Citizen Coke
The Making of Coca-Cola Capitalism
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Citizen Coke
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Narrated by:
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William Hughes
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By:
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Bartow J. Elmore
About this listen
Coke's insatiable thirst for resources shapes the company and reshapes the globe in this absorbing history.
Coca-Cola's success in building a global empire out of sugary water drew on more than a secret formula and brilliant advertising. The real secret to Coke's success was its strategy, from the beginning, to offload production costs and risks onto suppliers and franchisees. Outsourcing and a trim corporate profile enabled Coke to scale up production of a low-price beverage and realize huge profits.
But the costs shed by Coke have fallen on the public at large. Coke now uses an annual 79 billion gallons of water, an increasingly precious global resource, and its reliance on corn syrup has helped fuel our obesity crisis. Bartow J. Elmore explores Coke through its ingredients, showing how the company secured massive quantities of coca leaf, caffeine, sugar, and other inputs. Citizen Coke became a giant in a world of abundance; in a world of scarcity, it is a strain on resources and all who depend on them.
©2014, 2015 Bartow J. Elmore (P)2014 Blackstone Audio, Inc.Listeners also enjoyed...
Big money lobbying for "greater good".
It is just crazy upsetting how human beings can do this to them selfes.
Great book.
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It is distinct to other books on Coke, it is more than an unauthorised history, it is more than a collection of interviews - it looks past the drink, past the well known suppliers to the economics that underpin the drink. There is a lot of references to government in here and not a lot or any obvious attempt to provide any balance to the views of the book and no 'insider views'
According to a 2015 NY Times Review Citizen Coke began life as an Academic Paper and it shows, the narrative is peppered with quotes and references to government investigations which slow the narrative down. I would agree with the article that 'Almost every time there’s an opportunity for narrative sizzle, the book falls victim to a rigid structure and repetitiveness that more careful editing would have eliminated'. All of which is a shame.
The narration doesn't help, it could be far worse, but did leave me wondering could I continue with this book.
Leaving Me In Need of A Coke
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Would you recommend this audiobook to a friend? If so, why?
This book is definitely worth listening to/reading. It starts with a history of the invention (who would thought that the origins of Coke go back to France and Italy's?) and charters in general terms it's rise to power and domination on the market. Main part of the book follows the ingredients list on a Coke bottle and talks in turns about water, sugar, coke etc. It is an amazing and thrilling history of America seen through the the Cola's bottle (lame joke, I know). It touches many issues like the power of lobbying, agriculture, international affairs, competition, advertising, law and many more.What was one of the most memorable moments of Citizen Coke?
I learned about:the correlation between artificial sweeteners and midriff fat (I'm never having a Diet Coke again!!!);
Why we buy bottled water and we pay for it arm and leg;
Why there is no coke in the Coca Cola and why it doesn't matter;
That CC employs only seven thousand people around the world, everything else is outsourced and if it goes bust CC doesn't care and does not loose money;
CC actually makes only syrup. The rest is made by others.
What does William Hughes bring to the story that you wouldn’t experience if you had only read the book?
Unless you need to reference it for academic purposes, listening to it is simply more enjoyable and, let's be honest, more energy efficient.Was this a book you wanted to listen to all in one sitting?
Yes. And I did with only breakes for food, work and sleep.Any additional comments?
I will listen to it again. Wealth of knowledge if you want to argue the pros and cons of modern corporate culture and lobbying.I'll never drink a Diet Coke again!
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Interesting story about coke
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Doesn't really offer a solution, but does clearly outline the challenges that need to be faced sooner rather than later, and demonstrates that government interventions can fuel those problems, so any government intervention should be carefully thought through.
A well reasoned and balanced arguments
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Loved it - well worth a read
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Interesting
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Deep documentation in regards to captalist historical documentation HOWEVER not concise in regards to coca colas relationship to slave trade sugar manufacture/ racial bias! skim read this reality- so much more SHOULD have been said here. Regarding other aspects of Coca Colas consumption and waste, this book was expectional. a great listen. just wish the writers would have had more ownership of their presumptious white privilege and heritage
A great book, only some criticisms
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A triumph of corporate biography.
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Subjective review of coke
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