Citizen Coke

The Making of Coca-Cola Capitalism

By: Bartow J. Elmore

Narrated by: William Hughes

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.

A great book that share helpful insights

I enjoyed this audiobook in regards to relating it to my tiny small business. It provides many interesting insights. I also enjoyed listening to the evolution of the Coca- Cola brand, products, and distribution process. I recommend it. It took me some time to complete it and I listened to many parts multiple times.

This book is fascinating and important

If you enjoy educational texts and critics of capitalism, this book is for you! It's information dense but in a great way

Coca + Kola

A well-researched insight into The Coca Cola Company - its genesis and the evolution of its non-standard business model. It also draws attention to the underlying dynamics that must facilitate many FMCG food brands operating at global scale, i.e. the disproportional use of local public infrastructure, the backroom lobbying, the suck of the raw resource inputs and their by-product outputs, and the (stealth) impact on our collective physical health. Highly recommended for business, health and history buffs alike.

Bravo!

Really enjoyed this book. Seems like it’s important. A book that should be read by any economic history buff. Unveils the the good things Coca Cola has done over the years Yo become the world behemoth they are and also uncovers some not so savory business practices that they would rather forget about. Quite a few trivia nuggets related from this book that are fascinating and one in particular that was mind blowing to me.

insightful

showing the underbelly of how money distorts what should be for the sake of profits .

WOW! Knew but DIDN’T

So, being from ATL -big fan of Coke, & thought I knew WAY more than I did about the behemoth company. While a bit wordy at times SO much info of behind the scenes from the start to where they are in the 21st century. Definitely worth the listen

Good but flawed.

An intriguing history of one of the most recognized brands in the world. It clearly ties the availability of cheap sweeteners to the growing obesity problem and negative health outcomes associated with excess sugar intake. However, after explaining how government has assisted in the creation of this epidemic with farm subsidies that began under FDR, exclusive pricing deals between Coke and the US government during World War 2, among other government meddling, the author takes aim at proponents of limited government.

The conclusion does not follow the majority of the content that precedes it. Far from a critique of free markets, the book neatly illustrates the perils of overreaching government involvement in industry and its inevitable effect on the lives of average people.

Despite the bait-and-switch ending, this detailed chronical of Coke and it's competitors drive toward market dominance is a fascinating listen.

An addicted Civil War veteran has hooked the world

The repercussions of the American Civil War is still haunt us. It all started with a man trying to control his morphine addiction, and now, we are all addicted to sugar and caffeine! Desperate to remain in business, Coca-Cola formed an alliance with the United States Government. Our troops carried Coca-Cola all over the world...

And, I know understand the idiom "Coca-Cola Cowboy"!

I love and adore Coca-Cola. It cleans rust from a battery, and it will strip wax, and, it will remove the worst industrial black grease from clothes and skin alike.

It is only recently I have been broken of my addiction, and I discovered what I no longer knew- the chemical brew tastes awful!

This book not only begins with one man's attempt to make a living, but it shows how Coca-Cola has influenced our current eating habits. Even our recycling has been affected. All carbonated beverages here in Michigan have a 10 cent deposit, and other states have cash refund policies, because Coca-Cola wanted to save money.

Read this. It's a wonderful, fascinating tale of history! The narrator is good, too.

Why haven’t I heard of this book!

The amount of research in this is amazing. From start to finish I learned a lot. I’ll think about the next time I open a can of Coke.

Whining of doubter in capitalism, well written

This is a well written and well researched complaining, long whine of somebody surprised how businesses can be successful. No solution offered, some socialist ideas voiced, all easily applicable to any corporation around the world.