IBWA Bottled Water Reporter Dec 2010-Jan2011

A PUBLICATION OF THE INTERNATIONAL BOTTLED WATER ASSOCIATION

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BOTTLED WATER REPORTER | DEC 2010 / JAN 2011

ALSO IN THIS ISSUE

What New

Leaders in DC

and the States

Mean for You

How to

Calculate Your

Environmental

Footprint

What to do

With E-Waste

COLUMNS

VOL. 51 • NO. 1

DEPARTMENTS

CONNECT WITH IBWA

BOTTLED WATER REPORTER, Volume 51, Number 1. Published six times a year by The YGS Group, 3650 West Market Street, York, PA 17404, 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.

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 ...............................2

PRESIDENT’S MESSAGE ......................................4

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

CEU QUIZ .........................................................30

ADVERTISERS.COM ...........................................31

CALENDAR .......................................................31

NEW MEMBERS ................................................31

GOVERNMENT RELATIONS

24 | 2010 Midterm Elections: A Republican AffairAs newly elected legislators head to

Washington, D.C., and the state capitols, IBWA

members have a tremendous opportunity to

educate them about the bottled water industry.

COMMUNICATIONS

26 | Bottled Water is Very SustainableDiscover how every aspect of bottled water

production and distribution satisfies the need

of thirsty consumers for an environmentally

sustainable beverage product.

TECHNICAL UPDATE

28 | PET Recycling Rate Increases for Sixth YearPET packaging is clear, strong, safe, sustainable,

versatile, and convenient—which makes it a

favorite packaging material with the food and

beverage industry and consumers.

VALUE OF IBWA MEMBERSHIP

32 | All About the SourceBottled Water Reporter talks with Callaway

Blue Spring Water’s Ken Calloway about his

experience as an IBWA member.

15 | IBWA’s Life Cycle Inventory Tool: Six Things You Need to Know Although the term “environmental footprint”

quickly became a household term, the

task of calculating it is daunting for most

businesses. IBWA reveals how its Life Cycle

Inventory Tool will help members calculate

the environmental impact of their bottled

water products.

19 | Don’t Throw Technology AwayElectronic devices help us communicate,

garner information, and entertain ourselves

with speedy efficiency—but as soon as

there’s a technology upgrade, we’re quick to

toss aside our beloved hi-tech gadget for the

next great electronic device. So, what should

we do with the old technology?

TABLE OF CONTENTS10 | Labels and Claims Under ReviewIn October 2010, the Federal Trade Commission announced its intention to formally update its “Green Guides” for the first time in more than 10 years. The revisions seek to make the process of verifying environmental claims easier for businesses and marketers to understand, address changes that have arisen in the marketplace, and help marketers not make deceptive environmental claims. How will these guides change the way the bottled water industry markets their products? Read this article and find out.

a n d C l a i m s and Claim

Under Review

IBWAULLOIKXYChairman

Scott Hoover, Roaring Spring Bottling

Vice ChairmanPhilippe Caradec, Danone Waters of America

TreasurerWilliam Patrick Young, Absopure Water Co., Inc.

Immediate Past ChairmanStewart Allen, DS Waters

HUGXJ"UL"JOXKIZUXYStewart Allen, DS Waters

Peter Baker, Vermont Pure Springs, Inc.

Joe Bell, Bell Sales, Inc.

Page Beykpour, CG Roxane

Philippe Caradec, Danone Waters of America

Marty Conte, Diamond Springs Water

Doug Hidding, Blackhawk Molding Co.

Scott Hoover, Roaring Spring Bottling

Dan Kelly, Polymer Solutions International

Greg Nemec, Premium Waters, Inc.

Steve Raupe, Ozarka Water and Coffee Service

Chris Saxman, Shenandoah Valley Water Co.

Bryan Shinn, Shinn Spring Water Company

Robert Smith, Grand Springs, Inc.

Dimitrios Smyrnios, Nestlé Waters North America

Breck Speed, Mountain Valley

Spring Company, LLC

Ray Steed, CCDA Waters, LLC

Jeffrey Vinyard, Crystal Springs Bottled Water Co.

Lynn Wachtmann, Maumee Valley Bottlers, Inc.

William Patrick Young, Absopure Water Co., Inc.

OH]G"K^KI[ZO¥K"IUSSOZZKKChairman, Scott Hoover, Roaring Spring Bottling

Stewart Allen, DS Waters

Philippe Caradec, Danone Waters of America

Marty Conte, Diamond Springs Water

Henry R. Hidell, III, Hidell-Eyster International


Chris Saxman, Shenandoah Valley Water Co.

Dimitrios Smyrnios, Nestlé Waters North America

Breck Speed, Mountain Valley Spring Company


IUSSOZZKK"INGOXYCommunications Committee

Mick Gunter, Primo Water Corporation


Education CommitteeMarty Conte, Diamond Springs Water

Glen Davis, Absopure Water Co., Inc.

Environmental Sustainability CommitteePhilippe Caradec, Danone Waters of America

Breck Speed, Mountain Valley Spring Company

Government Relations CommitteeShayron Barnes-Selby, DS Waters

Robert Smith, Grand Springs, Inc.

Membership CommitteeDavid Carlile, 3M Purification, Inc.

Dave Muscato, Nestlé Waters North America

Small Bottler Resources CommitteeBill Saxman, Shenandoah Valley Water Co.

Bryan Shinn, Shinn Spring Water Company

State and Regional Associations CommitteeRoss Rosette, H2Oregon

Supplier and Convention CommitteeBrian Grant, Pure Flo Water, Inc.


Technical CommitteeAndy Eaton, MWH Laboratories

International Bottled Water Association

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For some time now, the bottled water industry has battled against criticism from environmental activists, mainly because of perceived environmental issues with one of our products’ packaging materials: plastic.

But that’s a misguided and perplexing assault—as plastic is used in almost every

consumer product industry. Our industry’s record shows that bottled water companies

are good stewards of the environment, and we continue to look for ways to make our

packaging even more “sustainable.”

But, what is “sustainable packaging”? hat’s not an easy question to answer and there

are many different views on the subject. One organization, the Sustainable Packaging

Coalition (www.sustainablepackaging.org), defines sustainable packaging as follows:

beneficial, safe, and healthy for individuals and communities throughout its life cycle

able to meet market criteria for performance and cost

sourced, manufactured, transported, and recycled using renewable energy

able to maximize the use of renewable or recycled source materials

manufactured using clean production technologies and best practices

made from materials healthy in all probable end-of-life scenarios

physically designed to optimize materials and energy

effectively recovered and utilized in biological and/or industrial cradle-to-cradle cycles.

Obviously, meeting all of those requirements is a very tall order—for any product on

the market. And, interestingly, a recent consumer survey revealed that 89 percent of

consumers have no idea what sustainable packaging is. he survey, “My Views on En-

vironmentally Friendly Packaging,” conducted by the marketing firm he Sage Group,

collected views from U.S. citizens aged 17 and older and found that, regardless of age,

consumers view recycling as the key component of good environmental practices. “My

job is to recycle; yours (the manufacturer) is to make the packaging recyclable,” the

survey found, as reported in Packaging Digest.

So, perhaps the lesson for the bottled water industry is this: We should continue to do

what we do—be good environmental stewards and continue to find ways to lessen our

impact on the planet. But, just as important, we need to find creative ways to educate

our consumers, legislators, and the media about our environmental efforts.

Scott Hoover

IBWA Chairman

SHOWING SUSTAINABILITY

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

IBWA STAFF

President

Joseph K. Doss

[email protected]

Vice President of Education, Science, and Technical Relations

Robert R. Hirst

[email protected]

Vice President of Communications

Thomas Lauria [email protected]

Vice President of Government Relations

Daniel Felton

[email protected]

Chief Financial Officer

Michelle S. Tiller

[email protected]

Director of Conventions,

Trade Shows, and Meetings

Michele Campbell

[email protected]

Director of Science and Research

Tamika Sims

[email protected]

Manager of Publications and Special Projects

Sabrina E. Hicks

[email protected]

Education and Technical Programs Coordinator

Dimeko Shaw

[email protected]

Executive Assistant

LaKesha Gathers

[email protected]

Bottled Water Reporter Layout and Design

The YGS Group

3650 West Market Street

York, PA 17404

Tel: 800.501.9571

Fax: 717.505.9713

www.theygsgroup.com

Editor

Sabrina E. Hicks

[email protected]

Graphic Designer

Jennifer Tillmann

[email protected]

Advertising Sales

Stephanie Bunsick

[email protected]

IBWAInternational Bottled Water Association


VXKYOJKTZÙY"SKYYGMK

Environmental sustainability remained a hot topic throughout 2010, and it’s an easy guess that consumer and activist pressure for bottled water companies to be green will continue in the New Year and for many years to come.

In light of that, we continue to devote an entire issue of Bottled Water Reporter to

issues concerning environmental sustainability. Inside this edition, you’ll find several

interesting articles about issues that could impact your business.

Of particular interest is “Labels and Claims Under Review,” an article explaining how

proposed changes to the Federal Trade Commission’s “Green Guides”—set to be re-

leased in early 2011—will affect the way businesses market their products with regard

to environmental claims. Readers should pay careful attention to the section suggest-

ing that consumer access to recycling facilities will be a factor in a product’s perceived

environmental friendliness. hat obviously will have direct impact on the bottled water

industry as U.S. communities continue to increase public access to curbside recycling

and provide more public space recycling.

In “IBWA’s Life Cycle Inventory Tool: Six hings You Need to Know,” we bring you

a how-to guide for using IBWA’s Life Cycle Inventory (LCI) tool. I’ve heard many

members mention they feel less than confident in their ability to conduct an LCI for

their companies. However, this article—together with testimonials from two IBWA

member companies—will provide the confidence you need to use this valuable tool.

he New Year brings with it 109 new members to Congress. As mentioned in this

issue’s Government Relations column, the time is ripe for all IBWA members to reach

out and educate those new legislators about the bottled water industry. IBWA staff is

happy to help you connect with your newly elected state and federal legislators—just

contact IBWA and let us know you are ready to participate in our outreach efforts.

As always, IBWA is ready to support our members in anyway we can in 2011. Please

let us know how we can help.

Joe Doss

IBWA President

THE SUBSTANCE BEHIND OUR SUSTAINABILITY

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WATER NOTES


The IBWA Environmen-

tal Sustainability Com-

mittee has prepared a

reference document called

the “Environmental Fact

Book,” which presents

environmental information

members can use to help

answer questions from the

media, legislators, con-

sumers, and bottled water

critics. IBWA members

can also use the presented

facts in their company’s

marketing or other informa-

tion documents.

Topics covered in

the book include water

withdrawal amounts for

various U.S. industries,

Environmental Protection

Agency Cap and Trade

programs, White House

climate control policies,

federal energy conserva-

tion initiatives (e.g., U.S.

Department of Energy’s

“Save Energy Now,” Green

Suppliers Network, and

Climate Leaders), and

greenwashing.

The “IBWA Environmen-

tal Fact Book” is updated

regularly to ensure that

the information is current.

IBWA members

can download the

PDF by logging on to

www.bottledwater.org and

selecting the Technical tab

under the Members Menu.

Lastly, click the Technical

Publications & Video but-

ton to see a list of available

IBWA publications.

Get Your

Facts Here

IBWA PRODUCT

Facebook profile when visi-

tors logged in to select their

favorite bottled water photo.

Visit www.facebook.com/

bottledwatermatters to find

out about more contests

and the latest bottled water

industry news—and “like” us

while there.

“Refreshing.” Contest winner

Fred Telegdy shot this photo

of young football player Jor-

dan Young taking a time out

to hydrate during a football

game. Mr. Telegdy is from

Charlottesville, Virginia. He

works for the University of

Virginia and also owns a web

design firm, Kafenatid Web

Design. After a voting period

of one month, Mr. Telegdy

was declared the winner after

receiving 1,720 votes.

he photo contest was

primarily promoted on Face-

book.com, and a link to the

contest was also posted on

BottledWaterMatters.com.

hrough the use of social

media, Bottled Water

Matters gained more than

400 new supporters to our

his fall, IBWA’s pro-bot-

tled water campaign Bottled

Water Matters ran its first-

ever “Fall Fun With Bottled

Water Photo Contest.” Par-

ticipants submitted photos

showcasing bottled water as

part of their fun fall activities

for the chance to win a free

Kindle 3G.

Submissions included

shots of bottled water lovers

drinking their favorite brand

while decorating for Hallow-

een, helping underprivileged

children, enjoying college

campuses during autumn,

enjoying bottled water at the

beach, and even spending

time with Mickey and

Minnie at Disney World.

he winning photo,

pictured above, was titled

Fall Fun With Bott led Water Photo Contest

BOTTLED WATER MATTERS

Only 0.64 %of U.S. landfill waste in 2007 was bottled water packaging.

Source: Life Cycle Inventory of U.S. Bottled Water, Final Report, by Franklin Associates

WATER NOTES

DEC 2010/JAN 2011 H]X 7

On November 23, 2010, Virginia’s First

Lady Maureen McDonnell kicked off the

hanksgiving holiday by accepting donations

to the Central Virginia Food Bank from

IBWA Member Diamond Springs and

Walmart. he contributions of the day totaled

9,392 pounds of food and water.

Katie Terry, Diamond Springs’ marketing

director, presented Mrs. McDonnell with

a contribution of $1,000 along with two

pallets of water, part of an initiative to raise

charitable donation levels. Diamond Springs

has also begun working to increase awareness

of the Virginia Food Banks across the state by

offering billboard advertising on the back of

Diamond Spring delivery trucks that feature

the Food Banks’ campaign to “Turn hunger

into hope.”

“Diamond Springs is a proud member of

IBWA and is celebrating 50 years of doing

business in Richmond. Virginia is home

to 16 bottled water companies, including

distributors and suppliers which total 14,800

jobs,” said Terry. “Our bottled water companies

continue to generate jobs and revenue and

we are pleased to give back to the food banks

across our state.”

Bottled water’s tax contributions to the

Commonwealth totaled $249 million in

2009, with consumer sales taxes on the

product adding another $21.3 million to the

Commonwealth’s coffers.

Fkcoqpf"Urtkpiu"Fqpcvgu"vq"XC"Hqqf"DcpmIBWA CHARITY

“Proper disposal of PET

plastic bottles has become

increasingly important,” said

Earth911.com President

Corey Lambrecht. “We are

excited to offer IBWA an

opportunity to better reach

and inform consumers about

effective ways to participate

in local recycling for plastic

bottles,” he said.

“he Earth911.com/

IBWA partnership will

advance bottled water

companies’ on-going efforts

to provide effective solutions

for proper, post-consumer

recycling for all plastic

bottles, including empty

plastic water bottles,” said Joe

Doss, president and CEO of

IBWA. “his new partnership

with Earth911.com gives our

industry a valuable new way

to communicate to consum-

ers and provide them with

education about the impor-

tance and effectiveness of

plastic recycling,” he said.

“According to the U.S.

EPA, bottled water contain-

ers make up 1/3 of 1 percent

of the U.S. waste stream,”

Doss explained, “So for an

effective solution to concerns

about landfills, it is important

to capture the containers of

the thousands of products

packaged in plastic, including

bottled water containers, but

extending far, far beyond it.”

ers better understand

how to recycle these

valuable materials.

Earth911.com hosts the

nation’s largest and most

comprehensive resource for

consumer recycling informa-

tion through its Local Re-

cycling and Proper Disposal

Directory. he Directory

includes detailed data on how

and where to recycle more

than 240 products through-

out 127,000 locations and

programs in North America.

IBWA and Earth911.com

have formed a sponsored part-

nership to encourage increased

and more extensive recycling of

all empty plastic bottles.

For the next year, IBWA

will sponsor Earth911.com’s

Plastic Bottle Section

(http://earth911.com/

recycling/plastic/plastic-

bottles/). IBWA’s sponsor-

ship includes contribution

of research findings, video

presentations, and related

information to help consum-

KDYC"cpf"Gctvj;33"Rtqoqvg"Rncuvke"Dqvvng"Tge{enkpi

PARTNERSHIP

0.08 % is the amount small pack and HOD bottled water industries contribute to the total greenhouse gas emissions in the United States.

Source: Life Cycle Inventory of U.S. Bottled Water, Final Report, by Franklin Associates First Lady of Virginia Maureen McDonnell (left) accepted a

donation from Diamond Springs’ Katie Terry and David Payne.

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WATER NOTES


More than 2,400

attendees met in Orlando,

Florida, to network, learn,

and play during IBWA’s

2010 Convention and Trade

Show, which partnered with

the American Beverage

Association’s InterBev. From

September 20-24, 2010,

IBWA provided educational

opportunities to keep

bottled water professionals

informed of the innovations

taking place in the industry

and social events to

encourage peer networking.

2010 IBWA Convent ion and

Trade Show / InterBev:

Filled With Opportunit ies

Jan and Bill Saxman

Gene Ross and Bryan Shinn

Dan, Cindy, Janet, and Scott Hoover 2010 InterBev Trade Show floor Jason Chambers and Sandra Keil

Stew Allen, Philippe Caradec, Brian Flaherty, and Breck Speed

Rose Rocha and

Allena Najor

IBWA’s 2010 Route Salespeople of the Year

Troy Baker (Culligan Bottled Water) and

Christian Dimitri (DS Waters’ Kentwood Springs)DWRF’s Jack West

NTL’s Barbara Marteney (center)

talks with booth visitors.

2011 IBWA Chairman Scott Hoover

WATER NOTES

DEC 2010/JAN 2011 H]X 9

Gustav Felix and Elizabeth Griswold

Bill Young and 2010 IBWA Chairman Stew Allen

Edward Eigner and Dennis Bodoh

Allen French, Dave Prigge, Chris Weichman,

Brian Grant, Robert Riefers, Leslie Alstad

Bryan Shinn and Marge Eggie

2010 DWRF Golf Tournament participants

David Carlile explains CUNO offerings.Rej Tellier (center) explains Crystal Mountain Products.

COVER STORY

a n d C l a i m s

DEC 2010/JAN 2011 H]X 11

As consumer expectation continues to evolve and solidify,

the pressure increases to make real and verifiable claims in

marketing and advertising. Although many have already

sought to do so, guidance on the best and most effective ways

to accomplish that objective is a necessity. he FTC’s “Green

Guides” revisions cover a wide range of issues, from claims

about general environmental benefits using terms such as

“green” and “eco-friendly” or “compostable” and “made with

renewable materials,” to “free of ” certain harmful substances

and “recyclable.”

he 229-page proposed revisions to the “Green Guides”

document went under a 60-day review and public

commentary, which ended December 2010. While the final

revisions to the guides are not anticipated to be released until

2011, reviewing them to assess your company’s environmental

messaging is crucial.

Guides, Not LawsIt is important to note that the “Green Guides” are simply

that: guides. “I think the Federal Trade Commission ended up

deciding to be a coach rather than a cop,” says Mike Lawrence,

executive vice president and chief reputation officer for

Cone, LLC, whose clients include a number of bottled water

companies. “And I think a little police work might have been a

good idea for environmental marketing,” he adds.

Indeed, the guides create an ideal space for marketers to not

only embrace sustainability claims but also put real action and

information behind them. “here’s lots of ways to follow these

guidelines and still have lots of creative flexibility, perhaps too

much creative flexibility, in marketing,” says Lawrence.

Whether or not “green” marketing claims are currently

incorporated into your company’s products, the revised guides

are creating a buzz that cannot be ignored by companies,

industries, and organizations seeking to promote the

environmental benefits of their products.

In October 2010, the Federal Trade Commission (FTC)

announced its intention to formally update its “Green Guides”

for the first time in more than 10 years. he revisions seek

to make the process of verifying environmental claims easier

for businesses and marketers to understand, to address new

changes and terminology that have arisen in the marketplace

since 1998, and to help marketers not make deceptive

environmental claims.

“In the last 10 years, we’ve seen an explosion of ‘green’ claims,

on everything from paper towels to construction materials,

and from energy generation to carbon offsets,” says FTC

Chairman Jon Leibowitz. “In short, for many products,

confusion abounds—we don’t always get what we think

we’re getting.”

Guidance A NecessityIf industries across the board have learned anything this

past year from the “green” concept, it’s this: “Green” won’t

be taken lightly. Corporate social responsibility has moved

beyond a novelty to an ingrained consumer expectation.

According to he Greendex 2010 survey, conducted by the

National Geographic Society and polling firm GlobeScan,

respondents feel that companies, government, and industry

groups are responsible for encouraging environmentally

friendly consumer behaviors.

When asked what discourages that behavior, the top response

(44 percent) was that “companies make false claims about the

environmental impact of their products,” with the second-

highest response that “individual efforts are not worth it if

governments and industries don’t take action.” Other studies

have found similar results in the past. Ninety percent of

respondents from the 2008 Green Gap survey conducted by

Cone, LLC, and the Boston College Center for Corporate

Citizenship, said “Companies must not only say a product or

service is good for the environment, they need to prove it.”

THE FTC HAS PROPOSED REVISIONS TO ITS “GREEN GUIDES.”

Under Review]ngz"juky"zngz"skgt"lux"znk"huzzrkj"}gzkx"otj{yzx’E

By Jennifer Berry


is factually definable. And they certainly encourage people

to do that in the ‘Green Guides’ now, and, in the proposed

revisions, certainly encourage them more than they used to,

so that’s all good. But, they stop short of really making the

dirty words go away.

“But as a consultant, our job is to tell people what this stuff

means and what it means they can do. And what it means

you can do is that you can continue to make these kinds of

claims, as long as you’re specific about why you’re making

them,” says Lawrence.

Substantiation and Label Spacehe overall concept of having verifiable evidence to back

every environmental claim and use of an eco-label or

certification is prevalent throughout the revised guides.

he proposed revisions remind marketers that they have

a duty to substantiate “every express and material implied

claim that the general assertion conveys to reasonable

consumers about an objective quality, feature, or attribute

of a product.

“Unless marketers can meet this ‘substantiation duty,’

they should avoid, or qualify, those claims as necessary,

to prevent deception about the specific nature of the

environmental benefit being asserted.”

According to Lawrence’s interpretation of the revisions,

this substantiation also must happen at the point of sale

where customers can easily discern them—and not rely

on other substitutions, such as additional information

provided on websites.

“So, you can’t say, ‘We’re environmentally wonderful’

with an asterisk saying, ‘See website for more.’ I don’t

think that will work anymore,” says Lawrence. “And lots

of products—not just bottled water—lots of consumer

products that are roughly the size of your hand do that

because they don’t have room.”

he new guides pose this challenge: Finding label space to

substantiate environmental claims. “So what that means

is that there will be a battle for label space as there has

already been at bottled water companies we know and

love,” he says. “hat will be even more important, and if you

want to market environmental claims, you’re going to have

to resolve it in favor of more space, which is a good thing

for the consumer.”

Recyclability ClaimsFor bottled water, recyclability is an important claim for

a product’s overall eco-impact. he guides provide three

main levels of substantiation as they relate to whether or

not a product can claim that it is recyclable, meaning that

the people who can purchase the product have access to

recycling resources.

he bottled water industry, in particular, has a rare

opportunity with these revisions to set a standard for

transparency and verifiability through its environmental

marketing claims. Below is an examination of some

of the high points that directly affect bottled water,

although a thorough read-through of the guides is

highly recommended.

General Environmental Benefit ClaimsFor the proposed “Green Guides” revisions, a highly

debated topic was the establishment of general

environmental benefit claims—and whether they should

be allowed at all. “he weakest, I think, is the general claims

[revisions]. hey should have thrown out, in my opinion

at least, a few key words,” says Lawrence. Words that fall

into this general category include “sustainable,” “green,”

“eco-friendly,” and “earth-friendly.”

“here are ways that you can say something that’s specific,

makes an environmental claim, will motivate purchase, and

IBWA’S REACTION TO FTC GREEN GUIDESIBWA worked with several other food industry associations in 2008 to submit joint comments to the Federal Trade Commission (FTC) as the agency began its work on new revisions to its “Green Guides.” In November 2010, IBWA’s Government Relations and Environmental Sustainability Committees decided that IBWA should submit its own stand-alone comments to the FTC on behalf of the bottled water industry. They also agreed that IBWA should coordinate its comments, as best as possible, with other food industry associations that might also submit comments to the FTC.

IBWA spent several weeks working with members to craft comments, which were then finalized and submitted to the FTC in mid-December 2010. Our comments addressed claims currently included in the Guides as well as new content for the Guides, and focused on the following issue areas:

recyclable claims

recycled content claims

free-of claims

made with renewable claims.

Please contact IBWA Vice President of Government Relations Dan Felton with any concerns or questions related to this issue: 703.647.4618 or [email protected].

DEC 2010/JAN 2011 H]X 13

FTC GREEN GUIDES

he substantial majority threshold has been informally

interpreted by FTC staff to mean at least 60 percent of

consumers have access to recycling resources for a product.

For national distributors, that number may be attainable,

while regional distributors may face more challenges

depending on the area of the country where their products

are sold.

“If you’re saying, as most bottled water companies do, ‘Our

product is 100 percent recyclable,’ that worked fine, but

now it may not, because the commission says it depends on

where you sell it,” says Lawrence. “And, the lower two stages

I think will require a bottled water company to make an

assessment of how recyclable its area is for consumers—

and to be prepared to defend that if challenged,” he adds.

In addition, previously acceptable statements—such as

“Check to see if recycling is available in your area”—will not

be sufficient under the revised guides. “he Commission

proposes modifying existing Example 5 [of the guides] to

illustrate that both disclosures—‘Recyclable where facilities

exist’ and ‘Check to see if recycling facilities exist in your

area’—are inadequate,” according to the revisions.

Claims for terms such as “degradable,” will be impacted

as well, with much stricter interpretations of those types

he FTC is proposing to improve the readability of

recyclability claims by using a three-tiered analysis for

qualifying recyclable claims: “he appropriate qualifications

vary depending upon whether recycling facilities are

available to: (1) at least a substantial majority; (2) at least

a significant percentage but not a substantial majority;

or (3) less than a significant percentage of consumers or

communities,” the revisions read. “Currently, the recyclable

section provides this guidance only in the examples.”

Qualifying those claims with real, verifiable evidence will

be crucial for the implementation of recyclability claims.

The bottled water industry has a rare opportunity with these revisions to set a standard for trans-parency and verifiability through its environmental marketing claims.

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Moving Forwardhe intent of the revised “Green Guides” is to make the

process of navigating the world of green marketing less

confusing for all parties involved, from manufacturing

to purchase and disposal. In fact, Chairman Leibowitz

commented that he is hoping that there will be less

enforcement, not more, based on the increased clarity

of many issues, and that these guides will encourage

companies to voluntarily comply—especially those that

have actively been seeking clarity.

he bottled water industry should view the guides as

nothing less than a call to action—an opportunity for

all bottled water manufacturers to embrace them and

be a leader among other industries as well. By correctly

verifying and substantiating all environmental marketing

claims, increased trust and support from consumers is a

real and possible outcome. of claims being constructed, such as requiring that the

product break down in no more than one year and not be

expected to be sent directly to a landfill.

“hose words have all but gone away in that the way that

the FTC did deal with degradable is basically such that

almost nothing’s going to be able to say it’s degradable,”

says Lawrence.

Jennifer Berry is the public and strategic

relations manager for Earth911. Contact her

at [email protected].

ABOUT EARTH911Host of the nation’s largest and most accurate recycling directory, Earth911.com is a partner with IBWA to promote plastic bottle recycling. As a national recycling authority, Earth911 specializes in supporting companies’ proper disposal initiatives, offering On-Product Solutions and Recyclability Reporting through its National Recycling Program. If your company is looking to verify and support your recyclability claims or is interested in other offerings, contact Earth911 at 1.888.987.7329.

DEC 2010/JAN 2011 H]X 15

IBW

A L

CI T

OO

L

RESIN

MARKET

Raw MaterialsRaw Materials

PackagingManufacturing

PackagingManufacturing

BottlingBottlingConsumer

UseConsumer

Use

Waste/CO2

EquivalentWaste/CO2

EquivalentRecycle/ReuseRecycle/Reuse

TransportationTransportation

ENERGY

But what six things should members

know before they set out on the

overwhelming task of calculating their

business’ environmental footprint?

1. LCI is a Part of an LCA An LCI is just one of four steps

involved in conducting a Life Cycle

Assessment (LCA) of a product.

An LCA (also called “cradle-to-grave

analysis”) quantifies and evaluates the

impact of a product beginning with the

extraction of raw materials and ending

with the product’s end-of-life disposal.

and immediately see the results. he

three separate spreadsheets provide

data fields for small pack, home and

office delivery (HOD), and combined

bottled water businesses. In addition,

a frequently asked questions (FAQs)

document provides guidance on how to

use the LCI tools and interpret the data.

IBWA’s LCI tool is simple to use and

outcomes will help members make

other business decisions—such as

assessing ways to reduce waste, energy,

and greenhouse gas emissions.

Although the term “environmental

footprint” quickly became a household

term, the task of calculating it is

daunting for most businesses. With

that in mind, IBWA developed a Life

Cycle Inventory (LCI) Toolkit to help

members calculate the environmental

impact of their bottled water products.

he toolkit includes an LCI report,

slide presentation, executive summary,

and three LCI tools, all in the form of

a pre-programmed spreadsheet that

allows you to add your business data

IBWA’s Life Cycle Inventory Tool:

Six Things You Need to Know By Jill Culora and Tamika Sims

Bottled Water Life Cycle

Illus

tratio

n by

Mat

t Sw

eitz

er


CASE STUDY

Q & A WITH BLACKHAWK MOLDING CO., INCBottled Water Reporter spoke with Jeff Davis, director of operations at Blackhawk Molding Co., Inc., about his experience using IBWA’s Life Cycle Inventory (LCI) tool.

How user-friendly was the tool, and why?

We found the software very easy to use. It required only a few data entry steps to clearly document our current closure and compare it to our two new closures.

What surprised you most about your results?

The significant impact changes to the closure could have on the entire HOD packaging LCI. HOD bottlers using our current SafeGard closure, or similar style closure, can realize a significant reduction in resin required to produce the closure, reduce their global warming potential, reduce their solid waste, and even reduce their overall energy requirements by going to our SafeGard Plus or U5 closure.

How do you plan to use the LCI results information?

Blackhawk has used the information to develop an internal marketing summary sheet detailing the LCI benefits from using our SafeGard Plus and/or our U5 closure to assist our sales staff in communicating those LCI advantages to our current customer base and to potential new customers.

What advice do you have for IBWA members who have not tried

the LCI tool?

It truly is easy to run LCI “What Ifs” scenarios and see the impact of seemingly minimal changes. I think all first-time users will be amazed at how easy the spreadsheets are to use and how easy it is to quantify proposed/actual changes/improvements to their HOD package/system.

Step 2. Make a map of the supply

chain. Take into account all the possible

inputs for the product—from raw

material to the factory gate to the

store shelf.

Step 3. Collect and enter the data.

Assemble and input the data required

for every stage in the process. he range

of data necessary will differ depending

on your bottled water source and

treatment practices, energy efficiencies,

and packaging complexities. Remember:

Missing data will result in inaccurate

calculations.

3. Reading the ResultsAfter entering your data into the

spreadsheet tool, the model will

calculate values and output information

in easy-to-read graphs. Results show

the following information:

total energy (millions of BTUs)

net energy (millions of BTUs)

global warming potential

(lbs CO2 equivalents)

net global warming potential

(lbs CO2 equivalents)

solid waste (lbs)

net solid waste (lbs).

4. Analyzing Improvement ScenariosWith the result graphs in view, adjust

the numbers in the various input

fields to immediately see how different

data affects the results. For example,

reducing the values in the plastic film

and corrugated field, you will easily

see the shift in energy and solid waste

displayed in the graphs. By practicing

with this tool, you’ll quickly learn what

production factors contribute the most

to energy, waste, and emissions. he

tool allows you to see the following:

which activities and processes have

the most impact on the environment

where you can realize “quick wins”

with minimal cost implications

2. Using the LCI ToolsIBWA’s LCI tools are straightforward

and simple, and users are easily able

to address each of the steps needed to

input a company’s sample data.

Step 1. Analyze internal product

data. Identify the raw materials and

packaging involved in production.

his step includes storage,

transportation, and any waste produced

during production.

he LCI phase (ISO 14041) collects

and calculates inputs and outputs across

an entire supply chain, factoring in

materials and energy used in product

production (such as a bottle of water).

It’s like a balance sheet measuring

energy and materials in and outputs

(such as emissions and solid waste).

he other three phases in an LCA

include (1) Goal Definition (ISO

14040), (2) Impact Assessment

(ISO 14042), and (3) Improvement

Interpretation (ISO 14043).

With practice, IBWA’s LCI tool will help you learn what production factors contribute the most to energy, waste, and emissions.

DEC 2010/JAN 2011 H]X 17

IBW

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CASE STUDY

Q & A WITH NESTLÉ WATERS NORTH AMERICABottled Water Reporter spoke with Kevin Mathews, director of health and environmental affairs at Nestlé Waters North America, about his experience using IBWA’s LCI tool.

How user-friendly was the tool, and why?

Very user friendly. The tool allows bottlers to directly input data from their product mix and operations into a simple spreadsheet. Results are then automatically calculated in the program and graphed for visual aid of results. This is much simpler and certainly more cost effective than using an outside LCA firm that will take much more time and cost more to execute.

What surprised you the most about your results?

We have already done an LCA on our products through an LCA provider. I was not surprised by the results because they were already known. What was surprising is that IBWA created a tool that is user friendly for the industry at a low cost with great value that we were able to validate through our own internal LCA work.

How do you plan to use the LCI results information?

We use LCA information in a number of ways. In communication—both internally and externally—[we use the data] to speak to the merits of bottled water or to compare our operations against each other for continuous improvement. One key point is that the IBWA LCI is an internal data gathering and comparison program that is an excellent tool for continuous improvement in your operations, but it can’t be used for external communication unless an additional step is taken to contract with an independent LCA contractor who can verify the results of the LCI for external use.

What advice do you have for IBWA members who have not tried the

LCI tool?

It is imperative that IBWA bottlers do an LCI (or ever better an LCA) to assess their environmental footprint. As we have seen, bottled water has been under attack from environmentalists as unsustainable or bad for the environment. This LCI, and overtly an LCA, allows us to portray our products as the most environmentally sustainable beverage product. Communication of this externally is a huge win for bottle water industry.

Global warming potential (HOD).

Transportation and plant related

emissions account for nearly 80 percent

of the global warming potential in

an HOD business (transportation

is 50 percent, and plant emissions is

30 percent). Potential ways to reduce

this figure include using energy-saving

equipment and delivery vehicles (such

as hybrid trucks).

(nearly 50 percent). Potential ways to

reduce solid waste at the plant include

using more energy efficient machines

and delivery trucks.

Energy consumption (HOD).

Delivery and back hauling account

for almost half the energy used to

produce HOD bottled water, while

only 25 percent is spent making the

HOD bottles. Potential ways to reduce

energy consumption include reducing

the number of deliveries or using more

efficient delivery routing.

where you can make the best invest-

ment decisions.

5. Identifying Major Contributors for Solid Waste, Energy Consumption, and Global Warming PotentialBefore using IBWA’s LCI tool, you

should be aware of the following

contributors to solid waste, energy

consumption, and global warming—and

the potential ways to reduce their impact.

Solid waste (small pack). As much

as 70 percent of solid waste from

small pack represents the disposal of

post-consumer containers, caps, and

packaging. Potential ways to reduce

solid waste includes lightweighting

(the bottled water industry saved 445

million pounds of PET plastic by

lightweighting in 2008) and recycling

production materials: paper corrugated

and metals. Consumers should also be

encouraged to recycle.

Energy consumption (small pack).

As much as 50 percent of energy

consumption is spent producing PET

bottles. Plant energy accounts for 20

percent and transportation accounts

for up to 12 percent. Potential ways to

reduce energy consumption include

using rPET and lightweighting.

A National Association for PET

Container Resources (NAPCOR)

study found using rPET can reduce

energy consumption by 84 percent.

Global warming potential (small

pack). More than half the global

warming potential of small pack

development is associated with

the production and transportation

of bottled water containers and

packaging. Potential ways to reduce

this figure includes using energy-saving

equipment and delivery vehicles (such as

hybrid trucks).

Solid waste (HOD). he bulk of

the solid waste associated with HOD

production comes from fuel waste


IBWA’s LCI tool can also provide hard data for industry stakeholders and bottled water customers to use when rebutting anti-bottled water claims.

IBWA’s toolkit does come with an

important caveat: Before publicly

sharing the results generated from your

LCI, it’s highly recommended that

outside independent verification be

conducted by a reputable third party.

IBWA members—as well as industry

spokespeople—should also comply

with federal guidelines on making

environmental claims. (For more

information, read the Federal Trade

Commission’s “Guides for the Use of

Environmental Marketing Claims”:

http://www.ftc.gov/bcp/grnrule/

guides980427.htm.)

6. Establishing Next StepsIBWA developed the LCI tool because

the association wanted to help its

members become more eco-aware, with

the overall aim of helping to reduce the

industry’s environmental footprint. he

tool has the potential to greatly assist

IBWA members with benchmarking

data, impact assessments, and learning

about LCAs.

he tool can also provide hard data

for industry stakeholders and bottled

water customers to use when rebutting

anti-bottled water claims. However,

Jill Culora is a business journalist who

regularly contributes to Bottled Water

Reporter; [email protected].

Tamika Sims, Ph.D., is IBWA’s director of

science and research and staff liaison to the

association’s Environmental Sustainability

Committee; [email protected].

World Class, Worldwide

®

®

DEC 2010/JAN 2011 H]X 19

E-W

AS

TE

manufacturers, retailers, and mobile

service providers to foster and promote

opportunities for consumers to donate

or recycle their electronics. he EPA’s

Plug-In to eCycling program promotes

the safe recycling of electronics to

manage toxic substances (such as

mercury and lead). he program also

conserves our natural resources by

recovering materials from old and used

electronics that can be used to make

new products.

In 2009, the Plug-In To eCycling

program challenged electronics retailers

and television manufacturers to

household lexicons. In fact, the U.S.

Environmental Protection Agency

(EPA) estimates that 65.7 million

computers became obsolete in 2007

alone. We go through millions of

units of cell phones, computers,

and televisions each year—and the

statistics show that the number of

new products we buy—and the

number of old products we discard—

is steadily increasing.

To help with the end-of-life

management of those products,

the EPA developed partnerships

with leading consumer electronics

We love our electronic devices.

hey help us communicate, garner

information, and entertain ourselves

with speedy efficiency—but as soon as

there’s a technology upgrade, we are

quick to toss aside our beloved hi-tech

gadget for the next great electronic

device. So, what should we do with the

old technology? he best advice: Don’t

throw technology away.

E-waste—the discarded, surplus,

obsolete, or broken, electronic devices

you no longer need but can be reused or

recycled into new product—is quickly

becoming part of our business and

Don’t Throw Technology AwayNu}"zu"vxuvkxr’"joyvuyk"ul"’u{x"iusvgt’Ùy"k3}gyzk4

By Shayron Barnes-Selby


Recycling Electronics: More Complicated Than You Might ThinkConsumers are well aware that

materials such as polycarbonate

plastic containers, aluminum cans,

or newspapers can be recycled and

made into other products. Recycling

electronic components—such as a

computer—is more complex.

By using a process called fire assay,

unusable circuit boards are ground into

a powder and separated into fiberglass,

metals, and precious metals. he

small plastic components found inside

computers are usually made from high

density polyethylene (HDPE). he

HDPE makes it easier to remove those

small plastic parts that are ground and

processed. Recyclers must be cautious

and not mix other materials (such as

metals or different resins) with the

ground HDPE plastic. he small metal

parts, the clips, and the screws are

sorted and separated into ferrous and

nonferrous metals and sold as scrap.

Recycling a standard cathode ray

tube (CRT) monitor introduces

other concerns. A CRT contains

approximately 40 percent of its weight

in lead (about 4-8 pounds). If the

monitor is just tossed into the trash

and the lead is not properly extracted,

the CRT becomes hazardous waste.

For proper recycling, the funnel of the

CRT in the monitor is separated from

the front panel glass. he tube is then

crushed and the lead glass and metal

are separated. he glass is screened and

inspected for contaminants. he glass

may be used in other applications and

the metal is typically sold as scrap.

Handling E-waste at DS WatersWhile proper disposal of e-waste is the

right thing to do, it also eliminates your

company’s liability related to improper

disposal of hazardous materials. DS

Waters started e-waste recycling on

realized the need to provide consumers

with programs and opportunities to

recycle their electronic devices. Today,

some manufacturers of televisions and

computers offer “take back programs”

or support local electronic recycling

events. In addition, some states have

passed legislation to require electronics

recycling—and more states anticipate

passing similar legislation.

increase the collection and responsible

recycling of used TVs as consumers

replaced their analog TVs with digital

flat-screens. he goal was to stimulate

innovation and partnerships to increase

TV recycling in 2009 and beyond. (For

more info, visit www.epa.gov/epawaste/

partnerships/plugin/index.htm.)

hus, manufacturers, retailers, and

state and local governments have

idexx.com/bottledwateribwa

IDEXX Water MicrobiologyProtecting the quality and reputation of your bottled water

Breakthrough testing technologies

Streamlined work flow

Proven methods

E. coli

Pseudomonas aeruginosa

Tests for key

water-quality indicators:

TM marks are owned by IDEXX Laboratories, Inc.

DEC 2010/JAN 2011 H]X 21

EARTH911’S RECYCLING PREPARATION TIPSOnce your company decides to participate in an e-waste program, it’s important to select a recycler operating under strict environmental controls and high worker-safety protections. Here are a few general questions to ask:

Is the recycler certified (such as an ISO 14001 environmental management certification), and does it follow a set of industry-recognized guidelines?

Does the recycler actually recycle most of the e-waste materials collected? It is best if the company can recycle 90 percent or more of the materials.

Does the recycler have written procedures for removing and disposing of mercury lamps in electronic products? Many manufacturer and government-sponsored programs have extensive online information detailing the way in which recycling is handled.

Recently, the issue of exporting electronics overseas has become both an environmental and a health concern. The Basel Action Network (BAN), an organization focused on “confronting the global environmental injustice and economic inefficiency of toxic trade (toxic wastes, products and technologies) and its devastating impacts,” and the Electronics TakeBack Campaign have qualified a group of electronics recyclers known as e-Stewards that have met criteria for globally responsible recycling. A list of e-Stewards can be found at www.e-stewards.org.

In addition to choosing a recycler, it is also important to prepare your e-waste for recycling. For computer recycling, one important concern is to erase all data from the computer before sending it off for recycling.

In fact, many recycling firms will scrub the hard drive and certify that all data has been erased. Before sending your computer to a recycler, check to verify that this option is available.

Source: www.Earth911.com

to the equipment’s serial number, so all

electronics are properly disposed of and

can be removed from the company’s list

of assets.

When to Pursue an E-waste ProgramCompanies should rely on their

technology professionals to determine

the proper recycle time for e-waste.

Sure, everyone wants the latest,

greatest, fastest computer or device, but

companies need to work with their IT

personnel and understand what the

real difference is between the current

equipment and that new device. Any

employee can easily be drawn to the

flashing neon sign over the new system

saver to Atlanta or stored with other

electronic items gathered from nearby

front line locations until we have

accumulated enough e-waste items to

comprise at least one pallet for shipping

to the recycler. By shipping full pallets,

we can offset the pickup/shipping fees.

A real benefit of the e-waste program

for DS Waters is better visibility of

the asset management related to the

disposal of technology equipment. Far

too many times technology equipment

is just tossed out, which leaves the asset

recorded on the company’s books—and

we become “asset heavy.” he detailed

tracking required by electronic recycling

programs identifies the e-waste down

a small scale in August 2005, and, to

date, we have retired more than 3,000

electronic items.

All e-waste recycling is coordinated

through our IT Department at support

quarters in Atlanta. Having a central

location that monitors our e-waste

program ensures comprehensive

tracking of returned technology

items, regulatory compliance, and fee

management.

We encourage all of our associates to

participate in this practice and have

partnered with ViaTek Solutions, one

of the top 20 U.S. electronic recyclers,

to educate our IT team on e-waste

management and the proper pickup/

disposal of all electronic equipment.

Currently, ViaTek is one of only four

authorized and licensed e-Steward

companies in the state of Georgia. An

e-Steward company is one that adheres

to the strict environmental and social

standards established by the Basel

Action Network (BAN), which is

the watchdog for ethical recycling and

certifies recyclers in the United States as

e-Stewards. (See sidebar at right.)

Here’s how our relationship with

ViaTek works: DS Waters’ associates

gather all e-waste items together, and,

once we have 30+ items, we place an

order for pickup. When the items are

collected, we get a receipt verifying the

type of equipment and the quantity.

After the items arrive at the recycling

center, their value is determined. Items

that have a dollar value are “purchased”

from DS Waters, and items that have

a fee associated with the pickup are

“charged” against our account. For

example, we may pay for a CRT

monitor that needs to be picked up or

get a credit for a PC that—although

still works—is too old/slow to use or

support our network environment.

For DS Waters locations in remote

areas, ViaTek charges pickup/shipping

fees; thus, small items are sent express

E-W

AS

TE


But don’t wait too long to gather

e-waste that needs to be recycled.

If the e-waste is efficiently gathered

while it’s still in working order, those

devices have value and possible actual

use. Electronics that have become

obsolete due to an inability to handle

an increased workload may still be

perfectly good for someone with a

smaller workload demand. A smaller

organization or even a third-world

country could actually put those

electronics to use in a less demanding

work environment.

boasting how fast or cool it may be,

when the current system is just as fast.

For example, an employee using a

computer to read emails, review

average size spreadsheets, type

documents, or surf the Internet will

not see any major difference between

a dual core processer and a quad core

processer. New software and a little

more RAM would avoid the system

replacement. Companies need to be

aware that sometimes an ineffective

device may just need a tweak—and

not be entirely replaced by the next

generation electronic.

A real benefit of the e-waste program for DS Waters is better visibility of the asset management related to the disposal of technology equipment.

Shayron Barnes-Selby is vice

president public affairs at DS Waters

and serves IBWA as IBWA PAC

treasurer and co-chair of the

Government Relations Committee.

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IBWA would like to thank all of its

members for their continued support

of the bottled water industry.

We greatly appreciate those who volunteer their time,

expense and expertise for committee work, board leadership

and other valuable participation in IBWA activities and

programs. Many of you also volunteer your time to mentor

others in the industry and serve as a shining example of the

camaraderie our industry has and the powerful results that

occur when people take time to help others.

Without you, IBWA could not continue to protect the interests of our industry.


By Sarah Lashford, former IBWA Director of Government Relations

which is up from 15 the previous

year. And in 19 states, a chamber

flipped from Democratic control to

Republican majority. Such significant

changes across the country signal a

more pro-business agenda at both the

state and federal levels.

How You Can HelpWith new legislators headed to

Washington, D.C., and the state

capitols, IBWA members have a

tremendous opportunity for outreach.

As it currently stands, at least 69

new members of Congress are

headed to Capitol Hill in January

2011. Changes in D.C.—coupled

with new governors and legislators in

At the state level, the change in the

political landscape was even more

dramatic. Republicans dominated the

race for governorships, claiming 29.

(Democrats hold 20 governorships

and one is held by an Independent.)

he change in power is a drastic

change from the near balance before

the elections (where Democrats held

26 governorships and Republicans

had 24).

In the state capitals, Republicans

now control 55 state chambers, while

Democrats control 40 with three

houses evenly divided (Oregon’s House

and Senate and Alaska’s Senate).

In 26 states, Republicans now hold

majorities in both legislative chambers,

A GOP tidal wave swept over

the nation on November 2, 2010,

after voters cast their ballots for the

midterm U.S. elections. At the federal

level, Congress will have significant

personnel changes in both the House

of Representatives and the Senate.

Republicans gained control of the

House by a significant margin, the

largest gain by any major party since

1948. he House will now hold 240

Republicans, and 189 Democrats with

six races too close to call as this goes to

print. Although the Senate remains in

the Democrats’ control, it does so with

a significantly less margin. In 2011, the

Senate will consist of 53 Democrats

and 47 Republicans.

2010 MIDTERM ELECTIONS:

A REPUBLICAN AFFAIR

KeyDemocrat Win

Republican Win

Independent Win

No Election

2010 U.S. Governor Races

DEC 2010/JAN 2011 H]X 25

GOVERNMENT RELATIONS

our industry and your business by

participating in activities that will build

long-lasting relationships with your

elected officials.

IBWA staff will continue to work

closely with the Government Relations

Committee and other members to

reach out to the new legislators as they

arrive in Washington, D.C., and in the

states. Your support and participation

is paramount to the success of that

outreach. For additional information

on how to get involved in IBWA’s

outreach efforts at the state and federal

levels, please contact Dan Felton,

IBWA’s vice president of government

relations: 703.647.4618 or dfelton@

bottledwater.org.

to keep government in service, to the

charitable donations and support you

supply to your communities and your

continued environmental efforts, those

positive messages need to be shared

with your local politicians.

In 2011, IBWA hopes that you

will take advantage of this unique

opportunity to educate an onslaught

of new legislators—and build and

maintain relationships with them. For

the continued health and vitality of

the bottled water industry, it’s critical

that you become involved. IBWA is

here to assist you in developing those

relationships, but you have to make

the first step to commit to defending

the states—present IBWA with the

tremendous opportunity to educate

new legislators about the bottled water

industry and our legislative issues

and concerns.

More than ever, it’s important for

members to reach out to their elected

officials—whether at the federal or

state level—to build and solidify

relationships. Your involvement will

help to ensure that this new group of

legislators learns the facts about the

bottled water industry—from the

bottled water industry.

To accomplish that outreach,

it takes a commitment to become

involved. IBWA urges you to make

that commitment today and to get

your peers to do the same. Whether

you arrange a plant tour, meet directly

with your elected officials, or write a

congratulatory letter and send your

legislator information about your

company located in their district,

these efforts will pay dividends to

you in future public policy debates

and will help you build a stronger

business today.

Let Legislators Hear Your Story

he bottled water industry has a

great story to tell elected officials. From

the jobs you provide for constituents

in their districts and the taxes you pay

MORE THAN EVER, IT’S IMPORTANT FOR MEMBERS TO REACH OUT TO THEIR NEWLY ELECTED OFFICIALS—WHETHER AT THE FEDERAL OR STATE LEVEL—TO BUILD AND SOLIDIFY RELATIONSHIPS.

WHY A PAC?IBWA formed the International

Bottled Water Association

Political Action Committee

(IBWA PAC) to raise campaign

contributions for candidates for

Congress. The PAC provides

IBWA and its members a

powerful tool to help build

vital bottled water industry

relationships and educate

legislators about its interest

in issues such as food safety,

BPA, taxes, water infrastructure,

FDA funding, and others.

Who Can Participate?Under federal law, IBWA may

regularly solicit contributions

only from its own restricted

class, non-corporate IBWA

members (i.e., individuals,

proprietorships, and

partnerships), and the restricted

class of IBWA corporate

members who have given IBWA

an Authorization to Solicit.

IBWA member companies may

grant only one trade association

the authority to solicit PAC

contributions each year. Under

the law, the amounts that may

be contributed to and by the

IBWA PAC are limited, and

steps must be taken to ensure

that employee contributions

to the IBWA PAC are strictly

voluntary and without coercion.

Cash contributions over $100

cannot be accepted, and

contributions to the IBWA PAC

are not deductible for federal

income tax purposes.

For More InformationDan Felton

Assistant Treasurer

IBWA Political Action Committee

1700 Diagonal Road, Suite 650

Alexandria, VA 22314

703.647.4618

[email protected]


“unsustainable” claims are intended to

paint bottled water companies with a

broad, negative brush. It’s as if bottled

water critics believe that just uttering

the word “unsustainable” is enough to

dismiss one of the oldest continuously

operating industries in America.

Of course, our critics are wrong.

Below, we take a closer look at various

false claims about bottled water’s

“unsustainability” and provide rebuttals

that undermine our critics’ flippant

condemnation of a safe, healthy,

convenient food product.

The CriticismsA Google search of “bottled water”

and “unsustainable” for 2010 revealed a

range of criticism:

“But the United Nations. . .

emphasized that bottled water was

not sustainable.” (New York Times)

“here are indeed good reasons to

see global marketing of spring water

as environmentally unsustainable.”

(Vassar College blog)

“Most people who know about

environmental issues know that

bottled water is unsustainable

on many levels. Changing the

way the bottle is made is not a

sustainable answer to bottled water.”

(EcoLocalizer.com)

“he amount of oil it takes to haul

bottled water from wells to bottling

facilities to distribution centers to

stores is unsustainable.” (Earth Week)

“Purchasing bottled water is

decidedly unnecessary and

unsustainable. he environmental

cost would remain large even if

every bottle were diligently recycled.”

(Down to Earth blog)

The RebuttalsLet’s start with the water itself. A

Drinking Water Research Foundation

(DWRF) study found that bottled

water amounts to only 2/100 of one

percent of all groundwater water

are removing water from aquifers at a

rate that cannot be replenished, that

supplies of oil by-products (from

which plastic is derived) are being

depleted by bottled water producers,

and shipping costs are excessive. hose

A baffling, never-quite-explained

criticism of bottled water is that it is

“unsustainable.” While this accusation

by bottled water critics is rarely fully

illustrated, the term unsustainable

infers that bottled water companies

BOTTLED WATER IS VERY SUSTAINABLE

By Tom Lauria, IBWA Vice President of Communications

COMMUNICATIONS

DEC 2010/JAN 2011 H]X 27

ONE HAS TO WONDER WHY BOTTLED WATER CRITICS ARE CHARGING AFTER ONE OF THE MOST DEMONSTRABLY SUSTAINABLE SOURCES OF HYDRATION AND REFRESHMENT IN OUR COUNTRY’S HISTORY.

through more extensive advocacy of

recycling programs nationwide by the

bottled water industry.

Looking at energy consumption,

according to the IBWA LCI, the

process and transportation energy use

for the bottled water industry was 0.07

percent of total U.S. primary energy

consumption in 2007. hat is less than

1/10th of one percent.

Another important way to measure

bottled water’s environmental impact

is to look at greenhouse gas (or CO2)

emissions. he LCI study conducted

for IBWA found that the small pack

and HOD bottled water industries

combined emit 6.8 million tons of CO2

per year, which is equivalent to only

0.08 percent of total United States

emissions.

With all the facts at hand, we can

see that every aspect of bottled water

production and distribution can

and will satisfy the needs of thirsty

consumers indefinitely.

In fact, let’s say it loud and clear:

Bottled water is very sustainable.

of any packaged beverage. Clearly,

the lightweighting of the plastic PET

bottles is lessening the load on landfills.

In 2010, a Life Cycle Inventory

(LCI) study was conducted by Franklin

Associates for IBWA to measure the

bottled water industry’s environmental

impact. he LCI report noted that

the total weight of materials used

for bottled water containers in 2007

was 1.64 million tons. After recycling

rates are calculated, the net amount

of bottled water materials disposed of

in landfills was just 1.08 million tons.

At 1.08 million tons, bottled water

container discards account for just

0.64 percent of the 169 million tons

of total U.S. municipal solid waste

discards in 2007.

In bale studies conducted annually

by the National Association for PET

Container Recycling (NAPCOR),

empty bottled water containers were

shown to be the single-most recycled

item in single stream curbside recycling

programs, at 30.9 percent in 2008.

Just one year before, the bottled water

container recycling rate was 23.4

percent. hat’s a remarkable 32 percent

improvement in a single year.

While the recycling rates are still

too low, it illustrates that on-going

progress is being made to reduce the

environmental impact of bottled water

1872 and earlier, one has to wonder

why bottled water critics are charging

after one of the most demonstrably

sustainable sources of hydration and

refreshment in our country’s history.

Bottled water’s solid waste impact

is another source of activist criticism.

As the U.S. Environmental Protection

Agency (EPA) points out, bottled

water containers make up only 1/3 of

one percent of the U.S. waste stream.

he bottled water industry is working

diligently to decrease that small

percentage even further. During the

past eight years, the weight and density

of plastic bottles has been decreased

by more than 32 percent, with future

plastic lightweighting likely. Single-serve

bottles are increasingly being made with

recycled PET, giving bottled water one

of the smallest environmental footprints

withdrawals. Within the Earth’s

hydrologic cycle, groundwater is

subject to a recharge rate from melting

snow and rain. With care and good

stewardship, groundwater can and

will refresh all future generations with

nature’s finest resource.

Looking at the groundwater segment

of the industry, activists ignore the

historical foundation of bottled water.

With some viable groundwater sources

sustaining continuous and viable

commercial output dating back to


By Tamika Sims, IBWA Director of Research

he organizations got to the 28

percent calculation by dividing the

number of U.S. bottles collected and

sold for recycling (1, 444 million

pounds) by the number of U.S. bottles

available for recycling (5,149 million

pounds). When compared to recycling

rates from 10 years ago, the increased

PET recycling rate for 2009 shows a

4 percent increase.

NAPCOR and APR obtained

data for their report through surveys

conducted by HDR Inc. and Moore

Recycling Associates, combined with

data generated internally by NAPCOR,

PETRA, and IBWA. Reports for

previous years, including 2009, and

In their 2009 report “Postconsumer

PET Retainer Recycling Activity,”

NAPCOR and the Association of

Postconsumer Plastic Recyclers

(APR) announced that the 2009

gross recycling rate for all PET bottles

reached 28 percent—one percent

higher than 2008’s rate. (More recently,

NAPCOR published two new studies

for IBWA—“2009 Post Consumer

PET Bottle Bale Composition Analysis”

and “2009 Report on PET Water

Bottle Recycling”—and, according to

data from those studies, the national

recycling rate for PET plastic bottled

water containers reached 31 percent

for 2009.)

According to the PET Resin

Association (PETRA), polyethylene

terephthalate (PET) “is the world’s

packaging choice for many foods

and beverages because it is hygienic,

lightweight, shatterproof, and retains

freshness.” PET packaging is also clear,

strong, safe, sustainable, versatile, and

convenient—which makes it a favorite

packaging material with the food and

beverage industry and consumers.

Since 1977, PET bottles have been

recyclable. Today, the material is the

most-recycled plastic in the United

States, according to the National

Association for PET Container

Resources (NAPCOR) and PETRA.

PET RECYCLING RATE INCREASES FOR SIXTH YEAR

DEC 2010/JAN 2011 H]X 29

TECHNICAL UPDATE

PET PACKAGING IS CLEAR, STRONG, SAFE, SUSTAINABLE, VERSATILE, AND CONVENIENT—WHICH MAKES IT A FAVORITE PACKAGING MATERIAL WITH THE FOOD AND BEVERAGE INDUSTRY AND CONSUMERS.

of more than 200 million pounds in

reclamation capacity.

While the U.S. economy negatively

impacted particular reclaimers (e.g.,

strapping and carpet industries), those

losses were compensated for by the

packaging sector’s demand for rPET.

NAPCOR/APR note that the lack

of available rPET drove additional

investments in both reclamation and

conversion technologies by companies

that did not secure stable sources of

rPET supply; this trend will likely

continue through 2010.

PET’s Future EffectPET’s ability to be recycled into

food containers, beverage packaging,

personal care products, carpet, clothing,

construction materials, industrial

strapping, and various other products

ensures the popularity of this plastic.

Because consumers continue to increase

their recycling of PET bottles, we can

expect their recycling habits to increase,

continued use of PET products, and

growth in available rPET.

(not including bottles imported into

the United States). hus, the PET

utilization rate for 2009 is 20.9

percent: NAPCOR and APR explain

that rate as “the sum of clean flake

produced by U.S. reclaimers, plus

the equivalent amount of clean flake

expected to be produced from exported

bottles, taken as portion of total U.S.

bottles available for recycling (5, 149

million pounds).”

NAPCOR and APR also noted an

average 44 percent content increase of

rPET in food and beverage bottles, and

a 22 percent content increase overall

in rPET use in packaging applications.

hat increase offsets a decrease in the

use of rPET for the strapping and

carpet industries.

Market OutlookPET lightweighting and reduced

sales created negative market growth

in 2008, which continued into 2009.

However, businesses embracing

sustainable practices and the public’s

environmental concern restored

recycling awareness. As a result, the

creation of more container recycling

collection opportunities occurred—

residential and away-from-home.

In 2009, reclamation capacity also

increased due to numerous new PET

plant establishments and expansions

(even with various plant closures).

Overall, NAPCOR/APR report that

the year ended with a net increase

he amount of rPET produced

by U.S. reclaimers from U.S. bottles

in 2009 was 477 million pounds,

which is unchanged from 2008. From

exported U.S. bottles, the production

of 601 million pounds of clean flake

equivalent was expected. Together,

those values total 1,078 million

pounds of clean flake from U.S. bottles

additional information on PET bottle

recycling can be found at www.napcor.

com or www.bottledwater.org.

Data Breakdownhe data in “Postconsumer PET

Retainer Recycling Activity” shows

that, of the 1.444 billion pounds of

post-consumer PET bottles collected

for recycling and sold in the United

States in 2009, more than 50 percent

were purchased by export markets, 44

percent of the bottles were purchased

by U.S reclaimers, and the remainder

was the PET component of mixed

bales exported.

his is the sixth year in a row that the

post-consumer PET bottle recycling

rate has increased. hat increase can be

attributed to multiple factors, including

the following:

a decrease in the number of U.S

bottles available for recycling

a 16.3 million pounds increase in

California collections

more than 46 new collection

programs, six major program

expansions, and 52 program

expansions / conversions to single-

stream recycling affecting more than

3.7 million households (according to

Resource Recycling magazine)

additional new commercial

recovery efforts.

rPET Markethe demand for recycled PET

(rPET) for food grade packaging

applications also increased significantly

in 2009. he NAPCOR/APR report

highlighted that the use of rPET in

food, beverage, and non-food PET

containers increased 37 percent in

2009 from 2008. he report goes on

to say that the “strong interest in PET

seems likely to contribute to future

industry growth as pressure continues

for environmentally sound packaging,

the economy recovers, and consumer

spending increases.”

CPO QUIZ

IBWA 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 Dimeko Shaw, 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!

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Check your selection for each question


1| _____ of PET bottles were collected for recycling in 2009.

O Less than 1 million pounds

O More than 1 billion pounds

O Forty-four percent

O Thirty-one percent

2| Which of the following is a common method used to control taste and odor from organics, microorganisms, or chlorine in source waters?

O Aeration

O Activated carbon

O Both aeration and activated carbon

O None of the above

3| Which of the following organizations represents the PET recycling business?

O APR

O IBWA

O PETRA

O NAPCOR

4| _________ is defined as water from a subsurface saturated zone that is under a pressure equal or greater that atmospheric pressure?

O Ground water

O Mineral water

O Natural water

O Purified water

5| It has been shown that an adult with a normal diet consisting of ______kg of commercial/processed foods and beverages consumes 0.0015 milligram BPA per kg body weight and day.

O 1 kg

O 2 kg

O 3 kg

O 4 kg

6| In the IBWA Bottled Water Code of Practice (also referred to as the “Model Code”), the IBWA SOQ for Chlordane is ______ ppm.

O 0.04 ppm

O 0.002 ppm

O 0.2 ppm

O 0.004 ppm

7| Bisphenol-A is removed through the human body through urine and is not accumulated in the body.

O True

O False

8| According to FDA’s CGMP regulations, representative samples of product water must be analyzed _________ by an approved laboratory.

O Annually

O Monthly

O Weekly

O Daily

9| The Hazard Analysis and Critical Control Point (HACCP) system consists of how many principles?

O 5 principles

O 6 principles

O 7 principles

O 8 principles

10|Recycled PET (rPET) can be used to make _____.

O Carpets

O Beverage containers

O Clothing

O All of the above

NEW MEMBERS

DEC 2010/JAN 2011 H]X 31

ADVERTISERSADVERTISERS

AFFILIATE PROGRAM

MASHBURN ENTERPRISES, LLC4045 Sheridan Avenue #223 Miami Beach, FL 33140Telephone: 859.230.1771Primary Representative: Jamal Mashburn

THE VILLAGE WELL 7600 Roosevelt RoadForest Park, IL 60130Telephone: 708.697.5335Fax: 708.697.5339Primary Representative: Benjamin Daniel

INTERNATIONAL BOTTLER

PACIFIC WATER COMPANYPO Box 3440, Afolau, Mulifanua Apia, Samoa Telephone: 011.685.46300 Fax: 1.011.685.46488 Primary Representative: Salome Bale

BOTTLER

MOUNTAIN BROOK WATER100 Avenue CKentwood, LA 70444Telephone: 985.229.2490Fax: 985.229.2492 Website: www.mountainbrookwater.comPrimary Representative: Jason Chambers

ROCKY MOUNTAIN WATER COMPANY462 West 3600 SouthSalt Lake City, UT 84124 Telephone: 801.263.8888Fax: 801.263.9374 Website: www.rockymtnwater.comPrimary Representative: Clay Groesbeck

DISTRIBUTOR

WATERS-DORSEY DESIGNS21545 Clear Creek Road, Suite 2Bristol, VAv24202 Telephone: 276.669.6062 Website: www.www.waters- dorseydesigns.comPrimary Representative: Gary Waters

SUPPLIER

BARNUM MECHANICAL, INC.9244 Old State HWY, Ste. 113 New Castle, CA 95658 Telephone: 916.652.7223 Fax: 916.652.5147 Website: www.barnummech.com Primary Representative: Tom Barnum

VELOCITY EQUIPMENT, LLC/ VELOCITY H2O SOLUTIONS DIVISIONPO Box 7035 New Castle, PA 16107 Telephone: 800.521.1368 Fax: 724.658.5720 Website: www.velocityh2o.com Primary Representative: Nicki Remley

COMPANY WEBSITE PAGE

Allied Purchasing . . . . . . . . . . . . . . . . www.alliedpurchasing.com . . . . . . . . . . . 14

Blackhawk Molding Co., Inc . . . . . . . www.blackhawkmolding.com . . . . . .IFC, 14

Clover Company Limited . . . . . . . . . . www.clovercooler.com. . . . . . . . . . . . . . IBC

Edge Analytical . . . . . . . . . . . . . . . . . www.edgeanalytical.com . . . . . . . . . . . . . . 3

IDEXX . . . . . . . . . . . . . . . . . . . . . . . . www.idexx.com . . . . . . . . . . . . . . . . . . . . 20

Nevada Computer . . . . . . . . . . . . . . . www.nevadacomputer.com . . . . . . . . . . . 22

Polymer Solutions International . . . . . www.prostack.com . . . . . . . . . . . . . . . . . . 5

Sigma Home Products Co Ltd. . . . . . www.sigmahomeproducts.com . . . . . . . . 22

Tomlinson Industries . . . . . . . . . . . . . www.tomlinsonind.com . . . . . . . . . . . . . . 18

Water Quality Association . . . . . . . . . www.wqa.org . . . . . . . . . . . . . . . . . . . . . 13

CALENDAR 2010

DECEMBER 10, 2010IBWA Regional Plant TourDiamond Springs Water Company Charlotte, North CarolinaCalendar 2011

JANUARY 31-

FEBRUARY 3, 2011IBWA Winter Board of Directors and Committee MeetingsScottsdale Hilton Resort and VillasScottsdale, Arizona

"FEBRUARY 23-26, 2011Joint SEBWA & MABWA Convention and Trade ShowRenaissance Pere MarquetteNew Orleans, Louisiana

APRIL 2, 2011NEBWA Spring ConferenceMystic HiltonMystic, Connecticut

"APRIL 28-30, 2011SABWA Annual Meetingand Golf TournamentWyndham Virginia Crossings Hotel & Conference CenterGlen Allen, Virginia

MAY 11-14, 2011NWBWA AnnualConvention and Trade ShowRed Lion HotelSeattle, Washington

"JUNE 13-16, 2011IBWA June Board of Directors and Committee MeetingsPark HyattWashington, DC

"SEPTEMBER 26-30, 20112011 IBWA Convention and Tabletop Trade ShowHotel TBDLas Vegas, Nevada

CALENDAR 2011


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ALL ABOUT KEN

Ken got his first job at the age of 12, as a newspaper delivery boy in Columbus, Georgia.

Despite his relationship to cousin Ely Callaway, founder of Callaway Golf, Ken plays only three times a year and will not disclose his handicap.

Ken is a passionate water-skier and belongs to an “old men’s ski club.” Wearing a dry suite, he skis year-round in the Chattahoochee River and Georgia lakes.

“Our company’s story is really about the source, which has been in our family for more

than 80 years,” says Ken Callaway.

Callaway’s grandparents purchased the source and the surrounding land around 1930,

turning much of the contiguous real estate into the world-famous Callaway Gardens

attraction. he elder Callaways were ahead of their time, focusing on conservation and

man’s relationship to nature. hey always knew they had something special with the

deep blue water, which was confirmed by independent testing sponsored by President

Franklin D. Roosevelt, who sought out Georgia springs as a possible cure for his polio.

he Callaway water is filtered through Hollis quartzite into water so pure that it has

only 31 total dissolved solids (TDS) right out of the ground.

he bottled water company was founded in 2001 by Ken’s father, Cason Callaway, Jr.,

who continued the family’s commitment to conservation by becoming the first bottler

in the world to use biodegradable packaging. Ken left his career in specialty chemicals

in 2006 to join the company.

“I found that the biggest challenge of adapting to the bottled water industry was in

appreciating the challenges of compliance and hygiene, issues related to the nature of

producing a food-grade product,” he says. Fortunately, the Callaways found IBWA.

“he value of our IBWA membership has been in getting to know people who can be

helpful to our business: vendors, customers, even competitors,” says Callaway.

Callaway also cites the value of IBWA’s educational offerings on compliance and

technical issues; his sister, Phebe Robertson, is Callaway Blue’s chief compliance officer

and a Certified Plant Operator. “IBWA certification brings us instant credibility with

prospective customers,” Ken says.

Although Callaway Blue’s customers have not expressed a lot of concern over

bisphenol-A (BPA), Callaway turns to IBWA for assistance with public relations

efforts. He sees strength in numbers for combating some of the industry’s public-image

challenges: “I personally believe that the negative press bottled water has received can

best be addressed by the industry’s universal adoption of biodegradable packaging and

encouraging recycling,” he says.

A decade after its founding, Callaway Blue now has 20 employees and bottles about 5

million gallons per year. “Phebe and I are the fourth generation here,” says Ken. “We do

hope to maintain Callaway Blue as a family business through the next generation and

are working on strategies to preserve it.”

KEN CALLAWAY AND PHEBE ROBERTSONCALLAWAY BLUE SPRING WATERHAMILTON, GEORGIA

32.6: The percentage, in average gram weight, that the standard 16.9 ounce “single serve” bottled water container dropped by from 2000 to 2008. The average bottle weighs 12.7 grams.

1.3 BILLION: The pounds of plastic resin that have been saved by the bottled water industry through container light-weighting.

169 MILLION: Amount, in tons, of the total U.S. Municipal Solid Waste stream in 2007.

0.33: Percentage of the total U.S. waste stream that is made up of water bottles.

0.08: Percentage of the total United States greenhouse gas emissions that can be attributed to small pack and “water cooler”-sized bottles.

31.0: Percentage of plastic water bottles recycled in 2009 – the highest percentage for any plastic beverage container.

16.6: Percentage of plastic water bottles recycled in 2004.

Quick Facts about Bottled Water

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IBWA Bottled Water Reporter Dec 2010-Jan2011

Documents

Transcript of IBWA Bottled Water Reporter Dec 2010-Jan2011