W W W. B O T T L E D W AT E R . O R G
ALSO IN THIS How the New ENERGY STAR Standard Affects Water Coolers
ISSUE What You Can Do To Promote Bottled Water
Why Your Kidneys Love Water
BOTTLED WATER REPORTER | MAR/APR 2014
WATER AS THE FOUNDATION FOR WELLNESS
BUILDING A HEALTHY HYDRATION HABIT
HOW YOU CAN EDUCATE CONSUMERS USING SOCIAL MEDIA THE HEALTHY HYDRATION ISSUE
WATER F R LIFE A PUBLICATION OF THE INTERNATIONAL BOTTLED WATER ASSOCIATION
VOL. 54 • NO. 2
COLUMNS GOVERNMENT RELATIONS
24 | IBWA in Action Member efforts on new water cooler standards ensure positive industry outcome. COMMUNICATIONS
26 | Bottled Water: The Healthy Choice More consumers are choosing bottled water—and who can blame them? TECHNICAL UPDATE
28 | Healthy Hydration Aids Proper Kidney Function Scientific research emphasizes water’s important role. VALUE OF IBWA MEMBERSHIP
32 | Benefits of Knowledge Sharing Bryan Shinn (The Water Guy) recounts how the lessons he has learned as an IBWA member have helped him educate his staff and grow his business.
DEPARTMENTS CHAIRMAN’S COMMENTARY................................2 PRESIDENT’S MESSAGE.......................................4 WATER NOTES.....................................................6 CEU QUIZ..........................................................30 ADVERTISERS.COM............................................31
TABLE OF CONTENTS
12 | Building a Healthy Hydration Habit As U.S. obesity rates continue to be a concern, nutritionists agree that there’s ample opportunity for industry and health professionals to promote the health benefits of drinking water. Bottled water plays a pivotal role in helping to establish healthy hydration habits that can last a lifetime. Find out how your company can explain to consumers why bottled water is the best and most convenient packaged beverage option. By Jill Culora
CONNECT WITH IBWA
18 | Good Hydration: The Foundation for Wellness
BOTTLED WATER REPORTER, Volume 54, Number 2. 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, www.bottledwaterreporter.org.
Because wellness depends upon a good hydration foundation, bottled water is an excellent packaged beverage option to meet daily hydration requirements. But why do we need water? Read this article to find out—and then share the information with your customers. By Cheryl Toner, MS, RDN
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.
CHAIRMAN’S COMMENTARY WATER FOR WELLNESS
As bottled water professionals, we know a lot about the benefits of drinking bottled water. It seems lately, however, the packaged beverage market is crowded with other beverage options vying for the attention of the healthy and conscientious shopper. “Energy that lasts,” “skinny” drinks, and “brainpower boosters” are just a few of the phrases those companies use to market their products. Hopefully, those products can live up to their marketing campaigns. Oddly enough, science shows water, just plain water, actually hydrates the body in a manner that boosts energy levels, aids in digestion and suppressing hunger, and helps keep you clear headed so you can focus. Water also helps the heart pump blood through our bodies, works to prevent headaches, decreases joint pain, keeps our kidneys working properly, and, of course, quenches our thirst. (And that’s not even a complete list of the benefits of drinking water!) Industry marketing efforts, for the most part, tend to take for granted everyone knows—or at least assumes—bottled water is the healthiest option on the market shelf. While we’ve been busy reminding consumers about the recyclability of the container our products come in, we’ve sometimes neglected to sing the praises of the product itself. But with new “healthy” packaged beverages being introduced into an already packed arena, I think it is time we remind consumers—and perhaps ourselves too—exactly why water is the best option for healthy hydration. There are a million little ways we can educate consumers, legislators, and the media about how drinking bottled water contributes to wellness. We can use tried-and-true marketing methods (e.g., putting healthy hydration information on bottle tags, sponsoring a community 5k walk/run); we can try social media marketing (pushing out on company Facebook, Twitter, and other social media accounts pro-bottled water messaging each day); and we can stretch our creativity—thinking of new and innovative ways to ensure consumers know that when they want a healthy packaged beverage for their families, bottled water can meet their needs (hydration for health disc golf campaign anyone?). The responsibility to educate our consumers falls to us. Who else is better qualified to ensure the facts about bottled water are conveyed? I urge you, as we head toward the warmer months when renewed interest in bottled water always springs up in the media, to give some thought on how you can spread the word: Water for wellness, bottled water for life.
International Bottled Water Association OFFICERS Chairman Breck Speed, Mountain Valley Spring Company, LLC Vice Chairman Dave Muscato, Nestlé Waters North America Treasurer Bryan Shinn, Shinn Spring Water Company Immediate Past Chairman William Patrick Young, Absopure Water Co., Inc.
BOARD OF DIRECTORS Joe Bell, Bell Sales, Inc. Page Beykpour, CG Roxane Dan Bush, IGO Direct Premium Water Coolers Philippe Caradec, Danone Waters of America Tom Harrington, DS Waters Brian Hess, Niagara Bottling LLC Doug Hidding, Blackhawk Molding Co. Dave Holdener, Nicolet Forest Bottling Co. Scott Hoover, Roaring Spring Bottling Dan Kelly, Polymer Solutions International Dave Muscato, Nestlé Waters North America Greg Nemec, Premium Waters, Inc. Chris Saxman, Shenandoah Valley Water Co. Bryan Shinn, Shinn Spring Water Company Robert Smith, Grand Springs Distribution Breck Speed, Mountain Valley Spring Company, LLC Lynn Wachtmann, Maumee Valley Bottlers, Inc. William Patrick Young, Absopure Water Co., Inc.
IBWA EXECUTIVE COMMITTEE Chairman, Breck Speed, Mountain Valley Spring Company, LLC Joe Bell, Bell Sales, Inc. Philippe Caradec, Danone Waters of America Tom Harrington, DS Waters Henry R. Hidell, III, Hidell International Scott Hoover, Roaring Spring Bottling Dan Kelly, Polymer Solutions International Dave Muscato, Nestlé Waters North America Chris Saxman, Shenandoah Valley Water Co. Bryan Shinn, Shinn Spring Water Company William Patrick Young, Absopure Water Co., Inc.
COMMITTEE CHAIRS Communications Committee Jane Lazgin, Nestlé Waters North America Stephen Tischler, National Testing Laboratories Education Committee Glen Davis, Absopure Water Co., Inc. Bryan Shinn, Shinn Spring Water Company Environmental Sustainability Committee Philippe Caradec, Danone Waters of America Jeff Davis, Blackhawk Molding Co. Government Relations Committee Shayron Barnes-Selby, DS Waters Gene Belcher, Misty Mountain Spring Water, LLC Membership Committee Allen French, Edge Analytical Kelley Goshay, DS Waters State and Regional Associations Committee Joe Cimino, ChoiceH2O Ross Rosette, H2Oregon
Breck Speed IBWA Chairman
Supplier and Convention Committee Brian Grant, Pure Flo Water, Inc. Dan Kelly, Polymer Solutions International Technical Committee Andy Eaton, Eurofins Eaton Analytical Kevin Mathews, Nestlé Waters North America
TURN-KEY FILLING AND PACKAGING SOLUTIONS FOR BOTTLED WATER
ROTARY BLOW MOLDERS
5 GALLON FILLING LINES
TechLong Inc Add.: 6817 E. Gage Ave. Commerce, CA 90040, USA Tel: +1 562 928 7755 Fax: +1 562 928 4499 Website: www. tech-longusa.com Email: firstname.lastname@example.org
International Bottled Water Association
PRESIDENT’S MESSAGE BOTTLED WATER FOR LIFE
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 www.bottledwater.org
Healthy hydration is never something to take for granted. The articles in this issue of Bottled Water Reporter (BWR) present information you can share with current and potential customers about how bottled water consumption can help them sustain a healthy and active lifestyle. Our cover story, “Building a Healthy Hydration Habit” (p. 12), acknowledges that the packaged beverage market is crowded with many sugary drink options, which can make it hard for “plain” bottled water to grab consumers’ attention. However, because obesity continues to be a pressing concern for the entire U.S. population, nutritionists agree that water is an optimal choice for healthy hydration. As purveyors of bottled water, we are best suited to educate conscientious consumers about how our products can help them—and their families—live more healthy lives. In “Good Hydration: The Foundation for Wellness” (p. 18), Registered Dietitian Nutritionist Cheryl Toner gives readers a tutorial on how water plays a supporting role in just about everything that happens in the body. IBWA members are encouraged to share the facts from this article with their customers to help them learn the many benefits of choosing bottled water as their packaged beverage of choice. The instruction continues in our Technical Update column (p. 28), which provides a review of recent research showing how healthy hydration aids in proper kidney function. The Communications column (p. 26) shares some good news about U.S. bottled water consumption: preliminary 2013 figures from Beverage Marketing Corporation (BMC) indicate consumption has increased to 10.1 billion gallons—a 4.3 increase from 2012. That data is a clear indication that more and more consumers are turning to bottled water to help them meet their hydration needs. Lastly, in our Government Relations column (p. 24), we illustrate how IBWA member involvement in the regulatory process of ENERGY STAR’s new water cooler standard helped ensure a positive outcome for the industry. I hope you find many ways to share the facts and data found in this issue of Bottled Water Reporter. The more people become aware of the benefits of drinking water, the more value they’ll find in our bottled water products.
President Joseph K. Doss email@example.com Vice President of Education, Science, and Technical Relations Robert R. Hirst firstname.lastname@example.org Vice President of Government Relations Vacant Vice President of Communications Chris Hogan email@example.com Chief Financial Officer Michelle S. Tiller firstname.lastname@example.org Director of Conventions, Trade Shows, and Meetings Michele Campbell email@example.com Director of Science and Research Tamika Sims firstname.lastname@example.org Director of Government Relations J.P. Toner email@example.com Manager of Publications and Special Projects Sabrina E. Hicks firstname.lastname@example.org Manager of Member Services Dennis Carpenter email@example.com Education and Technical Programs Coordinator Claire Crane firstname.lastname@example.org Executive Assistant Patrice Ward email@example.com Bottled Water Reporter Layout and Design Rose McLeod firstname.lastname@example.org Tel: 315.447.4385 Editor Sabrina E. Hicks email@example.com Advertising Sales Stephanie Schaefer firstname.lastname@example.org
Joe Doss IBWA President
to your cuStomerS
AutomAted communicAtion PHone / teXt / emAiL / SociAL
877.364.7977 / www.phonetree.com/iBWA14
Americans Drink Up! Drink Up—the collaboration between the Partnership for a Healthier America (PHA) and PHA Honorary Chair Michelle Obama, which IBWA has been an active supporter of since its September 2013 launch—continues to encourage consumers to drink more water more often. Last December, Drink Up hosted its first Twitter chat with Sam Kass from Let’s Move!, New York Mets outfielder Curtis Granderson, and many Drink Up supporters—including IBWA. The chat focused on the health benefits of drinking water and the importance of staying hydrated, especially during the winter months. For 2014, Drink Up has many exciting events planned. Last February, the campaign participated in two high energy promotions: Sweaty Saturday, 6
which brought together New York City’s finest fitness studios, health brands, and wellness experts to offer nutritional advice, and the kickoff of Taking Back the Streets, a year-long celebration of street art in honor of Drink Up. WAT-AHH!, a kid-focused bottled water brand, launched Taking Back the Streets as a national art campaign that intends to reclaim the space where kids live by replacing the information and visual stimulation that bombards them every day with new messages about healthy hydration. From March 12-14, the PHA will hold its “Building a Healthier Future Summit,” a gathering for leaders working to end childhood obesity. This event provides business and industry representatives the
opportunity to network with their nonprofit, academic, and government counterparts and discuss “actionable solutions that will help to make the healthy choice the easy choice.” (PHA is offering IBWA members a 15 percent discount to attend the Summit. To register, visit, ahealthieramerica.org/summit/ registration, select “Attendee” under registration type, and then choose the “Trade Association Registrant” option and enter “IBWATADISC1”.) In addition, Drink Up merchandise is now available online via a new Amazon store launched by the PHA. This store will carry Drink Up logo glasses, as spotted in the Oval Office (see photo at left), water bottles, filters, bottled water, and other products sold by more than a dozen Drink Up supporters. A portion of all proceeds will go towards supporting the PHA and its Drink Up initiative. To purchase, go to http:// astore.amazon.com/yoarwhyodr0b-20. If you are promoting healthy hydration on your company’s social media platforms (and you should be) and looking for examples of healthy hydration messages to share, type #URH2O or #DrinkH2O in the search field on Twitter.com and review the other posted tweets. IBWA members can also email email@example.com to learn how to become a supporter of the Drink Up initiative.
ONLINE HYDRATION Have you liked IBWA’s healthy hydration page–Hydration. Health. Happiness.–on Facebook yet? This account takes a lighthearted approach to promoting the benefits of drinking water and staying well hydrated. Check it out: www.facebook.com/ hydration.health.happiness.
SOCIAL MEDIA TIPS
Healthy Hydration Tweets
Mark Your Calendars
March and April offer many opportunities to educate consumers about healthy hydration If you are looking for new opportunities to connect with consumers and share with them how drinking bottled water helps them achieve a healthier and more sustainable life, the following events planned for March and April will help you do so: •
World Kidney Day (www. worldkidneyday.org): March 13, 2014 is World Kidney Day. The National Kidney Foundation states that to keep your kidneys healthy you should drink 1.5 to 2 liters (3 to 4 pints) of water per day. To find out if there’s a World Kidney Day event happening near you, visit http://www.worldkidneyday. org/events/map/?filter_ country=United+States. (For more about water and kidney health, read the Technical Update column on page 28.) World Water Day (www. unwater.org/worldwaterday): Held on March 22, World Water Day 2014 – Water and Energy, focuses on what you can do in 2014 and beyond to promote sustainable practices in the realm of water and energy. As one of the key messages is “Saving energy is saving water. Saving water is saving energy,” bottlers can reiterate the fact that, as reported in IBWA’s 2013 Water Use Ratio study, bottled water’s environmental footprint is the
lowest of any packaged beverage. To read a press release about the IBWA study, visit http://www. bottledwater.org/new-studyshows-bottled-water-industry-haslow-water-use-ratio. Earth Day 2014 (www.earthday. org/greencities): April 22, 2014 is Earth Day. With a global theme of “Green Cities,” Earth Day 2014 seeks to forge a sustainable future by encouraging investment in sustainable technology, forwardthinking public policy, and an educated public. IBWA members can help with the public’s education by reminding them about the small water footprint of our products (see Water World Day entry for more). In addition, we can share with them data from the National Association for PET Container Resources (NAPCOR) and the Beverage Marketing Corporation (BMC) that show the bottled water industry is continuing to reduce its environmental footprint through significant increases in recycling and the use of less plastic in single-serve PET bottled water containers. NAPCOR also reports that with the national recycling rate of 38.6 percent, single-serve PET plastic bottled water containers continue to be the single-most recycled item in nationwide curbside collection programs.
Join IBWA in promoting healthy hydration through your company’s Twitter account. If you are new to social media messaging and just don’t know where to start, feel free to retweet the tweets listed below…or tweak them for your own purposes. • March 20 is the first day of Spring 2014. Don’t forget, just like your plants, you need water too! #DrinkH2O #BottledWater • Bottled water is green: good to go! Rethink your drink! #DrinkH2O #HealthyHydration http://www.cheshire-med.com/ images/v2020/rethink_your_ drink.jpg • Feeling a little flat today? #DrinkH2O #BottledWater for the ultimate energy lift! #HealthyHydration http://www. youarewhatyoudrink.org/ • Keeping your New Years’ resolution to get fit in 2014? #DrinkH2O #BottledWater to lose more weight! http://www. runnersworld.com/weightloss/drink-more-water-gainless-weight • Feeling cranky? You might just be dehydrated. #DrinkH2O #BottledWater http://www. foodbev.com/news/howdehydration-affects-normalphysical#.UuklB4WSBQY • “Meet Norman” - he’s all about healthy living & consumer choice! Watch: https://www.youtube.com/ watch?v=EbQgIMfbKx8
WATER NOTES HIGH ACHIEVERS
IBWA Members Bottle Excellence The IBWA Excellence in Manufacturing designation represents the highest standard in manufacturing quality for bottled water plants. An important part of IBWA membership, the award recognizes whether a bottled water facility’s HACCP (Hazard Analysis and Critical Control Points) plans and GMPs (Good Manufacturing Practices) are in compliance with the IBWA Bottled Water Code of Practice. The following guidelines have been established: • If a facility’s mandatory annual audit findings exhibit no major nonconformances and three or fewer minor nonconformances, the plant is awarded a certificate for Excellence in Manufacturing.
• If a facility’s mandatory annual audit findings exhibit no major nonconformances and from four to 10 minor nonconformances, the plant is awarded a Certificate of Compliance. The certificate acknowledges that the plant is in compliance with its HACCP plan and GMPs. • Plants that are cited by the auditor for one or more major nonconformances and/or more than 10 minor nonconformances do not pass the annual audit. Those plants are required by IBWA to provide a plan for returning to compliance with their HACCP plan and all applicable GMP requirements. IBWA would like to congratulate the following facilities for achieving Excellence in Manufacturing (listed below) or earning a Certificate of Compliance (listed on page 10) in 2013.
2013 IBWA Excellence in Manufacturing Awards
Creekside Springs Ambridge, PA Salinesville, OH
Idaho Water Technologies, Inc. dba Culligan of Southwest, ID Boise, ID
A Better Water, Inc. dba Culligan Bottled Water Production of North Central Indiana Monticello, IN
Crossroads Beverage Group Reading, PA
Absopure Water Company O’Fallon, IL Plymouth, MI
Culligan Soft Water Service Company dba Culligan Bottled Water of Minneapolis, MN Brooklyn Park, MN
DS Waters 6055 S. Harlem Ave. - Chicago, IL 6155 S. Harlem Ave. - Chicago, IL Carnegie, PA Denver, CO East Peoria, IL El Paso, TX Elgin, IL Ephrata, PA Fort Lauderdale, FL Fresno, CA Grand Prairie, TX Kansas City, KS Katy, TX Kent, WA Kentwood, LA Lakeside, CA Las Vegas, NV Lindenhurst, NY Los Angeles, CA Mableton, GA Milpitas, CA Orlando, FL Phoenix, AZ Portland, OR Sacramento, CA Santa Ana, CA Earl Ising, Inc. dba Culligan Soft Water Service of Livermore, CA Livermore, CA
Mississippi Valley Water Company dba Culligan Water Conditioning of Perryville, MO Perryville, MO
Grand Springs Distribution Alton, VA
Misty Mountain Spring Water Cashiers, NC
Dawson Ice and Water Company, Inc. dba Culligan Bottled Water of Albuquerque, NM Albuquerque, NM
Gregory S. Gayler dba Culligan Water- Angelo Water Service San Angelo, TX
Moon Enterprises, Inc. dba Culligan Water Conditioning of Kingman, AZ Kingman, AZ
Diamond Springs Water Charlotte, NC
Hall’s Culligan Water dba Hall’s Culligan of Wichita, KS Wichita, KS
Nestlé Waters North America dba Arrowhead Mountain Spring Water Livermore, CA Los Angeles, CA
Advanced Refreshment Hamburg, PA Stockton, CA West Valley City, UT Aqua Filter Fresh Pittsburgh, PA Aqua Solutions, LLC dba Culligan of Ottawa, IL Ottawa, IL Aquarius Enterprises, Inc. dba Culligan of Tulsa Tulsa, OK Arctic Glacier dba Koldkist Bottled Water Portland, OR C & S Enterprises, Inc. dba Culligan Water Conditioning of Columbia, MO Columbia, MO Canadian Valley Water, Inc. dba Culligan Bottled Water El Reno, OK CG Roxane Johnstown, NY Moultonborough, NH Salem, SC Chemung Spring Water Company Chemung, NY
Crystal Clear Bottled Water Des Moines, IA
Culligan Water Conditioning dba Culligan of Burlington, WI Burlington, WI Culligan Water Moscow, LLC dba Culligan Water Conditioning of Coeur D’Alene, ID Coeur D’Alene, ID DAKs Enterprises, Ltd. dba Culligan Water Conditioning of Boone, IA Boone, IA Danville Water Conditioning, Inc. dba Culligan Water Conditioning of Danville, IL Danville, IL
Driessen Water, Inc. dba Culligan Water Conditioning of Ft. Wayne, IN Fort Wayne, IN Drink More Water Gaithersburg, MD
Houser’s Water Treatment, Inc. dba Culligan Water Conditioning of Bozeman, MT Bozeman, MT
Kroger Company dba Crossroad Farms Dairy Indianapolis, IN Kyuka Water Attalla, AL Mayer Bros Apple Products, Inc. West Seneca, NY McCollum Bottled Water, LLC dba Culligan Bottling of the Tri Cities, TN Blountville, TN Melwood Springs Water Company Blue Ridge, GA Milbert Company dba Culligan Water Conditioning of South St. Paul, MN Inver Grove Heights, MN
Nestlé Waters North America dba Deer Park Jersey City, NJ
Nestlé Waters North America dba Ice Mountain Spring Water Hilliard, OH Stanwood, MI Woodridge, IL Nestlé Waters North America dba Nestlé Pure Life 305 Nestle Way - Breinigsville, PA Dallas, TX Greenwood, IN Lee, FL Red Boiling Springs, TN Sacramento, CA Nestlé Waters North America dba Ozarka Pasadena, TX Nestlé Waters North America dba Poland Spring Water Company Hollis Center, ME Kingfield, ME Niagara Bottling Aurora, CO Groveland, FL Mooresville, NC Phoenix, AZ Plainfield, IN Stockton, CA
Northeastern Water Services, Inc. dba Culligan Water Conditioning of Binghampton, NY Endicott, NY Premium Waters Chippewa Falls, WI Douglas, GA Fargo, ND Fort Worth, TX Greeneville, TN Quincy, IL Riverside, MO
Shinn Spring Water Company dba The Water Guy Birdsboro, PA Silver Springs Bottled Water Ocala, FL Southern Beverage Packers Appling, GA
Pure Flo Water Santee, CA Quality Water “Works”, Inc. dba Culligan Water Conditioning of Kalispell, MT Kalispell, MT Readington Farms Whitehouse Station, NJ
Robert N Garner dba Culligan Water Treatment of Brazos County, TX College Station, TX RTD Beverages Covington, LA
Southwest Water Conditioning Company dba Culligan Water Conditioning of Phoenix, AZ Phoenix, AZ Sterling Water, Inc dba Sterling Water Culligan of Central Wisconsin Rothschild, WI
Roaring Spring Water Roaring Spring, PA
Vetters, Inc. dba Culligan of the Quad Cities, Inc. Davenport, IA Water Conditioning of Mankato, Inc. dba Culligan Water Conditioning of Madelia, MN Madelia, MN Waterco of the Pacific North West, Inc. dba Culligan of Spokane, WA Spokane, WA Waterco of the Pacific North West, Inc. dba Culligan of Yakima, WA Yakima, WA Wheatland Waters, Inc. dba Culligan of Greater Kansas City Olathe, KS Wichita Water Conditioning, Inc. Culligan of La Vista, NE La Vista, NE Wichita Water Conditioning, Inc. dba Hall’s Culligan of Rogers, AR Lowell, AR
T & B Enterprises, Inc. dba Culligan Water Conditioning of Carroll, IA Carroll, IA The Water House Blue Ridge, GA
Simple Strong Smart
Polymer Solutions International, Inc.
Engineered plastic modular rack systems for the transportation, delivery and storage of bottled water.
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Sam H. Jones Furniture and Appliances, Inc. dba Culligan Water Conditioning of Pocatello, ID Pocatello, ID
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Certificate of Compliance IBWA would also like to congratulate the following facilities for earning a Certificate of Compliance in 2013: Adobe Enterprises, Inc. dba Culligan Magic Valley Twin Falls, ID
Firmage Bottled Water Corporation dba Culligan Bottled Water of Utah Salt Lake City, UT
Advanced Refreshment Burlington, WA Dallas, TX
H2O Conditioning of Cameron County, Inc. dba Culligan Water Conditioning of the Rio Grande Valley San Benito, TX
Aqua Falls Fairborn, OH Aqua Systems Avon, IN Berkeley Club Beverages Berkeley Springs, WV Berkshire Springs Southfield, MA Cascade Bottled Water Farmington, NM Central Nebraska Water Conditioning, Inc. dba Culligan Water Conditioning of Grand Island, NE Grand Island, NE CG Roxane Benton, TN Norman, AR Olancha, CA Weed, CA Crystal Springs Bottled Water Albuquerque, NM Culligan San Paso Company dba Culligan Santa Maria Santa Maria, CA Culligan Water Conditioning of San Antonio, Inc. dba Culligan of San Antonio San Antonio, TX D.T. Water Corporation dba Mast Family Culligan Fort Myers, FL Dakota Splash Sioux Falls, SD Driessen Water, Inc. dba Culligan Water Conditioning Waseca, MN Waseca, MN DS Waters Midland, TX Salt Lake City, UT Eureka Water Company dba Ozarka Water and Coffee Oklahoma City, OK
Houser’s Water Treatment, Inc. dba Culligan Water Conditioning of Butte, MT Butte, MT Ideal Pure Water Omaha, NE Kenneth L. Myers and Thomas Baker III dba Culligan Water Conditioning of Havre, MT Havre, MT Looking Glass dba Idaho Ice Moscow, ID Maumee Valley Bottlers, Inc. dba Culligan Bottled Water Service Napoleon, OH Mountain Brook Water Kentwood, LA
Nestlé Waters North America dba Zephyrhills Water Company Zephyrhills, FL Niagara Bottling 2560 E. Philadelphia Street - Ontario CA 5675 E. Concours Street - Ontario, CA Allentown, PA Dallas, TX Gahanna, OH Missouri City, TX North Carolina Bottled Water Co., Inc. dba Culligan Water Conditioning of Goldsboro, NC Goldsboro, NC Plooster Waters, Inc. dba Culligan Water Conditioning of Chadron, NE Chadron, NE
Quality Water Services Ponca City, OK R.G. & Associates, Inc. dba Culligan Water Conditioning of Victoria, TX Victoria, TX Southwest Water Conditioning Company dba Culligan Water Conditioning of Tucson, AZ Tucson, AZ Trumbull Bottled Water, Inc. dba Culligan Water Conditioning of Dothan, AL and Jackson County, FL Panama City, FL Water Boy Bradenton, FL
Premium Waters Willmar, MN
OzOne IntegratIOn FOr BOttLeD Water
Mountain Valley Spring Company Hot Springs, AR Nestlé Waters North America dba Arrowhead Mountain Spring Water Cabazon, CA Ontario, CA Phoenix, AZ Nestlé Waters North America dba Deer Park 405 Nestle Way - Breinigsville, PA Lorton, VA Nestlé Waters North America dba Nestlé Pure Life Denver, CO Nestlé Waters North America dba Ozarka Houston, TX Nestlé Waters North America dba Poland Spring Water Framingham, MA Poland Spring, ME
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HELPFUL DWRF DOCS
Bottled Water: Proven Safety and Consistent Quality
As reported in the Drinking Water Research Foundation’s (DWRF) 2013 report “Microbial Health Risks of Regulated Drinking Waters in the United States,” researchers estimate that more than 500 boil alerts occurred in the United States in 2010. In addition, the Centers for Disease Control and Prevention (CDC) has stated that waterborne diseases, such as cryptosporidiosis and giardiasis, cost the U.S. healthcare system as much as $539 million a year in hospital expenses. In 2006, researchers at the Environmental Protection Agency (EPA) reported an estimated 16.4 million cases of acute gastrointestinal illness per year are caused by tap water. Subsequent research has estimated that number of illnesses to be closer to 19.5 million cases per year. In contrast, a survey of state bottled water regulatory authorities, dated June 2009 and conducted by the Government Accountability Office (GAO), found there were zero outbreaks of foodborne illness from bottled water over a five-year period. (For more information, see United States Government Accountability Office Report on Bottled Water, GAO-09-610, June 2009.) Moreover, in testimony before a July 9, 2009 congressional hearing, an FDA official stated that the agency was aware of no major outbreaks of illness or serious safety concerns associated with bottled water in the past decade. To review “Microbial Health Risks of Regulated Drinking Waters in the United States,” visit http://bit.ly/DWRFcsa.
HEALTHY HYDRATION HABIT
How marketing the benefits of drinking bottled water can help create healthy families By Jill Culora
Years ago when the family shopper (typically moms) stocked the house with beverages for their children, they would purchase milk, orange juice, and carbonated soft drinks. But that was before the proliferation of the packaged beverage market. Now when you open the family fridge, you’ll likely find fruit drinks in plastic bottles, paperboard boxes, and pouches with straws; sodas in aluminum cans and glass and plastic bottles; and coffee drinks in glass and aluminum containers—not to mention flavored milk products and a vast array of sport and energy drinks. Daily consumption of these sugary drink options has become the “new normal”—but so has obesity. Nutritionists suggest that bottled water can help.
According to the U.S. Centers for Disease Control and Prevention’s (CDC) “Obesity - United States, 1999 - 2010” report, obesity is a pressing concern for the entire U.S. population, with childhood obesity reaching epidemic proportions. Only recently has research started to point the finger at sugary drinks as a contributing factor to the increased obesity rates. (For more, visit www.obesityaction.org/ educational-resources/resource-articles-2/childhood-obesityresource-articles/childhood-obesity-the-link-to-drinks.) Nutritionists say children and teens are guzzling calorie-laden beverages not out of hunger or thirst but out of habit.
Coupled with that is the implementation of the U.S. Department of Agriculture’s (USDA) Healthy-Hunger Free Act of 2010, which is expected to help improve the health and well-being of U.S. children, and, among other things, stipulates that water be available without restriction or charge wherever lunch is served in public schools. The sale of sugary drinks is limited to 100-percent fruit or vegetable juice and flavored milks for elementary school and 12 oz drinks with fewer than 60 calories for high school students. While those efforts are encouraging, the consumer market research firm NPD Group Inc. points out that recently collected data indicates teenagers are nearly twice as likely as adults to reach for a non-diet carbonated soft drink to consume with their everyday meal. (For more, visit www. npd.com.) In addition, popular in-between meal drinks for children are fruit-flavored drinks, which often contain sugar and calories.
“One of the problems is that it’s so easy to consume way too many calories from these beverages without realizing it,” says Chef William Idell, MS, department chair, College of Culinary Arts, Johnson & Wales University. “People don’t consume too many calories from eating carrots because they get full and stop eating before that happens. This isn’t the case with sugary drinks.”
Fortunately, people are becoming more aware than ever of the effect that consuming such products can have on one’s overall health. In addition, national campaigns have been established to promote drinking water (see page 6, for more).
“Beverage companies and retailers can step up and support [the national campaigns encouraging water consumption] by promoting the health benefits of drinking water and
PREVALENCE OF OBESITY IN UNITED STATES AMONG CHILDREN AND ADOLESCENTS AGED 2—19, BY SEX AND AGE Age in Years
8 4 0
Source: CDC/NCHS, National Health and Nutrition Examination Survey, 2009-2010, www.cdc.gov/nchs/data/databriefs/db82.pdf
Bottled water plays an important role for consumers because it is a convenient alternative to packaged sugary drinks. beverages with little or zero calories to parents and kids,” says Darren Seifer, a food and beverage industry analyst with NPD Group. Nutritionists agree that there’s ample room for collaborative partnerships between industry and health professionals, as well as opportunities for industry marketing and promotion that focuses on educating parents about the importance of healthy hydration for their children. “I’ve seen the damage up front. . . I’ve worked with infants and older kids that have fatty liver because they are overweight because of too much juice and too much soda,” says Barbara Robinson, MPH, RD, CNSC, assistant professor Culinary Nutrition Program, Johnson & Wales University. “I don’t think the word is getting out. It makes sense [that parents aren’t learning and passing on healthy hydration habits] because the budgets of food and beverage manufacturers are massive compared to that of [public health organizations].” Robinson says the sugary drinks habit starts in infancy when parents, some of whom have an aversion to dairy milk, introduce their babies and toddlers to juice: “A lot of parents think that juices are healthy, but I put juices in the category of sugary beverages and beverages that don’t have a lot of nutrients.” Later on, it’s common for adults to give children fruit drinks and carbonated soft drinks to quench their thirst. Because of the misconception that it’s okay for the young to have less healthy diets, children consume more liquid calories with— and between—meals. “During childhood, they are building habits, and it’s hard to break habits,” says Robinson, especially when it seems as if everyone—friends, neighbors, and relatives—are also consuming these beverages. “I really believe that people think there’s no harm. But it’s not okay. It’s a time when they are building their bones. Nobody is saying to them, ‘Look, this can really cause significant nutritional problems.’”
Bottled Water for Wellness Healthy hydration is extremely important, says Kristi L. King, MPH, RD, LD, senior pediatric dietitian at and spokesperson for the Texas Children’s Hospital and Academy of Nutrition and Dietetics. “We recommend 80 percent of hydration come from fluids, and water is optimal because it’s the easiest for the body to process, it doesn’t come with any extra calories, and it doesn’t have any added sugars,” she says. “Calories are utilized better if they come
from food versus drinks. . . so our job in the healthcare profession is to really encourage parents to push the water.” Proper hydration also offers behavioral benefits, says King. It helps children think more clearly in class and gives them the energy they need for physical activities. “Parents will find that if their child is dehydrated, they might tend to be a little more cranky, tend to be very fussy, and they might complain of headaches,” she says. Bottled water plays an important role for consumers because it is a convenient alternative to packaged sugary drinks. “People grab a soda because it’s easy. Well, water is just as easy,” says King. “It’s important to make it easy for parents.”
Marketing Healthy Hydration As bottled water professionals know, product marketing and messaging is an expensive proposition. According to the NPD Group’s research, children are consumers of sugary drinks, which doesn’t make them good prospects for the bottled water market. So, why should we encourage families to stock bottled water in their homes in addition to the other beverages found in their refrigerators? “I think there is plenty of opportunity here,” says Rob Chaput, president of Lighthouse Marketing and an IBWA member. “But it requires an investment and a commitment.” In exploring the marketing options, Chaput says every bottled water company will have its own unique needs and strategies, so the following is provided only as “water for thought.” Factors such as company type, size, and distribution area will be important when considering whether to implement any of the following ideas. MARCH/APRIL 2014
Educational programs. Essentially, educational programs that promote healthy hydration build long-term awareness, which is good for the bottled water industry, but the return-on-investment for the individual business funding the program is more difficult to measure. That can make educational programs a less-attractive business strategy. “It’s good to promote healthy hydration education, but it’s hard for a business owner to allocate the funds for that because he is looking for ways to drive his acquisition numbers, so it’s a tricky balance,” says Chaput. There are opportunities for bottled water companies to actually “buy in” to educational programs within the school system provided by media organizations that are already a part of elementary school curriculums. This approach is a nice balance because it provides education for kids and classic marketing and brand-building exposure. Those programs offer a variety of features ranging from being part of the school’s study modules to getting your product approved on the school’s menu program. If you are interested in this option, search for “elementary school marketing” on your Internet search engine to find a company you might like to work with.
When healthy hydration facts are included in classroom lessons, print materials are produced that children can share with their parents, posters are posted in lunchrooms, and sometimes broadcasts are made on media screens. “From a brand-building perspective, this approach may be considered ‘soft,’ but from an educational standpoint, it is strong,” says Chaput. “Aside from incorporating educational messaging into your existing marketing mix, school educational programs are definitely worth evaluating to efficiently increase healthy hydration education for children and parents in your targeted geographical areas.” Cost: Shop around to find something affordable. Appeals to: A consortium of brands selling in a specific area or industry-led initiative. Event marketing. Another option is to strategically build a portfolio of events that your company could provide with in-kind product donations—or perhaps some cash funding in return for marketing sponsorship. To maximize your company’s exposure, select specific events whose participants are potential customers (e.g., annual charity walks/runs or
Self-Rating of Nutrition and Healthy Eating The NPD Group Inc.’s “Generation Mom” report, shows 53 percent of moms say they are only somewhat, slightly, or not at all knowledgeable when it comes to nutrition and healthy eating. Part of the battle in the fight against childhood obesity is knowledge—mothers can’t be expected to feed their families in a healthful manner if they aren’t sure what healthful means in the first place.
% Moms Age 22-56 Years - October 2012 47%
10% 5% Extremely
1% Not At All
How knowledgeable do you consider yourself to be regarding nutrition and healthy eating? Source: The NPD Group/Generation Mom Report, www.npd.com/perspectives/food-for-thought/childhood-obesity.html
“We recommend 80 percent of hydration come from fluids, and water is optimal because it’s the easiest for the body to process, it doesn’t come with any extra calories, and it doesn’t have any added sugars.”
– Kristi L. King, MPH, RD, LD, senior pediatric dietitian at and spokesperson for the Texas Children’s Hospital and Academy of Nutrition and Dietetics
local sports leagues and tournaments). Many bottled water companies may already have a collection of community events in their portfolio, but they can become an inefficient, ineffective after-thought if the events are not strategically aligned with specified objectives. A well-planned, well-managed, grassroots event management strategy can provide excellent opportunities for product exposure, sampling, and education. Cost: Affordable. Biggest cost will be in-kind product and in-house staff hours. Appeals to: The smallest to the largest bottled water companies. Sponsorships. More hefty marketing budgets enable businesses to seek strategic alliances with athletic clubs and organizations where you can build exposure opportunities through a three- to five-year partnership. “This gets you on the field level, and you can start to build awareness and trial with moms and the kids where they are playing,” says Chaput. Sharing healthy hydration facts with mothers is always a good idea, as they are typically the family shoppers. Chaput acknowledges there are drawbacks: “Honestly, what tends to be an impediment to HOD bottled water companies is that if they invest in sponsorships of this nature, it could require their entire marketing budget, and they don’t have any dollars to properly support and leverage that sponsorship.” Cost: A lot. Appeals to: Larger companies with substantial marketing budgets. Classic brand marketing. “I call it the frontal approach. When you build a brand and then build a marketing program to support that brand. The kid-consumers know the product is for them, they begin to prefer it and demand it, and then you are also marketing to mom separately,” says Chaput. This approach uses a two-prong media strategy utilizing targeted
media vehicles that speak to kid-consumers and parents separately, but simultaneously. So that “mom,” the gatekeeper, hears the messaging from more than one source—from inside her family and outside her family. (Many juice drink companies have successfully used this strategy.) It’s expensive, but it can be effective to brand brands and volume long term. Cost: Very expensive. Appeals to: Very large companies.
Promoting Healthy Hydration at All Levels Strong marketing efforts by other packaged beverage companies have created a confusing marketplace for consumers. Thus, it is up to the bottled water industry to ensure that consumers are educated about what constitutes healthy hydration—and explain why bottled water is the best and most convenient packaged beverage option. That’s not an easy task to take on, considering the din of all the other packaged beverage marketing campaigns. Your company can opt to take on an extensive campaign such as those listed above, but you can also promote probottled water and healthy hydration messaging through your social media outlets. Think about posting daily bottled water facts on your company’s Facebook page or tweeting hydration tips from your Twitter account. (If you are looking for pro-water facts to push out to your customers, review the tweets presented on page 7 and read “Good Hydration” on page 18.) You can also always turn to IBWA’s website (www.bottledwater.org) to find positive bottled water messaging you can share with your current and prospective consumers.
Jill Culora is an experienced business journalist who frequently contributes to Bottled Water Reporter; email@example.com.
GOOD THE FOUNDATION FOR WELLNESS You know drinking water is good for you, but can you explain why? Here are facts you can share with your bottled water customers By Cheryl Toner
YOUR DAILY FILL >>>>>>>>>>>>>>>>>>>>> 18
As bottled water industry professionals, you already know that bottled water is one of the best packaged beverages available on the market to meet daily hydration needs. You also probably know that preliminary numbers from Beverage Marketing Corporation (BMC) show that Americans consumed 10.1 billion gallons of bottled water in 2013. Indeed, it will come as no surprise to you that BMC also expects that by 2020 bottled water will overtake carbonated soft drinks as the No. 1 packaged beverage sold. However, you—and your customers—may not be as aware of the many health benefits of drinking water.
Water Wisdom The human body is amazingly complex, in what it is made of and what happens within. Given that complexity, it is ironic that one nutrient—water—is involved in just about everything that happens within the body. Water is the ultimate supporting player: often overlooked, but absolutely essential.
>>>>>>>>>>>>>>>>>>>>>>>> MARCH/APRIL 2014 • BWR • 19
Dehydration causes a lot more than thirst. You must remember that water is in every body cell—and in the spaces between cells— throughout the body.
Water makes up more than half of your body weight. Although the flow of water in, through, and out of the body is constant, your overall hydration status must be held at a stable level to support life. In fact, losing just 2 percent of body weight as water (that’s 3 pounds for a 150-pound person) is defined as dehydration and has negative health effects that can be serious. Dehydration causes a lot more than thirst. You must remember that water is in every body cell—and in the spaces between cells—throughout the body. While you may know that dehydration causes a dry mouth, you may be surprised to learn that it also has a negative effect on the digestive system, nerves, the brain, muscles, and blood flow. Dehydration even interferes with normal metabolism, which includes multiple processes that keep the body functioning properly. Drinking less water than needed may cause a person to feel tired, both physically and mentally. Dehydration can also be mistaken for hunger; cause 20
headaches, dizziness, and constipation; and increase risk of muscle cramps and heat stroke. In addition, ongoing dehydration is one of many factors that may make it harder for the body to resist respiratory, urinary tract, bladder, and kidney infections.
Water’s Supporting Role in Wellness The bottom line is that wellness depends on a hydration foundation. It paves the way for our bodies to function properly and can help make it easier to practice certain health-promoting behaviors. Sleep, good nutrition, exercise, and stress management are also essential. However, the benefits of water consumption are often forgotten and deserve a closer look. Healthy eating and drinking. When you’re hungry, you’re hungry, and water won’t substitute for food. It’s when your water needs are higher than the fluids you consume that you become dehydrated. Although food does provide some water (with fruits and
soups being great sources), it cannot provide all that you need. Eating in response to thirst will help, but it may not fully address the problem. (Plus, you don’t want to eat too much because consistent overeating increases risk of chronic diseases like diabetes, certain cancers, and heart disease.) Sometimes when you’re dehydrated, you might think you’re hungry when you are actually thirsty. Learning to distinguish hunger from thirst is an important skill for wellness. Observational research conducted by Melissa C. Daniels and Barry M. Popkin, documented in their study “The Impact of Water Intake on Energy Intake and Weight Status: A Systematic Review,” has shown that people who drink more water consume fewer calories. While that research does not prove cause and effect, other studies (specifically “Eating Slowly Led to Decreases in Energy Intake Within Meals in Healthy Women” published in the Journal of the American Dietetic Association and “Biomarkers of Satiation and Satiety” published in The American Journal of Clinical Nutrition) have suggested that water may help to reduce hunger. By replacing sugary drinks with water, you can also help to cut calories (and reduce risk of cavities). Keeping your cool. Just like a car engine, getting energy from fuel (i.e., protein, carbohydrates, and fat) creates heat energy in your body. That energy fuels your brain, nerves, and muscles. Without the lubrication provided by water, those processes can lead to overheating. When temperatures start to rise, consumption of fluids needs to increase further. But, you should remember that even in frigid temperatures, getting enough water will help your body to regulate its temperature. Physical performance. When you exercise, neglecting water needs can
With up to an hour of vigorous exercise, you simply need to drink enough plain water to replace the water you lost in sweat. Consumption rates can vary with the weather and climate, but even in the cold or in the swimming pool where you don’t notice it as easily, you will sweat when you get your heart rate up. When exercising for more than an hour, or in very hot or humid conditions, it is necessary to replace not only water but also sodium lost in sweat and carbohydrates used by muscles. Mental muscle. Do you need a caffeine boost in the afternoon? Or do you drink coffee or sugary drinks all day just to keep going? While caffeine only mildly increases fluid losses in the body, too much can overload the nervous system or simply be ineffective. What’s more, even mild dehydration can interfere with cognition, decision making, and mental energy. Studies have shown that dehydration interferes with clear thinking, and dampens your mood (e.g., “Mild Dehydration Affects Mood in Healthy Young Women” published in the Journal of Nutrition and “Mild Dehydration Impairs Cognitive Performance and Mood of Men” published in the British Journal of Nutrition). If you’ve ever felt a bit cranky when it’s hot, this is no surprise to you. Good hydration habits are one basic step to check off when your mood takes a dip. The truth is that sleep trumps everything when it comes to mental or physical energy. When you combine good hydration with sleep, you build an important foundation for sustaining brain power.
be dangerous. Whether you exercise regularly, are a weekend warrior, or are staying active throughout the day with kids or pets, it is important to get hydrated before you get physical. Better yet, stay hydrated.
HOW MUCH WATER DO YOU NEED? Although fluid needs vary, use the following amounts as a starting goal for daily intake from fluids/beverages (80 percent of total fluid needs, as recommended by the Institute of Medicine), then increase for thirst, higher activity days, and hotter days:
WOMEN Adults: 9 cups (73 oz) 14-18 years: 8 cups (62 oz) 9-13 years: 7 cups (57 oz) 4-8 years: 5 1/2 cups (46 oz)
MEN Adults: 12 ½ cups (100 oz) 14-18 years: 11 cups (89 oz) 9-13 years: 8 cups (65 oz) 4-8 years: 5 1/2 cups (46 oz) Source: Institute of Medicine, “Dietary Reference Intakes for Water, Sodium, Chloride, Potassium and Sulfate,” 2005
HELPFUL, HEALTHFUL TIPS • Remember that dehydration in children can be very serious, and they may not think to drink until they are very thirsty. • Pregnant and nursing women have higher water needs, up to 15 cups per day. • Older adults become more dehydrated before they notice thirst.
HYDRATION MYTHS ✕ Myth: You need a sports drink after an hour at the gym. ✓ Fact: With up to an hour of moderate to vigorous activity, drink plain water to replace fluid losses. ✕ Myth: Caffeinated beverages don’t count towards your water for the day. ✓ Fact: Caffeinated beverages cause a very mild increase in water losses from the body that are more than made up by the water they contain. However, the best hydration drink is water. ✕ Myth: If you don’t feel thirsty, you are drinking enough water. ✓ Fact: As you age, you will tend to become more dehydrated before you notice thirst. Therefore, plan to drink regularly throughout the day and track how much you drink. ✕ Myth: Pouring water over your head is the best way to cool down in the heat. ✓ Fact: Although it feels good to pour water on your head on a hot day, there is no substitute for cooling your body from the inside by drinking water.
Heart health. Do you want to help your heart work more efficiently? Then stay well hydrated. It is a muscle, after all, and needs water to pump blood more easily. Adequate water also helps to regulate blood volume to ensure there’s the right amount of pressure in arteries and veins as blood is pumped throughout the body. Because water consumption helps to regulate body temperature (i.e., keep it at the right temperature), water also prevents the rise in heart rate that occurs with dehydration. While risky for anyone, heat emergencies are especially dangerous for people who have a heart condition. The original detox. No starvation or other extreme measures are needed to 22
detoxify your body of harmful substances. By drinking enough water, you quite effectively help your body remove waste through your kidneys, bladder, and urinary tract. Water carries waste from the body through these organs, so good hydration not only clears harmful substances more quickly, reducing infection risk, but also keeps these body organs healthy. Adequate hydration is also one factor involved in reducing risk of kidney stone formation and chronic kidney disease, although there are notably many other factors involved in kidney disease. (For more, read the Technical Update column on page 28.) Immune function. In addition to clearing harmful substances from the body, water is an important component
of healthy mucosa (i.e., the tissues in your mouth, nose, and other body openings that protect your body from incoming bacteria, viruses, and other causes of infection). Therefore, good hydration plays a role in preventing gastrointestinal and respiratory infection, as well as urinary tract, bladder, and kidney infections.
Make Water a Habit Like healthful eating and physical activity, staying well hydrated requires building habits that set you up for success. Once those habits are part of your daily routine, you are more likely to just do the right thing without having to make a conscious effort. Listed below are a few tips to share with family, friends, and consumers to help them create a wellness habit of drinking more water: •
Keep a water bottle or a bottled water with you throughout the day.
Drink small amounts of water frequently through the day to hydrate most effectively.
Have a system for tracking how much you drink each day. For example, if you need 91 oz of water per day, that’s just over five 16.9-oz water bottles. Or, determine the volume your favorite glass holds and calculate how many you need to drink each day to meet your needs.
In the warmer months, it helps to keep bottled water chilled in the refrigerator for quick and easy access. Cold water does not hydrate better than warm, but it encourages drinking.
When going to the gym or enjoying any physical or outdoor activities, pack enough water for the whole family.
Remind children to drink frequently throughout the day.
For people who don’t notice thirst, such as older adults, a regular drinking schedule and sip reminders are helpful.
People who are frequently on-the-go may find that keeping a small cooler of bottled water in the car is a good backup for long outings, detours, and other unexpected changes that may limit availability of water.
Cheryl Toner, MS, RDN, is president of CDT Consulting, LLC, and works with organizations that focus on food, health, and wellness to facilitate strategic dialogue, build partnerships, analyze issues, manage research projects, and develop scientific papers and educational resources. She also provides nutrition counseling for individuals in her Herndon, VA practice. Connect with her at https://www. facebook.com/CherylTonerMSRDN.
REFERENCES • Andrade AM, Greene GW, Melanson KJ: Eating slowly led to decreases in energy intake within meals in healthy women. JAmDietAssoc 2008, 108 (7):1186–1191. • Armstrong LE, Ganio MS, Casa DJ, Lee EC, McDermott BP, Klau JF, Jimenez L, Le Bellego L, Chevillotte E, Lieberman HR. Mild dehydration affects mood in healthy young women. J Nutr. 2012 Feb;142(2):382-8. • Daniels MC, Popkin BM. The impact of water intake on energy intake and weight status: a review. Nutr Rev. 2009 • de Graaf C, Blom WA, Smeets PA, Stafleu A, Hendriks HF: Biomarkers of satiation and satiety. Am J Clin Nutr 2004, 79 (6):946-961. • Ganio MS, Armstrong LE, Casa DJ, McDermott BP, Lee EC, Yamamoto LM, Marzano S, Lopez RM, Jimenez L, Le Bellego L, Chevillotte E, Lieberman HR. Mild dehydration impairs cognitive performance and mood of men. Br J Nutr. 2011 Nov;106(10):1535-43. • Institute of Medicine. Dietary Reference Intakes for Water, Sodium, Chloride, Potassium and Sulfate. Washington, DC: National Academy Press, 2005, print.
IBWA in Action
How member involvement in the regulatory process of ENERGY STAR’s new water cooler standard resulted in a positive outcome for industry By James Toner, IBWA Director of Government Relations
On February 1, 2014, the U.S. Environmental Protection Agency’s (EPA) new ENERGY STAR energy consumption standard and testing requirements for bottled water coolers became effective. Cooler manufacturers or bottled water companies who sell or rent bottled water coolers must meet those new requirements if they wish to promote a product as ENERGY STAR compliant. Although the process to finalize the new standard was troublesome, IBWA 24
member efforts ensured that EPA took into account industry concerns.
Educating EPA IBWA staff first learned about the new ENERGY STAR specifications and testing requirements nearly three years ago. After that, we used every available means to communicate our concerns about the new rules to EPA. Initially, EPA made minimal changes to the proposed requirements after IBWA
expressed our members’ apprehension. Questions and unresolved issues, however, remained. For example, the proposed standby energy consumption specification changed from 1.2 kilowatt hours per day (kwh/day) to 0.87 kwh/day, as outlined in the ENERGY STAR Version 2.0 Water Cooler Specification. That nearly 30 percent reduction was going to be a tough benchmark. Obviously, this was concerning to the bottled water industry—especially because no other contingencies were made for water cooler manufacturers to address stock that would no longer be compliant under the new rules. After several rounds of written comments and a meeting with the EPA officials responsible for writing the new ENERGY STAR requirements, problems persisted. Water cooler manufacturers and bottled water
GOVERNMENT RELATIONS companies that rent the coolers worried that EPA representatives, even after hearing their concerns, weren’t taking the necessary steps to alleviate the burdensome regulation. It was time for some different tactics.
Time for a New Plan Because traditional communication efforts yielded little success, IBWA decided on a new strategy to ensure EPA was fully aware of our issues with the proposed new standard. For example, when IBWA staff and members met with members of Congress, we were sure to let them know about our concerns. IBWA was encouraged when several members of Congress and their staff showed an interest in this issue and asked for more information. They also asked what they could do to support the industry and ensure that our concerns were addressed. As a result of our efforts, several members of Congress contacted EPA on this matter. In addition, a joint letter signed by nearly 600 IBWA members and other HOD bottlers, distributors, and water cooler manufacturers was sent to EPA explaining the difficulties that industry would face under the new rules. We specifically asked for clarification on units that are refurbished and then returned to the marketplace. Individual business owners also sent letters to EPA explaining the problems with the new standard. In particular, they asked EPA for more time to comply with the new standard and requested that EPA permit water coolers meeting the old standard be allowed to be refurbished and returned to other customers without having to meet the new standard. Because of industry’s proactive measures, EPA again agreed to meet face-to-face with IBWA, giving us time to explain how the new proposal would impact the bottled water industry. To emphasize our case, we presented the numerous communications sent
IBWA MEMBER EFFORTS ENSURED THAT THE NEW ENERGY STAR STANDARD TOOK INTO ACCOUNT INDUSTRY CONCERNS. to members of Congress by IBWA members. Several meetings and calls later, EPA made significant changes that benefited water cooler manufacturers.
What You Need to Know Based on IBWA’s work with EPA, below are the final provisions that members should be aware of. • Water cooler manufacturers who on February 1, 2014 still have products in their inventory that were manufactured before February 1, and are certified to the old, Version 1.3 ENERGY STAR water cooler standard, may sell these products with an ENERGY STAR label. However, after February 1, 2014, a cooler manufacturer cannot market or advertise those units as being ENERGY STAR compliant. • Bottled water bottlers and distributors who own water coolers that meet the old, Version 1.3 ENERGY STAR standard may continue to offer those units as ENERGY STAR qualified to customers under their existing contracts/lease agreements (or for accounts under a relationship comparable to an existing lease agreement, including as a month-to-month arrangement without a formal contract) after February 1, 2014. Water coolers that meet the Version 1.3 standard can be refurbished and cleaned and then returned to customers who have existing contracts or lease agreements after February 1, without having to meet the new, Version 2.0 standard. (EPA’s initial position on this issue was that no coolers meeting the Version 1.3
standard could be placed into homes or offices after February 1, unless the ENERGY STAR label was removed. But thanks to member action, the regulation was changed to be less burdensome to industry.) Only water coolers that meet the new, Version 2.0 requirements may be marketed/represented as ENERGY STAR compliant under any new contracts/lease agreements beginning February 1, 2014. If a distributor offers a water cooler that meets the old, Version 1.3 standard under a new contract/lease agreement on or after February 1, 2014, the ENERGY STAR certification mark must be covered or removed from the product and all marketing materials. As of February 1, 2014, any water cooler that doesn’t meet the new standard will be removed from the certified products list that is on the EPA ENERGY STAR website. Those coolers that met the previous standard will be included on a “Historical List,” which will be placed in the “Partners” section of the ENERGY STAR water cooler website.
Learn More Online On December 12, 2013, EPA held a webinar for certification bodies, water cooler manufacturers, and other interested parties to facilitate the transition to the new standard. IBWA encourages members to review the webinar slides to learn more about EPA’s ENERGY STAR Version 2.0 Water Cooler Specification: http://bit.ly/ EPAversion2Specs. MARCH/APRIL 2014
Bottled Water: The Healthy Choice By Chris Hogan, IBWA Vice President of Communications
As a bottled water professional, you know that bottled water’s popularity as a healthy and convenient packaged beverage continues to grow. Preliminary 2013 data from Beverage Marketing Corporation (BMC) indicates that total U.S. bottled water consumption increased to 10.1 billion gallons, up 4.3 percent from 2012. In addition, per-capita consumption was up 3.3 percent in 2013, with every person in America drinking an average of 31.8 gallons of bottled water. Bottled water sales increased by 4.1 percent, now totaling $12.3 billion. Americans have obviously realized that one of the simplest changes they can make to help them lead a healthier lifestyle is to drink bottled water rather than other packaged beverages that tend to be laden with sugar and calories. That 26
said, obesity is still a pressing concern for the U.S. population as a whole—even if increases in obesity prevalence have slowed or even stopped in recent years for some groups, according to the U.S. Centers for Disease Control and Prevention’s (CDC) “Obesity — United States, 1999–2010” report. The CDC reveals that one contributing factor to the high obesity rates is that some households don’t have regular access to effective nutritional and wellness education and healthier food options. Thus, CDC recommends educating citizens about how to make healthy eating choices. Perhaps First Lady Michelle Obama was aware of that when she agreed to become the honorary chair for the Partnership for a Healthier America’s Drink Up campaign, of which IBWA
is a supporter. This national campaign encourages Americans to drink more water more often.
Drink More Water As stated on the Drink Up website (www. youarewhatyoudrink.org), drinking water, whether bottled or tap, continues to be one of the easiest choices people can make to have an immediate impact on caloric intake. For those who want to eliminate or moderate calories, sugar, caffeine, artificial flavors or colors, and other ingredients from their diet, choosing water is the right choice—no matter the source. While only official Drink Up supporters can use the campaign’s logo, any company use the messaging to encourage others to drink more water by Tweeting about it, Facebooking it,
COMMUNICATIONS Instagraming it, and talking about it. (The effort can be found across social media properties at @urH2O or via the hashtag #drinkH2O.) IBWA members can email firstname.lastname@example.org to find out how they can become a supporter of the Drink Up campaign.
Early Effects of Healthy Diet Research consistently shows that making proactive and healthy lifestyle choices from an early age can help encourage individuals to lead more active and healthful lives. Yet, the CDC observes that since 1960, the prevalence of adult obesity in the United States has nearly tripled, from 13 percent in 19601962 to 36 percent during 2009-2010. Alarmingly, the CDC also finds that since 1970, the prevalence of obesity has more than tripled among children. The CDC’s findings support similar research released in 2012 by the Institute of Medicine and the American Journal of Preventative Medicine, which showed that one-third of American adults are overweight and another one-third is obese. In addition, during the last 30 years, children’s obesity rates have climbed from 5 to 17 percent. Replacing sugary drinks with zerocalorie beverages, such as bottled water, is regularly cited as a key component of a more healthful lifestyle. According to the Academy of Nutrition and Dietetics, on average, one can of a carbonated soft drink accounts for about 140 calories. Consuming one soft drink every day can translate into a weight gain of approximately 14 pounds in a year. If you drink three and a half soft drinks per day, you could gain one pound per week. That’s why promoting greater consumption of water from all sources, including bottled water, will assist families in their efforts to strive for a healthier lifestyle.
MORE PEOPLE ARE DRINKING BOTTLED WATER TO HELP THEM LEAD A HEALTHIER LIFESTYLE. 2013, is that more and more people are making the connection between increased consumption of water and a healthier lifestyle. In fact, since 1998, approximately 73 percent of the growth in bottled water consumption has come from people switching from carbonated soft drinks, juices, and milk to bottled water. And why wouldn’t consumers show more enthusiasm for bottled water—what other packaged beverage is noted for its convenience, safety, and value—all without calories, sugar, added flavors and colorings, and other ingredients.
IBWA DRINKS UP! IBWA has created a Drink Up campaign page on its website, where you can find more information and resources to help you promote healthy hydration. Visit IBWA’s Drink Up page at http://www.bottledwater.org/ you-are-what-you-drink.
A Change Is Coming The good news, as supported by BMC’s preliminary bottled water statistics for MARCH/APRIL 2014
Healthy Hydration Aids Proper Kidney Function By Tamika Sims, IBWA Director of Science and Research
You are probably aware that proper kidney function is integral to hydration balance within our bodies—and critical to overall health. But have you ever really thought about how hard your kidneys have to work? As key organs in our urinary systems, the kidneys filter water, impurities, and wastes from the blood, which enters the kidneys through the renal arteries (approximately 1200 ml flows through the kidneys each minute). Once there, the blood passes through a series of passages and compartments where waste products and excess water are removed. Clean blood is returned to the body through the renal veins. The waste products filtered from the blood are then concentrated into urine. 28
After the urine is collected (in the renal pelvis), it is transferred to the bladder, where it is stored until it is time to be excreted—and your body lets you know you need a restroom break. This information is important for bottled water professionals to know— and to share with their customers. And it is always a good idea to reference the scientific studies that have found incorporating proper hydration into a healthful diet is one of the best ways to keep your kidneys healthy.
Study Roundup “Impact of fluid intake in the prevention of urinary system diseases: a brief review,” a clinical update paper
published in the Current Opinion in Nephrology and Hypertension journal (http://bit.ly/1ey9dnd), recently reviewed scientific research aimed at assessing the role of water to prevent the progression of and/or alleviate four diseases of the urinary system: urolithiasis (kidney stones), urinary tract infections (UTIs), chronic kidney disease (CKD), and bladder cancer. Urolithiasis (Kidney Stones). As reported in the United States Renal Data System’s (USRDS) 2013 Annual Data Report on Chronic Kidney Disease (CKD), urolithiasis affects people worldwide with rates ranging from 7 – 13 percent in North America, 5 -9 percent in Europe, and 1 – 5 percent in
Asia (http://bit.ly/1cwyy4m). Factors contributing to kidney stone formation include chronic dehydration, low citrate levels, and increased concentration of compounds such as calcium and phosphate in the kidneys. Research indicates that increased fluid intake can help prevent recurrent stone formation. The review paper references a 1996 study from the Journal of Urology, “Urinary volume, water and recurrences in idiopathic calcium nephrolithiasis: a 5-year randomized prospective study” (http://1.usa.gov/1gsfhof ), which conducted the “first prospective randomized controlled trial of increased fluid intake in patients with a history of kidney stones. Those findings suggest that a large daily intake of water can be recommended for effective secondary prevention of kidney stones.” Patients who were instructed to increase water intake but still experienced stone return had a median urine volume of 1.7 l/day (range 0.7–2.8 l/day) compared to 2.1 l/day (range 1.2–4.0 l/day) for patients free of relapse over a mean follow-up period of 6.8 years. Urinary tract infections. A bacterial contamination of the genitourinary tract (i.e., the system of organs responsible for the production and excretion of urine and reproduction) cause UTIs. According to “Urinary tract infection in adults: research priorities and strategies,” a study published in International Journal of Antimicrobial Agents, the estimated global incidence of UTIs is at least 250 million cases per year—and 50 times higher in adult women than men (http://1.usa.gov/LbNDgB). The UTI occurrence rate is thought to be linked to the persistent existence of undesirable bacterial within the lining of the urinary tract. Several reasons could explain how increases in fluid intake can help prevent UTIs: • Increasing urination has a diluting effect on the contaminating bacteria.
INCREASED WATER CONSUMPTION CAN HELP PREVENT THE PROGRESSION OF AND/OR ALLEVIATE URINARY SYSTEM DISEASES. The flushing effect that occurs with each void essentially washes out contaminants. • Increasing the rate of voiding has a shrinking effect on the bladder, effectively reducing the surface area on which bacteria can live. Chronic kidney disease. According to the National Health and Nutrition Examination Survey (NHANES), CKD affects 14 percent of the U.S. adult population. The development of CKD involves tissue hardening (i.e., sclerosis) of critical compartments of the kidney needed for urine production (http://bit.ly/1cwyy4m). Due to the structure and function of the renal system, damage to one part of the kidney inevitably affects the other, leading to a gradual decline in renal function. Research on the role of vasopressin (AVP), a hormone that retains water in the body and constricts blood vessels, suggests that a high fluid intake may prevent CKD development in healthy people. Enhanced water intake is linked to reduced levels of endogenous (i.e., originates within the tissue) AVP levels, leading to lower blood pressure, less proteinuria (i.e., excess protein in urine), and potentially reducing the severity of renal damage. More research is needed, however, to fully support that concept. According to the clinical update paper, “If fluid intake is to be taken seriously as a potential novel protective factor against •
progression of CKD, it is essential to explore this possibility with adequate scientific methods.” Bladder cancer. As reported in the CA: A Cancer Journal for Clinicians’ annual cancer statistics article, bladder cancer is the fifth most frequently diagnosed cancer in both men and women (http://1.usa.gov/LqsD6z). But data on the alleviation/avoidance of this cancer due to increased fluid intake is sparse. Some of the existing evidence for the impact of enhanced fluid intake on bladder cancer is too inconsistent to support a prevention study. Still, some studies suggest that increasing fluid intake results in a prompt dilution of urinary compounds and flushing out of carcinogens from the bladder through increased voiding, thereby reducing contact between carcinogens and the bladder lining.
Promote Healthy Hydration The consensus from these scientific studies is that proper fluid intake and healthy hydration promote proper kidney function and overall health. IBWA members are encouraged to share the information provided in this column through all their communication platforms to help educate consumers about the healthful benefits of drinking bottled water.
certified plant operators (CPOs) are encouraged to complete the following quiz for Â˝ 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, 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______________________________________________________
Check your selection for each question
Haloacetic acids and 1,2-Dichloropropane are part of a group of chemicals known as _____.
OO OO OO OO
pesticides inorganic chemicals volatile organic chemicals synthetic organic chemicals
A recently published proposed rule from FDA, known as Focused Mitigation Strategies to Protect Food Against Intentional Adulteration addresses new requirements for _____.
OO OO OO OO
HACCP food defense plant construction international terrorism
Human kidneys process approximately _____ of blood per minute.
OO OO OO OO
3.74 quarts 50 ml 2 liters 1200 ml
The IBWA Bottled Water Code of Practice requires that testing of finished product for total coliform be done at least _____ by _____.
OO OO OO OO
weekly / approved laboratory monthly / certified laboratory daily / qualified personnel weekly / approved laboratory and daily / qualified personnel
The hormone known as renin helps _____.
OO OO OO OO
build strength control blood pressure prevent aging regulate blood sugar
In a food defense plan, a monitoring program is usually implemented, and might include a general test such as conductivity to detect presence of _____.
OO OO OO OO
chemical agents microbiological agents radiological agents none of the above
Reverse osmosis is believed to be effective in removing all categories of agents that might be introduced intentionally to water.
OO True OO False
When developing a food defense plan for your facility, a strong visitor policy is necessary.
OO True OO False
Which of the following is not a contributor to the hardness in water?
OO OO OO OO
calcium copper magnesium iron
FDA requires that nonmunicipal (or natural) water sources be tested for coliforms at least _____.
OO OO OO OO
weekly daily quarterly annually
Analytical Technology, Inc.. . . . . . . www.analyticaltechnology.com . . . . . . . . . C3
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Blackhawk Molding Co.. . . . . . . . . www.blackhawkmolding.com . . . . . . . . . . C2 Edge Analytical. . . . . . . . . . . . . . . . www.edgeanalytical.com . . . . . . . . . . . . . . 27 National Testing Laboratories, Ltd. . . . . . . . . . . . . . . www.ntllabs.com . . . . . . . . . . . . . . . . . . . . 31 Pacific Ozone Technology . . . . . . . www.pacificozone.com . . . . . . . . . . . . . . . 10 PhoneTree. . . . . . . . . . . . . . . . . . . www.phonetree.com . . . . . . . . . . . . . . . . . . 5 Polymer Solutions International . . . www.prostack.com . . . . . . . . . . . . . . . . . . . 9 Tech-Long. . . . . . . . . . . . . . . . . . . www.tech-long.com . . . . . . . . . . . . . . . . . . 3 Quality Truck Company . . . . . . . . . www.qualitytruckcompany.com . . . . . . . . . 11
Mid America Bottled Water Association Annual Convention & Trade Show Wyndham Garden on the San Antonio Riverwalk San Antonio, TX
MARCH 27 - 29
South Atlantic Bottled Water Association Annual Meeting and Trade Show Pawleys Island, SC
APRIL 9 - 11
Central States Bottled Water Association 6th Annual Convention and Trade Show Ameristar Casino Resort Spa St. Charles, MO
Northwest Bottled Water Association Convention & Trade Show Red Lion at the Park Hotel Spokane, WA
MAY 19 - 21
We FOCUS On Testing So You Can Focus On Everything Else! National Testing Laboratories is the expert in Bottled Water testing.
California Bottled Water Association Annual Educational Conference and Tabletop Trade Show San Diego, CA
JUNE 9 - 12
IBWA June Board of Directors and Committee Meetings Hilton Alexandria Old Town Alexandria, VA
NOVEMBER 10 - 14
IBWA Annual Business Conference and Trade Show (co-located with the NAMA CoffeeTea&Water show) Dallas, TX
CLASSIFIEDS FOR SALE Cap Snap 5-Gallon Water Line, Model ADAPTA-600, New 2001, Decapper, Bottle Washer, Filler, Capper, Conveyors, Boiler. Phone: 860.567.2011 Email: email@example.com MARCH/APRIL 2014
VALUE OF IBWA MEMBERSHIP BRYAN SHINN PRINCIPAL SHINN SPRING WATER COMPANY DBA “THE WATER GUY” BIRDSBORO | PA ALL ABOUT BRYAN When not working, Bryan likes to spend time with his family. He is an avid golfer and likes to be physically active. Bryan looks forward to spending quality time with his children by attending their sporting events, which include running and lacrosse.
IBWA Treasurer Bryan Shinn certainly knows how to make the most of his IBWA membership: keeping actively involved at the committee and board levels, but also harnessing insights and new information to pass along to his staff at The Water Guy, in Birdsboro, Pennsylvania. “Every time I come to an IBWA meeting, I always learn something new,” says Bryan. His astuteness most likely dates back to the origins of his business. In 1990, Bryan, who was a CPA working as a financial auditor for the banking industry, and his brother, Doug, a former truck leasing consultant for a Fortune 500 company, were mentored by current IBWA members. Those members taught them the bottled water industry: “We visited current IBWA members, and they welcomed us in. We started as distributors, but over time became a bottler.” Since then, Bryan has maintained a strong emphasis on industry education—for himself and his staff. The Water Guy has a large number of certified plant operators (CPOs) relative to its size. “We have an extensive training program and encourage our staff, from supervisors up, to become CPOs. It’s really important from the educational and regulatory standpoint.” Bryan also sees value in reporting back to his staff after attending IBWA meetings. He uses a delightful analogy to describe that exchange: “It’s kind of neat. Because my staff are like birds in the nest, they wait for me to come back [from an IBWA meeting], and they ask questions, and we talk about the issues,” says Bryan. When possible, he likes for his employees to attend meetings, so they can learn and also take knowledge back to share with their coworkers. “But unfortunately, if members don’t come to these meetings, and they don’t see or hear, for example, efforts with FSMA or navigating new regulations, they just can’t get ‘it’ from an email. My most valuable benefit is the opportunity to participate.” And membership is not a one-way street. Bryan contends that IBWA members are as important to IBWA as IBWA is important to its members. “I think nonmembers don’t realize that IBWA needs them,” he says. “This is a joint effort, and there is a lot of work that gets done here at the IBWA.” Often mistaken for a national bottled water chain, The Water Guy prides itself on offering superior service. “We are becoming smarter and realizing that that’s what people really want. It’s not all about the bottle of water, but the service we provide.” Moving forward, Bryan is a firm believer that the industry needs to embrace change and “ride the wave, instead of finding ourselves beneath it.”