04/03/06 Big companies give Big to Water

The recent World Water Forum in Mexico City highlighted water issues facing third world countries. One-fifth of the world`s population according to the UN currently lacks safe drinking water. While representatives from 130 countries discussed ways to conserve water by changing the way farmer' farm, Corporate America pledged to do more than just talk. Starbucks has developed an awareness campaign that includes marketing their Ethos bottle water. The coffee company hopes to raise over 10 million towards safe water for impoverished countries. Meanwhile, Procter & Gamble is in the midst of making the world`s clean-water crisis its primary philanthropic mission. Yes this is cause marketing, appealing to consumer's consciousness, yet if even a tiny portion of my purchase goes towards aide, I'll support that company over another that pockets all my change any day. I'm Susan Allen and this is Food Forethought. Source: http://www.usatoday.com/money/industries/food/2005-08-02-starbucks-usat_x.htm