media options and different ways to use those online tools, navigating your way around the cyber marketing world can be downright nerve-racking. But it doesn’t need to be. At this year’s IBWA Annual Business Conference in Grapevine, Texas, November 6-9, IBWA will offer an education session—"Make Social Media Marketing Work for Your Business"— where a panel of member experts will share what has (and has not) worked for their social media strategies. This panel will offer attendees a chance to learn from the real-life experiences of other bottled water professionals who are using social media to promote their businesses and customer communications. 36



Attendees can expect answers to such questions as the following: • Should I handle social media inhouse or should I outsource? • How do paid social media ads work? • Which social media channels do I need to be on? • Is social media really worth the effort? • How do I deal with declining organic reach (other than investing in paid ads)? • How do I use the content provided to members in IBWA’s social media toolkits?

The Verdict Is In: Social Media Is a Vital Tool for Business According to PEW Research Center, 70 percent of Americans use some type

of social media to connect, engage, share content, and entertain themselves. Although young people were the early adopters, social media has experienced a surge of participation from older generations in recent years. Here’s how the U.S. user demographics look, according to PEW reports: • 86 percent of people aged 18–29 use social media, while numbers are growing for older generations: ages 50–64 (64 percent) and 65+ (34 percent). • 74 percent of Hispanic people use social media; in comparison, 69 percent of white people and 64 percent of black people use social media. • 72 percent of women and 66 percent of men use social media. • 78 percent of people earning more



than $75,000 use social media, while percentages for other financial categories remain at 60 percent or higher: 73 percent of those earning $50,000–$74,999, 71 percent of those earning $30,000–$49,999, and 60 percent for those earning less than $30,000. 78 percent of college-educated people use social media; in fact, numbers are high regardless of education level: 73 percent for some college and 59 percent for high school graduates. 71 percent of people who live in the suburbs use social media, compared to 69 percent of those who live in urban areas and 60 percent for those living in rural settings.

Facebook is by far the most widely used social media platform, with 68 percent of the population active on that site. Use of other platforms, according to Pew, looks like this: Instagram (28 percent of the U.S. population), Pinterest (26 percent), LinkedIn (25 percent), and Twitter (21 percent). In terms of time spent on social media channels, PEW says the following: • 76 percent of Facebook users use the site daily, 15 percent weekly, and 7 percent less often. • 51 percent of Instagram users use it daily, compared to 42 percent of Twitterers who use the platform daily. For Pinterest, it’s 25 percent and LinkedIn 18 percent. Facebook recently announced it hit 2 billion monthly users globally and, more recently, it has begun rolling out

enhanced advertising and tracking features for businesses. Using social media for marketing and communications is attractive for business because it is fairly simple to use and requires minimal monetary investment for advertising. But when you are first starting out on social media, there are significant hurdles to figure out for your specific business needs. Start by setting goals. Here are a few to consider: • Identify what you hope to achieve— brand recognition (build, protect, preserve), attract new business, customer engagement/service, reputation management monitoring, etc. • Find your audience—what platforms will connect you with the people you want and need. • Develop an effective strategy for your social media posts and ensure the messaging is right for your audience (an important step that is often overlooked). • Analyze and measure results, learn from failures as well as the successes, and adjust your plan, as necessary.

Addressing the Elephant in the Room: ROI For those who make decisions about whether their business should invest time and money in social media, it

comes down to one thing: return on investment (ROI). There is a lot to consider, especially as online social platforms are so different from traditional advertising methods such as print and broadcast. Fortune magazine sets the record straight on this one, identifying improved web tools that help businesses track and quantify efforts. Fortune’s Ryan Holmes writes, “The argument so often cited by executives—that social media is too new, too fluid and too ‘soft’ and unquantifiable to merit serious consideration—no longer holds water.” In addition, technology website’s Amber Naslund says it’s important to consider viewing social media differently to traditional marking platforms. “Looking at social media through the lens of marketing simply isn’t enough; we must broaden our definitions of success for social media to include indicators across the entire customer lifecycle, from awareness and research to customer retention, customer lifetime value, and referrals and recommendations to others,” she writes.

Learn More in Grapevine If you are still feeling lost in the cyber social space, don’t worry—start planning now to attend the 2017 IBWA Annual Business Conference, November 6–9, in Grapevine, Texas, and attend the "Make Social Media Marketing Work for Your Business" education session. Meet and talk with IBWA members who are successfully using social media for business in a vast variety of ways. Learn from them what strategies might suit your business needs and decide which paths can provide you with the best ROI.

For More Info • • • media-and-justifying-your-investment

SEP/OCT 2017



So, You Have a Spring… Learn the first steps necessary in establishing a new water source By Bob Hirst, IBWA Vice President of Education, Science, and Regulatory Relations

Many of us in the bottled water industry have received phone calls that begin like this: “I have a spring on my property.” Symbolic of the industry’s success, our profession has no shortage of entrepreneurs, a group that includes everyone from individual land owners 38



who have a dream of bottling their own water to investment firms. Yet, it’s just as common for a bottler that has had access to a water source for several years to decide to expand—and oftentimes that expansion requires more water than the current source can provide. So,

a bottler will go looking for additional sources or a new higher-yielding source. If you are a start-up, where should you begin your quest for success in the bottled water industry? If you are already bottling, how do you confirm a new water source? This article—while

TECHNICAL UPDATE not detailed enough to be considered a guideline—can help point you in the right direction when establishing a new source.

What’s the Quality of Your Water? Any time you are identifying a potential source, your first step should be to determine the quality of the water. Poor quality water is a nonstarter. Resources are available to review before you send off your first sample to a testing laboratory. The U.S. Geological Survey (USGS) contains a wealth of information about both surface and groundwater quality throughout the United States. The USGS archives house enormous volumes of data, and much of it can be accessed on the USGS website: usgs. gov. In addition, the USGS publishes

regional water quality assessment reports, which you can obtain from your regional USGS office or, in many cases, through the USGS website. If a potential new source is accessible for water sample collection, or is developed with a well or borehole, your next step would be to collect samples for a comprehensive panel of testing. That testing should cover at least all regulated contaminants listed in Appendix A of the IBWA Bottled Water Code of Practice ( CodeOfPractice2016). Your data should be collected over a period of time to determine seasonal variations (e.g., rainfall or other local water uses). Here’s a great example: in some parts of the country, bromide levels in water can vary seasonally. That mandates seasonal control of ozone application to manage potential

levels of bromate in the water, even if prior to bottling where ozone is applied at the source. A complete basin water use and sanitary survey is likely another necessary early step. That survey will answer such questions as, If your water quality meets or exceeds regulatory standards, does it also provide adequate flow to supply a bottling operation without seriously impacting the source’s interaction with other water uses? For example, will it seriously limit the flow of fresh water into a natural troutbreeding stream? How will it impact the volume of water necessary to manage other water uses in the stream basin or aquifer region (i.e., how will it impact other groundwater uses, such as public water system supplies)? You’ll want to find out the answers to these questions



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World Class, Worldwide

SEP/OCT 2017





Do You Have the Right Permits? In some areas of the country, the most formidable step in establishing a new water source is securing regulatory approvals and permits. The documentation required can range between a simple notification of state and local agencies about your plans to use the source to a submission of extensive applications and engineering plans for review by those agencies. Local building and land use permits are usually required, which may involve public meetings with local officials and residents. Do not underestimate the critical importance of these public interactions; many projects fail in the courts of public opinion. If your project is in a rural area with no access to a public water system, you may also need to develop drinking water wells to supply water for domestic use and fire suppression at the bottling facility, if that facility is co-located with the new source. Any necessary drinking water well may have an impact on water availability for bottling and other uses. Additional regulatory permitting involved in the source development will also be required.

Consider a Consultant New source development is an expensive proposition, so it must be carefully planned and adequately funded. For the prospective source owner or developer, that can be overwhelming. If you aren’t accustomed to the technical and regulatory 40



aspects of new source development, a consultant will be an invaluable resource, as well as potentially a major factor in your source development budget. The consultant must have experience on staff (e.g., hydrogeology/ geology, engineering, regulatory matters, etc.). IBWA maintains a list of consultants that may be able to assist with all that is necessary to develop a new source. Source owners and companies looking for a new source

can be connected through a classified ad in IBWA’s Bottled Water Reporter magazine or News Splash weekly e-newsletter. IBWA can be a resource for basic information about the technical and regulatory aspects of the bottled water business, with publications such as the association’s Bottled Water Code of Practice, copies of U.S. Food and Drug Administration and some state regulations, the IBWA Plant Technical Reference Manual, other general information—and even some firsthand experience as bottlers— but we are not a consulting firm. Your best investment in finding or developing a new source is a good consultant. For that, IBWA can help point you in the right direction.

Specializing in FDA/State Regulatory Matters Beverage and Bottle Bills HACCP, GMP Audits & Requirements State license management services including preparation and submission of license applications Product Development Assistance Training in SQF, Food Labeling Compliance, FSVP, Microbiological/Chemical Contamination and more EAS Consulting Group, LLC (EAS) is a leading provider of regulatory services. The firm has more than 50 years of experience assisting clients in developing regulatory strategies, implementing quality assurance programs, filing regulatory submissions and ensuring compliance with FDA and State regulations.

EAS Consulting Group, LLC 1700 Diagonal Road, Suite 750, Alexandria, Virginia 22314 (571) 447-5500

YOUR TRUSTED SOURCE Quality Bottled Water Starts at the Source EarthRes understands your business and works with you to ensure the safety and quality of your product from source to bottle. We oer a full range of hydrogeological and engineering services including: - Source Water Siting, Engineering Design & Development - FDA Spring/Borehole Connection Determination - Water Supply Permitting & Resource Development - Water Basin Commission Investigation & Permitting - Multi-State Permitting & Annual Renewals - Preventative Maintenance Database - Environmental Management Database - SQF, SQ HACCP, and CGMP Compliance - PCQI Support Services - Plant Expansion Design - SCADA & Remote Monitoring - Process Optimization - Site Design - Land Development Engineering - Groundwater Modeling G - Legal Support - Water & Wastewater Facility Design/Operations Support

Your trusted source for hydrogeological and process engineering services.

Pipersville, PA | Morgantown, WV | 800-264-4553



certified plant operators (CPOs) are encouraged to complete the following quiz for ½ IBWA continuing education unit (CEU). The questions are derived from material presented in this issue of the Bottled Water Reporter, the IBWA Plant Technical Reference Manual, and the IBWA Bottled Water Code of Practice. Submit this quiz to Claire Crane ( / Fax: 703.683.4074), IBWA Education and Technical Program Coordinator, 1700 Diagonal Road, Suite 650, Alexandria, VA 22314. Look for additional quizzes in future issues and earn additional IBWA CEUs! Name______________________________________________________

Company_ _________________________________________________



State/Province_ _____________________________________________

ZIP/Postal Code_ ___________________________________________

Check your selection for each question


An excellent resource for local and regional ground water quality is _____.




Under the FDA Disinfectant/Disinfection Byproducts (D/DBP) Rule, annual testing is required in finished bottled water products for all of the following except _____.


Haloacetic acids (HAA5) Bromate Perchlorate Chloramine


Which of the following processes is not involved in the typical manufacture of spring water?


Reverse osmosis. Micron filtration Ozone Ultraviolet light


According to the USP XXIII monograph, total solids should not exceed _____.


0.01% 1 mg/100 ml 5 ppb 1 mg/l


In researching a potential new ground water source, which of the following are important factors?




Water quality Spring flow rate Other local ground water uses All of the above



Entry into a water storage tank (“confined space entry”) by plant personnel is regulated by _____.




The OSHA 8-hour time-weighted average for ozone exposure in a bottling plant is _____.


1 ppm 0.1 ppm 0.2 ppm 1 ppb


When investigating a potential new source of natural water, samples should be collected and tested for at least one year to determine seasonal variations in water quality.

OO True OO False


Which of the following is not typically included on a material safety data sheet (MSDS)?


Emergency and first aid information Commercial uses of the chemical Chemical exposure limits Physical and chemical characteristics of the chemical


When new source plans include co-locating an on-site bottling facility in a rural area, consideration must be given to _____.


Supplying water for domestic use Fire suppression water Public water system permits All of the above


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Annual Convention NEBWA Saratoga Resort and Casino Saratoga Springs, NY

NOVEMBER 6-9 IBWA Annual Business Conference and Trade Show Gaylord Texan Resort Grapevine, TX

EarthRes.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41

EAS Consulting . . . . . . . . . . . . . . . . . . . . . . 40


Pacific Ozone Technology. . . . . . . . . . . . . . . . . . . . . 22 Polymer Solutions Int'l. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Steelhead Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Tailor Made. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 Tomlinson. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39

Support your industry while getting ahead of the competition! Place an ad in IBWA's Bottled Water Reporter magazine and News Splash e-newsletter. Contact Stephanie: 817.719.6197 /


IBWA June Board of Directors and Committee Meetings Hilton Old Town Alexandria, VA


Waterite. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 WQA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

JUNE 4-7

JUNE 3-6

IBWA June Board of Directors and Committee Meetings Hilton Old Town Alexandria, VA


WE'RE NO. 1 IN 2017, BOTTLED WATER WILL SOFT DRINKS OUTPACE AS THE NO. BEVERAGE 1 IN THE UNITED PACKAGED STATES. Now is the time to ensure your is a part of that success—now business to plan your is the time advertising campaign with International the Bottled Water Association, authoritative the voice on all issues concerning the bottled water industry.


SEP/OCT 2017



VALUE OF IBWA MEMBERSHIP JANEL AYAR BUSINESS DEVELOPMENT MANAGER, BEVERAGE QUALITY NSF INTERNATIONAL | ANN ARBOR, MI ALL ABOUT JANEL Janel attended Oakland University in Rochester, Michigan, where she earned a bachelor’s degree of Science in Health Sciences. She also holds a certification in Nutrition. She enjoys any outdoor activities and soaking in the sun during Michigan summers. In the winter months, you can find her reading and sipping hot cocoa by the fireplace. Some of Janel’s proudest accomplishments include being an aunt to her five nieces and nephews and being able to live in a country with unlimited freedoms. She is a firstgeneration citizen and said she never takes for granted the opportunities she and her family have been given in the United States.

With a background in health sciences and nutrition, Janel Ayar understands that safe, high-quality drinking water is essential to staying healthy and feeling good. So when she began working for NSF International two years ago, she was excited to join a company committed to keeping bottled water safe for consumers. “NSF’s mission is to protect and improve global human health,” she says, explaining that the company provides public health- and safety-based risk management solutions to companies all over the world. “In the Beverage Quality Program, we work with bottled water companies to help them comply with regulations and improve operations for a safe product.” In order to best serve their clients, Janel and her team must stay informed and up to date on changes in regulatory standards and requirements, and must also build relationships with the bottled water companies they aim to aid. NSF’s IBWA membership helps them to accomplish those two crucial tasks. IBWA helps keep Janel apprised of critical information impacting the industry through weekly communications, various committees, and an ongoing presence on Capitol Hill, where she says IBWA “raises a unified voice with regulators on behalf of the industry.” Membership also helps to connect her with bottlers, distributors, and suppliers. “I think [IBWA membership] is a great way for companies to interact and learn from each other, as well as promote the bottled water industry. It allows for people to come together and discuss similar ideas,” she says, adding that attending IBWA’s annual meeting is particularly valuable. “It has been most helpful to see members and bottlers in person and put a face to a name. With email being the leading form of communication today, there aren’t very many opportunities to speak in person.” During her time with NSF, Janel has come to view her company’s IBWA membership as something more like a partnership. “IBWA and NSF are both working for the greater good by ensuring safety of products for consumer use,” she explains. “It’s a mutually beneficial relationship . . . We work together in conducting and scheduling the facility audits that each member must be in compliance with. Together, we make our industry safer.” NSF International develops public health standards and certifications that help protect food, water, and consumer products, as well as the environment. Its Beverage Quality Program provides services to bottled water companies in more than 150 countries around the world. They certify more than 240 brands, including China’s largest bottled water brand, Master Kong. To see a list of their current certified bottlers, visit their website at




Reliable instruments for the ozone industRy Interference-Free Measurement of Dissolved Ozone Online Monitoring & Control for Ozonation Systems ATI’s Dissolved Ozone Monitor provides an economical and reliable measurement system for monitoring and controlling ozone treatment systems. With a variety of outputs including 4-20 mA analog, PID control, three adjustable relays, and digital communications (Profibus-DP, Modbus-RTU, and Ethernet-IP). The Q46H/64 is adaptable to any ozone application.

Model Q46H/64

Modular Gas Detector

Model A14/A11 • Expandable and Available for Multi-Channel Applications • Optional Self-Checking Sensors

• No Interference from Residual Chlorine • Direct Measurement of Ozone without Reagents • Multiple Sensor Mounting Styles • Low Operating Cost with Minimal Maintenance Required • Optional pH Sensor for Dual Parameter Monitoring

Digital Gas Detector

Model F12 • Available for AC, DC, or Battery • Uses “Smart Sensors” • Optional Self-Checking Sensors


Portable Gas Detector

Model C16 • Data Logger Standard • Uses “Smart Sensors” for up to 33 Different Gases

WE ARE SOCIAL @dtwusa TOLL FREE: (800) 781-1680


Bottled Water Reporter  
Bottled Water Reporter  

Management & Marketing -with conference supplement September/October 2017