Bottled Water Reporter

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


IN THIS ISSUE Using IBWA's New Highlighting Water's Promoting the Advocacy Tools to Important Role in a Recyclability of Bottled Educate Legislators Healthy Diet Water Containers




Production, Plastic, PFAS, and More— Learn about it all at the 2019 IBWA Annual Business Conference and Trade Show

Also Inside:

How an Integrated Marketing Approach Can Better Communicate Your Brand to Customers


ANAHEIM NOV. 18-21, 2019

VOL. 59 • NO. 5


28 | Effective Engagement With Policymakers at Your Fingertips How on-the-go advocacy works with the IBWA Grassroots Action Center and advocacy app. COMMUNICATIONS

30 | Dissecting Bottled Water’s Role in Plastics in the Environment Why it’s misguided to point fingers at bottled water in the war on plastic. TECHNICAL UPDATE

32 | The 2020 Dietary Guidelines for Americans Process Continues When before the Dietary Guidelines Advisory Committee, IBWA continues to highlight water’s important role in a healthy diet. VALUE OF IBWA MEMBERSHIP

36 | Networking With a Conscious Supplier member Grant Page (Magna Imperio Systems Corp.) recognizes that IBWA's networking opportunities can help him make connections with environmentally conscious bottling companies.

TABLE OF CONTENTS 9 | Spotlight on Bottled Water

CHAIRMAN'S COMMENTARY................................2

Production, Plastic, PFAS, and More—Learn about it all at the 2019 IBWA Annual Business Conference and Trade Show

WATER NOTES.....................................................6

Plan now to travel to Anaheim, California, November 18-21, to attend the 2019 IBWA Annual Business Conference and Trade Show to learn the latest on topics that are of great interest to you—and your customers. In 2019, we’ve seen a lot of interest from media, legislators, and the public on bottled water production and products—and we’re happy to keep sharing with them bottled water’s good story. Join us in Anaheim to be updated on everything from sustainability issues to the latest regulations on emerging contaminants. 13 | Trade Show Exhibitor List 18 | Education Session Descriptions

16 | Schedule-at-a-Glance 21 | Registration Form

22 | Communicating Your Business Through Integrated Marketing Bottled water is the No. 1 packaged beverage in America, by volume, for the third year in a row, and industry experts expect bottled water to retain that title for the foreseeable future. You’ve likely considered how you will meet the continued consumer demand for your products. But have you reviewed how you are communicating your brand to customers? To ensure brand consistency, implement an integrated marketing approach. By Audrey Krupiak

PRESIDENT’S MESSAGE.......................................4 CPO QUIZ..........................................................34 ADVERTISERS....................................................35 CALENDAR........................................................35


BOTTLED WATER REPORTER, Volume 59, 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.


International Bottled Water Association


As a bottled water professional, I truly value IBWA and the benefits that accompany membership in this important organization. I’ve shared those sentiments with many industry peers when attending regional bottled water association meetings during my tenure as chairman. When speaking with non-members, I always encourage them not only to join IBWA but also to become active members—in part because of the heightened focus on the bottled water industry. Whether that attention is from the media or legislators, when IBWA’s membership responds and speaks with one voice, we amplify the positive, science-based messages we have to share. But the membership is not alone in communicating the industry’s good story. IBWA’s dedicated staff do everything in their power to maintain a favorable business, regulatory, and public affairs climate for the industry. Protecting and advancing the interests of all IBWA members—bottlers, distributors, and suppliers—includes collaborating with other organizations, such as the National Drinking Water Alliance, The Recycling Partnership, and Keep America Beautiful. Those partnerships enable us to expand the reach of our messaging, further position IBWA as the authoritative voice for the bottled water industry, and learn about scientific studies and data that can influence our educational programming. My company, Maumee Valley Bottlers, Inc., has regularly benefitted from IBWA’s educational program. That’s why I’m personally inviting you to attend the 2019 IBWA Annual Business Conference and Trade Show, November 18-21, in Anaheim, California. IBWA’s conference offers unique learning opportunities that you can only experience by attending this bottled-water-centric event. During these times when bottled water is placed under the magnifying glass more than ever, it’s important for us to gather to network and learn from each other. As this is my last term as chairman of the board, I want to convey what an eye-opening experience it has been. Observing firsthand just how much IBWA puts into planning the annual conference and facilitating the shared interests of members is impressive. I’ll admit, I was somewhat unaware of how hard the IBWA staff work to maintain our interests from a business standpoint. Whether your bottled water company is big or small, IBWA undoubtedly has your primary business and professional interests in mind— whether meeting with FDA, lining up conference speakers, or heading to Capitol Hill or the state capitals to discuss industry issues with legislators.

OFFICERS Chairman Lynn Wachtmann, Maumee Valley Bottlers, Inc.. Vice Chairman Robert Smith, Grand Springs Distribution Treasurer Brian Hess, Niagara Bottling LLC Immediate Past Chairwoman Shayron Barnes-Selby, DS Services of America, Inc.

BOARD OF DIRECTORS Shayron Barnes-Selby, DS Services of America, Inc. Joe Bell, Aqua Filter Fresh, Inc. Philippe Caradec, Danone Waters of America Tara Carraro, Nestlé Waters North America Andy Eaton, Eurofins Eaton Analytical Brian Hess, Niagara Bottling LLC Doug Hidding, Blackhawk Molding Co. Scott Hoover, Roaring Spring Bottling Dan Kelly, Polymer Solutions International Kari Mondt, Allied Purchasing Greg Nemec, Premium Waters, Inc. Dennis Rivard, Crystal Mountain Products, 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 Chairman Lynn Wachtmann, Maumee Valley Bottlers, Inc. Shayron Barnes-Selby, DS Services of America, Inc. Joe Bell, Aqua Filter Fresh, Inc. Philippe Caradec, Danone Waters of America Tara Carraro, Nestlé Waters North America C.R. Hall, Hall’s Culligan Brian Hess, Niagara Bottling LLC Henry R. Hidell, III, Hidell International Scott Hoover, Roaring Spring Bottling Dan Kelly, Polymer Solutions International Bryan Shinn, WG America Company Robert Smith, Grand Springs Distribution William Patrick Young, Absopure Water Co., Inc.

COMMITTEE CHAIRS Communications Committee Julia Buchanan, Niagara Bottling, LLC Education Committee Glen Davis, Absopure Water Co., Inc. Douglas R. Hupe, Aqua Filter Fresh Environmental Sustainability Committee Jeff Davis, Blackhawk Molding Co. John Cook, Niagara Bottling LLC Government Relations Committee Viola Johnson Jacobs, DS Services of America, Inc. Derieth Sutton, Niagara Bottling LLC. Membership Committee Marge Eggie, Polymer Solutions International Kelley Goshay, DS Services of America, Inc. State and Regional Associations Committee Jillian Olsen, Cherry Ridge Consulting LLC

Lynn Wachtmann IBWA Chairman 2



Supplier and Convention Committee Joe Bell, Aqua Filter Fresh, Inc. Dan Kelly, Polymer Solutions International Technical Committee Andy Eaton, Eurofins Eaton Analytical Glen Davis, Absopure Water Co., Inc.

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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


At the 2019 IBWA Annual Business Conference and Trade Show, November 18-21, in Anaheim, California, we will celebrate the fact that bottled water is the No.1 packaged drink, by volume, in the United States for the third year in a row. As we anticipated, because more and more consumers are choosing bottled water as their favorite packaged drink, our industry is being scrutinized more closely by the government, media, and activists—and we are ready to respond with the facts about bottled water. We relish the opportunity to share bottled water’s good story. And when you attend the 2019 IBWA Annual Business Conference and Trade Show, you’ll receive information on new and updated regulations and recently published scientific studies that will help you grow your business. This year’s program includes sessions on, for example, emerging contaminants (such as PFAS), microplastics, the circular economy, beverage industry statistics, and the latest state and federal regulations, just to name a few. In addition, knowing that some of the best lessons and advice come from your peers, IBWA has planned networking events that give you time to really delve into the issues that you want to discuss. Learn about all of IBWA’s conference offerings, starting on page 9. You can also find the conference registration form on page. 21. In addition to our conference coverage, this issue of Bottled Water Reporter also includes a feature introducing a way for you to ensure brand consistency throughout your marketing approach: “Communicating Your Business Through Integrated Marketing” (p.22). Our Communications column (p.30) discusses why plastic is considered a valuable resource. In Technical Update (p.32), we review the progress being made on the 2020 Dietary Guidelines for Americans—and present IBWA's recent comments to the advisory committee on the importance of water consumption in a healthy diet. Lastly, the Government Relations column (p.28) introduces our new tools to help make advocacy easier: the IBWA Grassroots Action Center and the VoterVoice advocacy app. It’s an important time for our industry. A lot of attention is being placed on bottled water, and we welcome any opportunity to educate consumers, the media, and legislators about our products and processes. We just want to ensure the conversations being held are based on facts. To get the most up-to-date information on the issues affecting the growth of our industry—and your company—plan now to attend the 2019 IBWA Annual Business Conference and Trade Show.

Joe Doss IBWA President 4



President Joe 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 Communications Coordinator Chris Torres Education and Technical Programs Coordinator Linda Alfakir Executive Assistant Patrice Ward Bottled Water Reporter Layout and Design Rose McLeod Tel: 315.447.4385 Editor Sabrina E. Hicks Advertising Sales Stephanie Schaefer


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IBWA Publishes Code of Practice Bulletin on PFAS

The U.S. Environmental Protection Agency (EPA) has established a “Drinking Water Health Advisory Level” for two per- and polyfluoroalkyl substances (PFAS)—PFOA and PFOS—of 70 parts per trillion (ppt) in public drinking water (i.e., tap water). Public water systems that are contaminated with more than 70 ppt must notify their customers and provide an alternate source of drinking water. Bottled water has been a primary alternative source for safe drinking water when tap water has been contaminated with PFAS.

Currently, there is no U.S. Food and Drug Administration (FDA) Standard of Quality for PFAS in bottled water. However, although not mandated by law, as of January 1, 2019, IBWA requires its members to test for PFAS in all the products they sell using EPA Method 537. This action underscores the commitment of IBWA members to always provide consumers with the safest and highest quality bottled water products. Testing for PFAS provides consumers, local and state governments, and disaster and emergency relief personnel further assurance that bottled

water is a safe and convenient product for everyday use and in times of need when tap water is compromised. In addition to requiring product testing, IBWA has also established the following operational control limits (OCLs) for PFAS in member company bottled water products: • 5 ppt for one PFAS • 10 ppt for more than one PFAS IBWA’s OCLs for PFAS are substantially below the EPA’s health advisory level of 70 ppt. IBWA has published a Code of Practice Bulletin on PFAS that is intended to recommend protocols to be employed by IBWA bottler members and their testing laboratories. Due to an increase in focus by government and the media on PFAS, if not already completed, IBWA members are encouraged to test their bottled water products sooner rather than later for PFAS compounds. To obtain a copy of the PFAS Code of Practice Bulletin, IBWA members can contact IBWA Vice President of Education, Science, and Technical Relations Bob Hirst:


Find Out If Your Company Is a “Small Business” Under FDA’s FSMA Preventive Controls

The U.S. Food and Drug Administration (FDA) recently finalized its “Guidance for Industry: Determining the Number of Employees for Purposes of the ‘Small Business’ Definition in Parts 117 and 507 (CGMP and Preventive Controls Regulations for Human and Animal Food).” The guidance is intended to help facilities determine whether they qualify as a “small business” for the purposes of Preventive Controls for Human Food (PCHF) and Preventive Controls for Animal Food (PCAF) regulations. Qualifying as a small business is significant because it may result in: 1) exemptions from certain requirements for “farm mixedtype facilities,” and 2) later compliance dates (which have already passed, with a few minor exceptions). Notably, the guidance explains that different entities within the same corporate structure may have different statuses under the rules (i.e., one entity could qualify as a small business while another does not). To download FDA’s guidance, go to IBWA encourages any company claiming status as a small business to read the guidance closely to confirm it is performing the analysis consistent with FDA’s expectations. For a summary of the new FDA guidance on small business under the FSMA Preventive Controls Regulations provided to IBWA by the association’s counsel, Hogan Lovells, IBWA members can refer to the July 25, 2019 edition of the Splash e-newsletter.






IBWA Asks Congress to Decrease the Truck Driver Shortage and Reinvigorate Recycling

IBWA members and staff met with several congressional offices in Washington, DC, on July 17, 2019, to encourage passage of the DRIVE Safe Act and the RECOVER Act, bills that will respectively help decrease the truck driver shortage and incentivize recycling across the country. IBWA Vice Chairman Robert Smith (Grand Springs Distribution), IBWA Government Relations Committee Co-Chairs Viola Johnson Jacobs (DS Services of America) and Derieth Sutton (Niagara Bottling), along with Derrick Thomas (Niagara Bottling) participated in the fly-in. IBWA President Joe Doss and Vice President of Government Relations Cory Martin also participated in the legislative visits. IBWA asked members of Congress and their staff to support the DRIVE Safe Act (H.R. 1374 / S. 569), which would help increase the number of truck drivers on the road by allowing 18- to 20-year-olds who already have their commercial driver’s license (CDL) to drive across state lines after

completing a 400-hour intensive apprenticeship program. Currently, these drivers can drive hundreds of miles in-state, but due to arcane laws that haven’t been updated in decades, they cannot drive the extra mile across a state line. The bill currently has 103 cosponsors in the House and 30 in the Senate. The RECOVER Act, which has not yet been introduced, seeks to incentivize state and local recycling efforts by offering grants and low-interest loans to improve infrastructure and support consumer education efforts, all with the intended result of increasing recycling rates. During the meetings, IBWA members noted that the bottled water industry has been at the forefront of producing products that are 100 percent recyclable and that many IBWA members use significant amounts of recycled plastic material in their bottles. If states and localities struggle to

Pictured from left: IBWA President Joe Doss, Rep. Denver Riggleman (R-VA), and IBWA Vice Chairman Robert Smith (Grand Springs Distribution)

implement recycling programs and cannot supply adequate recycled content feedstock, bottlers and other plastic product manufacturers will also struggle to meet environmental and sustainability goals. For more information about this fly-in or the issues discussed with members of Congress, please contact IBWA Vice President of Government Relations Cory Martin:


Receive Recognition By Sponsoring the Upcoming DWRF Fundraiser The Drinking Water Research Foundation (DWRF) is pleased to present its annual fundraiser at Bowlmor Lanes in Anaheim, California, during the 2019 IBWA Annual Business Meeting and Convention. Attendees can look forward to an evening of electro-cool cosmic bowling and refreshments. DWRF is currently offering three tiers of sponsorship opportunities for the Cosmic Bowling Night: Platinum, Gold, and Silver. Platinum Co-Presenting Sponsors receive two complimentary event tickets, and Gold Sponsors receive one complimentary event ticket. In addition, all sponsors qualify for the following: recognition in News Splash, IBWA’s weekly e-newsletter; company signage at the event; recognition at the IBWA General Session and in the distributed on-site conference program guide; and acknowledgement on the DWRF website.

Donations to DWRF are tax-deductible, as DWRF is a 501(c)(3) not-for-profit research and educational organization. For any questions or more information, please contact IBWA Program Coordinator - Education, Science, and Technical Relations Linda Alfakir: or 703.647.4612.

SEP/OCT 2019




Zenith Global Bottled Water Conference in Dubai to Focus on “Open Water”

“Open Water” will be the theme of the 16th Global Bottled Water Congress, which will be held October 8-10 in Dubai, United Arab Emirates. The idea for this year’s theme derived from the market’s rapid growth representing continued open water for innovation, health, and sustainability development. The event will feature industry leaders from many of the region’s top bottled water companies including Agthia, Dubai Refreshment, Mai Dubai, Masafi, and Oman’s National Mineral Water Company. There will also be tours of

Dubai’s two latest and largest new bottling plants, each involving investments of more than $150 million. Other speakers include the heads of sustainability for global market leaders Nestlé and Danone, and the chief science officer of Danimer Scientific, which is developing biodegradable yet also recyclable bottles. The platform will also be joined by the chief executive officers of Niagara Bottling and Flow Alkaline Spring Water from the United States. Another conference highlight will be the Global Bottled Water Awards, which will be presented at a gala dinner in the iconic sail-shaped Burj Al Arab Hotel. The awards will celebrate innovation and excellence across every sector of the packaged water industry, and will be open

to entrepreneurs as well as established brands from around the globe. The awards are organized by food and drink experts Zenith Global, with support from category sponsors AF Compressors, Guala Closures Group, Sidel and WET Group. Award categories include the following: Best Natural Still Water, Best Natural Sparkling Water, Best Flavored Water, Best Functional Water, Best Can, Best Carton, Best Glass, Best PET, Best Packaging/Label Design, Best Cap Closure, Best Marketing/Social Media Campaign, Best CSR Initiative, Best Technology Innovation, Best New Brand/Brand Extension, and Best New Drink Concept. For full program and booking details, visit

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ANAHEIM NOV. 18-21, 2019

Production, Plastic, PFAS, and More— Learn about it all at the 2019 IBWA Annual Business Conference and Trade Show in Anaheim, November 18-21 For the third year in a row, bottled water is the preferred packaged beverage choice in the United States. However, we haven’t been able to rest on our laurels and enjoy our title as the No.1 packaged beverage. Instead, bottled water professionals have been continuously called upon to correct the misinformation that is making the rounds about our products and our packaging. At the 2019 IBWA Annual Business Conference and Trade Show in Anaheim, California, learn the facts and strategies needed for today's competitive markets.

SEP/OCT 2019



You can expect a warm welcome from industry peers when you arrive at the 2019 IBWA Annual Business Conference and Trade Show because they understand your challenges and celebrate your victories. You’ll also find a trove of recent scientific and regulatory data and information to help you communicate the benefits of bottled water to your customers, community, and legislators. The 2019 IBWA Annual Business Conference and Trade Show—the only bottled water-centric event held in the United States—is a one-of-a-kind experience that offers insights and innovations that you’ll be able to immediately implement in your business. No matter your topic of interest—recycling, production, sustainability, advocacy, circular economy, PFAS, marketing trends, trade wars, carbon footprint—this IBWA event has something for you.


How to Register for the Conference: 4 Options • Online: erenceRegistration • Email: conventioninfo@ (call 703.683.5213 between 9 am – 5 pm EST to provide credit card number) • Fax: 703.683.4074

Dates: November 18-21, 2019 Where: Marriott Anaheim 700 West Convention Way (next door to the Convention Center) Anaheim, California 92802




• Mail: IBWA Annual Business Conference, 1700 Diagonal Road, Suite 650, Alexandria, VA 22314 Hotel Room Rate: $239 single or double + taxes ($280.71 total per night) Reservation cutoff date is Monday, October 28, 2019.

How to Make a Hotel Reservation: 2 Options • Reserve online by pasting this address into your web browser: • Call the corporate Marriott reservation line at 888.236.2427 and indicate you want to make a reservation at the Marriott Anaheim (700 West Convention Way) within the International Bottled Water Association room block. Do not make reservations on the Marriott website. • Hotel Policies: Check in: 3 pm / Check out: 12 pm • Hotel Parking: Valet is $31 per day plus taxes. Self-parking is $26 per day plus taxes.

EVENTS FOR EVERYONE Welcome Reception Sponsored by IBWA and NAMA Monday, November 18, 5:30 pm – 7:00 pm Start the week off right by meeting up with colleagues and friends at the IBWA / NAMA Welcome Reception. This event kicks off the collaborative co-location between IBWA and NAMA with a world-class networking opportunity. Attending is a great way to set a tone of productivity for the rest of the week. Network with your bottled water and coffee peers, catch up with old friends, and enjoy an evening of hors d’oeuvres and a cash bar (one complimentary drink ticket with registration). The price of admittance to the Welcome Reception is included in your conference registration fee. If you would like to bring a guest to this event, you can order an additional ticket for $40 (one drink ticket is included).

Air Travel/Ground Transportation: The major airlines provide accessible and economical flights to the John Wayne Airport (SNA), Santa Ana, California. Travel time from the airport to the Marriott Anaheim is about 20-30 minutes depending on time of day. Additional information about taxis ($25-35 one-way), shuttle services (SuperShuttle 800.258.3836; $13 one-way; Marriott is the first drop-off), limos, and car rental agencies located at the John Wayne Airport can be researched at

How Many IBWA/NAMA Education Sessions: 25+ How Many IBWA CEUs Available: 11 technical CEUs and 4.5 business CEUs, for a total of 15.5 CEUs. When to Take the CPO Exam: Thursday, November 21, 8:00 am -11:00 am Date/Time of IBWA/NAMA Trade Show and Lunch: Tuesday, November 19, 12:15 pm – 5:15 pm, featuring 165+ exhibitors. Weather: Temperatures in Anaheim during November are pleasant with an average high of 76 degrees Fahrenheit and a low of 52. Average rainfall for November is 1 inch.

Attire: Be comfortable in business casual attire and good walking shoes. The air conditioning is running yearround and may at times be cool in public areas of the hotel and in the meeting rooms. To ensure you are comfortable at all times, bring a sweater, jacket, or wrap. For More Conference/ Trade Show Information: Contact IBWA Director of Conventions, Trade Shows, and Meetings Michele Campbell: conventioninfo@bottledwater. org or 703.647.4606. For IBWA Membership Information: Contact Manager of Member Services Cheryl Bass: or 703.647.4615.

SEP/OCT 2019



DWRF COSMIC BOWLING FUNDRAISER Monday, November 18, 7:00 pm – 9:30 pm (Ticketed Event: $165, with $80 tax-deductible) (Transportation shuttles begin departures from the Marriott Anaheim at 7:00 pm)

When you attend the 2019 Drinking Water Research Foundation (DWRF) Cosmic Bowling Fundraiser, you don’t have to score as high as Shaquille O’Neal to have fun at Bowlmor Anaheim—although you might earn a high score if you activate the individual hydraulic gutter guards. DWRF has secured the venue’s private party room, which has an electrocool vibe and nine bowling lanes. Bowlmor offers a unique blacklight bowling experience that celebrities like Uma Thurman, Katie Perry, Bono, and many others have enjoyed. Everyone is invited to attend this fun night of great food and even better company! Ticket price includes roundtrip shuttle to and from the Anaheim Marriott (1 mile), a menu of classic American food favorites, cold beverages, premium liquors, and two-and-a-half hours of fun on the lanes! Your participation in DWRF’s Cosmic Bowling Fundraiser helps fund the vital research that impacts the bottled water industry now and in the future. Ticket availability will be very limited on site at the IBWA Annual Business Conference, so plan ahead and reserve your tickets before Monday, November 4: $165 per person ($80 tax-deductible). For more information, contact IBWA Program Coordinator of Education, Science, and Technical Relations Linda Alfakir: and 703.647.4612. Limited sponsorship opportunities are still available. See page 7 for more information.

TOUR OCSD WASTEWATER TREATMENT FACILITIES Thursday, November 21, 8:30 am – 11:30 am (Ticketed event inclusive of bus transportation: $35 per person) This tour and educational program will allow you to see state-of-the-art wastewater treatment facilities in action. After wastewater is treated at the Orange County Sanitation District (OCSD), it flows to the Groundwater Replenishment System (GWRS) to undergo further treatment. OCSD is committed to providing a valuable educational experience that focuses on learning the importance of wastewater treatment in protecting the public health and the environment. To encourage learning, the tour includes a video overview, discussion of the wastewater treatment process, and a bus tour of the facility. The tour is limited to 25 persons—so register early! IBWA Certified Plant Operators (CPOs) can earn 2 Technical CEUs. 12





MEET EXHIBITORS THAT OFFER THE SERVICES AND PRODUCTS YOU NEED AT THE IBWA/NAMA TRADE SHOW Tuesday, November 19, 12:15 pm -5:15 pm Bottled water is the No.1 packaged beverage in the United States, by volume, for the third consecutive year. To keep up with consumer demand, bottlers need to work with suppliers that understand the bottled water industry. That’s where IBWA’s Trade Show comes into play. To find suppliers that are experts in all-things-bottled water, attend the 2019 IBWA Trade Show on Tuesday, November 19. Beverage Marketing Corporation’s statistics show that bottled water will continue its dominance in the beverage category for years to come—ensure you can keep up with consumer demand by working with IBWA Trade Show exhibitors that provide the products and services you need to be a success in 2020 and beyond! Easily identify IBWA supplier members that are exhibiting by looking for this icon .

2019 Trade Show Exhibitors (current as of 08/06/19) 365 Retail Markets



Bissell Commercial

Advantage Route Systems, Inc.

Blackhawk Molding Co. Inc.

Aii, Inc.

Bodecker Brewed

Alliant Coffee Solutions/ Wolfgang Puck Coffee

Bravilor Bonamat LLC

Allied Purchasing Aqua-Chem, Inc. Arctica Industries Corp.

Bunn-O-Matic Cafection/Evoca Celsius Cherry Ridge Consulting, LLC

Arizona Beverages

Chester Paul Company

Atlantium Technologies

Clif Bar & Co.

Automatic Merchandiser

Consolidated Container Company

Avalon H2O Avanti Markets AWAKE Corporation AWS Distributing Azkoyen Beckman Coulter Life Sciences Best Beverage Equipment

Copper Moon Coffee Co. Corvaglia Closures USA, Inc. Crane Merchandising Systems Danby Microfridge Danone North America DeJong Duke Diamond Crystal Sales

Dongguan Shao Hong Electronics Technology Co. Ltd. Downtown Wholesalers, Inc. EarthRes Group, Inc. Edge Analytical Laboratories Eldorado Coffee Roasters Electron ELKAY Eurofins Eaton Analytical, LLC Europa Sports Products Eversys Inc. Feniks Inc. Follett Corporation G.A. Murdock Inc Gavina Gourmet Coffee GoodPac Plastics High Brew Coffee Hint Inc. Holiday House Distributing, Inc. (Exhibitor list continues on next page.) SEP/OCT 2019



2019 Trade Show Exhibitors (Continued) IMS

Paramount Coffee Company

The JM Smuckers Company

InOne Technology

ParLevel Systems Inc.

The Sqwincher Corporation

International Bottled Water Association

Peerless Coffee & Tea

Think Jerky

Peet's Coffee and Tea

Three Square Market

Pelican Rouge Coffee Roasters

Tomlinson Industries

Pentair Everpure

Twinings of North America


Two Leaves and a Bud

Plastipak Packaging, Inc.

Unified Strategies Group, Inc.

Pod Pack International, Ltd.

United Food Group, Inc.

La Colombe

Polymer Solutions International, Inc.

USA Technologies


Prism Visual Software, Inc.

Laird Superfood

Pure Leaf Tea


Purely Elizabeth

Life In Green

R. Bardi S.R.L.

Vendors Exchange International, Inc.

Lightspeed Automation

Rip Van, Inc.


Living Essentials/ 5 Hour Energy

Scholle IPN

Vertex Water Products

Service Ideas, Inc.


Siemens Digital Industries US


ITO EN Javamelts, Inc. Jofemar USA Keurig® Dr Pepper Keynote Coffee Kraft Heinz

Mars Drinks Massimo Zanetti Beverage Group MECO National Coffee/ Mother Parkers National Testing Laboratories, Ltd. Nestle Coffee Partners (formerly Starbucks Nestle Alliance) Nestle Professional Newco Enterprises, Inc. Oasis International OptConnect


Sigma Phase, Corp. Silgan Closures Smith Teamaker Steelhead, Inc. Steeped Coffee

TC Transcontinental Packaging Teaja teapigs Teatulia Organic Teas TEKLEEN Automatic Filters, Inc.

Pacific Ozone

Tetley Harris

Pall Corporation

The Coca-Cola Company


Vagabond Vending Validata

Wandering Bear Coffee Waterite America, Inc. Waterlogic Waterways Company (The) Wellsys USA Wilbur Curtis

Supply Wizards

OptiPure, a division of Aquion



For the most current exhibitor list, visit convention/exhibit. Booth spaces are still available. Contact IBWA Director of Conventions, Trade Shows, and Meetings Michele Campbell:



Joe Doss

This year has been a busy one for the bottled water industry. Attend IBWA’s Lynn Wachtmann General Session and Annual Business Meeting to hear about the association’s recent successes—and learn about the challenges that might be on the horizon. Wednesday, November 20, 8:00 am – 10:30 am



Plastic, PFAS, recycling, sustainability, tariffs, and more—the bottled water industry has tackled a lot of issues in 2019, but industry professionals know that it is all worth it to continue bringing healthy hydration to our customers. During IBWA’s General Session, 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 on the horizon. Members will also vote on the slate of nominees for IBWA’s board of directors, and IBWA Chairman Lynn Wachtmann (Maumee Valley Bottlers, Inc.) will discuss what he has learned during his tenure. IBWA presents another memorable moment at the General Session with the “Passing of the Gavel” ceremony, which honors the leadership, time, and commitment of 2019 Chairman Wachtmann and formally introduces the incoming 2020 Chairman Robert Smith (Grand Springs Distribution) to the IBWA membership.

BENEFITS OF CO-LOCATION Since 2012, IBWA and the National Automatic Merchandising Association (NAMA) have joined forces to hold our conferences over the same dates and same location. The joint effort is a no brainer for IBWA—given that many bottled water companies, particularly those in the home and office delivery (HOD) business, also offer coffee and tea to their customers.

ANAHEIM NOV. 18-21, 2019

NAMA’s Coffee, Tea, and Water (CTW) show is the world’s largest coffee service event dedicated to the $4.9 billion U.S. coffee services industry. At this year’s event, CTW will provide an experience designed to deliver insights and information on the latest coffee and tea trends, technology, and best practices impacting office coffee service business and driving change to an evolving convenience services industry. All IBWA and CTW education sessions are included in the IBWA registration fee, so attendees should feel free to sit in on any CTW session that interests them. You can review the full conference schedule on page 16. In addition to providing an expanded educational program, partnering with NAMA helps IBWA create a more robust trade show experience. The IBWA / NAMA-CTW Trade Show will be held on Tuesday, November 19, from 12:15 pm – 5:15 pm. Currently, more than 165 exhibitors have signed on to participate in this year’s trade show. The trade show floor is the best place to be for introductions to the latest and greatest innovations in the coffee, tea, and bottled water industries.

SEP/OCT 2019





IBWA Annual Business Conference and Trade Show November 18-21, 2019 (Draft as of 08/16/19. Updates will occur and be posted on

Coding: IBWA Education Sessions / NAMA-Coffee, Tea, & Water (CTW) Meetings and Education Sessions • All IBWA and NAMA-CTW sessions are included in the IBWA registration fee. • * means IBWA membership required for attendance at these meetings • 15.5 CEUs are being offered for IBWA CPO attendees (11 Technical

| Monday, November 18 | 9:00 am – 6:30 pm

IBWA Registration

9:00 am – 6:30 pm

NAMA-CTW Registration

2:30 pm – 4:00 pm

IBWA Education Committee Meeting*

1:00 pm – 2:00 pm First Year Review of the New IBWA Tier 1 Audit Program



1:00 pm – 2:30 pm IBWA Environmental Sustainability Committee Meeting* 1:00 pm – 3:00 pm The Essence of Coffee Module 3 – C-Commerce (Collaborative Commerce) 1:15 pm – 2:15 pm IBWA Supplier and Convention Committee Meeting* 1:15 pm – 2:15 pm Trending Technologies in Convenience Services 1:15 pm – 2:15 pm Water: The Foundation for a Perfect Cup 2:15 pm – 3:15 pm The Operational Impact of an Evolving Coffee Services Industry 2:15 pm – 3:15 pm Service Technician Summit: Communication and Customer Service






IBWA Membership Committee Meeting*

3:45 pm – 5:15 pm NAMA-CTW Opening General Session

12:45 pm – 3:45 pm CTW Café (beverage service for all attendees)


and 4.5 Business

2:15 pm – 3:45 pm IBWA Technical and Regulatory Roundtables

*************** 10:30 am – 11:30 am



5:30 pm – 7:00 pm

IBWA / NAMA-CTW Welcome Reception

7:00 pm – 9:30 pm

DWRF Cosmic Bowling Fundraiser (Ticketed Event)

| Tuesday, November 19 | 7:15 am – 5:15 pm

IBWA Registration

7:15 am – 5:15 pm

NAMA-CTW Registration

7:30 am – 9:00 am

Continental Breakfast

7:30 am – 12:00 pm CTW Café (beverage service for all attendees) *************** 7:00 am – 9:00 am

IBWA Executive Committee Meeting (closed)

8:30 am – 9:30 am

Social Media: Finding Your 1.0 Authenticity—and Your Customer CEU

8:30 am – 9:30 am 2018 Industry Census Results 8:30 am – 9:30 am Kegonomics: Crafting Coffee-on-Tap Programs 8:30 am – 10:00 am

Technician Training Summit: Manufacturer-Lead Session

8:45 am – 10:45 am

IBWA Technical Committee Meeting*

9:00 am – 11:00 am The Essence of Coffee Module 4 – Top to Bottom OCS Operations 9:45 am – 10:45 am

Quantifying and Characterizing Microplastics

9:45 am – 11:15 am



9:45 am – 10:45 am Stop Cold Calling and Start Engaging: Your Playbook to a Better Business Development Strategy 10:30 am – 12:00 pm

Service Technician Training Session With Manufacturer

11:00 am – 12:00 pm IBWA / NAMA Legislative Update



11:00 am – 12:00 pm Increase Micro Market Sales With OCS 11:00 am – 12:15 pm

IBWA Communications Committee Meeting*

12:15 pm – 5:15 pm

IBWA / NAMA-CTW Trade Show and Lunch

2:00 pm – 3:15 pm

DWRF Trustees Meeting

6:00 pm – 9:00 pm

NAMA Foundation Event (Ticketed Event)

IBWA Registration

7:00 am – 10:00 am

NAMA-CTW Registration

10:45 am – 11:45 am Bottled Water in the Circular Economy



10:45 am – 11:45 am Bottled Water Sales Figures and Trends



11:30 am – 12:30 pm

NAMA-CTW Closing General Session: Driving Growth: Macro Trends Changing the Way Consumers Eat and Drink

1:00 pm – 2:00 pm

Carbon Footprints 101 Workshop

1:30 pm – 2:45 pm

IBWA Government Relations Committee Meeting*

2:15 pm – 4:15 pm Applying Best Practices in Developing a Water Stewardship Plan

3:30 pm – 5:00 pm





CPO Study Session



| Thursday, November 21 |

9:00 am – 11:00 am CTW Café (beverage service for all attendees) *************** 8:00 am – 9:30 am

Technician Training Summit: Manufacturer-Lead Session

2:50 pm – 4:00 pm IBWA State Affairs Task Force / IBWA State and Regional Associations Committee Meetings*

| Wednesday, November 20 | 7:00 am – 5:00 pm

9:00 am – 10:00 am Creating Success in NA with Premium Coffee Concepts

8:00 am – 10:00 am

IBWA Board of Directors Meeting*

8:00 am – 11:00 am

IBWA CPO Exam (Ticketed Event)*

8:30 am – 11:30 am Water Treatment Tour (Ticketed Event)

Technician Training Summit: Manufacturer-Lead Session



8:00 am – 10:30 am IBWA General Session and 1.5 Annual Business Meeting and Keynote Presentation


9:00 am – 10:00 am

Developing Your Company’s Technology Roadmap SEP/OCT 2019






1:00 pm – 2:00 pm

First Year Review of the New IBWA Tier 1 Audit Program CEU Presenter: Bob Hirst, IBWA

on member participation. Topics will include PFAS Testing, Regulation, and Treatment; Arsenic Testing, Regulation, and Treatment; FDA Updates; and federal and state government relations issues.


This interactive session includes a review of the new Tier 1 audit program’s first year with feedback from the attendees whose plants were audited in 2019 under the new program. IBWA will look for ways to make the program more effective, efficient, and beneficial. If available, IBWA will present summary statistics for the member facilities that were audited as of the date of the annual business meeting.

2:15 pm – 3:45 pm

IBWA Technical and Regulatory Update Presenters: Bob Hirst, IBWA; Al Lear, IBWA; and IBWA Technical Committee and Regulatory CEU Subcommittee Members 1.5


8:30 am – 9:30 am

Social Media: Finding Your Authenticity— and Your Customer 1.0


Presenter: Damion Michaels, evamore Finding your authenticity: The power of storytelling can move your brand from a consumer’s mind, where the purchase consideration is based on cost, to a consumer’s heart, where the purchase is based on rationalized need. Such storytelling is key when your brand is in a crowded category. Finding your customer: Using consumer behavioral profiles for targeting, well-crafted content, when deployed in digital and social media, increases sales, creates cost savings, and finds/cultivates better customers who have more loyalty.

9:45 am – 10:45 am To encourage maximum participation, this session’s room will be set up for four separate roundtable discussions, each scheduled for 15 minutes. Table moderators will present a few facts to initiate discussion, but the focus will be 18



Quantifying and Characterizing Microplastics



Presenter: Andrew Eaton, PhD, Eurofins Eaton Analytical, LLC Microplastics are an emerging issue in all types of water—marine,

CPOs: DO YOU HAVE ENOUGH CEUs? The IBWA Code of Practice requires members to have at least one Certified Plant Operator (CPO) in each member facility. All IBWA education sessions at the 2019 IBWA Annual Business Conference are eligible for CEUs. 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). At this year’s conference, 15.5 CEUs are available: 11 technical CEUs CEU and 4.5 business CEUs



tap, and bottled. Although the issue has been recognized for a number of years, it has gained importance in the last year as a result of both media interest and scientific interest. This presentation will provide some history of microplastics occurrence, discuss why we care about it, review the analytical methods that currently exist, sum up the pros and cons of the various methods (including work going on under the auspices of the European Federation of Bottled Waters), and discuss some of the occurrence data that is being published. * CURRENT AS OF AUGUST 21, 2019

11:00 am – 12:00 pm


Presenters: Mike Goscinski, NAMA, and Cory Martin, IBWA

10:45 am – 11:45 am

Bottled Water Sales Figures and Trends 1.0


This session provides a review of key issues impacting your business and what action you can expect government to take at both the state and national level that may influence your bottom line. These issues include the mandated use of recycled plastics in packaging, allowable limits of PFAS in bottled water, and more. Don’t get caught off guard! Mark your calendar now to attend this session, so you can plan ahead for potential new regulatory requirements that impact your business and industry.


10:45 am – 11:45 am

Bottled Water in the Circular Economy


Presenter: Bridget Croke, Closed Loop Partners


In a circular economy, resources are kept in use for as long as possible—then, when they’ve

Presenter: Gary Hemphill, Beverage Marketing Corporation

Bottled water widened its lead in 2018 as the most popular beverage in the United States. Category growth is broad, but it is especially driven by PET single-serve and resurgent sparkling water segments. In this fast-paced session, learn how the category is performing in 2019, what the key trends are, and the outlook for the future. Also, get perspective on competitive categories like carbonated soft drinks, sports drinks, and more.

1:00 pm – 2:00 pm

Carbon Footprints 101 Workshop



Presenter: Ron Feingold, Antea Group This workshop will provide the audience with not only the “why” component of what a carbon footprint is but also the “how”—

how to calculate and understand the impacts and approach of these business-critical topics in member companies and their operations. During this workshop, you will learn about what greenhouse gas emissions are and how to calculate them. In addition, this workshop will review new trends regarding carbon emissions with a focus on Science Based Targets, Scope 3 reporting, and circular economy concepts.

2:15 pm – 4:15 pm

Applying the Alliance for Water Stewardship Standard and IBWA Water Stewardship Best Practice Guide in Developing a CEU Water Stewardship 2.0 Presenters: Rae Mindock, SCS Global Services, and Jillian Olsen, Cherry Ridge Consulting, LLC

This session will present changes to the second edition of the Alliance for Water Stewardship (AWS) standard and provide an overview for implementing the standard to obtain AWS certification. Also, the IBWA Best Practices for Water Stewardship Guide will be discussed as a tool for bottlers to use in developing or improving their water stewardship program.

SEP/OCT 2019



Government Affairs Update: Federal, State, and Local Government Activities and Their Impact on Your Business 1.0

fulfilled their purpose, they are recycled into new products and materials of the same quality and nature. During this session, circularity will be discussed, and the topic of how plastic bottled water containers fit into the circular economy will be explored.



EDUCATION SESSIONS* 3:30 pm – 5:00 pm

CPO Study Session



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

This session is always a favorite among those attendees who 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!

at the Orange County Sanitation District (OCSD), it flows to the Groundwater Replenishment System (GWRS) to undergo further treatment. OCSD is committed to providing a valuable educational experience that focuses on learning the importance of wastewater treatment in protecting the public health and the environment. To encourage learning, the tour includes a video overview, discussion of the wastewater treatment process, and a bus tour of the facility. The tour is limited to 25 persons, so register early! Bus transportation between the hotel and facilities will be provided.

NAMA’S CTW SESSIONS All IBWA registrants can attend any of the sessions coordinated by the National Automatic Merchandising Association (NAMA) for its CoffeeTea&Water (CTW) Show. For a complete list of those sessions, visit

SCD-9 One push, one cup only


8:30 am – 11:30 am CEU Tour of OCSD 2.0 Wastewater Treatment Facilities, Fountain Valley, California (Ticketed event: $35 per person)

This tour and educational program will allow you to see state of the art wastewater treatment facilities in action. After wastewater is treated

Bottle Rack& Water Dispenser

Ceramic Dispenser

Bottle Handle

Water Pump

Sigma Home Products Co.,Ltd.

Aqua Valve & Metal Cradle

3101, Tower A, City Square, Jiabin Road, Luohu District, Shenzhen, China 518001 t +86.755.22212938 f +86.755.22212939




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: 703.647.4610 (Patrice Ward) INFORMATION AND CURRENT SCHEDULE OF EVENTS:



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

HOTEL: October 28, 2019 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: Monday Reception, 1 lunch, 2 continental breakfasts, 25+ education sessions (15.5 CEUs), 2 general sessions, trade show


q New IBWA Member (10/1/18-9/30/19)

q Existing Member

Select One: q Bottler q Distributor q Academic/Government q Other:_______________________________________________________ Until 10/15/19: $310 per person After 10/15/19: $410 per person

NON-MEMBER BOTTLER/DISTRIBUTOR Select One: q Bottler q Distributor q Academic/Government q Other:_______________________________________________________ Until 10/15/19: $575 per person After 10/15/19: $675 per person


q New IBWA Member (10/1/18-9/30/19) q Existing Member q Member: Until 10/15/19: $1200 per person After 10/15/19: $1400 per person q Non-Member: Until 10/15/19: $1800 per person After 10/15/19: $2000 per person




* DWRF Fundraising Event

* Guest of Attendee: Monday Reception



#___ @ $165 each= $______

#___ Guest(s) @$40 each= $_____

* Plant Tour - $35pp $____________

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 one, please call IBWA. • Cancellations must be received in writing no later than October 15, 2019 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.

Communicating Your Business Through





Bottled water holds the position as the No. 1 packaged beverage in America, by volume, for the third year in a row, and, according to global marketing research firm Beverage Marketing Corporation, bottled water will retain that title for the foreseeable future, as consumption rates are anticipated to grow in line with population increases. As a bottled water professional, you’ve most likely already considered how you will meet the continued consumer demand for your products. But have you reviewed how you are communicating your brand to customers? Are your intended messages reaching the public? To ensure brand consistency in both the traditional and non-traditional marketing channels, consider implementing an integrated marketing approach. Integrated marketing is a unified approach to marketing where every interaction a customer has with your brand is consistent and helps form your brand image. Your brand differentiates you from the competition. To set your products apart from all the other beverages available, you need to stop and view company interactions from your customer’s perspective. What is their experience on your website? How do customers interact with your route sales or customer service representatives? Having a successful integrated marketing approach is essential in providing one voice, one look, and one feel for your company.

SEP/OCT 2019



Mobile and Online Shopping According to Statista, a provider of market and consumer data, it is estimated that in 2021 more than 2.4 billion people worldwide are expected to purchase goods and services online. Knowing a lot of people are shopping online—and more and more of them are accessing information via their smartphones or tablets—the question you should ask is, Is my website mobile friendly? You need to ensure your company website contains responsive design, which means the website’s layout changes based on the size and capabilities of the device your customers use to view it. For some of you, including responsive design might necessitate a website redesign, but it’s the best way for your mobile website to mirror your full website, without losing your brand colors, feel, and tone of voice. Most likely, you have browsed a website or shopped using your handheld device; therefore, you already know what you prefer when it comes to online shopping. But what do your customers prefer? To discover their preferences, enlist the help of your employees to perform a website audit. Have them browse and shop your website on both a desktop and mobile device. Ask them to provide feedback on their experience navigating the site and the brand consistency observed across both devices. After compiling and reviewing the feedback, prioritize the appropriate changes your web designer needs to make.

Content Marketing Content marketing is a marketing approach that focuses on creating and distributing valuable content—whether that be a blog article, social media post, video, infographic, etc.—to attract potential customers and engage current customers. The content should be easy to access to keep prospects and customers coming back for more. If customers are turning to your company for information, you want to be able to provide it and look like an expert. Using the 80/20 Rule (where 80 percent is actual content and 20 percent is information about your company) will help to ensure that your customer’s questions are answered, and your business' profile is expanding. While it might seem counterproductive, a successful selling strategy is one that does not directly sell to your customers. Instead, you want to focus on developing relationships to increase the likelihood of a prospect becoming a customer. This concept is nothing new. A tried-and-true example is John Deere’s publication “The Furrow.” First published in 1895, “The Furrow” focuses on farmers and providing them with educational information, rather than solely focusing on John Deere equipment. The publication can still be read today, in print form or digitally, and it is being read by 2 million readers globally. The content provided in “The Furrow” has been a part of John Deere’s success over the last 100 years. 24



If you are unsure where to start, talk with those who interact daily with your current and prospective customers. Ask the customer service, sales, and route sales representatives what information is most requested by your customers. By gathering these frequently asked questions and brainstorming with staff in other departments, you learn from the ones who know your company best. Use that information to your advantage and find a way to relate it to your business. For example, a bottled water business might want to write a blog about the benefits of staying hydrated while outside golfing or doing yoga. Once the blog is written, post it to your company’s website and social media platforms. Providing such content will help you speak to a larger audience and encourage relationship building—and ultimately lead to more sales.

Email Marketing Utilizing an email marketing service enables companies to communicate their content, promotions, and company news to their prospects and customers. You will want to create two or three email templates that mimic your brand colors and feel. Create an email schedule where you are consistently emailing your customers to fulfill their expectations and build a relationship. Remember the 80/20 rule, don’t always stuff your emails full of sales promotions. Instead, send an email about the recent blog you posted and then, at the bottom of the email, include a corresponding product or service you offer. But what if you don’t have an email list? Here are some approaches you could try: •

Consider adding a newsletter sign-up feature to your website.

Most email marketing service providers offer a “text to join” feature that allows customers to text their email address to a specific number to join your mailing list. Display the text to join information in your lobby or at your tradeshow booth.

Ask for their email. Ask at trade shows. Ask on customer service and sales calls. Ask current customers via a postcard mailer campaign.

Social Media With almost everyone using some form of social media, creating an integrated marketing approach without it is hard. Mix up your social posts by providing pictures, videos, blogs, infographics, fun facts, contests, etc. Maintain a schedule for uploading social media posts to help ensure you are posting to your platforms regularly. After observing your organic reach, you can then make decisions about if your company would like to invest in paid posts to expand your reach and encourage more visitors to your website.


Unfortunately with social media, you will incur both positive and negative engagement. Develop a strategy in advance on how you will respond to individuals who leave questionable comments. Take the time to read and analyze all negative comments, assess the issue, then decide whether you should respond or not. Commenting publicly allows others reading through your profile to see your response and make their own opinion about the issue. If you opt to respond, leave your comment and monitor any further actions. If by chance a customer has a valid complaint, notify the department/ parties that need to be involved. Properly handling an unhappy or misguided person will establish a good relationship between your company and other individuals.

Traditional Advertising When communicating your business, traditional advertising like direct mail, billboards, and ads in local publications can be valuable, if and only if you can determine how to track their effectiveness. Consider using a specific phone number or URL to drive potential customers to your sales team or website for more information. Specific phone numbers allow you to see the number of calls the campaign brought in, while specific URLs can provide insight to the number of unique visits that specific webpage received during a specified period of time. The use of predetermined promotional codes for your campaigns will allow you to track the number of customers each campaign converted. If you are a home and office delivery (HOD) business, you should take advantage of your route trucks. Your route trucks are moving billboards constantly driving around and parking in neighborhoods and business

NEW TO SOCIAL MEDIA? If social media is new to you, and you don’t know what to post, IBWA creates a monthly social media toolkit that members can use to jumpstart their posting efforts. If you don’t already receive IBWA’s toolkit, contact IBWA Director of Communications Sabrina Hicks, and she will add you to the distribution list:

complexes. Adding compelling graphics to not only your route trucks but also your tanker trucks and tractor trailers will increase the visibility of your brand. Your traditional advertising efforts should be a reflection of your overall branding and message. Consider using promotions and coupons to catch the attention of a potential customer. Target the messaging in your ad to the audience. If you are targeting dental offices, include dental office imagery in your advertising to be more appealing.

What a Tale Can Tell Testimonials and stories provide a number of benefits for your business. A good testimonial not only builds trust and credibility with current and potential customers but also it drives home the brand you are presenting. If you want to convey that your business provides the best service in the HOD industry, then your testimonials should reflect how your company provides that service. A heartfelt story can capture the attention of your audience— and quite likely attract new customers. Testimonials should be posted to your website and shared with your sales reps for them to use when making a sale. To gather testimonials and stories, create a submission form for customers to fill out online, send out surveys through email, and check your social media sites for reviews. Current and potential customers want to know you make a good product and sell a good service. Hearing from others just like them will help make it easier for them to decide to purchase your bottled water product.

CAN YOU RECYCLE THIS? Get the facts:

CAN YOU RECYCLE THIS? Get the facts:

SEP/OCT 2019




Getting involved in the community in which you are doing business is a strong way to boost the brand recognition of your products. Consider community sponsorships or programs that are in line with your company’s values. As a bottled water company, consider the following: • Donate water to a community event, such as an annual park clean-up day, to put your bottled water brand in the hands of current and potential customers—and educate your neighbors about recycling best practices. • Attend and donate water to an event, like a local 5k, to not only network but also help meet the hydration needs of participants. • Donate money to a community program to become a sponsor and gain exposure. • Purchase ad space that provides funding for the community, such as an ad in the local high school football program or yearbook. Bottled water companies are inundated with requests for water donations. Contemplate each of your donations carefully. Ask what type of ad space you will receive in their program or if you can hang a company branded banner at the event. If your company is looking to grow your serving area or retail distribution into a specific community, seek community events occurring within those communities to increase your exposure. Customers and employees notice if a business is giving back to its community. Getting involved in your community creates positive goodwill and exposure for your business. Even if there is not an immediate sales boom after an event, you have the satisfaction of helping your community and knowledge that you are building stronger relationships with your current and potential customers.




Employees as Messengers Equip and empower your employees to be messengers of your business. Your employees who interact with your customers daily (e.g., route sales team, customer service, etc.) do not have to be the only messengers in your business. Share with all of your employees—from management to production workers—the brand image you are trying to achieve and the products on your product menu. When all employees are equipped with the right company information and messaging, they will naturally be prepared to bring up your business during their daily lives. Create a message and a brand that your employees can believe in. If they believe in the company’s message, they will talk about it when they are off the clock. It is much easier to grow your business when everyone is talking about it in a consistent way. An employee who is sitting in a doctor’s office waiting room may overhear another patient wanting to inquire about bottled water delivery service. If that employee is proud of the company they work for and knows the products and services you offer, they are very likely to speak up about your company. By simply empowering your employees to be messengers, you quickly doubled or even tripled your sales force.

Putting Your Strategy to Work Implementing an integrated marketing plan to communicate your business does not have to be difficult. Meet with your employees and determine what your brand image and messaging will be for the company. Ask yourselves, What makes your bottled water company different from the competition? Next, determine which of the marketing channels could be effective for your integrated marketing strategy. Develop a game plan on how you will use each channel to cross in an integrated way. Then, review your plans and budget before implementing. Remember to track all integrated marketing efforts to know their effectiveness. Do not be so quick to give up on something that is not working; sometimes it just takes some tweaking to turn the results around. Not all things work perfectly the first time, so apply what you have learned to your next campaign. Soon you will become a pro at integrated marketing! Audrey Krupiak is the marketing and communications manager for IBWA bottler member The Water Guy. This article is amended from the original, which appeared in the Fall 2018 edition of the Northeast Bottled Water Association’s newsletter, AquaNews.

9836 E. Casitas Del Rio Dr Scottsdale, AZ 85255 Mark Thoeny 800-336-4401

Effective Engagement With Policymakers at Your Fingertips Introducing IBWA’s grassroots action website and advocacy app

By Cory Martin, IBWA Vice President of Government Relations

When most people think of political advocacy, what comes to mind are visits to Washington, DC, for meetings with members of Congress—or perhaps discussions with elected officials at their state capitol offices. Because the best way to advocate for your industry is to meet face-to-face with legislators, it’s critical to establish personal connections with elected officials. IBWA hosts numerous fly-ins for our members to help them build and sustain these 28



important relationships, but in-person meetings with policymakers are not always possible. Fortunately, IBWA members can engage in other ways by using the association’s new online tools: the IBWA Grassroots Action Center and advocacy app.

Get to Know Your Elected Officials The first step in becoming a successful advocate is to know who represents you

and your business. However, a recent poll showed that less than two-thirds of its survey participants could name any of their federal elected officials (one U.S. House Representative and two Senators), and I suspect that even fewer could name their state officials. But IBWA members, we have good news: you can now get to know all of your federal and state legislators through the IBWA Grassroots Action Center:


take-action-for-bottled-water. Simply visit the site and input your address in the designated area to view a complete list of the individuals who represent you at the federal level (including the president, vice president, senators, and representatives), and the state level (including all state offices from governor to state representative). The IBWA Grassroots Action Center includes links to detailed biographic information for each legislator, including personal and political details (e.g., what committees they serve on and where they went to college) and ways to contact them (e.g., via staff, websites, or social media channels).

Sign-on to IBWA Grassroots Action Letters Now that you know who represents you at the state and federal levels, take a moment to see if IBWA has posted a grassroots letter on the IBWA Grassroots Action Center encouraging legislators to support the industry’s position on a policy that would impact your business. After entering some basic information (e.g., name, email address, etc.), you can send that letter to your elected officials simply by clicking the “Send Message” button. IBWA is actively engaged in multiple states and the federal government, so there have been, and will continue to be, myriad opportunities to have your voice heard by participating in IBWA’s grassroots letter campaigns. While this may seem like a small action, when IBWA is able to combine many letters, we are also able to get the attention of most elected officials.

Learn About Bills Impacting the Industry The IBWA Grassroots Action Center also introduces you to key bills that IBWA has flagged as potentially impacting the bottled water industry.

DON’T DELAY— ENGAGE IN ADVOCACY TODAY! Currently, IBWA has information posted about the DRIVE Safe Act, a federal bill that would allow 18- to 20-year-olds who have a Commercial Driver’s License (CDL) to drive across state lines (which they currently cannot do) after completing a 400-hour apprenticeship program. Information on the site about this legislation includes who is sponsoring the bill, recent actions taken on it, a link to more specific bill information available on, and the fact that IBWA supports this bill. This section of the IBWA Grassroots Action Center also includes information on state bills the association is following.

Use the IBWA Advocacy App To stay up to date on IBWA advocacy activities, download the IBWA Advocacy App from your app store. This app provides access to all of IBWA’s great advocacy resources anywhere you go with your mobile device. See sidebar at right for instructions on how to download the app. One great feature of the IBWA Advocacy App is that information on any meetings you may have scheduled with elected officials during an IBWA event will be accessible at the click of a button. That includes instant access to general meeting information (e.g., time and location), the biographic information of the elected official you are meeting with, relevant intelligence on positions they may have taken in the past that would impact IBWA’s

DOWNLOAD THE IBWA ADVOCACY APP IN 4 EASY STEPS 1. Visit the app store on your mobile device and download VoterVoice. 2. When prompted, enter your email address. A code will be sent to that email address for verification. 3. After verifying your email, a “Find Association” page appears: when prompted, type in “International Bottled Water Association.” 4. Click on “International Bottled Water Association” to be connected to the IBWA Advocacy App.

messaging, and updated talking points to help make your meeting a success.

IBWA Makes Advocacy Easy IBWA invites all members—bottlers, suppliers, and distributors—to participate in as many industry fly-ins as possible. That includes coming to DC for the Annual Hill Day each June and participating in state fly-ins scheduled as needed. But, if you can’t attend IBWA’s scheduled events, we invite you to be active in advocacy through our online tools. Both the IBWA Grassroots Action Center and the IBWA Advocacy App can help you learn about who represents you in federal and state government, introduce you to active bills that could impact your company if they are passed into law, and help you build productive relationships with legislators.

SEP/OCT 2019



Dissecting Bottled Water’s Role in Plastics in the Environment By Jill Culora, IBWA Vice President of Communications

More and more every day, we hear people say there’s too much plastic in the environment. But when people make such statements, do they really know the facts? They often point judgmental fingers at common products either packaged in plastic or made of plastic. This is where bottled water oftentimes takes a misguided hit. Bottled water is just one of thousands of food products packaged in plastic. And, unlike so many other packaging options, the PET, HDPE, and PC plastic our products are packaged in are 100 percent recyclable. In fact, PET plastic is the most commonly recognized and recycled plastic in the world. Moreover, due to the shift in consumption away from soda and fruit drinks to water, 73 million pounds of PET plastic was saved last year alone because 16.9-ounce containers of bottled water (at 9.89 grams) use 59 percent less plastic than soda and juice containers 30



(23.9 grams) of that same size. Soft drinks and other sugary beverages weigh more because they need thicker plastic containers due to their carbonation and/or bottling processes. So, when people choose bottled water over sugary drinks, they are not only doing something good for their health but also doing something good for the environment by choosing a beverage packaged in less plastic—thus reducing their personal environmental footprint. If consumers remember to recycle that bottled water container, they lower their footprint even more!

Single-Use vs. Single-Serve As new European Union (EU) legislation notes, the production of plastic offers a series of benefits: “low production costs, durability and versatility.” But it also poses a problem: “loss of material value as a result of single use and low

recycling rates.” In tackling the issue of reducing marine litter, the EU made a list of the top 10 single-use items collected from 276 beaches in 17 member states. From that list, it identified the items that are truly single-use and called for complete product bans: • plastic cotton bud sticks • plastic cutlery • plastic straws • plastic drink stirrers • plastic sticks for balloons. It’s important to recognize that all of the single-use plastic items listed above are not recyclable. You’ll also notice that neither single-serve bottled water containers nor our larger-sized bottles, such as 1-, 3-, and 5-gallon containers, are on that list because they are 100 percent recyclable. The fact that our bottled water containers are easily recyclable provides an important distinction that the industry needs to keep pushing out to the public.

COMMUNICATIONS Although beverage containers rank No.1 on its list of marine litter, the EU did not restrict access or ban bottled water. Recognizing that drink packaging is 100 percent recyclable, the EU has set container recovery mandates that every member state must adhere to by 2025 (along with product design, extended producer responsibility, and awareness raising). By collecting more postconsumer plastic and reusing it to make new containers from old ones, less virgin plastic is needed in the marketplace. This concept is part of what makes a circular economy: minimizing waste and making the most of resources.

Don't Waste a Valuable Resource Plastic is a valuable resource and worth the most when it is recycled and used over and over again. Conversely, plastic is worth the least, or some might say bad for the environment, when the following scenarios occur: • It’s a type of plastic that can’t be recycled. • It’s recyclable but is trashed instead of placed in a recycle bin. • People irresponsibly litter by tossing plastic packaging and containers on the ground. So, what can people do to help reduce the impact of plastic on the environment? • Shop wisely. Buy products that are packaged in 100 percent recyclable containers and packaging. To take it a step further, purchase items that are made from recycled materials. • Make a pledge to always recycle all of your recyclable plastic food and beverage containers. • Tell your friends about your pledge and encourage them to join you. • Spread the word using these social media hashtags: #EndPlasticPollution #BuyRecyclablePackaging #AlwaysRecycle.


IBWA encourages all members to keep the conversation about “plastics in the environment” alive by educating consumers and legislators about the context in which our plastic packaging plays a role. We have a good story to tell and opportunities to change a negative narrative into a positive one. With that in mind, it’s important for all of us to do the following: • Push back when bottled water is singled out as the cause of plastic pollution.

Position bottled water packaging as just one of thousands of consumer products packaged in plastic. Promote the fact that bottled water containers, unlike so many other packaging options, are 100 percent recyclable. Educate consumers about the importance of recycling and the circular economy. Finally, work with partners to increase recycling rates.

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SEP/OCT 2019



The 2020 Dietary Guidelines for Americans Process Continues By Al Lear, IBWA Director of Science and Research

For the 2020 Dietary Guidelines for Americans (DGAs), the Dietary Guidelines Advisory Committee (DGAC) is taking a life stage approach, which expands to include pregnant women and children from birth to 24 months, as mandated by the 2014 Farm Bill. The four-stage process to develop the 2020 DGAs is as follows: • Stage 1: Topics and Questions Identification • Stage 2: Dietary Guidelines Advisory Committee Selection • Stage 3: Dietary Guidelines Advisory Committee Review of the Scientific Evidence • Stage 4: USDA/HHS Develop the Dietary Guidelines Last March, during the first public meeting of the DGAC, the committee 32



assigned six subcommittees and a working group to address the following topics: • Dietary Patterns Subcommittee • Pregnancy and Lactation Subcommittee • Birth to 24 Months Subcommittee • Beverages and Added Sugars Subcommittee • Dietary Fats and Seafood Subcommittee • Frequency of Eating Subcommittee • Data Analysis and Food Pattern Modeling Cross-Cutting Working Group The DGA process is now in Stage 3, with the DGAC continuing to review scientific evidence. On July 10-11, 2019, at the U.S. Department of Agriculture (USDA) in Washington, DC, the DGAC held its second meeting. Following opening remarks by Eve Stoody, PhD, designated federal officer and lead nutritionist, the

subcommittees provided updates on their progress with the topic and questions. Water, including bottled water, is included for consideration under the category of “Beverages.” The category of beverages also includes milk and non-alcoholic beverages such as 100% juice, diet beverages, sweetened beverages, nutritional beverages, coffee, and tea. The Beverages and Added Sugars Subcommittee progress report was provided by Richard Mattes, PhD, distinguished professor of foods and nutrition at Purdue University. This subcommittee reviewed the protocols it will use to address the following questions: • What is the relationship between beverage consumption and growth, size, body composition, and risk of overweight and obesity?


What is the relationship between beverage consumption during pregnancy and gestational weight gain? What is the relationship between beverage consumption during pregnancy and birth weight standardized for gestational age and sex? What is the relationship between beverage consumption during lactation and post-partum weight loss?

For all of the above questions, the quantities, proportions, variety, or combinations of different beverages in diets will be examined. Studies that examine a specific beverage or beverage group will also be considered. USDA’s Nutrition Evidence Systematic Review (NESR) team is supporting this DGAC subcommittee in conducting the systematic reviews for each question. The protocol for each question includes an analytical framework, and a plan for searching and screening the literature to arrive at a conclusion. The DGAC has previously noted that there will be overlap between topics and questions, so beverages may also be addressed within other subcommittees as well. The subcommittees will work together in sharing that information. On the second day of the June public meeting, the DGAC heard comments from 81 participants, including IBWA. In our comments, provided below, IBWA highlighted the important role water plays in a healthy diet for both adults and young children: Scientific research shows that drinking water positively influences overall wellbeing and a number of healthy bodily functions and organs. The Centers for Disease Control and Prevention’s (CDC) drinking water fact sheet recommends the following: “Adults and youth should consume water every day” and points out that “[d]rinking enough water every day is good for overall health. As plain drinking water has zero calories, it can also help with managing body weight and

reducing caloric intake when substituted for drinks with calories, like regular soda. Drinking water can prevent dehydration, a condition that can cause unclear thinking, result in mood change, cause your body to overheat, constipation, and kidney stones.” (Source: Get the Facts: Drinking Water and Intake, Nutrition, CDC August 2016. plain-water-the-healthier-choice.html) Since the 2020 Dietary Guidelines will also focus for the first time on children from birth to 24 months, it is important to consider that the development of chronic diseases start at an early age, and so do good drinking habits. Breast milk or infant formula along with the introduction of water for children between 6 and 12 months old is consistent with CDC recommendations for drinks to encourage. (Source: Foods and Drinks to Encourage, Nutrition, CDC December 2018. www. In terms of consumer education, it is worth noting that the importance of water in a healthy diet is recognized by governments throughout the world. Currently, 48 countries promote water consumption in their nutrition guidance graphics. However, water is noticeably absent on the most prominent educational tool that the United States government uses to promote a healthy diet—the MyPlate nutritional guidance graphic. Water, in addition to the presence of dairy, should be included on the MyPlate nutrition graphic since it is critical to good health. IBWA also provided written comments to the DGAC on July 24, 2019. In our comments, IBWA urged the committee to give special consideration for hydration needs for all age groups, including older adults ages 60+. Proper hydration is an important consideration for the well-being of everyone, but it is of increased importance for older adults. The National Center for Health Statistics, NCHS Data Brief No. 242,

April 2016, noted “[p]revious studies have shown that adults aged 60 and over are among the most vulnerable to dehydration.” [Source: Rosinger, A. and Herrick, K. (2016) Daily Water Intake Among U.S. Men and Women, 20092012, NCHS data brief. nchs/products/databriefs/db242.htm.] In describing the characteristics of people who have low intake of water, Alyson B. Goodman, MD, noted, “Our results indicated that low drinking water intake was associated with many demographic characteristics, including older age. Despite being susceptible to dehydration due to increased prevalence of chronic diseases and the use of multiple medications, older adults have lower fluid consumption primarily due to a decrease in thirst.” [Source: Goodman, A. B. et al. (2013) Behaviors and Attitudes Associated With Low Drinking Water Intake Among US Adults, Food Attitudes and Behaviors Survey, 2007, Preventing Chronic Disease, 10, p. 120248. doi: 10.5888/pcd10.120248.]

Looking Ahead The DGAC has three more public meetings planned: • October 24-25, 2019 in Washington, DC • January 23-24, 2020 in Houston, TX • March 12-13, 2020 in Washington, DC Both USDA and the Department of Health and Human Services (HHS) are encouraging public participation in the 2020 DGA process. IBWA will continue its participation in the process and will provide input to the DGAC as it works through its review of the topics and questions. Please see the 2020 Dietary Guidelines for Americans webpage if you are interested in additional information on the DGA’s process:

SEP/OCT 2019





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 Linda Alfakir ( / Fax: 703.683.4074), IBWA Education and Technical Program Coordinator, 1700 Diagonal Road, Suite 650, Alexandria, VA 22134. Look for additional quizzes in future issues and earn additional IBWA CEUs! Name______________________________________________________ Company__________________________________________________ Address____________________________________________________ City_______________________________________________________ State/Province______________________________________________

ZIP/Postal Code____________________________________________

Check your selection for each question


The Dietary Guideline Advisory Committee includes a subcommittee that also addresses water.

OO True OO False


In a letter to FDA, dated March 23, 2000, IBWA confirmed FDA’s acknowledgement that selective removal of undesirable elements is a form of limited treatment. Which of the following would be an example of an undesirable element?


Calcium Arsenic Potassium Total dissolved solids


Water intended for bottling shall not be stored, transported, processed, or bottled through equipment or lines used for _____, non-beverage foods, or any non-food product.


Milk and other dairy products Carbonated soft drinks Municipal water Raw untreated water


Bottled water that originates from a source which is not protected from surface contamination shall be subjected to ozonation, filtration rated at one micron, or another effective process which removes or inactivates _____.


Cryptosporidium and Giardia cysts Heterotrophic bacteria spores Natural flora in the water None of the above


The “Beverages and Added Sugars” subcommittee reviewed the protocols it would use to address the relationship between beverage consumption during lactation and post-partum weight loss.

OO True OO False 34




Daily in-house total coliform monitoring on finished product of each product type and quarterly rinse/ swab tests which may be performed in-house by _____ on containers (incoming as well as those immediately from the washer) and closures.


The plant manager An approved laboratory Qualified plant personnel An approved laboratory and a qualified plant personnel


Where a Standard of Quality has been exceeded but circumstances, including risk analysis and representative samples, indicate that the violation of the Standard of Quality has been promptly corrected and that already distributed product will not cause illness and presents no significant health risk, a recall and media notification of consumers is _____.


Recommended Required Not necessary A clear violation


Regarding spring water, there must be evidence that the water is flowing naturally to the surface through a natural orifice.

OO True OO False


If the TDS content of mineral water is between 250 ppm and 500 ppm, the statement “low mineral content” must be on the label.

OO True OO False


“Sodium Fee” is an example of a claim on a bottled water label that would trigger the need for a nutrition facts panel.

OO True OO False




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JUNE 1-4

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Start Planning Now to Attend IBWA's 2020 Conference in Orlando 2020 IBWA ANNUAL BUSINESS CONFERENCE AND TRADE SHOW NOVEMBER 7-12, 2020 .


SEP/OCT 2019



VALUE OF IBWA MEMBERSHIP GRANT PAGE FOUNDER, CHAIRMAN, AND CEO MAGNA IMPERIO SYSTEMS HOUSTON | TX ALL ABOUT GRANT Grant founded The Page Family Foundation Inc., a nonprofit providing clean, safe drinking water to over 700,000 underprivileged people worldwide. He enjoys hiking, kayaking, boating, scuba diving, deep sea fishing, and golfing. Grant invented END® technology when he was 17 years old.

Grant Page has dedicated his life to increasing the efficiency of every drop of water used in industrial, agricultural, and municipal settings with his patented water treatment process in order to alleviate unnecessary pressures on businesses and stressed water sources. At just 27 years old, Grant is the founder, chairman, and CEO of the Texas-based Magna Imperio Systems Corp. (MI Systems), a national and international water treatment and desalination technology company. Due to his young age, some may think Grant is just getting started; however, his journey actually began more than a decade ago. Prior to working towards his degree at the United States Naval Academy (USNA), Grant began developing his water treatment technology. He was able to further his research and development while studying at USNA. Grant served in the U.S. Navy from 2010-2017, where he continued to perfect the technology that he would patent and later commercialize with MI Systems. That technology, which he first invented in 2009 from electrochemical cell research, is what Grant calls Electrochemical Nano Diffusion (END®) technology. Officially founded in 2014, MI Systems began marketing END® technology as the world’s most energy efficient and highest recovery desalination system. MI Systems’ scalable, modular design allows for rapid deployment in either traditional or fully-integrated, fully-containerized systems for endless possible applications worldwide. According to Grant, most people are surprised to learn the impact of his company’s technology. MI Systems solutions can be delivered anytime, anywhere, in any of three designs: 25,000 gallons per day delivered on a 4x4 ft. pallet; 150,000 gallons per day in a 20-foot Conex box; and 500,000 gallons per day in a 40 ft. Conex box, stackable to 100,000,000 gallons per day. The units are modular and scalable containers comprised of stackable cells, giving it a highly versatile design. It has a key logistical advantage to cater to a wide variety of applications within diverse markets. MI Systems has diversified into numerous markets, including bottled water. “We saw the growing need for environmentally conscious and responsible water bottling companies within the industry and knew that we could be the change we wanted to see in the industry and fill that role,” Grant explains. “Furthermore, we are significantly more energy efficient while at the same time providing more water with the same input than typical technologies.” MI Systems joined IBWA this year when it recognized the networking opportunities available and the association’s reach within the bottled water industry. Grant says his company plans to benefit from its IBWA membership by becoming more knowledgeable about the industry through networking with and learning from other IBWA member companies. MI Systems has already made a number of connections with worldwide bottling companies, and Grant and his staff will work to strengthen those connections as the demand for bottle water grows. To learn more about MI Systems, visit









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