Bottled Water Reporter

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BOTTLED WATER REPORTER | SEP/OCT 2014

Manage Your Online Reputation

In 5 Easy Steps

How the Bottled Water Quality Information

Act Helps Us All

Why Water Needs a Seat at the Dietary

Guidelines TableA PUBLICATION OF THE INTERNATIONAL BOTTLED WATER ASSOCIATION

HOW TO CRAFT THE 21st CENTURY

WORKFORCE

Conference Exclusive Details p.31DALLAS

NOVEMBER 10-14

2014 ANNUAL BUSINESS CONFERENCE

Join Us in Dallas for the IBWA Annual

Business Conference and Trade Show

GOVERNMENT RELATIONS SPECIAL REPORT24 | Bottled Water Winning Over Capitol HillBottled Water Quality Information Act (BWQIA) in action

COMMUNICATIONS42 | How the BWQIA Can Help Consumers Learn the Truth About Bottled WaterIt all comes down to choices

TECHNICAL UPDATE44 | Leaving a Watermark on the 2015 Dietary GuidelinesWhy we promote drinking water

VALUE OF IBWA MEMBERSHIP48 | A Lesson in Cultivating BusinessMarge Eggie (Polymer Solutions International) tells Bottled Water Reporter how her sales process includes promoting the benefits of IBWA membership.

COLUMNS

VOL. 54 • NO. 5

CHAIRMAN’S COMMENTARY ...............................2

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

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

CEU QUIZ .........................................................46

ADVERTISERS.COM ...........................................47

CALENDAR .......................................................47

CLASSIFIEDS ....................................................47

DEPARTMENTS

10 | Crafting the 21st Century WorkforceWith four generations currently coexisting in the American workforce, is it any wonder that employers are struggling with how to ensure their employees are motivated and happy? Learn what you can do to attract, retain, and engage talented workers. By Jennifer Salopek

18 | Take Charge of Your Online Reputation In 5 Easy StepsWhether you like it or not, consumers are posting reviews on the Internet about their experiences with your business. A new and growing field can help ensure that your business is seen in a positive light: online reputation management. By Jill Culora

31 | Plan Your IBWA Conference ExperienceStart preparing now to attend the 2014 IBWA Annual Business Conference and Trade Show being held in Dallas, Texas, November 10-14. Read all about the networking events and education sessions planned to help you make your bottled water business a success. Come and get re-energized about your industry!

CONNECT WITH IBWA

BOTTLED WATER REPORTER, Volume 54, Number 5. Published six times a year by The Goetz Printing Company, 7939 Angus Court, Springfield, VA, 22153, for the International Bottled Water Association, 1700 Diagonal Road, Suite 650, Alexandria, VA 22314-2973. Tel: 703.683.5213, Fax: 703.683.4074, 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.

TABLE OF CONTENTS

2 BWR WWW.BOTTLEDWATER.ORG

Nothing in life or business escapes change. When you work in the bottled water industry, you feel the impact of change not only on the market shelves (e.g., in creative, new beverage products and innovative packaging) but also in the methods we use—technological or otherwise—to increase the performance of our operations, decrease costs, and reduce our environmental footprint.

With the recent introduction of the Bottled Water Quality Information Act (a bipartisan, IBWA-supported bill that would provide consumers with uniform information about the quality and safety of their bottled water products) and the implementation of the Food Safety Modernization Act (FSMA), IBWA members would be wise to expect more change for our industry in the coming months and years. One way to prepare for that change is by attending the 2014 IBWA Annual Business Conference and Trade Show, November 10-14, in Dallas, Texas. Once again, we’ll be co-locating with NAMA’s CoffeeTea&Water show.

This gathering of the bottled water and coffee communities provides an ideal place to hear about these evolving markets—and learn how best to ensure your businesses are ready for the future. The IBWA Annual Business Conference offers an unparalleled opportunity to network and share with industry peers, face-to-face. Attendees will hear from some of the best minds in the business when they attend IBWA and NAMA education sessions, which cover everything from healthy hydration to packaging and sales trends, improving plant operations to communicating through social media, and emerging business opportunities to emerging regulations.

On the trade show floor, exhibitors will be on hand to explain their latest innovations and answer any questions you might have about how their products can help you meet your customers’ needs. Attendees are invited to take some time to explore the show floor and look for ways to expand their offerings by cross-marketing bottled water and coffee products. (Perhaps you’ll even discover your new competitive edge.)

Even with all the forecasted change heading our way, it’s good to know that some things are constant—like the industry’s continued focus on providing quality, safe bottled water and IBWA’s commitment to our members. Day-in and day-out, IBWA strives to provide members with benefits that can help them achieve even greater success in the bottled water industry. Although the landscape of the market continues to evolve, members can feel confi-dent that IBWA is steadfast in its efforts to protect and promote the bottled water industry. Come to Dallas to hear all about it!

Breck SpeedIBWA Chairman

CHAIRMAN’S COMMENTARYTHE INEVITABILITY OF

CHANGE—AND HOW TO KEEP UP

IBWAInternational Bottled Water Association

OFFICERSChairman

Breck Speed, Mountain Valley Spring Company, LLCVice Chairman

VacantTreasurer

Bryan Shinn, Shinn Spring Water CompanyImmediate Past Chairman

William Patrick Young, Absopure Water Co., Inc.

BOARD OF DIRECTORSShayron Barnes-Selby, DS ServicesJoe Bell, Aqua Filter FreshPhilippe Caradec, Danone Waters of AmericaAndy Eaton, Eurofins Eaton AnalyticalBrian Hess, Niagara Bottling LLCDoug Hidding, Blackhawk Molding Co.Dave Holdener, Nicolet Forest Bottling Co.Scott Hoover, Roaring Spring BottlingDan Kelly, Polymer Solutions InternationalGreg Nemec, Premium Waters, Inc.Heidi Paul, Nestlé Waters North AmericaChris Saxman, Shenandoah Valley Water Co.Bryan Shinn, Shinn Spring Water CompanyRobert Smith, Grand Springs DistributionBreck Speed, Mountain Valley Spring Company, LLCLynn Wachtmann, Maumee Valley Bottlers, Inc.William Patrick Young, Absopure Water Co., Inc.

IBWA EXECUTIVE COMMITTEEChairman, Breck Speed,Mountain Valley Spring Company, LLCJoe Bell, Aqua Filter FreshPhilippe Caradec, Danone Waters of AmericaTom Harrington, DS ServicesHenry R. Hidell, III, Hidell InternationalScott Hoover, Roaring Spring BottlingDan Kelly, Polymer Solutions InternationalHeidi Paul, Nestlé Waters North AmericaChris Saxman, Shenandoah Valley Water Co.Bryan Shinn, Shinn Spring Water CompanyWilliam Patrick Young, Absopure Water Co., Inc.

COMMITTEE CHAIRSCommunications Committee

Jane Lazgin, Nestlé Waters North AmericaStephen Tischler, National Testing Laboratories

Education CommitteeGlen Davis, Absopure Water Co., Inc.Bryan Shinn, Shinn Spring Water Company

Environmental Sustainability CommitteePhilippe Caradec, Danone Waters of AmericaJeff Davis, Blackhawk Molding Co.

Government Relations CommitteeShayron Barnes-Selby, DS ServicesGene Belcher, Grand Springs Distribution

Membership CommitteeAllen French, Edge Analytical Kelley Goshay, DS Services

State and Regional Associations CommitteeJoe Cimino, ChoiceH2ORoss Rosette, H2Oregon

Supplier and Convention CommitteeBrian Grant, Pure Flo Water, Inc.Dan Kelly, Polymer Solutions International

Technical CommitteeAndy Eaton, Eurofins Eaton AnalyticalKevin Mathews, Nestlé Waters North America

CONFERENCE INFOScan this QR code to search for up-to-date

information about the 2014 IBWA Annual Business Conference and Trade Show.

DALLAS

This issue of Bottled Water Reporter is pulling double duty.

First, it’s our annual marketing/management issue, with articles detailing strategies you can use to create a happy and motivated workforce and manage your company’s online reputation. Second, this issue presents all the need-to-know information about our upcoming 2014 IBWA Annual Business Conference and Trade Show, being held November 10-14 in Dallas, Texas, at the Hyatt Regency.

Once again, IBWA is co-locating our meetings with NAMA’s CoffeeTea&Water show. This successful partnership offers conference attendees an opportunity to learn the latest information about the bottled water and coffee businesses, while allowing time to connect with colleagues. I’ve said this before, but only because it’s true: What attendees enjoy most about an IBWA conference is the chance to network with their peers, face-to-face, and hear about their lessons learned. Turn to page 31 to read about the fun networking events and enlightening education sessions we have planned for you in Dallas. Don’t forget to fill out the registration form on page 35, then fax, mail, or email ([email protected]) it back to us.

Our cover story, “Crafting the 21st Century Workforce” (p.10), tackles a challenging topic for most, if not all, managers. Currently, four generations make up the American workforce—and by 2020 there will be five. Learn what you can do now to ensure that the knowledge held by your Baby Boomer employees is passed down to the Millennials—and how you can keep all generations motived to give you their best performance. In “Take Charge of Your Online Reputation in 5 Easy Steps” (p. 18), we explain how online reviews have the potential to elevate (or harm) your company and show what you can do to ensure your business is seen in a positive light online. In our last feature, “Bottled Water Winning Over Capitol Hill” (p.24), we review the Bottled Water Quality Information Act (BWQIA), which was introduced in Congress on June 26, 2014, and we discuss how IBWA is working hard to educate members of Congress about the bottled water industry.

This issue’s Communication column (p.42) continues the BWQIA discussion, explaining that its recent introduction in Congress presents industry professionals another opportunity to share bottled water facts with consumers, media, regulators, and legislators. In the Technical Update column (p.44), we review the work that IBWA and the Drinking Water Research Foundation (DWRF) have done to promote the health benefits of drinking water—and present some of the science behind why we think drinking water should be an integral part of the 2015 Dietary Guidelines.

This issue is packed with informative articles, and I hope you enjoy them. But above all, I look forward to seeing you in Dallas, November 10-14, for the 2014 IBWA Annual Business Conference and Trade Show.

Joe Doss IBWA President

PRESIDENT’S MESSAGE

PUTTING LESSONS LEARNED TO WORK


IBWAInternational Bottled Water Association

BOTTLED WATER REPORTER is published for:

International Bottled Water Association1700 Diagonal Road, Suite 650 Alexandria, VA 22314-2973. Tel: 703.683.5213Fax: 703.683.4074www.bottledwater.org

IBWA STAFF PresidentJoseph K. [email protected]

Vice President of Education, Science, and Technical RelationsRobert R. [email protected]

Vice President of CommunicationsChris [email protected]

Vice President of Government RelationsKristin Pearson [email protected]

Chief Financial OfficerMichelle S. [email protected]

Director of Conventions, Trade Shows, and MeetingsMichele [email protected]

Director of Science and ResearchTamika Sims, [email protected]

Director of Government RelationsJ.P. [email protected]

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Executive AssistantPatrice [email protected]

Bottled Water Reporter Layout and DesignRose McLeod [email protected]: 315.447.4385

EditorSabrina E. [email protected]

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IBWA is pleased to announce that Kristin Pearson Wilcox recently joined the association in the role of vice president of government relations.

Since starting at IBWA in April, Wilcox has lead the asso-ciation’s recent congressional efforts to introduce landmark legislation on bottled water quality and reporting, the Bottled Water Quality Information Act (BWQIA), H.R. 4978. Work-ing with IBWA members and staff, she has coordinated the association’s grassroots advocacy and canvased the halls of Congress to garner strong congressional support from a diverse group of bipartisan members. She organized the first-ever IBWA Political Action Committee (PAC) hosted event, held last July, for the BWQIA lead sponsor Rep. Renee Ellmers (R-NC). Wilcox discussed bottled water issues while attending the Congressional Hispanic Congress’ family retreat last May, meeting with House Minority Whip Steny Hoyer (D-MD). She oversaw more than 60 congressional meetings during IBWA’s June 11, 2014 Hill Day and assisted IBWA members as they mingled with over a dozen members of Congress at the an-nual American Meat Institute Hot Dog Lunch on July 23, to which IBWA supplied the bottled water.

Wilcox’s background includes extensive legislative and association experience in the food and beverage industry.

She recently served as vice president of government affairs at the American Frozen Food Institute (AFFI). Her duties there included managing all legislative and lobbying activity, work-ing with coalitions, running grassroots outreach campaigns, administering a PAC, coordinating Capitol Hill fly-ins, and drafting memoranda, position papers, bill analyses, Congres-sional testimony, regulatory comments, and press releases.

She has a B.A. in politics and U.S. history from the University of San Francisco and a J.D. from American University. Contact Wilcox at [email protected] and 703.647.4618.

Kristin Pearson Wilcox Joins IBWA as Vice President of Government Relations

IBWA STAFF

WATER NOTES


IBWA Joins AMI for Annual Hot Dog Lunch on Capitol HillGRASSROOTS ADVOCACY

On July 23, 2014, members of Congress enjoyed refreshing bottled water thanks to IBWA’s support of the American Meat Institute’s (AMI) Annual Hot Dog Lunch. This event, held in the courtyard of the Rayburn House Office Building in Washington, DC, provided IBWA, AMI, and other food organizations the chance to chat informally with members of Congress and congressional and agency staff—along with several media representatives—while feasting on hot dogs cooked up more than a dozen ways.

As temperatures reached the mid-90s, IBWA members and staff discussed industry issues with several members of Congress and staff, while offering them cold bottled water as some relief

from the heat. Special thanks to IBWA member Robert Smith (Grand Springs Distribution) for providing the IBWA/AMI private label bottled water for the event. Robert was joined by IBWA Board Member and Government Rela-tions Committee Co-Chair Shayron Barnes-Selby (DS Services), who also met with several offices to discuss bottled water industry issues and ask for support of the Bottled Water Qual-ity Information Act (H.R. 4978).

IBWA and AMI were joined by the National Hot Dog and Sausage Council, American Bakers Association, American Beverage Association, Snack Food Association, DIAGEO, and other sponsors in welcoming more than 1,000

Capitol Hill lawmakers, staff, industry and association representatives, and media to feast on hot dogs, sausages, and bottled water. Also attending this year’s luncheon to greet fans and sign autographs were baseball greats Steve Carlton, Cecil Fielder, and Ken Griffey.

From left: IBWA Member Robert Smith with Rep. Mike McIntyre (D-NC).

Kristin Pearson Wilcox

WATER NOTES

SEP/OCT 2014 BWR 7

On July 22, 2014, the IBWA Political Action Committee (IBWA PAC) hosted a fundraising event for U.S. Representative Renee Ellmers (R-NC), which marked the first time that the IBWA PAC has hosted such an event for a member of Congress. Rep. Ellmers is a sponsor of the Bottled Water Quality In-formation Act (H.R. 4978), which IBWA supports.

As a former nurse and current member of the Energy and Commerce Committee (serving on the Committee’s Health

Subcommittee), Rep. Ellmers understands the importance of healthy hydration and the important role of bottled water. She is in a contested re-election campaign against former American Idol contestant Clay Aiken (D) in North Carolina’s 2nd Congressional District.

Several co-sponsors have joined Rep. Ellmers’ lead in supporting H.R. 4978, legislation that would provide national uniform information about bottled water quality and safety. (See page 24, “Bottled

Water Winning Over Capitol Hill,” for more information.)

If you have any questions, please contact

IBWA Vice President of Government Relations Kristin Pearson Wilcox: [email protected].

• DYK staying properly hydrated can help you feel less fatigued/confused? It’s true bit.ly/MensHealthArmstrong

• Got a test coming up? Make sure you are prepared by taking some bottled water with you to class. Science says it’ll help you concentrate better. bit.ly/H2Obrainpower

• Fighting off the Freshman 15? Drink bottled water and exercise! bit.ly/H2Oweighthelp

• New School Year = New Beginnings! Pledge now to drink more water – take some bottled water with you to class! Convenient and Recyclable

• Love Pinterest? Me too especially this idea for a way to stay on top of my water consumption! http://bit.ly/trackH2Oconsumption

• Love water but don’t like litter? Recycle those bottled water containers! Industry needs them for new products bit.ly/drkH2Orecyclebtl

• 75% of Americans are functioning in a chronic state of dehydration. Don’t be one of them http://miami.cbslocal.com/2013/07/02/chronic-dehydration-more-common-than-you-think

SOCIAL MEDIA TIPS

A Healthy Hydration Education Via TwitterAs students of all ages head back to school this fall, bottled water professionals have a great opportunity to use our social media platforms to remind them about the importance of drinking bottled water to help stay well hydrated. In fact, you probably know other bottled water benefits that those young scholars aren’t yet aware of, so why not share your knowledge with them? Below are a few example messages you can tweet out from your business’ Twitter account—or just use them for inspiration and write your own.

SPONSOR SUPPORT

IBWA PAC Holds Fundraiser for Representative Ellmers

From left: IBWA President Joe Doss, IBWA Member Robert Smith (Grand Springs Distribution), Rep. Renee Ellmers (R-NC), and IBWA Board Member and PAC Treasurer Shayron Barnes-Selby (DS Services).

BOTTLERAlaska Glacier Products, LLC3351 Arctic BlvdAnchorage, AK 99503Phone: 907.688.9287Fax: 907.688.9299Website: www.alaskaglacier.comPrimary Representative: Terry Clark

Alaska Glacier Products, LLC, a private, Alaskan native-owned busi-ness, is a steward of the state’s treasure chest of natural resources. To produce its all-natural product, the company has created a fully automated, multi-line, bottle blow molding, filling, and packaging facility for a wide selection of bottled and packaged glacier water products and other beverage offerings.

INTERNATIONAL BOTTLERHeilongjiang Woour Aquifer Technique Eco-ResearchZun Hong KongFu’an Village, Zhaoguang CountyBei’an, Heilongjiang, 164000ChinaPhone: 852.2822.8381Fax: 852.2537.9283Website: hljwaterco.comPrimary Representative: Jeff Cheung

Heilongjiang Woour Aquifer Technique Eco-Research Company Limited pro-vides the best Original Design Manu-facturer “ODM” and Original Equipment Manufacturer “OEM” services to its clients, with the natural alkaline water from its water source from the Lesser Khingan Mountains. While providing high-quality bottling service, Heilongji-ang is dedicated to providing services to the communities in which it operates.

WATER NOTES


MEMBERSHIP

IBWA Welcomes New MembersWhen new members join IBWA, they bring added energy to the organization and help us respond to the demands of the marketplace and see industry challenges with fresh eyes. Please help IBWA make these new members feel welcome.

First Lady Touts Bottled Water Sales Bump Tied to Drink Up Campaign

BOTTLED WATER SALES GROWTH

During a White House ceremony to promote several new Drink Up partners on July 22, 2014, First Lady Michelle Obama announced that the initiative to encourage more Americans to drink more water—bottled, tap, or filtered—more often has also resulted in a 3 percent increase in bottled water sales among those who saw the ads. Read the White House’s press release about the event by visiting bit.ly/DrinkUp3percent.

Drink Up (www.youarewhatyoudrink.org) is a collaborative effort between the Partnership for a Healthier America (PHA) and the First Lady. IBWA has been an active Drink Up supporter since its September 2013 launch.

This is the first time that either Drink Up or the First Lady has focused such direct and supportive comments on bottled water. IBWA also issued a press release supporting this positive development and promoted First Lady Michelle Obama’s remarks via social media.

SUPPLIERChameleon Beverage Company Inc.6444 East 26th StreetCommerce, CA 90040Phone: 323.724.8223Fax: 323.724.9048Website: www.chameleonbeverage.comPrimary Representative: Morgan Reed

As a one-stop-shop for all your bottled water needs, Chameleon Beveragedoes it all—from printing full-color cus-tom water labels to bottling any kind of water you can imagine: structured wa-ter, PH enhanced water, flavored water, electrolyte enhanced water, deionized water, and, of course, purified drinking water and its Gold Seal Natural Spring water, which was voted “Best Tasting Water in the World” at the 2009 Berke-ley Springs International Water Tasting Competition, H2Om Water.

Icon Technology Systems LimitedThe Courthouse, 9 Gafton StreetAltrincham, Cheshire WA14 1DUUnited KingdomPhone: +0161.941.6003Fax: +016.941.2353Website: www.eco3filtration.comPrimary Representative: Christopher Harsoen

The eco3 product range combines inno-vative design, technology, and engineer-ing to deliver a greener water filtration solution, cost effectively. It also has the flexibility to utilize a wide range of filtration media, with NSF accreditation where required. The range is constantly ex-panding, with new developments in the pipeline but with a current offering that meets the needs of a number of markets including point of use water filtration, of-fice coffee services (OCS), water boilers, and ice machines to name but a few.

WATER NOTES

SEP/OCT 2014 BWR 9

On June 1, 2014, IBWA and the bottled water industry lost a beloved and esteemed member of its family when Dan Bush (IGO DIRECT) passed away. Dan served as president and CEO of IGO DIRECT, an IBWA supplier

member. Within IBWA, Dan was a valued member of the Board of Directors and former co-chair of the Supplier and Convention Committee. In fact, it was during his 2009 tenure as co-chair that the Supplier and Convention Committee inaugurated a new tabletop exhibit and short presentation session for suppliers, an added supplier benefit that has been very well received. Also, knowing the value of member participation, Dan ensured that IGO signed up to host a table during the IBWA trade shows,

and his sharp wit and amazing sense of humor never failed to liven up the trade show floor.

Dan is survived by his love of 33 years, Marcia Miller, brothers Paul (Scyles), Gary (Kelly), Tom (Cathy), sisters Janice and Elise (Vicki), and many nieces and nephews.

Dan’s family has set up the following website, which allows friends to leave memorial tributes and post photos of Dan: www.forevermissed.com/dan-bush/#about.

The family has also planned a “celebration of life” gathering in Dan’s honor for Saturday, September 13, 2014, in Jacksonville, Florida, which will include a golf outing. Please visit the memorial website for additional information about how to attend the gathering. A donation to the American Cancer Society or to a reputable cancer charity of your choice is the preferred memorial in lieu of flowers. IBWA has made a contribution in memory of Dan to the American Cancer Society.

MEMBER ACTION

IN MEMORIAM

“Celebration of Life” Planned for Dan Bush

“Drink Up fueled a 3 percent lift in incremental sales of bottled water among those exposed to the campaign.”Source: July 22, 2014 White House Press Release

Dan Bush

We FOCUS On Testing So You Can Focus On Everything Else!

National Testing Laboratories is the expert in Bottled Water testing.

COVER STORY

CRAFTING THE 21st CENTURY


What IBWA Member Companies Can Do to Attract, Retain, and Engage Talented Workers

By Jennifer J. Salopek

Urban Institute researchers Robert Lerman and Stefanie Schmidt produced a report for the United States Department of Labor, “An Overview of Economic, Social, and Demographic Trends Affecting the U.S. Labor Market.” In the paper, they consider the effects of demographics, pension plans, technology and productivity, globalization, and opportunities for low-skill workers. At the time of its publication, unemployment rates were at a 30-year low, dropping to 4.1 percent in the fourth quarter of 1999.

SEP/OCT 2014 BWR 11

Fifteen years later, unemployment has been steadily declin-ing since its high of 10 percent in October 2009, but it is still over 6 percent. With so many Americans out of work, one would think that IBWA members would have no dif-ficulty filling vacant positions, but that is not the case. The demographic and social trends identified by Lerman and Schmidt continue to pose challenges for employers. The first two remain especially troublesome:

• “The largest demographic shift relevant to the job market is the impending decline in the share of prime-age workers.”

• “Over 60 percent of workers do not have their own children in their home, but an increasing share of workers care for elderly relatives.” (In 2014, more employees are caring for both their aging parents and children, but more on that later.)

Those trends are exacerbated by the multigenerational workforce, a well-documented phenomenon. Members of four distinct generations currently coexist in the American workplace, adding cultural challenges to the strains employers already counter. (See “The Four Generations in the Current Workforce” on next page for definitions.) Authors Jeanne Meister and Karie Willyerd, who published The 2020 Workplace: How Innovative Companies Attract, Develop, and Keep Tomorrow’s Employees Today in May 2010, asserted that a new workplace paradigm was being created by this confluence. Among Meister and Willyerd’s research findings were not only that employees of different generations wanted different things, but also that they viewed the lines between life and work differently and preferred different communication styles.

For example, Traditionalists and Baby Boomers place high importance on a manager who understands age diversity in the workplace; they are the generations most concerned with working for a manager who values their contributions. Traditionalists value detailed, authoritative content, while Generation Xers want you to get quickly to the bottom line, then allow them to question the information. Interestingly, Traditionalists and Millennials share a respect for authority and a desire for relevance, but Millennials prefer to find the information they need themselves.

So, what is an employer to do? Profiles of IBWA members as employers vary widely. For example, Blackhawk Molding, headquartered in Addison, Illinois, employs 180 people in three plant locations; 70 percent are craftsmen or blue-collar workers. Niagara Bottling, based in Ontario, California, employs 2,400 people in 20 locations; 15 percent are white-collar professionals. Charlotte, North Carolina-based Diamond Springs has 130 employees in two locations; 80 of them work in distribution (route sales and delivery). Despite their differences, IBWA members struggling with human resource issues would do well to act proactively: acknowledge and address generational issues; think creatively about recruitment, retention, and retirement; and consider the role of organizational and industry culture. The stakes can be high.

Acknowledge and Address Generational Issues“It’s important to emphasize that while tactics have not really changed, the consequences are much more serious [since the publication of the 1999 paper],” says Virginia Bianco-Mathis, EdD, chair of the department


“The multigenerational workplace seems to be more of an issue in that there’s a disconnect in work ethic. Younger people seem to see their jobs as a necessary evil—something that interferes with the successful completion of the rest of their lives—whereas older people define themselves by their jobs and professions: ‘It’s what we do.’”

—Marty Conte, president, Diamond Springs

21st CENTURY WORKFORCE

of management and professor of human resources at Marymount University in Arlington, Virginia. “In many cases, we’re still saying the same things we said 20 years ago. Then, organizations could get away with ignoring generational differences. Now they must pay attention.”

More than just recruitment and retention, the goal for today’s employer is employee engagement, a trend driven by Millennials, explains Carrie Schochet, a director with the Overture Group, a boutique executive recruitment firm headquartered in Detroit.

“Engagement is getting employees’ goals aligned with the company’s goals and mission. This helps employees see their contribution to the company’s success,” she says. Younger employees want and need more appreciation and acknowledgement of their value to employers, even as those employees also are less loyal.

THE FOUR GENERATIONS IN THE CURRENT WORKFORCEMILLENNIALS: Born about 1980 to 2000, Millennials (also referred to as Generation Y) have never expected to work for one employer their whole lives. They have super-sized career expectations and a deep desire to make a difference, right away—for their employers and the world. Technology dependent, their need to stay connected position them as high ROI employees. Interestingly, they trust the Traditionalist generation the most.

GENERATION X: Born about 1965 to 1979, employees from this generation are naturally skeptical—after witnessing everything from downsizing, high divorce rates, and lines at the gas pump. However, Gen Xers are loyal employees. They can be fantastic colleagues and leaders, just be sure to tell them where you found your data.

BABY BOOMERS: Born about 1946 to 1964, Baby Boomers are the workaholics of the modern organization. Terrifyingly to Millennials, Baby Boomers arrive to work early, stay late, work on weekends, and expect others to do the same. They value policies and procedures.

TRADITIONALISTS: Born pre-1946, this generation lived through the Great Depression and its aftermath; thus, they are conditioned to survive on as little as possible. They take pride in an honest day’s work and are comfortable with delayed gratification. Traditionalists are the generation that Millennials trust most.

Sources: www.genhq.com/four-generations-one-workplace-we-need-you-lead-us, wikipedia.com

SEP/OCT 2014 BWR 13

In 1999, Lerman and Schmidt asserted that many workers were caring for aging relatives, but few had children at home. This has changed enormously during the past 15 years, and many workers now are members of the “sand-wich generation,” caring for both kids and parents. Recog-nizing the challenges they face can enhance an employer’s reputation. A focus on work–life balance, even on a 24/7 manufacturing line, and competitive, flexible paid time off (PTO) policies are a must. For example, Blackhawk offers five days of personal time that can accrue from one year to the next and can be used for anything, says Roberto Castro, human resources manager.

Concentrate on the Three Rs: Recruitment, Retention, RetirementInvite employee input on creative ways of hiring, suggests Bianco-Mathis. Explore Twitter, crowdsourcing, niche-

specific job boards; many IBWA members are already doing these things, and more. Among younger workers especially, referral bonuses can be effective.

“Now more than ever, people like to work with others they know,” says Marty Conte, president of Diamond Springs; he offers a $300 referral bonus, 50 percent of which is paid at 90 days and 50 percent at six months. Conte has also changed the kind of employee he looks for, hiring for po-tential and investing in training; and he allows prospective route managers to get an in-depth look at the job they’re considering by offering a paid, one-day ride-along.

There are really no new ways to recruit line employees, believes Andrew Still, director of human resources and corporate counsel at Niagara Bottling in Ontario, Califor-nia, saying that this is his single greatest challenge. Niagara has opted to grow its own talent by heavily investing in training. Offerings include a 24-week “Pathways to Leader-ship” program for employees promoted from within who need tools to succeed in their new roles.

Challenged to find experienced toolmakers, Blackhawk Molding, which makes plastic caps for water bottles, has explored many recruitment avenues, including job fairs at local high schools and technical colleges, programs target-ing veterans, and so forth. The company also has developed a longitudinal apprenticeship program, its Molding Tech-nician Development Program.

“There’s a huge gap between rookies and experienced workers in this area. We developed this program to move people along the continuum,” says Castro. One person has

completed the program and five more are in the pipeline, which takes four to six years to complete. “It’s bringing the results we were looking for,” he says.

Managers are key to retention, says Still, who points out that “people don’t leave companies, they leave managers.” Niagara monitors turnover rates by manager and includes human-resource factors as part of its managers’ key performance indicators for compensation.

Turnover is less of an issue at Blackhawk and Diamond Springs. That may partly be due to timing, Conte says, noting that the economic downturn of 2008-2009 “kept people in the same place out of fear.” Yet he’s taking a proac-tive stance as he’s “just beginning to see a loosening up of that mentality.” The greatest retention challenges come within the first six to 12 months of employment; after that, such intan-gibles as corporate pride and atmosphere play a large part in making people want to stay. As a result, he has lengthened initial training from two weeks to four, and intensified the supervision and feedback new employees receive.

In Bianco-Mathis’ consulting work, she still sees organiza-tions not paying enough attention to the aging workforce and imminent mass retirements. In the case of skilled craftsmen and knowledge workers, the potential “brain drain” these retirements represent can be costly. She suggests considering such alternatives as phased retirement and invit-ing retired workers to stay on as coaches or consultants.

“Consider monthly assembly-line group or team meetings, where employees brainstorm ideas for continuous improve-ment,” she suggests. “These could be led by senior or retired workers, who bring experience and have instant credibility.”

Such activities could complement younger workers’ desire for meaningful feedback. “Using retirees as coaches makes the feedback more meaningful, and in-the-moment educa-tion is more powerful than sending people to a workshop,” Bianco-Mathis adds.

At Niagara Bottling, Still has used such techniques as gap analysis and succession planning to help him understand the potential impact of retirements. The aging workforce is an even greater threat at Diamond Springs, whose relation-ships with customers play out primarily through route salespeople. These employees are not just delivery people, Conte emphasizes: “Route distribution requires a com-plex combination of physical, mental, and interpersonal skills; delivery guys just drop stuff off,” he says. Less than 10 percent of Diamond Springs’ current employees are facing retirement, but Conte anticipates a swell in about a


“People don’t leave companies, they leave managers.”

—Andrew Still, director of human resources and corporate counsel,

Niagara Bottling

decade. He tries to foster an environment of knowledge sharing through interactive discussion in meetings and has been more purposeful about documenting processes and procedures, which isn’t always easy: “There is lots of nuance in customer relationships,” he says. Conte encourages former route salespeople to cross-train for different roles as they age, but he says that some resist because they enjoy what they’re doing.

Crafting a CultureEmployee engagement is an important part of overall organizational culture, says Schochet, who urges employers to identify what’s important to employees and develop targeted programs. “These may be relatively low-cost but can go a long way,” she says. For example, are a majority of employees taking advantage of the benefits offered? “You may find that younger employees prefer cash rewards,” she says.

Schochet also recommends taking a look at your total compensation strategy. Use a third-party resource to evaluate for market competitiveness and link incentives to company, team, and individual performance.

At Niagara, Still knows they have a strong culture: “We work people more than other companies work them. There is not much margin in private-label bottled water, so we make our money on volume. But we try to show people that there is opportunity and to high-light the many examples of promotions from within.”

Niagara recently looked at its compen-sation, benefits, and rewards, and con-ducted extensive benchmarking. “We pride ourselves on our suite of benefits, and try to offer a competitive package without going broke,” says Still.

Blackhawk has tried to develop a culture where employees can see a clear career path for themselves, says Castro.

TIPS FOR MANAGING A MULTIGENERATIONAL WORKFORCE

• Consider phased retirement and inviting retired skilled craftsmen and knowledge workers to stay on as coaches or consultants to help with potential “brain drain” of mass retirements.

• Be proactive about documenting processes and procedures.

• Identify what’s important to employees and develop targeted incentive programs. (Younger employees often prefer cash rewards.)

• Take a hard look at your total compensation strategy. Think about using a third-party resource to evaluate for market competitiveness and link incentives to company, team, and individual performance.

• If you want loyalty from your workers, you must also be loyal.

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“Younger employees can see themselves in the more expe-rienced workers,” he says. “We have tried to create a culture that celebrates achievement and invites idea sharing.”

Castro reports that Blackhawk has increased its commu-nity involvement, both as a culture builder and a potential employee recruitment tool. For example, the company partnered with its local park district to offer a household-goods recycling program. Twenty Blackhawk employees volunteered for four hours to staff a drive-through drop-off station. “It was an outstanding event, and delivered a huge boost to employee morale,” says Castro.

Still thinks that bottled water, and manufacturing in general, suffers from an image problem. “Since so much U.S. manu-facturing was offshored in the late 1980s and early 1990s, working in manufacturing has been uncool,” he says. That may be changing due to the efforts of people like Fred Joseph, president of Phillips Corporation in Bensalem, Pennsylvania.

“My people live and breathe manufacturing. We are advo-cates for the revitalization of American manufacturing,” says Joseph. Believing that “excitement must start at an early

age,” Joseph does presentations in local schools for pre-K students, kindergarteners, and their parents. A tool-and-die maker by trade, Joseph believes that such public-image efforts are the way to change the industry’s image.

A sincere corporate culture is also a must. “Are we willing to look at the truths about ourselves? Do we bulk up, then lay off?” he asks rhetorically. “If companies want loyalty, they must also be loyal.”

Bianco-Mathis thinks the efforts of Joseph and others are paying off. “Manufacturing is hot now. Many professionals were displaced during the recession, and manufacturing training programs are very appealing,” she says.

Still sums it up well: “We must step outside of making bottles and realize that these are people,” he says. “We must remain cognizant of the human factor, and extend understanding from the heart.”

16 BWR WWW.BOTTLEDWATER.ORG16 BWR WWW.BOTTLEDWATER.ORG

Jennifer J. Salopek is a freelance writer based in McLean, Virginia. She can be reached at [email protected].

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Cyberspace can be a vast and complex wilderness of unfamiliar spaces where current and prospective customers have opportunities to read nice or not-so-nice comments about your business. Thankfully, managers and business owners can learn how to take advantage of a new and growing field called online reputation management (ORM) to help ensure their companies are seen in a positive light on the Internet.

Word-of-mouth recommendations on the Internet, both good and bad, have the potential to go viral, elevating—or harming—your business. Research has shown that what people say about your business online has a direct impact on your bottom line. For example, the star ratings that consumers can anonymously provide on the Internet can drive your revenue up or down, according to new research published by the Harvard Business School. In Reviews, Reputation, and Revenue: The Case of Yelp.com, author Michael Luca notes that a one star rating increase on the review website Yelp will lead to a 5 to 9 percent increase in revenue.

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By Jill Culora


To ignore what’s being written online about your business is a costly mistake. “Your customers are typically look-ing online—especially through local, mobile searches—to find you. If what’s there is negative, they’ll turn else-where,” says Leslie Hobbs, director of public relations at Reputation.com. “So, don’t bury your head in the sand; what people say will have a material impact on your bottom line.”

Surprisingly, ORM is not as complex as one might think. Below are some simple steps business owners can take to man-age their company’s reputation online.

Step 1: Audit

Conduct a search on Google using your company name and view the results, tallying the positive versus negative hits presented on the first page of your search results. Then, search again using your company name plus the word “bad” or “problem” or “awful” (you get the idea), and view those results. Closely examine any negative statements and try to identify their source.

Step 2: Analyze

Organize negative statements to determine if you observe any recurring themes. At this point, you may discover you have a serious operational problem within your business that you weren’t aware of (e.g., a route inefficiency, billing problem, or poor performance from

a customer service representative). After analyzing your research, you may determine that some of the negative statements, in your opinion, are false or possibly fake.

Step 3: Respond

Many review and social media websites either allow users to respond to com-ments or allow businesses to add a comment. When addressing issues, Shelley Pringle, principal at Polaris Marketing and PR, says, “Avoid be-coming defensive. Keep messages posi-tive and upbeat. Be specific about the changes you’re implementing to fix the problems. If you can’t fix the problems immediately, let people know the steps you are taking and when you expect the issues to be resolved.”

Keep in mind that your messaging here is not only for the person you are responding to but also for all other

potential and current customers who will see the review.

When you suspect a comment or complaint is false or fake, Hobbs recommends working through the appeals process, which will be unique for each review site. Review the site’s terms of service and methods for making contact for cases of fake or defamatory reviews. ORM experts recommend using litigation as a last resort because of the media backlash; such action can produce news reports carrying unforgiving headlines like “Retailer Slaps Unhappy Customer With $3500 Fee.” Lisa McGrath, president of lisa mcgrath llc, wrote in a June 2014 Idaho Business Review article that, in addition to any backlash, “these lawsuits also impact a company’s bottom line. When MediaBridge threatened to sue a customer for writing a negative review online, Amazon revoked MediaBridge’s seller account. . . an account which is the only site through which it sells its products.”

McGrath also recommends avoiding the temptation to fight a fake review with another fake or paid positive review. “Paid reviews are subject to regulation by state law and the Federal Trade Commission, and in September [2013], the New York Attorney General fined 19 companies more than $350,000 for writing fake online reviews.”

TO IGNORE WHAT’S BEING WRITTEN ONLINE ABOUT YOUR BUSINESS IS A COSTLY MISTAKE.

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WHEN RESPONDING TO A NEGATIVE REVIEW

ONLINE, DON’T BE DEFENSIVE; KEEP YOUR MESSAGING

POSITIVE AND UPBEAT.

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The better strategy is to focus on get-ting authentic positive reviews from real customers—without incentives or payment. That strategy will drown out malicious or unfounded negative reviews. “The good news is that if [a poor review] is off page one of Google [search results], it basically doesn’t exist,” says Michael Fertik, founder of Reputation.com.

Step 4: Monitor

Set up Google alerts (it’s free) to track when your business is mentioned on the Internet, which will catch any reference to your company on news, social media, and review sites and blogs. Use quotes around your busi-ness name and select how often you’d like to receive alerts: as they happen, once a day, or once a week. You can

POPULAR ONLINE REVIEW SITESTo help manage your business’ online reputation, set up profiles for your company on online review sites, such as the ones listed here. Your profile offers satisfied (and unsatisfied) customers a forum for sharing with others their experience with your company.

• Angie’s List: Users pay for membership and reviews cannot be anonymous. Companies are allowed to respond to comments. Businesses can set up a free account and encourage customers to give reviews. www.angieslist.com

• Better Business Bureau: This site displays grades and reports for accredited and non-accredited businesses. www.bbb.org

• City Search: This review site is similar to Insider Pages (see below), but perhaps more popular. www.citysearch.com

• Google+ Local: This site allows reviewers to give your business a score, which appears in the review listing. www.google.com/local

• Insider Pages: Reviews are indexed with search engine results pages (SERPs), which means a potential customer doesn’t need to be familiar with Insider Pages to happen across your business when conducting an Internet search. www.insiderpages.com

• Yahoo Listings: This review site is similar to Google+ Local (see above). smallbusiness.yahoo.com/local-listings

• Yelp: Not just for restaurants, Yelp is growing in popularity among consumers. Yelp profile information shows up in Google searches. www.yelp.com

YTHE BEST WAY TO DROWN

OUT MALICIOUS OR UNFOUNDED NEGATIVE

REVIEWS IS WITH AUTHENTIC POSITIVE REVIEWS FROM

REAL CUSTOMERS.

set up more than one alert by using different phrases, and be sure to use your company name as it appears on social media (if different from your full business name). Pay attention to what is being said, and respond when necessary. Be aware that current and future customers certainly are mind-ful of how you respond.

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Step 5: Be Proactive

On online review sites, set up profiles for your business. (See the sidebar below for a list of the most popular review sites.) Also, be sure to “claim” your brand on all major social media channels: Facebook, LinkedIn, Twitter,


Pinterest, Instagram, YouTube, etc. (If you don’t claim them, someone else might.) Utilize those channels to bolster your brand by posting positive stories and news about your business. Focus on engaging with customers and encouraging positive feedback and experiences.

If you don’t already have one, start a blog on your website. Blogging is an excellent way to push positive content about your products and services. When updated regularly (at least two or three times per month), blogs can also help improve the ranking of your website during online searches—in other words, increase your search engine optimization (SEO).

That’s exactly what Nestlé Waters North America has done with its new blog, “The Source” (nwnasourceblog.com), which launched September 2013.

BLOGGING IS AN EXCELLENT WAY TO PUSH POSITIVE CONTENT ABOUT YOUR PRODUCTS AND SERVICES OUT ON THE INTERNET. WHEN UPDATED REGULARLY, A BLOG CAN HELP IMPROVE THE SEO RANKING OF YOUR WEBSITE.

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Jill Culora is an experienced business journalist who frequently contributes to Bottled Water Reporter; [email protected].

Jill Culora is an experienced business journalist who frequently contributes to Bottled Water Reporter; [email protected].

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According to Celeste Wallace, social media associate manager at Nestlé Waters, “We’re focusing on four main categories: improving health (differ-ent things we are doing and the way bottled water is helping people live healthier lives), driving performance (brand content, we talk about how we are doing in the marketplace overall), protecting the resources (talks about the efforts and programs that we have aimed at being responsible citizens to the environment), and then we have partnering in communities (that’s all about how we are working hand in hand to be good neighbors in the cities where we live and work).”

She says that Nestlé’s blog is a tool the company uses as a showcase piece, where they invite guest bloggers—executives and marketing managers—to share their insights and areas of expertise, especially pertaining to one of those four categories. “Most of our authors,” says Wallace, “include a headshot and a small bio to help readers connect with the writers.”

Those efforts are having the hoped-for effect: “We do know that the blog content is starting to creep up in the Google rankings. We are starting to see signs of that. And as we continue to put paid media investment behind that, we’ll see even more,” she says. “Having various social media and digital proper-ties really does help us take a little bit more control in telling our story our way, which we have found very valuable.”

Nestlé Waters is using social media in other ways to bolster positive content about the company, and that activity also helps with SEO rankings. Wallace says the company has been using Twitter chats to promote important launches and activities. For example, Nestlé tweeted about the release of the company’s CSR report and a presentation by Brian Flaherty, Nestlé’s vice president of public policy and

external affairs, from the June 2014 “Our Ocean” Conference, an event hosted by the U.S. Department of State that brought experts, practitioners, advocates, lawmakers, and the international ocean and foreign policy communities together to chart a way forward to protect “Our Ocean.”

“We’ve had great results: 562,000 twit-ter accounts reached, a total of 5 million impressions. And the hashtag (#Shared-Value) was trending on Twitter for a period of time. It was so exciting—it was a great win for us,” Wallace says.

Take ControlIf you follow these five easy steps, online reputation management won’t be as complex as you might think. But you might find ORM tasks time consuming.

That’s why Pringle at Polaris Marketing suggests you consider hiring someone to conduct ORM for you. “It’s impor-tant to know what people are saying about you, so that you can address it and change course as appropriate,” she says. “If you don’t, a relatively small complaint can turn into a major issue or even a crisis.”

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The bottled water industry applauded the intro-duction of the Bottled Water Quality Information Act (BWQIA), H.R. 4978, on June 26, 2014, by Representatives Renee Ellmers (R-NC), Jim Matheson (D-UT), and Richard Nugent (R-FL). The bipartisan, landmark legislation would make it easier for consumers to obtain clear, consistent, and comprehensive information about the safe, healthy, and quality bottled water products they buy. Implementing uniform standards across all 50 states would not only provide bottled water producers and distributors with a more reliable environment in which to grow their businesses but also could prevent the emergence of conflict-ing state and local labeling requirements.

The introduction of the BWQIA marks an im-portant milestone for the bottled water industry: it moves us closer to codifying our hallmark trans-parency and commitment to high-quality stan-dards. Introducing legislation also provides another

avenue for us to counter the efforts of those who would disparage bottled water by suggesting it is not as regulated as tap water. (As we all know, bottled water is fully regulated as a food product by the Food and Drug Administration and, oftentimes, regula-tions on bottled water are more stringent than those placed on tap water by the Environmental Protection Agency.) As IBWA’s new lobbyist in Washington, DC, I was proud to be a part of this successful team effort by members, consultants, and staff.

For those IBWA members who have been actively engaged in this effort, you know that the introduction of the BWQIA is the culmination of a multi-year effort by IBWA to work with Congress, and we thank you for your efforts to help us reach this point. For those members who would appreciate an update on how we got here, I present the summary below—along with sug-gestions for all IBWA members on how we can keep this momentum going.

How all the elements of IBWA’s successful advocacy campaign came together to help produce the Bottled Water Quality Information Act

By Kristin Pearson Wilcox

SEP/OCT 2014 BWR 25

Bottled Water

WINNING OVER

CAPITOL HILL

GOVERNMENT RELATIONS SPECIAL REPORT


Build a BillTo get the ball rolling, IBWA under-took a comprehensive member consen-sus building effort. Federal legislation codifying bottled water safety and qual-ity information standards is something that IBWA has been pursuing for sev-eral years and is very much in line with our history of maintaining the highest standards and providing consumers with information about their bottled water products. A few years ago, IBWA staff and members worked closely with the late Senator Frank Lautenberg (D-NJ) as he developed his bottled water consumer information bill; however, no legislation was introduced at that time.

Driven by our consumer focus and the needs of a growing marketplace, we did not abandon the challenge. Instead, we be-gan an in-house effort to craft a legislative proposal that would do the following:

• Illustrate the bottled water industry’s transparency in labeling and quality reporting (thus, helping to quiet our critics).

• Tackle the industry’s growing concern about any potential risks created by a patchwork quilt of state water report-ing and labeling standards.

• Protect our industry’s ability to respond without concern in a time of natural disaster.

IBWA staff reached out to our mem-bers and board of directors to gather their opinions. Although members came at the issue from different per-spectives, as an industry we remained united on our focus: the consumer.

Benefit of Engaged MembersLawmakers need to hear from their constituents; they need to know what’s important to companies, employees, and voters in their districts. Thus, long before the BWQIA was introduced, IBWA members planted the seeds of success by educating key members of Congress during our Capitol Hill advocacy days. This prep work helped us counter the arguments of the “tap water only” crowd and build the case for the importance of consistency in bottled water labeling.

Thus far in 2014, IBWA has conducted four member fly-in and Hill visit days, blanketing congressional offices with messages about the importance of bottled water. Perfectly timed to sup-port the bill’s introduction, on June 11 IBWA members from across the coun-try—bottlers, suppliers, and distribu-tors—took to the Hill to urge members of Congress to support the BWQIA. More than 40 individuals, representing 23 IBWA member companies, conduct-ed over 60 visits during the afternoon,

The Bottled Water Quality Information Act will help the bottled water industry continue our deep and lasting commitment to our customers and communities. As a nurse and former health-care provider, Rep. Renee Ellmers (R-NC) understands the importance of providing people with information about bottled water quality, which can help them to make informed and healthy choices. This bill will make it easier for consumers to obtain clear, consistent, and comprehensive information about the healthy, reliable, and

refreshing bottled water products they buy.– Shayron Barnes-Selby, Vice President

of Government Affairs & Quality Services, DS Services

MEMBERS OF CONGRESS SUPPORT THE BWQIAOn June 26, 2014, bipartisan, landmark legislation was introduced in Congress that would make it easier for consumers to obtain clear, consistent, and comprehensive information about the safe, healthy, quality bottled water products they buy: the Bottled Water Quality Information Act (BWQIA), H.R. 4978. Since then, more members of Congress have signed on to show their support for the IBWA-endorsed federal legislation. Below is a list, as of press time, of congressional supporters who have signed on to the BWQIA:

SPONSORS

• Rep. Renee Ellmers (R-NC)

• Rep. Jim Matheson (D-UT)

• Rep. Robert Nugent (R-FL)

COSPONSORS

• Rep. Gus Bilirakis (R-FL)

• Rep. Joe Courtney (D-CT)

• Rep. Tammy Duckworth (D-IL)

• Rep. Morgan Griffith (R-VA)

• Rep. Jim Himes (D-CT)

• Rep. Robert Hurt (R-VA)

• Rep. Ben Ray Lujan (D-NM)

• Rep. Grace Napolitano (D-CA)

• Rep. Scott Peters (D-CA).

IBWA urges members to write, call, and meet with your U.S. House of Representative members to ask them to cosponsor this bipartisan bill that would provide consumers with uniform information about the quality and safety of their bottled water products. Visit bit.ly/WriteYourMOC to write your member of Congress today.

SEP/OCT 2014 BWR 27

including nearly 20 direct visits with members of Congress.

In addition to those visits, many IBWA members used the association’s Bottled Water Matters website (www.bottled-watermaters.org) to connect with elected officials, making the case for labeling uniformity and bottled water quality reporting transparency. Moving forward, we will be reaching out to IBWA mem-bers to galvanize more letters and emails to—and more visits with—members of Congress. These activities will be particularly important because we know our opponents will be dispatching their perspective to lawmakers via letters and office visits, urging them to maintain the status quo or criticize our efforts.

IBWA’s advocacy efforts are greatly enhanced when we can add your voice to the mix. As this issue moves forward, we’ll be calling again on members, encourag-ing you to connect with your elected representatives in Congress. Our collective voice will grow louder when you stand with your bottled water colleagues, and our efforts on behalf of the entire bottled water industry will be strengthened.

Power of the PACThrough the IBWA Political Action Committee (PAC), we are meeting with and educating several key potential political champions for the bottled water


On June 11, 2014, 40 individuals representing 23 IBWA member companies conducted more than 60 visits with members of Congress and their staff to educate them about the bottled water industry.

WHAT YOU NEED TO KNOW TO SUPPORT THE BWQIAThe Bottled Water Quality Information Act (BWQIA), H.R. 4978, introduced on June 26, 2014, by U.S. Representatives Renee Ellmers (R-NC), Jim Matheson (D-UT), and Richard Nugent (R-FL), will provide consumers with clear, consistent, and timely information about the safety and quality of bottled water products.

The bill requires bottled water producers to prepare, and make available upon request, an annual bottled water quality report. The report would include the following, as prescribed by federal regulations:

• information on the type of water source (e.g., spring, artesian, well, public water system)

• treatment methods used by the bottler (e.g., reverse osmosis, UV light, ozonation, etc.)

• test results for the microbiological, physical, chemical, and radiological quality of bottled water.

The bill also requires bottled water labels to include the name and contact information of the bottled water manufacturer or distributor; the type of water source (e.g., spring, artesian, well, public water system); and a statement informing consumers about how they may obtain the bottled water quality report.

The bill applies to both plastic, single-serve polyethylene terephthalate (PET) bottles, as well as 3- and 5-gallon home and office delivery (HOD) bottled water containers.

The bill has been referred to the U.S. House of Representative’s Energy and Commerce Committee for its consideration. The bill amends the Federal Food, Drug and Cosmetic Act. In order to become law, the BWQIA must pass the U.S. House and Senate and be signed into law by the president. The Food and Drug Administration will then promulgate rules on the labeling and bottled water quality reporting provisions.


industry. For example, joining IBWA members for a special luncheon and issues briefing before our congressio-nal office visits on June 11, 2014, Rep. Ellmers, a BWQIA sponsor, spoke about her personal commitment to helping the bottled water industry with our issues. We are also working with U.S. House of Representatives Energy and Commerce Committee Chairman Fred Upton (R-MI) and Subcommittee on Health Chairman Joe Pitts (R-PA) to help ensure the BWQIA will be seen as a priority by committee leaders as it moves through the Congressional process.

In addition, IBWA will continue to reach out to supporters of our industry in Congress to ensure we have cham-pions lined up to oppose any burden-some changes or amendments that bill opponents may put forward. Through education and grassroots contact, we are growing a legion of congressional allies who will be steadfast supporters of our industry’s position.

As the owner of a small bottled water company in North Carolina that competes nationally, this legislation will help me grow my business. Having a federal standard that provides consumers with uniform and consistent information on bottled water safety and quality is important for expanding my access to other markets. And, it also helps to continue our industry’s tradition of providing consumers with information about the bottled

water products they buy.– Robert Smith, President and CEO,

Grand Springs Distribution

Throughout the year, IBWA organizes several opportunities in Washington, DC, for members to connect with their members of Congress to educate them about the bottled water industry. But even if you can’t make it to DC, you can still ensure your elected officials better understand the bottled water industry by inviting them into your facilities and letting them see how your business works, firsthand. If you need help organizing a plant tour, contact IBWA Director of Government Relations James Toner: [email protected].

IBWA ADVOCACY IN ACTION

A trolley takes IBWA members to view the monuments at dusk after a long day of meetings with their elected officials during IBWA’s June 11 Hill advocacy day.

Brian Grant listens as Rep. Renee Ellmers (R-NC) speaks about the importance of bottled water and healthy hydration.

IBWA members met with Rep. Grace Napolitano (D-CA) during IBWA’s June 11 Hill advocacy day.

On July 23, IBWA members met with members of Congress, such as (at right) Rep. John Shimkus (R-IL), during the American Meat Institute’s annual Hot Dog Lunch.

IBWA Board member Shayron Barnes-Selby (left) and IBWA member Celeste Wallace (right) met with Rep. Jim Matheson (D-UT), one of the original sponsors of the Bottled Water Quality Information Act, during IBWA’s June 11 advocacy day.

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Kristin Pearson Wilcox is IBWA’s vice president of government relations. Contact her for more information: [email protected] / 703.647.4618.

Companies throughout the United States face increasing uncertainty due to a patchwork of laws that vary from state to state. This legislation will ensure that we have one, national, uniform standard for bottled water quality reports. It will also allow the public to obtain the information they need regarding the safety and quality of the bottled water they consume. This is an important step to providing these businesses with a less

burdensome process, while also making consumers lives’ easier. – U.S. Representative Renee Ellmers (R-NC)

WHAT YOU CAN DOIBWA encourages members to use the “Take Action” feature on www.bottledwatermatters.org to write, email, or call your members of Congress to ask them to support the Bottled Water Quality Information Act (BWQIA). In addition, members are invited to travel to Wash-ington, DC, and take part in the remaining 2014 Capitol Hill advocacy days as IBWA continues to educate elected officials about the BWQIA, BPA, and other issues important to the bottled water industry:

• September 9• November 19• December 9


During a luncheon before the June 11, 2014 IBWA Capitol Hill visits, Rep. Renee Ellmers (second from left) spoke to members about the Bottled Water Quality Information Act. Also pictured, IBWA Chairman Breck Speed (far left), IBWA President Joe Doss (third from left), and IBWA Board Member and PAC Treasurer Shayron Barnes-Selby (right).

Ready for Our Close UpIt’s no secret that water and consumer product issues are very much top-of-mind for the media today—and we expect our critics to continue taking their complaints to the press. That’s why IBWA ensured we were prepared for the media attention. Thanks to the in-vestment members and staff have made in spreading bottled water facts through traditional and social media, IBWA was poised to meet and extinguish any negative bottled water comments by our opponents. In addition, IBWA composed talking points and staff was well-equipped to counter our critics and set the record straight.

The BWQIA stands as an excellent example of the effective deployment of

tools a trade association must exercise to serve the interests of its members: consensus building, professional lobby-ing, political fundraising, relationship building with elected officials, and grass-roots mobilization and communications. I greatly appreciate joining the IBWA advocacy team and look forward to the continuing investment and trust our members have placed in us to advocate on behalf of your interests. I’m equally proud of the return IBWA has been able to deliver on that investment, both in the short and long term, in providing consumers with important information about the bottled water products they buy. When IBWA members and staff continue to combine our forces and work together, we will carry the day.

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32452_MarleyBottledWaterReporterAd.indd 1 2014-07-31 3:39 PM

SEP/OCT 2014 BWR 31

COME TO THE 2014 IBWA ANNUAL BUSINESS CONFERENCE

AND TRADE SHOW AND GET ENERGIZED AGAIN ABOUT THE

BOTTLED WATER INDUSTRY! BASED ON THE SUCCESS OF OUR

LAST TWO COLLABORATIONS, IBWA IS AGAIN CO-LOCATING

WITH NAMA’S CoffeeTea&Water SHOW—BRINGING TOGETHER

TWO INDUSTRIES WITH SIMILAR INTERESTS AND ISSUES—TO

PRESENT SCHEDULES BRIMMING WITH EXCITING EVENTS IN THE

FORM OF EDUCATION SESSIONS, TRADE SHOW, NETWORKING

EVENTS, AND MORE. WHAT COULD BE MORE ENERGIZING THAN

WATER AND COFFEE? (WE’VE GOT THE SCIENCE THAT PROVES

WATER IS MOOD-ENHANCING—AND AN EDUCATION SESSION TO

TELL YOU ALL ABOUT IT.)

PLAN YOUR IBWA CONFERENCE EXPERIENCE

DALLAS NOVEMBER 10-14



It’s OK to Have QuestionsOur Education Sessions Have AnswersInterested in learning more about the bottled water industry? From Tuesday, November 11, until Thursday, November 13, IBWA will offer a one-of-a-kind educational program, presenting both technical- and business-focused courses that examine the industry’s important issues. Leading experts and bottled water professionals will provide the latest information available on a wide variety of topics relative to today’s competitive marketplace. (See p.38 for the education session descriptions.)

If you are part of IBWA’s Certified Plant Operator Program, look for courses with the . This year, IBWA’s available CEU sessions offer 15.5 continuing education units. To keep certification current, CPOs may either retake the CPO exam every three years (see Not-To-Miss Events, CPO Exam, on next page), or accrue the required 18 CEUs within each three-year period—which aver-ages out to only six CEUs per year.


Just the (Conference) Facts

When: November 10-14, 2014

Where: Hyatt Regency, Dallas Texas300 Reunion Boulevard, Dallas, Texas, 75207

Hotel Policies: Check In: 3 p.m., Check Out: 12 p.m., Complimentary Internet

Hotel Room Rate: $199 for traditional single or double + 15% taxes ($228.85 total per night)

Two Ways to Make Hotel Reservations:• Online, only at https://resweb.passkey.com

/go/IBWAssn (NOT Hyatt.com)

• Call 888.421.1442, indicate you want the IBWA room block

Local Airports: Dallas/Fort Worth International (20 miles)Love Field (8 miles)

Weather: Avg. November High – 59˚, Avg. Low - 38˚ Avg. November Rainfall – 3.5 in.

Education Sessions: 30+ (NAMA inclusive)

CEUs Available: 15.5 (NAMA inclusive)

CPO Exam: Friday, November 14, 8:00-11:00 a.m. (Ticketed Event)

IBWA/NAMA Trade Show, Lunch, and Reception: Wednesday, November 12, 12:00 – 6:30 p.m.150+ Exhibitors (NAMA inclusive)

Three Ways to Register for IBWA Conference: • Fax: 703.683.4074• Mail: IBWA Annual Business Conference, 1700 Diagonal Road,

Suite 650, Alexandria, VA 22314• Email: [email protected]

Conference/Trade Show Questions? Contact IBWA Director of Conventions, Trade Shows, and Meetings Michele Campbell: 703.647.4606 or [email protected].

IBWA Membership Questions? Contact IBWA Manager of Member Services Dennis Carpenter: 703.647.4615 or [email protected].

How to Prepare a HACCP Program

Find Out at IBWA’s Half-Day Workshop As you know, implementation of the Food Safety Modernization Act (FSMA) has begun—and HACCP programs are now required for food facilities. IBWA’s HACCP workshop will review how to apply the proposed preventive controls

rule to your facility’s HACCP plan. We’ll cover everything from fillers to case packers to palletizers, but also warehousing, loading docks, and distribution.

If you want to participate in this discussion, select “HACCP Workshop” on the registration form (p.35) and plan to attend this session on Tuesday, November 11, from 7:30 a.m. - 12:45 p.m. The agenda includes educational presentations, small work groups, and interactive discussions with bottlers that have already set up their HACCP programs. (Ticketed Event: $75, includes lunch.)

“Many bottled water companies, particularly those in the home and office delivery (HOD) business, also offer coffee and tea to their customers. Co-locating the IBWA and NAMA conferences will enable attendees and exhibitors to achieve a greater return on their investment by providing expanded educational programming, exposure to a broader range of products and services, and increased networking opportunities.”

—Joe Doss, IBWA President and CEO

SEP/OCT 2014 BWR 33

Not-To-Miss EventsBottlers and IBWA Suppliers Networking Event RevampedTuesday, November 11, 4:00 p.m. – 5:15 p.m.This networking event will provide conference attendees the opportunity to make new contacts and strengthen previous ones via 5-8 minute meetings. During this event, participating IBWA Supplier members will rotate throughout the room to meet with tables of bottlers, creating a learning environment in which participants can discuss the Suppliers’ latest products and services—and how to apply them to current operations. Bottlers will be given a game sheet to complete with a “buzzword” that each Supplier will provide. When the event ends, the game sheets will be collected for a prize drawing. Indicate your desire to participate in this event on the conference registration form (p.35).

IBWA/NAMA Welcome ReceptionTuesday, November 11, 5:30 p.m. – 7:00 p.m.

IBWA and NAMA registrants will come together for a Welcome Reception to kick-off the week and this collaborative co-location. This event will be held in the “Grand Hall” of Union Station, which adjoins the Hyatt. This one-of-a-kind setting, completed in 1916, has been completely restored to its former glory. Wolfgang Puck Catering, the exclusive caterer for Union Station, will create a relaxing event so attendees can network with peers, catch up with old friends, and enjoy an evening of hors d’oeuvres and an open cash bar.

IBWA/NAMA Trade Show, Lunch, and ReceptionWednesday, November 12, 12:00 p.m. – 6:30 p.m.Do you have questions for a current vendor? Have you been searching for that one offering that will take your company to the next level? The IBWA/NAMA Trade Show offers attendees the opportunity to be introduced to the latest and greatest products and services offered by vendors who know the bottled water and coffee industries. With time dedicated solely to conversation, decision making, and networking, it’s no wonder this event has established itself as one of the most popular and well-attended conference events.

CPO ExamFriday, November 14, 8:00 a.m. – 11:00 a.m. Certified plant operators (CPOs) are qualified to operate and maintain—by experience, education, and training—the facilities of a bottled water plant. IBWA requires bottler members to have at least one CPO in each facility. To prepare for the CPO exam, study the IBWA Plant Technical Reference Manual and the Bottled Water Code of Practice.

Show Us Your Cowboy AttitudeGiddyap With Your Peers at DWRF’s Casino Night Being Held at Gilley’s DallasThe Drinking Water Research Foundation (DWRF) Casino Night Fundraiser will be held at Gilley’s, a Dallas institution, Tuesday, November 11, 7:30 p.m. - 10:00 p.m. Located just a mile from the Hyatt, don’t miss this evening of fun, delicious food, and amazing views of downtown Dallas. Come out and show off your gambling skills—and, at the end of the night, use your chips to earn raffle tickets for the chance to win great prizes. Ticket cost includes a shuttle to and from the Hyatt (roundtrip transportation shuttles begin departing at 7:15 p.m.), Texas cuisine, one drink ticket for an alcoholic or nonalcoholic beverage, and gambling chips. Tickets for this event may sell out, so register soon. Ticketed event, $150 per person entry fee, $75 is tax deductible.

When you attend a DWRF Casino Night, you help fund the vital research that impacts the bottled water industry—now and in the future. Please indicate your intentions to attend this event on the registration form (p.35). Limited sponsorship opportunities are still available. Contact IBWA Program Coordinator Claire Crane for more: [email protected].

What Is IBWA Working On?Find Out at the IBWA General Session, Annual Business Meeting, and Awards CeremonyIf you’ve ever wondered what the Association is up to, then you should attend the General Session on Thursday, November 13, 8:30 a.m. – 10:45 a.m. Hear the “President’s Report,” delivered by IBWA President and CEO Joe Doss, which highlights the year’s achievements, the present state of the Association, and what’s in store for the future. Afterward, IBWA Chairman Breck Speed (Mountain Valley Spring Company) will preside over the IBWA Annual Business Meeting. During this session, IBWA members will select new members and officers to the Board of Directors. Chairman Speed will also pass the gavel on to incoming 2014-2015 Chairman Bryan Shinn (Shinn Spring Water Company).

Get Your Voice HeardAttend Committee MeetingsAs a member of IBWA, you can make a real contribution by participating in the IBWA committee meetings. Starting Monday, November 10, and concluding with the Board of Directors Meeting on Friday, November 14, IBWA committees will meet to discuss the business of the association. All members are invited to participate in these meetings to learn more about the issues that are important to the bottled water industry and how upcoming regulations may affect your businesses. Come be part of the conversations that shape the bottled water industry.


SCHEDULE-AT-A-GLANCEDALLAS

IBWA Annual Business Meeting/Trade Show*

Monday, November 10, 2014

12:00 pm – 5:30 pm Registration

1:00 pm – 2:30 pm IBWA Education Committee**

2:45 pm – 3:45 pm IBWA Packaging Joint Subcommittee**

2:45 pm – 3:45 pm IBWA State Affairs Task Force**

3:45 pm – 4:45 pm IBWA State & Regional Associations Committee**

4:00 pm – 5:00 pm IBWA Virus/Microbial Subcommittee**

5:00 pm – 6:00 pm IBWA Political Action Committee Board Meeting**

Tuesday, November 11, 2014

7:00 am – 5:00 pm Registration

7:30 am – 12:45 pm HACCP Workshop and Lunch (4 CEUs) (Ticketed Event) 9:30 am – 11:00 am IBWA Supplier and Convention Committee**11:30 am – 1:00 pm IBWA Committee Chairs Lunch (closed) 1:00 pm – 2:15 pm The IBWA Audit Program (1.25 CEUs) 1:30 pm – 3:30 pm IBWA Government Relations Committee** 2:00 pm – 3:30 pm IBWA Membership Committee** 2:30 pm – 3:45 pm Government Knocks on Your Door – Roundtable (1.25 CEUs) 4:00 pm – 5:15 pm IBWA Networking Event for Bottlers and IBWA Suppliers 5:30 pm – 7:00 pm IBWA/NAMA Welcome Reception 7:30 pm – 10:00 pm DWRF Casino Night Fundraiser at Gilley’s Dallas (Ticketed Event)

Wednesday, November 12, 2014


7:00 am – 9:00 am Continental Breakfast 7:00 am – 9:00 am IBWA Executive Committee (closed) 8:00 am – 9:00 am The Political Landscape in 2015 and Beyond 8:00 am – 9:15 am Plant Operations Technology (1.25 CEUs) 8:15 am – 10:45 am IBWA Technical Committee** 9:30 am – 10:45 am Learn How to Hydrate Your Life (1.25 CEUs) 9:30 am – 10:45 am Interactive Social Media Clinic 11:00 am – 12:15 pm Water’s Important Role in the Body (1.25 CEUs) 12:00 pm – 5:30 pm IBWA/NAMA Trade Show/Lunch 1:15 pm – 2:30 pm DWRF Trustees Meeting 5:30 pm – 6:30 pm IBWA/NAMA Trade Show Reception

Thursday, November 13, 2014


8:30 am – 10:45 am IBWA General Session and Annual Business Meeting 1:00 pm – 2:30 pm IBWA Environmental Sustainability Committee** 1:00 pm – 2:15 pm BPA: Toxic Coverage or Toxic Chemical 1:00 pm – 2:15 pm What About FSMA? (1.25 CEUs) 2:30 pm – 3:45 pm Bottled Water Marketing: Front Line Approach

Thursday, November 13, 2014 cont.

2:30 pm – 3:45 pm Product Labeling: Not Just Artwork (1.25 CEUs) 2:30 pm – 3:45 pm Bottled Water Quality Information Act 2:45 pm – 4:00 pm IBWA Communications Committee** 4:00 pm – 5:15 pm Bottled Water Sales Trends 4:00 pm – 5:15 pm IBWA Water and Energy Use Ratio Benchmarking Study (1.25 CEUs) 4:00 pm – 5:15 pm CPO Study Session (1.25 CEUs)

Friday, November 14, 2014

7:00 am – 10:00 am Registration

8:00 am – 11:00 am IBWA Board of Directors Meeting** 8:00 am – 11:00 am IBWA CPO Exam (Ticketed Event)* Schedule current as of August 14, 2014. Tentative schedule subject to change. As speakers and descriptions become available this page will be updated at www.bottledwater.org/convention.** IBWA Members Only

NAMA CoffeeTea&Water 2014*

Tuesday, November 11, 2014


1:00 pm – 2:15 pm Concurrent Education Sessions (3) 2:30 pm – 3:15 pm Concurrent Education Sessions (3) 3:30 pm – 5:00 pm Opening General Session 5:30 pm – 7:00 pm NAMA/IBWA Welcome Reception

Wednesday, November 12, 2014


8:00 am – 9:00 am Continental Breakfast 9:00 am – 10:15 am General Session 10:30 am – 12:00 pm Concurrent Education Sessions (3) 12:00 pm – 5:30 pm NAMA/IBWA Trade Show/Lunch 5:30 pm – 6:30 pm NAMA/IBWA Trade Show Reception

Thursday, November 13, 2014


8:00 am – 9:30 am Concurrent Education Sessions (2) 9:45 am – 11:00 am Concurrent Education Sessions (2)11:15 am – 12:15 pm Closing General Session

*Schedule current as of August 14, 2014. Tentative schedule subject to change.

!

MAIL FORM TO: IBWA Conference, 1700 Diagonal Road, Suite 650, Alexandria, VA 22314 FAX FORM TO: 703.683.4074

QUESTIONS? CALL: 703.683.5213 (Patrice Ward or Michele Campbell) EMAIL FORM TO: [email protected]

INFORMATION AND CURRENT SCHEDULE OF EVENTS: www.bottledwater.org/convention

ATTENDEE 1ST TIME ATTENDEE?

1ST NAME:____________________________________________ EMAIL:____________________________________ q Yes q No

2ND NAME:____________________________________________ EMAIL:____________________________________ q Yes q No

3RD NAME:____________________________________________ EMAIL:____________________________________ q Yes q No

COMPANY NAME: _____________________________________________ WEB: ______________________________________________

ADDRESS: ______________________________________________________________________________________________________

CITY:_______________________________________________________ STATE: ____________________ ZIP:_________________

PHONE: ____________________________________________________ FAX: _____________________

REGISTRATION FEES INCLUDE: Reception on Tuesday and Wednesday, 1 lunch, 2 continental breakfasts, 30+ education sessions, 4 plenary sessions, trade show MEMBER BOTTLER/DISTRIBUTOR q New IBWA Member (10/1/13-9/30/14) q Existing Member

Until 10/15/14: First and Second Person = $289 per person Three or More People (same company, same form) = $269 per person After 10/15/14: First and Second Person = $389 per person Three or More People (same company, same form) = $369 per person

NON-MEMBER BOTTLER/DISTRIBUTORUntil 10/15/14: $475 per person (no discount for multiple registrations) After 10/15/14: $575 per person (no discount for multiple registrations)

NON-EXHIBITING SUPPLIER q New IBWA Member (10/1/13-9/30/14) q Existing Member qNon-MemberUntil 10/15/14: $750 per person (no discount for multiple registrations) After 10/15/14: $850 per person (no discount for multiple registrations)

Payment Registration HACCP Workshop ($75) Guest: Tuesday Reception Networking Event DWRF Casino Night 1st Attendee $_________ $_________ #___ @ $35 each= $______ ______Yes ______No #___ @ $150 each= $_____

2nd Attendee $_________ $_________ #___ @ $35 each= $______ ______Yes ______No #___ @ $150 each= $_____

3rd Attendee $_________ $_________ #___ @ $35 each= $______ ______Yes ______No #___ @ $150 each= $_____

Column Total $_________ $_________ $______ $_____

q Yes, please register attendee(s) for the CPO Exam @ $80/person. Name(s):______________________________________________________________Payment Method $_________________ Total Due q Check (payable to IBWA, mail with registration form) q Credit Card (do not email account, call 703-683-5213 ) ___ AMEX ___ VISA ___ Master Card ___ Discover Name on Credit Card: ______________________________________________________________

Authorized Signature: ____________________________________ Account Number: ____________________________________ Exp. Date: __________

Confirmations and Cancellation Policy• Confirmations will be emailed or faxed to registrants within 48 hours of receipt. If you do not receive one, please call IBWA.• Cancellations must be received in writing no later than October 15, 2014, and are subject to a $50.00 administrative fee. After that date, no refunds will be issued. • Substitutions can be made, but must be in writing.

ATTENDEE REGISTRATION FORM


DALLAS

NOVEMBER 10-14 | HYATT REGENCY | DALLAS, TEXAS WWW.BOTTLEDWATER.ORG

SEP/OCT 2014 BWR 35

AT-A-G

LAN

CE

Monday | November 10 Tuesday | November 11 Wednesday | November 12 Thursday | November 13 Friday | November 14

IBWA Committee MeetingsIBWA Committee Meetings | IBWA Education Sessions |

IBWA and NAMA Joint EventsNAMA

Meetings

IBWA Committee Meetings

IBWA Education Sessions | IBWA and NAMA Joint Events

NAMA Meetings


IBWA Education Sessions | IBWA General Session

NAMA Meetings IBWA Meetings

7:00am 7:00am-7:00pmIBWA Registration

10:00am-5:00pm NAMA Registration

7:00am-5:00pmIBWA Registration 7:00am-9:00am

Cont. Breakfast(Trinity Foyer)


7:00am-5:00pm IBWA Registration


7:00am-10:00am IBWA Registration

7:30am

7:30am-12:45pm HACCP Workshop

and Lunch (Cotton Bowl*)

7:00am-9:00am Executive Committee

(Closed) (Pryor-Crockett*)

8:00am 8:00am-9:00am The Political Landscape in

2015 and Beyond (Moreno*)

8:00am-9:15am Plant Operations

Technology (Cotton Bowl*)

8:00am-9:30am NAMA

Ed. Sessions (2)

8:00am-11:00am IBWA Board of

Directors Meeting(Bryan-Beeman*)

8:30am

8:30am-10:45am IBWA

General Session (Reunion E-H)

9:00am

8:15am-10:45am Technical

Committee(Bryan-Beeman*)

9:00am-10:15am NAMA

General Session(Reunion E-H)

9:30am9:30am-11:00am Supplier/Conv.

Committee (Bryan-Beeman*)

9:30am-10:45am Interactive Social

Media Clinic(Moreno*)

9:30am-10:45am Learn How to

Hydrate Your Life (Cotton Bowl*)

9:45am-11:00amNAMA

Ed. Sessions (2)

8:00am-11:00am IBWA CPO Exam

(Gaston AB*)10:00am

10:30am

10:30am-12:00pm NAMA

Ed. Sessions (3)11:00am 11:00am-12:15pm

Water’s Important Role in the Body

(Cotton Bowl*)



11:30am11:30am-1:00pm Committee Chairs

Lunch (Closed)(Bryan-Beeman*)

12:00pm 12:00pm-5:30pm IBWA Registration

(Trinity Foyer)

12:00pm-5:30pm IBWA / NAMA Trade Show

Lunch (Marsalis Hall)

12:30pm

1:00pm1:00pm-2:30pm

EducationCommittee(Gaston AB*)

1:00pm-2:15pm IBWA’s Audit

Program (Cotton Bowl*)

1:00pm-2:15pm NAMA

Ed. Sessions (3)

1:15pm-2:30pm DWRF Trustees

Meeting (Bryan-Beeman*)

1:00pm-2:30pm Environmental Sustainability


1:00pm-2:15pm BPA: Toxic

Coverage or Toxic Chemical? (Moreno*)

1:00pm-2:15pm What About

FSMA? (Cotton Bowl*)

1:30pm

1:30pm-3:30pm Government

Relations Committee

(Bryan-Beeman*)

2:00pm

2:30pm2:45pm-3:45pm Packaging Joint Subcommittee

(Moreno*)

2:45pm-3:45pm IBWA State

Affairs Task Force(Gaston AB*)

2:30pm-3:45pm Government Knocks on Your Door

(Cotton Bowl*)

2:00pm-3:30pm Membership Committee (Gaston AB*)

2:30pm-3:15pm NAMA

Ed. Sessions (3)

2:45pm-4:00pm Communications


2:30pm-3:45pm Bottled Water

Marketing(Moreno*)

2:30pm-3:45pm FDA Product

Labeling (Cotton Bowl*)

2:30pm-3:45pm Bottled

Water Quality Information Act

(Gaston AB*)

3:00pm COLOR KEY

3:30pm3:30pm-5:00pm NAMA General

Session (3)(Reunion E-H)

IBWA/NAMA EVENTS3:45pm – 4:45pm

IBWA State and Regional Associations Committee(Gaston AB*)

4:00pm 4:00pm-5:00pm Virus/Microbial Subcommittee

(Moreno*)

4:00pm-5:15pm Bottlers /

IBWA Suppliers Networking Event

(Moreno*)

4:00pm-5:15pm Bottled Water Sales Trends

(Moreno*)

4:00pm-5:15pm CPO Study

Session(Cotton Bowl*)

4:00pm-5:15pm Energy

Benchmarking and Water Use Ratio Update (Gaston AB*)

IBWA SESSIONS (BUSINESS)

4:30pm IBWA SESSIONS (TECH/REG)

5:00pm 5:00pm-6:00pmPAC Board Meeting

(Gaston AB*)

IBWA Committee Meetings (IBWA Members Only)

5:30pm5:30pm-7:00pm

IBWA / NAMA Welcome Reception(Union Station)

5:30pm-6:30pm IBWA/NAMA Reception

(Marsalis Foyer)

NAMA Meetings

Evening7:30pm-10:00pm

DWRF Casino Night Fundraiser Off-site at Gilley’s Dallas

(*Meeting rooms subject to change)

EDUCATION PROGRAM AND COMMITTEE MEETINGS MATRIX

IBWA Board of Directors and Committee Meetings are open to IBWA members only.

DALLAS



Monday | November 10 Tuesday | November 11 Wednesday | November 12 Thursday | November 13 Friday | November 14

IBWA Committee MeetingsIBWA Committee Meetings | IBWA Education Sessions |

IBWA and NAMA Joint EventsNAMA

Meetings


IBWA Education Sessions | IBWA and NAMA Joint Events

NAMA Meetings


IBWA Education Sessions | IBWA General Session

NAMA Meetings IBWA Meetings

7:00am 7:00am-7:00pmIBWA Registration


7:00am-5:00pmIBWA Registration 7:00am-9:00am

Cont. Breakfast(Trinity Foyer)


7:00am-5:00pm IBWA Registration


7:00am-10:00am IBWA Registration

7:30am

7:30am-12:45pm HACCP Workshop

and Lunch (Cotton Bowl*)

7:00am-9:00am Executive Committee

(Closed) (Pryor-Crockett*)

8:00am 8:00am-9:00am The Political Landscape in

2015 and Beyond (Moreno*)

8:00am-9:15am Plant Operations

Technology (Cotton Bowl*)

8:00am-9:30am NAMA

Ed. Sessions (2)

8:00am-11:00am IBWA Board of

Directors Meeting(Bryan-Beeman*)

8:30am

8:30am-10:45am IBWA

General Session (Reunion E-H)

9:00am

8:15am-10:45am Technical

Committee(Bryan-Beeman*)

9:00am-10:15am NAMA


9:30am9:30am-11:00am Supplier/Conv.


9:30am-10:45am Interactive Social

Media Clinic(Moreno*)

9:30am-10:45am Learn How to

Hydrate Your Life (Cotton Bowl*)

9:45am-11:00amNAMA

Ed. Sessions (2)

8:00am-11:00am IBWA CPO Exam

(Gaston AB*)10:00am

10:30am


Ed. Sessions (3)11:00am 11:00am-12:15pm

Water’s Important Role in the Body

(Cotton Bowl*)



11:30am11:30am-1:00pm Committee Chairs

Lunch (Closed)(Bryan-Beeman*)

12:00pm 12:00pm-5:30pm IBWA Registration

(Trinity Foyer)

12:00pm-5:30pm IBWA / NAMA Trade Show

Lunch (Marsalis Hall)

12:30pm

1:00pm1:00pm-2:30pm

EducationCommittee(Gaston AB*)

1:00pm-2:15pm IBWA’s Audit

Program (Cotton Bowl*)

1:00pm-2:15pm NAMA

Ed. Sessions (3)

1:15pm-2:30pm DWRF Trustees

Meeting (Bryan-Beeman*)

1:00pm-2:30pm Environmental Sustainability


1:00pm-2:15pm BPA: Toxic

Coverage or Toxic Chemical? (Moreno*)

1:00pm-2:15pm What About

FSMA? (Cotton Bowl*)

1:30pm

1:30pm-3:30pm Government

Relations Committee

(Bryan-Beeman*)

2:00pm

2:30pm2:45pm-3:45pm Packaging Joint Subcommittee

(Moreno*)

2:45pm-3:45pm IBWA State

Affairs Task Force(Gaston AB*)

2:30pm-3:45pm Government Knocks on Your Door

(Cotton Bowl*)

2:00pm-3:30pm Membership Committee (Gaston AB*)

2:30pm-3:15pm NAMA

Ed. Sessions (3)

2:45pm-4:00pm Communications


2:30pm-3:45pm Bottled Water

Marketing(Moreno*)

2:30pm-3:45pm FDA Product

Labeling (Cotton Bowl*)

2:30pm-3:45pm Bottled

Water Quality Information Act

(Gaston AB*)

3:00pm COLOR KEY

3:30pm3:30pm-5:00pm NAMA General

Session (3)(Reunion E-H)

IBWA/NAMA EVENTS3:45pm – 4:45pm

IBWA State and Regional Associations Committee(Gaston AB*)

4:00pm 4:00pm-5:00pm Virus/Microbial Subcommittee

(Moreno*)

4:00pm-5:15pm Bottlers /

IBWA Suppliers Networking Event

(Moreno*)

4:00pm-5:15pm Bottled Water Sales Trends

(Moreno*)

4:00pm-5:15pm CPO Study

Session(Cotton Bowl*)

4:00pm-5:15pm Energy

Benchmarking and Water Use Ratio Update (Gaston AB*)

IBWA SESSIONS (BUSINESS)

4:30pm IBWA SESSIONS (TECH/REG)

5:00pm 5:00pm-6:00pmPAC Board Meeting

(Gaston AB*)

IBWA Committee Meetings (IBWA Members Only)

5:30pm5:30pm-7:00pm

IBWA / NAMA Welcome Reception(Union Station)

5:30pm-6:30pm IBWA/NAMA Reception

(Marsalis Foyer)

NAMA Meetings

Evening7:30pm-10:00pm

DWRF Casino Night Fundraiser Off-site at Gilley’s Dallas

(*Meeting rooms subject to change)

EDUCATION PROGRAM AND COMMITTEE MEETINGS MATRIX

SEP/OCT 2014 BWR 37Go to www.bottledwater.org/convention for most current information.


TUESDAY, NOVEMBER 11

7:30 AM – 12:45 PMHACCP WorkshopPresenters: Bob Hirst, IBWA, and the IBWA Audit Program Evaluation Team

With Congress’ passage of the Food Safety Modernization Act (FSMA), imple-mentation of the law

will now require HACCP programs at food and beverage facilities. In response to this renewal of HACCP’s importance on the national level, IBWA is offering an updated version of the 1999-2003 HACCP Work-shop. This workshop will go beyond the filler to the case packer, pallet-izer, and loading dock to include warehousing and distribution of bottled water, as required by FSMA. The session will include application of the proposed preventive con-trols rule to your facility’s HACCP/preventive controls plan. Although participants will be divided into small work groups, there will be interactive discussions with bottlers who also handle real-life application of HACCP programs at their respective facilities. Come prepared to think, suggest, and apply. (Ticketed Event: $75, includes lunch.) 1:00 PM – 2:15 PMThe IBWA Audit Program Presenters: Bob Hirst, IBWA; Glen Davis, Absopure Water Company; Tommy Morvant, Silver Springs Bottled Water Company; Bob Riefers, Maumee Valley Bottling

While all IBWA bottlers are familiar with the IBWA mandatory annual audit/inspection program, you may still have questions about it. Why do they call it an “audit”? What is the scope and mission of the program? Why is it so important? The program has changed since its inception in 1984—and more change is on the way because of the Food Safety Modernization Act (FSMA). Come hear how to put the audit program to work for you, and how it can be the difference when doing business with your customers.

2:30 PM – 3:45 PM Roundtable: What to Do When the Government Knocks on Your DoorPresenters: Panel

When a government agency stops by to inspect your facility, are you unsure about what to expect? Would you like to know more about FDA recalls? Attend this roundtable session to hear all about the experiences other companies have had. You’ll learn how to handle dealing with the EEOC, OSHA, and FDA.

WEDNESDAY, NOVEMBER 12

8:00 AM - 9:00 AMThe Political Landscape in 2015 and BeyondPresenters: Panel

The dust will be just starting to settle from the results of the November 2014 mid-term elections when this session meets. Hear how those results may impact your business in 2015 and beyond. You’ll learn what to expect from Congress and the Administration and how you should

prepare for the laws, policies, issues, and regulations that will affect the bottled water industry. What do the election results mean for action on key industry legislative initiatives? What do they mean for the rapidly approaching presidential election? Come find out who the current—and up-and-coming—key legislative players are. 8:00 AM – 9:15 AMPlant Operations TechnologyPresenter: Shellie Brickle, Nestlé Waters North America, Inc.

While operations try to manage a proliferation of SKUs, labor costs, space utilization, and health and safety is-

sues, the bottled water industry is also finding ways to increase performance, decrease costs, and reduce its envi-ronmental footprint. We must continue to do so to remain competitive and profitable. This session will take a look at the industry’s transformation through the use of operations technology, specific to methods of operation, delivery rout-ing, and design. The discussion will break down the critical role of technology in an operational excellence center, including information on how to turn operations data into action. This ses-sion will offer Q&A opportunities and provide an example of an operational excellence handbook.

9:30 AM – 10:45 AMInteractive Social Media ClinicPresenters: Jill Cullora, Husking Bee Media, and Chris Hogan, IBWA

EDUCATION SESSIONS*

* CURRENT AS OF AUGUST 14, 2014.

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in several ways. Dr. Armstrong will present scientific research that further explains the value of water, in terms of influences on mental and physical performance, and optimal health.

THURSDAY, NOVEMBER 13 1:00 PM - 2:15 PM Toxic Coverage or Toxic Chemicals? The Media’s Love/Hate Relationship With ChemistryPresenter: Trevor Butterworth, Editor-at-Large, STATS.org

Media coverage on bisphenol A (BPA) is unavoidable in the world today. From BPA bans

to scientific studies, BPA is a controversial chemical, which often leads to negative and often false media coverage. Trevor Butterworth, a journalist who covers science in the media, will discuss the media’s love/hate relationship with chemistry, specifically the chemical BPA.

1:00 PM - 2:15 PMWhat About FSMA? Presenters: Bob Hirst, IBWA, and Joseph Levitt, Esq., Hogan Lovells

The proposed FSMA rules have been published. The comments are submitted. So, where do we go from here? When will FDA publish final rules? When will FDA require compliance? FDA is publishing revised proposed rules, so how will that affect your business? Session leaders will have the answers to these and other questions.

2:30 PM - 3:45 PMBottled Water Marketing: Front-Line Approach to Selling Your Products in Today’s Bottled Water EnvironmentPresenter: Andre Damiens, DS Services

This session will help teach companies how to become more productive with their front-line staff. Andre will highlight

better communication strategies with customers, how to acquire and retain customers, how to increase revenue, and, lastly, a few simple, inexpensive tools of the trade. Come to this session to learn some great bottled water marketing techniques.

2:30 PM – 3:45 PMBottled Water Quality Information ActPresenters: Panel

Join IBWA staff, members, and counsel for a fun, unusual, and inventive look at what you need to know to inform your members of Congress, customers, suppliers, and employees about your support for clear, consistent comprehensive bottled water quality labeling and reporting. Discover what does and doesn’t work, how to beat the fear factor, and why it all matters.

2:30 PM – 3:45 PMProduct Labeling: Not Just Artwork Wrapped Around Your BottlePresenter: Bob Hirst, IBWA

Creativity seems to have no boundaries for product labels. They range from simple paper strips

around a portion of the bottle to printed shrink-wrap that surrounds

Social media experts from IBWA and member companies will provide assistance, guidance, and education on all matters relating to social media. Tables will be set up with signage to identify specific social media tools (e.g., Facebook, Twitter, YouTube, LinkedIn). Support and education for each tool will take place at the corresponding table to allow conversations to focus on a particular social media platform and how best to use it to reach your customers. Everyone is welcome; from social media novices to experts. There is no formal agenda, and people can move from table to table to focus on different social media tools. IBWA will have laptops with WIFI connection in the room for demonstration purposes. If your mobile devices (e.g., iPad, smartphone) can connect to the Internet without needing WIFI, you will likely also be able to use them in the room.

9:30 AM - 10:45 AMLearn How to Hydrate Your Life Presenter: Eve Pearson, MBA, RD, CSSD, LD, Nutriworks

Attend this session to learn practical and proper hydration techniques that, when practiced daily, will

enhance performance at work, physical activity, and athletics. The discussion will also focus on current hydration recommendations related to proper nutrition and sports dietetics.

11:00 AM – 12:15 PMWater’s Important Role in the BodyPresenter: Lawrence Armstrong, PhD, University of Connecticut

Mild dehydration and moderate-to-severe dehydration are known to affect the human body

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THURSDAY, NOVEMBER 13 CONT. almost the entire container. However, there are regulations for what you put on that label. This session will refresh your understanding of FDA’s labeling regulations—and it will not stop there. FDA published proposed revisions for nutrition labeling in early 2014 that include a few major impacts on bottled water products. Get the latest detailed information from this invaluable session.

4:00 PM - 5:15 PMBottled Water Sales TrendsPresenter: Gary Hemphill, Beverage Marketing Corporation

When you need to make critical sales and marketing decisions, knowing the latest sales data

and trends can have a significant impact on the direction your business chooses to select. Join Gary Hemphill as he discusses BMC’s 2014 Industry Outlook—covering the most recent data, trends, and developments—and explains how they relate to the overall U.S. beverage marketplace.

4:00 PM - 5:15 PMIBWA Water and Energy Use Ratio Benchmarking StudyPresenter: Laura Nelson, Antea Group

In January 2014, IBWA elected to expand upon its successful 2013 Water Use Benchmarking

Study by adding an energy use component and continuing collection of water use data to produce an updated benchmark. North American members were asked to provide information on

their facilities’ water and energy use in production processes to a third party consultant, Antea®Group, who developed a benchmarking analysis report representing more than 50 percent of total 2013 U.S. bottled water consumption. This session will define the key performance indicators of the study, discuss the energy/water nexus, and present some of the key findings of the IBWA benchmark (including industry best practices for efficiency).

4:00 PM - 5:15 PMCPO Study SessionPresenters: Shayron Barnes-Selby, DS Services; Laura Current, Niagara Water; Glen Davis, Absopure Water Company; Bob Hirst, IBWA

Bring your brain and be prepared to have some game-show fun as industry experts help you prepare for the certified plant operator (CPO) certification exam! Do you have the answers to run a bottling plant? Take the challenge!

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is the voice of the bottled water industryThe International Bottled Water Association (IBWA) is the authoritative source of informa-

tion a bout a l l types of bot t l ed wa ters . I B WA membersh ip prov ides bot-

t l e r s , d i s t r i b u t o r s , and supp l i e rs—smal l , m e d i u m , and l arge—with ser v i c-

e s that save you t ime and money. I B WA protects your compa-

n y ’s bottom l ine by opposing a l l l eg is l at ion and regu la t ion that

could reduce your p rof i ts or impose unnecessar y re g u l a t o r y burdens

on your business oper at ions . I B WA de fends your intere s t s by

working d i re c t ly w ith l eg i s l ators and regul ators on is sues ( such a s

p roposed taxes and groundwater rest r ic t ions ) a f fec t in g the bot t l ed

water indust r y. I B WA provides ed ucat ional a nd technica l

re s o u rc e s t h rough members -on ly publ i cat ions on such topics a s

b ro m a t e / D B P s , t a s t e / o d o r, and pathogens /con taminant s . I B WA edu-

cates members on security ri sk asses smen t a nd pre-

ve n t i o n by prov id ing the l ates t developments in food secur i ty and

s a fe t y, and re q u i rements for the bott l ed water indust r y f rom the

D e p a r tment o f Home land Secur i ty, t he U. S . D e p a r tment o f A g r i c u l t u re ,

and the U. S . Food and Drug A d m i n i s t r a t i o n . I B WA provid es n et-

wo rk ing op port u n i t i e s that a l low you to di scuss p ro b l e m s , g e t

a n swers to your bus iness quest ions and share so lut ions dur ing the annu-

a l conven t ion and other meet ings . I B WA members h i p s ets you

a p art f rom the competit ion by he lp ing your business maint a in

h igh qua l i t y st andards through it s annu a l , unannounced fa c i l i ty in spec-

t ion and compl i ance w ith the I B WA Bott led Water Code of Pract i ce .

Join IBWA today! For more info r m a t i o n , v isi t at www. b o t t l e d w a t e r. o r g .

g22160_IBWA_OctNov11.indd 3 10/13/11 6:13 PM

With the recent introduction of the Bottled Water Quality Information Act (BWQIA), H.R. 4978, those of us in the bottled water industry may be asked more often about the role, quality, safety, and sustainability of bottled water. The bi-partisan BWQIA would provide con-sumers with uniform information about the quality and safety of their bottled water products. While all packaged food and beverage products, including bottled water, already have extensive labeling re-quirements, this legislation would codify the bottled water industry’s current

How the Bottled Water Quality Information Act Can Help Consumers Learn the Truth About Our Products

By Chris Hogan, IBWA Vice President of Communications


additional efforts to ensure transparency and continue its commitment to have the highest quality standards.

With numerous erroneous—or at least misguided—news articles about bottled water published weekly, the introduction of the BWQIA provides us with the opportunity to share some bottled water facts.

It Comes Down to ChoicesOne fact most consumers usually don’t recognize is this: when it comes

to the water piped into their homes via their public water system (PWS), they do not have a choice. Due to that lack of choice, the U.S. Environmental Protection Agency (EPA) requires a PWS to annually provide households in their service area with a consumer confidence report (CCR). That annual document both informs customers about what contaminants, if any, were in their drinking water and explains the PWS’s business operations. This is a fundamental difference between tap water and bottled water: consumer choice.

Customers who choose bottled water have a variety of products to select from on market shelves. They can ask a bottler for product information—and, if that company does not provide the requested information, consumers have the option to choose another brand of bottled water. (But they don’t have the option to select another PWS.) In addition, shoppers have a choice about the type of packaged beverages they buy. They can choose milk, juice, sugary drinks, etc., or they can opt for zero-calorie, healthful beverages, such as bottled water—which is regularly cited as a key component of a healthy lifestyle.

Consumers often don’t realize that, although the EPA regulates tap water, it does not regulate bottled water. As a packaged food product, bottled water is regulated by the U.S. Food and Drug Administration (FDA). Thus, the same disclosures required by the EPA in a CCR for tap water are not required by FDA for any packaged food or beverage product, including bottled water. However, FDA has its own safety standards that all package food products must meet—and regulations for bottled water are often more stringent than the EPA’s regulations for tap water. (For more, visit www.bottledwater.org/education/regulations.)

In addition, all bottled water companies are already required to provide consumers with information such as the name and address of the manufacturer or distributor and a statement of identity that defines the type of bottled water product. Virtually all bottled water products include a telephone number or website address on the label for consumers to use if they wish to obtain additional information about the product. The BWQIA would require each bottled water label to include the name and contact information of the bottled water manufacturer or distributor, the type of

water source (e.g., spring, artesian, well, public water system), and a statement on how consumers may obtain a bottled water quality report.

Discerning ConsumersTwo other issues often come up when discussing bottled water: its environ-mental footprint and the safety of the plastics used for packaging.

What consumers need to hear more about is the bottled water industry’s established reputation as a good steward of the environment. For example, most people probably don’t know that, based on a life cycle assessment conducted by Quantis in 2010, bottled water’s environmental footprint is the lowest of any packaged beverage. The bottled water industry is also a strong supporter of community recycling initiatives like the Curbside Value Partnership (www.recyclecurbside.org) and the Florida and Michigan Recycling Partnership programs (www.flrecycling.org and www.michiganrecyclingpartnership.com). We recognize that a continued focus on increased recycling is important, and we are always looking for ways to improve existing programs and help establish future recycling efforts.

While the plastics issue may seem confusing, industry professionals who follow this topic with great interest can ensure consumers that FDA has found all plastics used in the manufacturing of bottled water containers—including polycarbonate (PC) or polyethylene terephthalate (PET)—to be safe.

THE BWQIA PRESENTS AN OPPORTUNITY FOR INDUSTRY TO SHARE BOTTLED WATER FACTS.

Consumers may sometimes hear conflicting reports about bisphenol-A (BPA), a chemical found in some plastic food and beverage containers (but not PET). According to the American Chemistry Council, BPA has been safely used for decades and has been the sub-ject of many scientific studies. In January 2010, FDA stated that “studies employ-ing standardized toxicity tests have thus far supported the safety of current low levels of human exposure to BPA.” FDA reconfirmed its confidence in BPA in 2013 when it released an update stating that “BPA is safe at the very low levels that occur in some foods.” (Visit www.thefactsaboutbpa.org for more.)

Applause for BWQIAAs the association representing the bottled water industry, IBWA ap-plauds the good that the BWQIA can do. National uniform labeling and bottled water quality reporting standards are good for consumers and build on the extensive product infor-mation already provided by bottlers. As the BWQIA moves forward in the legislative system, bottled water profes-sionals will have more opportunities to educate consumers, legislators, regula-tors, and the media about bottled water. Because most people base their opinions on what they read on the Internet or see on the news, it falls to us to ensure those resources reference bottled water truths.

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SEP/OCT 2014 BWR 43

An essential part of life, water is avail-able from numerous sources. It can be found in beverages, obviously, but it’s also in food sources such as soups, fruits, and vegetables. However, water amounts from food sources can be limited, and, when drinking other beverages besides plain water, you often have to consider the caloric intake and consumption of other, added ingre-dients. The 2015 Dietary Guidelines Advisory Committee (DGAC) has to

Leaving a Watermark on the 2015 Dietary Guidelines

By Tamika Sims, PhD, IBWA Director of Science and Research


contemplate those factors (and more) as it prepares recommendations for the U.S. Department of Health and Human Services (HHS) and the U.S. Department of Agriculture (USDA), publishers of the Dietary Guidelines.

Every five years since 1980, the HHS and USDA have jointly published the Dietary Guidelines, a document that advises Americans on what they should eat and drink to be healthy. They will use the DGAC’s recommendations to

produce the 2015 Dietary Guidelines. As the 2015 DGAC was being formed last year, IBWA and the Drinking Water Research Foundation (DWRF) began to think of ways to promote drinking water as an integral part in the guidelines.

A Sign of ProgressIn 2010, for the first time ever, the Dietary Guidelines included language about the importance of drinking

water. The guidelines recommended that Americans should consume more water and less sugar-sweetened beverages to achieve a healthful and balanced diet. The current version of the USDA-promoted MyPlate food nutrition guide icon, which is based on the 2010 Dietary Guidelines, shows the components of a well-balanced meal, including a glass of milk.

While IBWA does not advocate for milk’s removal from the image, we do believe that the food icon should include either bottled water or a glass of water. As the mission of the MyPlate food icon is to “serve as a reminder to help consumers make healthier food choices” (as stated on its website: www.choosemyplate.gov/about), we have requested that water, the healthy hydration choice, be included in the illustration.

A healthful diet and physical activity are crucial if we are to keep our bodies performing at optimum levels. Adopt-ing healthy hydration habits is part of that equation. Thus, when DGAC advises Americans to eat a healthful diet and maintain a healthy weight, it would be unwise to forget the scien-tific evidence that demonstrates the importance of drinking water. (As the First Lady’s Drink Up initiative recommends, “Drink more water more often.”) To review the research sup-porting the importance of drinking water, visit http://www.ncbi.nlm.nih.gov/pubmed/9972188 and http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2908954/.

Importance of Water ConsumptionSoon after the group’s formation, the 2015 DGAC began accepting public comments, and it has continued to do so throughout the revision process for the Dietary Guidelines. IBWA and DWRF have submitted numerous comments to DGAC, which included

links to some of the available science illustrating how drinking water—bottled water, tap water, or filtered water—can help Americans achieve and maintain a healthy weight and positively influence their body functions.

The following statements and links to supporting scientific research are a sampling of what was provided to the DGAC, and they highlight the impor-tance of consuming water for a healthy and balanced diet:• Water consumption contributes to

optimum physiologic and mental functions. Optimum water intake can positively influence gastrointestinal function (including decreasing the incidence of constipation), kidney function, heart function, regulation of blood volume, and skin elasticity and resilience. www.ncbi.nlm.nih.gov/pmc/articles/PMC2908954

• Water has a major role in preventing health issues, such as obesity. In the United States, one-third of the adult population is overweight, and an ad-ditional one-third is obese. Drinking zero-calorie beverages, such as water, instead of sugar-sweetened drinks is of-ten noted as a key component of a more healthful lifestyle. www.cdc.gov/mmwr/preview/mmwrhtml/su6203a20.htm

• National Health and Nutrition Examination Survey (NHANES) studies indicate a call for increased water consumption in the United States. NHANES data recently reported in the Biomed Central Public Health journal show that water consumption rates among adults are below Institute of Medicine (IOM) recommended levels and may be a cause for concern, especially for older adults. The study noted, “Drinking plain water, tap or bottled, instead of caloric beverages, helps to reduce dietary energy density and may contribute to the management of body weight.”

SEP/OCT 2014 BWR 45

TECHNICAL UPDATE

www.biomedcentral.com/content/pdf/1471-2458-13-1068.pdf

• Dietary patterns suggest consuming packaged beverages is a big part of Americans’ lifestyle. In today’s on-the-go society, most of what we drink comes in a package. Therefore, encouraging specific, smart, healthy dietary choices—for example, drinking bottled water rather than sugary beverages—can help encourage individuals to lead more active and healthful lives. Conversely, data from marketing research firm FRC shows that if bottled water isn’t available, 63 percent of people will choose soda or another sugared drink—not tap water.

A Seat at the Table The 2015 DGAC is still accepting comments (albeit abbreviated ones, consisting of 250 words or less) as it works to finalize its revision recommendations for the HHS and USDA. IBWA and DWRF will continue to explore possible comments appropriate for submission. The time seems right for water to take a seat at the Dietary Guidelines’ table. For more information, please visit www.DietaryGuidelines.gov.

NOT INCLUDING WATER IN THE 2015 DIETARY GUIDELINES WOULD BE UNWISE.

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 Claire Crane, IBWA Education and Technical Program Coordinator, 1700 Diagonal Road, Suite 650, Alexandria, VA 22134. Look for additional quizzes in future issues and earn additional IBWA CEUs!

Name _____________________________________________________ Company _________________________________________________

Address ___________________________________________________ City_______________________________________________________

State/Province _____________________________________________ ZIP/Postal Code ___________________________________________

Check your selection for each question

1|Water and hydration are essential to life, which is why IBWA is campaigning to include water in _____.

O USEPA Safe Drinking Water Act O USDA Dietary Guidelines O FDA health advisories O American Medical Association guidance

for patients

2|While their company is an active, paid-up member of IBWA, who may attain status as an IBWA Certi-fied Plant Operator?

O Bottlers O Candidate bottlers O Suppliers and distributors O All of the above

3|A CPO candidate is provided with up to _____ to complete the certification exam.

O 1 hour O 5 hours O 3 hours O 1 day

4|Which of the following is not found on a bottled water label?

O Statement of identity O Brand name O Benefits of mineral nutrition statement O Information panel

5|On a nutrition facts panel for bottled water, the current serving size is _____.

O 12 ounces O 16 ounces O 1 pint, 0.9 ounce O 8 ounces

6|In order for a bottled water label to include the phrase “sodium free,” the water must contain _____ of sodium.

O Less than 10 mg per serving O Less than 5 mg per serving O Less than 35 mg per serving O 0 mg per serving

7|Bottled water source approval is generally acquired from _____.

O FDA O State agency(ies) having jurisdiction O USDA O USEPA

8|Which of the following does not produce purified water?

O Distillation O Deionization O 1 um absolute filtration O Reverse osmosis

9|When hazardous materials need to be disposed of, the _____ regulates the disposal of those wastes.

O Comprehensive Environmental Response, Com-pensation and Liability Act (CERCLA)

O Resource Conservation and Recovery Act (RCRA) O Safe Drinking Water Act (SDWA) O Occupational Safety and Health Act (OSHA)

10|The hazardous chemical used as a refrigerant in production of some bottled water products is _____.

O Chlorine O Sodium hydroxide O Anhydrous ammonia O Sodium metasilicate


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GENERAL MANAGER NEEDEDGeneral Manager position available for a Northeast HOD bottled water business. Will be responsible for the division’s on-site bottling and warehouse team along with the driver-salesmen and in-house sales staff. The primary goal for this position is to increase market share. Customer service is the #1 priority. Must have experience at the General Manager level, preferably in the beverage industry. Sales and marketing experience critical. Looking for a self-starter who is motivated and hungry to succeed. Must be a team player, have excellent communication and organizational skills. Requires 5-7 years related experience. Send resume, salary requirements, day phone, and list of references to [email protected] or fax to 888.484.8980.

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ADVERTISERS

Allied Purchasing . . . . . . . . . . . . . . . www.alliedpurchasing.com . . . . . . . . 23

Analytical Technology Inc. . . . . . . . . . . www.analyticaltechnology.com. . . . . . . . . 3

Blackhawk Molding Co. . . . . . . . . . . . www.blackhawkmolding.com . . . . . . . C2

Crystal Mountain Products . . . . . . . . www.crystalcoolers.com. . . . . . . . . . . 16

Mickey Truck Bodies . . . . . . . . . . . . . www.mickeybody.com. . . . . . . . . . . . 40

National Coffee Service & Vending . . . www.marleycoffee.com. . . . . . . . . . . . 30

National Testing Laboratories . . . . . . . . www.ntllabs . . . . . . . . . . . . . . . . . . . . . . . 9

Pacific Ozone Technology . . . . . . . . . www.pacificozone.com . . . . . . . . . . . . 25

PhoneTree . . . . . . . . . . . . . . . . . . . . . www.phonetree.com. . . . . . . . . . . . . . C3

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

Quality Truck . . . . . . . . . . . . . . . . . . . www.qualitytruckcompany.com. . . . . . 22

Steelhead . . . . . . . . . . . . . . . . . . . . . www.steelheadinc.com . . . . . . . . . . BC

Techlong . . . . . . . . . . . . . . . . . . . . . . www.tech-longusa.com . . . . . . . . . . . 16

CALENDAR 2014

CALENDAR 2015

SEPTEMBER 6 South Atlantic Bottled Water Association Fall Education Day The Hampton Inn Christiansburg, VA

SEPTEMBER 11 - 13 Northeast Bottled

Water Association Jiminy Peak Resort Hancock, MA

OCTOBER 17 - 18 Central States Bottled

Water Association Fall Education Conference Indianapolis, IN

NOVEMBER 10 - 14 IBWA Annual Business

Conference and Trade Show (co-located with the NAMA

CoffeeTea&Water show) Hyatt Regency Dallas, TX

APRIL 16 - 18 South Atlantic Bottled Water

Association Annual Meeting and Trade Show Pawleys Island, SC

JUNE 1 - 4 IBWA Board of Directors and Committee Meetings Hilton Old Town Alexandria, VA

CLASSIFIEDS

SEP/OCT 2014 BWR 47

As her entire career has been in sales, marketing, and sales management, Marge Eggie knows more than a thing or two about working with people and establishing and maintaining great business relationships. Eggie, who has been with Polymer Solutions International, Inc. (PSI) since 2000, says professionals in the bottled water industry—and IBWA members specifically—are more approachable than those in the other industries where she’s worked.

“The complex regulations recently placed on the bottled water industry bring about a common sense of vulnerability where no company, big or small, has immunity,” Eggie says. “I find customers more willing to listen to industry experts and share pertinent information. For me, this makes telling the IBWA story a natural part of the sales process.”

According to Eggie, a big part of her IBWA story includes discussing the value of IBWA membership. “IBWA has allowed PSI to cultivate business relationships that are strong and meaningful,” she says. “We’ve always believed in the power of getting involved—participating in IBWA meetings and committees—and the results from spending face time, with existing and potential customers, have proven to be extremely valuable to us.”

“In addition, most of the knowledge I have on the key issues and trends, pertaining to the industry, has come directly from IBWA. This enables me to better serve my customers when certain topics come up because I am better and more timely informed. I especially encourage all non-member bottlers to carefully consider the benefit of having all of these resources just a click away.”

PSI is a global supplier of plastic material handling products, including its plastic modular racks and pallets, such as the ProStack®, TierStack®, Bottle Up®, and its newest addition, the Up-Right Platform Delivery System™. The company also manufactures a full line of plastic pallets that have applications in a wide array of industries, including food and beverage, pharmaceutical, and transportation.

What few people realize is that the PSI is truly an engineering-based business specializing in new product development. PSI’s strength lies in its ability to provide simple solutions to difficult problems. Throughout its years with IBWA, PSI has worked with numerous IBWA members to develop custom-built material handling product solutions. The company is particularly proud of a three-piece pallet it developed for Coca-Cola called the Sidestep™, which is used for safe handling of its Freestyle® Dispensers. The Sidestep™ won the InterBev 2012 Best Distribution Innovation award.

VALUE OF IBWA MEMBERSHIP

MARGE EGGIE SALES AND MARKETING SPECIALIST POLYMER SOLUTIONS INTERNATIONAL, INC. NEWTOWN SQUARE | PENNSYLVANIA

ALL ABOUT MARGE

When not working, Marge likes to play tennis. She’s made it to the U.S. Tennis Association’s national tournament several times.

She also knows a lot about saltwater fishing, spending many hours on the water with her husband Brian.

Marge and Brian will celebrate 25 years of marriage this fall.


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