This month marks a milestone for beverage innovation as we celebrate the publication of our 50th issue. Launched in 2000 as a bi-monthly trade journal, softdrinksworld offered something new in business to business publishing for the international non-alcoholic drinks industry. In 2004 the magazine began publishing monthly, rebranded as beverage innovation and added www.foodbev.com. In the same year, we began an important media partnership with UNESDA, the Union of European Beverages Associations. That partnership has been extended to the beverage innovation awards. For seven years and through 50 issues, we have reported and analysed change and innovation in the global non-alcoholic drinks industry. Through our beverage innovation awards programme we have also had the opportunity to celebrate and reward that innovation. So here is the beverage innovation senior editorial team’s selected Top 50 non-alcoholic beverages of the decade so far. Our thanks to colleagues at Zenith International for their input and to industry observers on both sides of the Atlantic for their assistance in compiling this list. The criteria are complex – we have avoided both value and volume, preferring to take a more emotional look at an industry whose new product development has gained considerable pace in the past three years and shows no sign of slowing. In our Top 50 we therefore feature a wide range of products. At one end, established brands and category leaders which are included because they are still relevant – despite the advent of so many more modern competitors. Further down the line are newer entrants which we sense may stand the test of time. At the other end we have some that are genuinely groundbreaking and even unproven, but we feel they deserve first to market recognition before their ideas are industrialised by larger players. I doubt that any of our readers will agree with all our rankings and each of you will have favourites that we have chosen to omit. <1> and <2>. You can agree or disagree with each of our choices and send an email suggesting brands which you feel should be included – and your reason why. We’d welcome a genuine debate. At the 4th Global Soft Drinks Congress in Moscow in April 2008, during the presentation of the 2008 beverage innovation awards, we will announce a revised list based on the industry’s assessment – with one or two special extra awards. To focus on the non-alcoholic drinks arena from juice to energy and functional drinks through carbonated soft drinks and ready to drink teas and coffees, we have excluded bottled water and water plus from our listings. These will be addressed in a similar feature in partner publication bottledwaterworld during next year, which by then will be rebranded as water innovation and will also reach its landmark 50th issue. Bill Bruce Zenith International Publishing Group Managing Editor <1>: http://beverage.foodbev.com/downloads/beverage/bi_50_top50.pdf <2>: http://beverage.foodbev.com/staticpages/contact.aspx

South Korean schools will be banned from selling or supplying soft drinks to students from the end of this year, under new regulations from the Ministry of Education and Human Resources Development. Noodles and fried food will also be outlawed. The country’s beverage makers are generally unconcerned by the ban. Lotte Chilsung said sales of its low sugar juice and lemonade would offset any loss from CSDs. Haitai noted that soft drinks account for only 5% of school beverage sales across the nation. Coca-Cola Korea said only 2% of its total revenue came from CSD sales in schools.

A change in Finland’s environmental law on plastic packaging, due to come into force in January, is prompting a number of Finnish beverage makers to move from refillable PET bottles to lightweight one way PET. Carlsberg owned Sinebrychoff, the country’s biggest brewer, has just invested €26 million in two new one way PET bottling lines from Sidel, with capacity of 36,000 bottles per hour. Sinebrychoff will switch to non-refillable, recyclable PET bottles for some beers and all the non-alcoholic beverages it produces, including Coca-Cola products. "The retail sector wants thin plastic bottles to save space and weight," said Sinebrychoff CEO Mikael Aro. At present, Finnish law favours refillable bottles. From next year, however, both refillable and non-refillable plastic bottles (other than dairy products) will have to carry a deposit – but producers will avoid the present €0.51 per litre environmental tax if they achieve an 80% return rate.

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The winner of ECMA Carton of the Year 2007 is Aug. Heinrigs Druck + Verpackung, a German company with 175 years of experience of manufacturing folded boxes. The company focuses on confectionery, cosmetics and pharmaceuticals packaging. The prize was awarded for a chocolate package manufactured for CCC Confiserie Coppeneur et Compagnon. The material used for the carton is Stora Enso Tamwhite board. "The carton is designed to surprise the person who opens it. Two ends of the box slide apart and reveal the chocolates. The opened carton turns into a small display table giving an impression of a Japanese tea ceremony. Initially, we had just a small prototype of the function, and the final, sophisticated design was developed in close cooperation between Coppeneur and us," says Aug. Heinrigs General Manager Hans-Günther Heinrigs. "The market for premium chocolates has been very good in the past two years, which has helped us establish Coppeneur as a leading chocolate brand for gourmets. We work in close cooperation with specialist retailers, who are very important partners for us. They must be fully convinced and enthusiastic about our chocolates as, ultimately, they sell the products to consumers," says Georg Bernardini, one of the company owners. Coppeneur chocolates are sold by specialist stores for confectionery, wine, tea and pastry and they can also be found in major department stores throughout Germany. The Collection Coppeneur was relaunched on the market last year with the new package, and this year the range is being expanded with the launch of a new liqueur chocolate assortment. "Thanks to the new package design, we can quickly change the content in production. This functionality is perfectly combined with the impressive display of the chocolates," says Bernardini. Taint and odour neutrality was the primary quality requirement for the board material, together with a smooth surface for elaborate printing and the stiffness needed for the table function. The Tamwhite folding boxboard offered the right combination of board properties to support the desired product image: Purity, smoothness and elegance.

Their easy location and ability to provide high quality, good tasting water, while saving on fridge space, continue to make bottled water coolers an appealing proposition. Bottled cooler manufacturers round up the latest trends in functional and aesthetic design by sharing their newest products and developments with cooler innovation Deputy Editor Medina Bailey. How would you describe the state of the bottled water cooler market at the moment? Ebac Business Development Manager David Boddy (DB): “Statistics show that the market is slowing in terms of unit sales. That’s not to say that there isn’t a market for coolers – many people are switching to plumbed in units instead. The POU market has grown by 23% this year as more people are recognising the health and environmental benefits of having a mains connected supply. There is no delivery, storage or manual handling of heavy bottles, the number of delivery lorries on the roads is reduced and injuries caused by lifting the heavy bottles are eradicated. With new cooler designs and smaller bottle sizes, the small office and domestic markets could be very lucrative.” Zerica Commercial and Marketing Area Director Antonio Zerilli (AZ): “It’s a well established market that is split into two parts: the first one sees customers looking for the lowest possible price and the second one sees them searching for construction quality and hygiene law conformity.” Cosmetal Marketing Federica Diotallevi (FD): “It depends on the market. In some Western European countries the market is mature and its growth rate is slowing, but in Eastern Europe it is still growing and bringing about new and interesting opportunities.” Oasis Senior Sales and Marketing Manager Willie McCaskill (WM): “Overall, business is very healthy. However, some more mature markets have slowed down considerably, especially the UK. The poor weather and increase in POU have contributed to this.” Electrotemp President Andrei Yui (AY): “The market is still expanding in Europe and remains constant in the US. People are very conscious of water quality and therefore prefer to drink either bottled or filtered water. For convenience, many are still buying coolers to chill their water. Our line of coolers is becoming more and more popular in the HOD market as it provides something different from those available at retail stores.” What benefits do bottled coolers offer? *DB*: “Bottled coolers are extremely convenient as they can be sited virtually anywhere. This means that they can be positioned in the centre of an office, or in areas of high user concentration. This increases convenience for the end user and maximises water consumption. POU coolers are a lot more restrictive and are rarely situated in the ideal end user location. Bottled coolers do not require installation, which is easier for the distributor and eliminates disruption for the end user. “Drinking more water can dramatically improve concentration and therefore enhance output from the workforce. In this respect, both bottled and POU coolers are a sensible investment for any business. However, many end users now choose to only drink bottled water as they dislike the taste of tap water. POU coolers are seen by staff as the ‘cheaper option’ – that is if they can be seen at all and not sited in some distant kitchen or canteen. Investing in bottled water coolers is a clear indication of an employer who demands the best of and for their workforce. “And of course the distributor benefits from the increased revenue of bottled water sales.” AZ: “Essentially, easy installation because you don’t need a mains water connection, just an electrical plug.” WM: “The flexibility of movement is a major advantage for bottled coolers.” AY: “They provide a chilling mechanism for high quality water, precious fridge space isn’t used up and you can save money by buying bulk sized water bottles.” Do you think bottled cooler companies should also offer POU options? DB: “As a manufacturer of both types of coolers we have to say, yes. Clearly many of our distributor businesses are geared to delivering bottled water, so providing POU coolers could disrupt their business model. On the other hand, diversifying the fleet range by adding POU options maximises distribution opportunities and opens doors which would otherwise remain firmly closed. “POU is ideal for public institutions like schools and hospitals where cost is an overriding factor. However, cost control is an important aspect of any business, so demand for POU is unlikely to subside. The environmental impact of delivering bottles is also likely to be an increasing factor as businesses look to address their carbon footprints. Simply ignoring these fundamental economic issues is undoubtedly a risk. Ultimately however, individual companies need to make decisions based on their own attributes and the competitive environment in their target market. Whichever route they choose, Ebac can meet all of their needs with a tailored range of products and financial solutions.” AZ: “At Zerica we monitor market changes very closely and believe that POU is the future of this sector for various reasons. That is why we offer our customers POU units and inform them about their advantages.” FD: “It could be an opportunity, but POU tends to cannibalise the bottled cooler market.” WM: “Yes, nowadays most major accounts want a mixture of bottled and POU, so if companies don’t have both ranges in their product offering, they will lose business.” AY: “We know many companies that offer one or the other, or both. I’ve seen profitable businesses using any of these models.” What is your newest bottled cooler? DB: “The FMax. It represents a leap forward in water cooler technology with a number of advances which set it aside from all other products on the market today.” AZ: “We have a completely new series with three high quality units. Refresh Baby is an extremely compact table cooler, Refresh B is a professional unit that meets the legal requirements of HACCP for dispensing cold water in hot climates, and Acqua Break has an elegant, modern design and dispenses hot water up to 95°C.” FD: “The Avant HWG, which offers hot, cold and sparkling water from one machine.” WM: “We are currently completing the design of our new bottled cooler range, which will use the RR Cooling System, and environmentally beneficial Sanitisation Procedure, which eliminates landfill site wastage.” AY: “Our Vail Elite and Colorado Springs (CS) Elite self sterilising coolers.” What are its main features and benefits? DB: “Three dispense levers tempt the end user with cold, ambient and hot water options. Offering greater choice widens the appeal and drives increased water consumption throughout the year, not just in the hot summer months. Also, the higher burst rate results in more water being dispensed faster, again increasing the potential to sell more. “The FMax incorporates Ebac’s patented Cassette WaterTrail technology, which replaces all parts that come into contact with water, offering 100% effective sanitisation. This can be changed on customers’ premises in seconds, resulting in more sanitisations in the same amount of time, so it’s both time and money saving. “With a worldwide focus on reducing carbon footprints, we have come up with the awardwinning vacuum insulated hot tank, which reduces energy consumption by over 30 times and therefore reduces the end user’s energy bill – these are great selling points for distributors.” AZ: “The Refresh Baby and Refresh B models are fully constructed in stainless steel, including their tanks, which are angle-free for easy, hygienic cleaning. Their water refrigeration circuits have been designed to avoid water stagnation or bad odours, while all of the components in contact with liquids are EEC certified. The units are suitable for cooling and dispensing any liquid type, including fruit juice, milk and wine. “Complete with a stainless steel cabinet and acrylonitrile butadiene styrene (ABS) plastic insert, the Acqua Break has an electronic regulator for dispensing water at hot and cold temperatures. Each model comes with a five year quality guarantee and we have even heard reports that our bottled units are still in perfect working order after 25 years!” FD: “Avant water coolers are characterised by: SST (self sanitising technology), which inhibits bacterial proliferation inside the cooler and guarantees maximum safety levels for users, no matter what the usage environment. Patented UV system – used in the UV model, this is cutting edge, anti-bacterial technology that protects the dispensing area against contamination from external sources. Safety - maintenance and cleaning operations can be carried out extremely easily and quickly thanks to the removable covering, which gives easy access to the inside of the unit. “These features ensure that the cooler offers savings in terms of time and money, as there is no need to sanitise it frequently. Furthermore, it merges traditional bottle coolers, which usually have only two options, in one machine as the Avant HWG offers hot, cold and sparkling water.” WM: “ We will be announcing more details at its launch, but we will include some very interesting new features as Oasis has continued to do for almost a century now.” AY: “Record quantities of very cold water and steaming hot water, a fast water flow, a completely automatic sterilising system, and a five year guarantee for the cold controls and compressor starter.” *Which feature are distributors and customers asking for at the moment? * DB: “The biggest factor affecting a lot of foreign markets and coolers is sanitisation. For years the market has been flooded with cheap coolers which are poor quality and difficult to sanitise properly. This, coupled with unreal expectations about the number of sanitisations that a cooler service person can perform each day, has resulted in some companies being unable to adhere to the EBWA policy of three monthly sanitisations for coolers. So people need straightforward simple sanitisation methods that aren’t costly or time consuming. “Ebac believes that the only 100% effective method of sanitisation is renewal. With Ebac’s patented WaterTrail, every part of the cooler that comes into contact with drinking water is completely replaced and the old one disposed of. Not ones to rest on our laurels, the WaterTrail is now in the third generation – the Cassette WaterTrail. This is now so simple to change that it takes less than 30 seconds and can be replaced on customers’ premises, meaning time and money savings for distributors.” AZ: “Some distributors and customers just want low prices, so the cost factor overrides any other features. Others are attracted to quality and the safety, hygiene and calibre of the water dispensed. It is this type of customer that will use our machines for the cooling and dispensing of other beverages, such as fruit juice. This is not possible with lower cost machines as they are not covered by the necessary certifications.” FD: “Customers are asking for ease of use, reliability and cleanliness. Distributors are asking for easy to sanitise, reliable and competitive products. Price is also an important aspect.” WM: “The two key areas are ease of sanitisation and environmental friendliness. With the Oasis range we feel that we are unique in our ability to achieve this.” AY: “Many people complain about the small amounts of cold and hot water standard coolers produce. They’re looking for reliable coolers with high volumes of both cold and hot water, as well as inexpensive ways of sterilising and servicing them. These are features that our coolers provide.” How would you describe the look of your newest cooler? DB: “The FMax combines market leading features and performance with solid, timeless good looks. Form definitely follows function. There are no details or adornments that do not enhance the function or user experience. Sound ergonomics influence the position of the dispense levers and the duplex nozzle, which itself is designed to ensure that the user cannot touch and contaminate the water supply. Details often overlooked on other coolers, such as the handle and wheels, allow the product to be sited and relocated with ease. Plastic often gets a bad press but for Ebac, ABS is the material of choice, due to its superlative surface quality, colourfastness and lustre. Oh and as well as looking good, it is extremely tough and doesn’t rust. “At Ebac we understand that aesthetics are also extremely important, as an attractive looking product is likely to be more appealing to the end user and therefore drive increased consumption. We appreciate that every business is unique, corporate identity is king and that not everyone wants a black cooler. The FMax is available in 16 colour combinations with removable side panels that can simply be lifted off and swapped for a different colour, to refresh the appearance, or act as a replacement in the unlikely event that they become damaged. Also, if a customer has very specific requirements, we can even create bespoke panels to suit.” AZ: “The new series of bottled coolers satisfies various aesthetic requirements. With Acqua Break, we’ve introduced a modern, slimline design with strong features and personality thanks to the stainless steel and polished black insert. Stainless steel also plays a major part in the designs of the Refresh B and Baby. The former has a practical and robust outer casing, while the latter can be totally personalised with digital prints to achieve a certain look or be used as a tool for advertising.” FD: “The Avant has an innovative look. It is slim, ergonomic and compliant with different environments.” WM: “The cooler will be very modern looking and, as always from Oasis, robust.” AY: “The Vail is tall and slender with an attractive appearance. It has a sleek, modern look, but also uses classic and elegant lines, ensuring that it will never go out of style.” Which kind of location would it suit? DB: “The FMax has a higher burst rate and larger cold water reservoir than other bottled coolers and is also supremely reliable and robust. As such it is ideally suited to locations where there are a lot of users and where water consumption is high. The FMax is perfect for all medium and large size offices and indeed any location where a POU cooler is not the users’ overriding priority. “With its ‘cut above’ good looks and stunning choice of colour options, the FMax looks great anywhere. The sleek black and silver combination is great for modern offices, while cream works well in more traditional surroundings. Adding brightly coloured red, blue or green side panels creates high impact, draws more attention to the cooler and can increase consumption, especially in places like gyms or sports centres. “The FMax is a truly versatile cooler that can be used in many different locations and since it features a handle and wheels, if you don’t like where it is, you can just move it!” AZ: “The new series can suit any location type. Acqua Break is ideal for contemporary settings, Refresh B is suitable for office spaces where hot water is required as it has a sturdy construction, as well as where cold water is needed as it works in hot climates, and Refresh Baby is so compact that it can be placed anywhere.” FD: “Offices, schools, factories, waiting roo, shops and public spaces.” WM: “Both domestic and commercial.” AY: “The Vail cooler has an upmarket look that would complement any modern kitchen or office layout. The CS has an elegant contoured design that also makes it suitable for kitchens and offices. However, its flexible and durable blowmoulded body also make it ideal for areas where rough handling might occur, such as factories and construction sites.” Do you think a cooler should stand out in a room or blend into the background? DB: “Bottled water coolers should be sited where they are the most easily accessible by the majority of the users. To drive water consumption, the cooler needs to be seen and not blend into the background. This is not to say that every office should have a bright red cooler, but that the use of colour can help achieve the desired impact. Combining traditional black or cream with contrasting colours, as on the FMax, is a perfect example. “With POU coolers there isn’t always the choice of positioning – they have to be placed where there is access to the mains water supply, therefore they may be hidden away in a separate kitchen or canteen, which isn’t as easily accessible. The FMax is a truly versatile cooler that can be situated anywhere. “Many customers have asked us about customisation, so we have created coolers for companies and brands such as the Coca-Cola group, Vodafone and Powwow, to suit their corporate branding. We’ve even gone as far as to put a miniature TV screen onto coolers for a customer.” AZ: “Again, there are plenty of installation possibilities that can be tailored to the customer’s needs. The new series can meet various design requirements to create the right ambience.” FD: “They need a wall behind them to hide the back and plug them in, but this is common to all coolers.” WM: “A cooler should be a catalyst to encourage people to drink more water, so we believe that it should be iconic.” AY: “We’ve designed our coolers so that they blend in with the room. They effectively meld in with the rest of the appliances in a kitchen. People appreciate the simple, but classic lines of our coolers for this very reason.” Are cooler colours and shapes influenced by trends in décor, furniture and even fashion? DB: “It is fair to say that designers take their inspiration from all sorts of areas, although it seems unlikely that our designers at Ebac are influenced by the latest clothing fashions. Our coolers are designed to perform and there are no details or adornments that do not enhance the function or user experience.” AZ: “In a way, yes, but cooler trends don’t change as quickly as fashion clothing trends!” FD: “No, but manufacturers influence each other. When a manufacturer comes out with a popular, successful cooler, others tend to copy it.” WM: “Yes, however care must be taken so that as fashions change, the cooler design will adapt and not look dated.” AY: “Yes, definitely. What was fashionable 30 years ago is not today. However, there are some looks that stay classic, such as men’s suits. Our coolers are designed to complement modern kitchens, but maintain a longterm look, so that their appearance will have the maximum lifespan possible. They’ll still look good 20 years from now.” What kind of designs do you think will be popular in the future? DB: “The change from bulky boxes to sleek designs with clean, crisp lines that are modern and ‘friendly’ looking is likely to continue.” AZ: “Stainless steel designs with different coloured ABS plastic inserts for the home and office.” FD: “Square-shaped models in silver and black colours.” WM: “In time, as we featured a couple of years ago, the use of LCD technology and increased consumer interactivity will become more apparent.” AY: “What’s fashionable fluctuates wildly, so I am unable to predict trends like this. Our focus is on developing coolers that will look good no matter what’s in fashion.” Which factors do you have to consider when deciding which materials to use? DB: “Coolers come under a lot of strain from the heavy bottles on top and continual usage so it’s important that the materials used to make them are hardwearing and robust. Distributors don’t want the cost and inconvenience of fixing or replacing broken coolers, so they must be able to withstand heavy usage throughout the life of the cooler. Our coolers are made from ABS polymer, so they are sturdy and safeguard against rust if spillages around the cooler occur. “We are certain of the longevity and durability of our coolers, so we are prepared to provide a substantial warranty should anything occur.” AZ: “We select materials according to their properties and how they will work with the finished product.” FD: “Hygiene, robustness, resilience and cleanability.” WM: “Cost is important, as is flexibility in manufacturing. However, the quality and integrity of the materials used for all parts is vital, especially the ones that come into contact with water.” AY: “All plastics in contact with water must be food grade and not transfer plastic flavours to the water. The steel needs to be very high grade in order for the cold and hot tanks to be properly formed and the external materials must be durable, so that the shell matches the 25 year lifespan of the cooler’s internal components.” Do you carry out market research among your customers? DB: “At Ebac we take on board customer feedback from any source about any aspect of the company – not just our coolers. It could come from a customer who’s called our contact centre about a domestic cooler or a distributor about the finance packages we offer. We will always listen and investigate any suggestions. “We understand our customers as well as we understand ourselves. We know from listening to them what they want and this enables us to continually produce ground breaking products that deliver benefits to the distributor as well as the end user. “It was in reaction to customer feedback that we adapted our SlimCool domestic cooler from a bottled water cooler to one that can filter ordinary tap water, making it more convenient and economical for the user. AZ: “Yes, absolutely. Retaining a constant dialogue between the company and our customers is a must for Zerica. It enables our development department to progress in the same direction as our customers’ requests.” FD: “Of course, customers are the most important source for developing successful products.” AY: “For sure, we listen closely to our customers. And they not only tell us what they want as distributors, but also reveal to us what their customers are looking for. And we design coolers to match their needs.” How do you market your coolers? Do you focus on technical features or the way they look? DB: “The philosophy at Ebac is to produce innovative products that provide clear benefits and add value to both the product and to our customers’ businesses. In our marketing communications we tend to focus on these aspects, as they set us aside from our competitors. No one else boasts 100% sanitisation from complete replacement of all water contact parts. No one else boasts a hot tank that is 30 times more energy efficient and saves the end user money. “At Ebac we focus intently on getting the aesthetic design of our coolers just right, but tend not to shout about it in our marketing as we prefer to let our customers decide. With the FMax selling at a rate of one every four minutes, we think they quite like it.” AZ: “The Zerica series was created by paying a lot of attention to technical aspects, in order to ensure that our customers receive the best manufacturing features and high performance levels, so these elements are focused on.” WM: “We usually focus more on technical issues, as they are important to most distributors.” AY: “Looks are a major factor in the final purchasing decision, but the unique features of our coolers are the key factors involved in our sales success.” Which is your best selling cooler? Why do you think it is so popular? DB: “Since its launch in late 2000, the EMax has been our best selling cooler with unit sales in excess of half a million, making it Europe’s biggest selling water cooler. The EMax is supremely reliable and features WaterTrail technology, making it very low maintenance and keeping lifetime ownership costs to a minimum. “In recent months we have experienced phenomenal success with the FMax – it’s been an instant hit with distributors and end users alike and increased our customer base by a massive 20%. Why is it so popular? Because in the words of our current, highly successful advertising campaign, it is ‘Probably The Best Watercooler In The World.’” AZ: “The Refresh Baby because it answers a lot of requests from the international marketplace: * compact and easy to place anywhere * stainless steel construction * suitable for beverages, as well as water * constructed without any fittings or plastic parts that come into contact with liquids * can be 100% personalised * has a five year guarantee.” FD: “The Avant, because it tops the market in terms of hygiene, technology, design and ergonomics.” WM: “The Oasis RR Platform is the most successful cooler ever produced globally due to its reliability and ease of sanitisation.” AY: “Both our Vail and CS coolers are best sellers. Because our products are unconventional they give our distributors a powerful advantage over their competitors, as they are able to sell coolers with proprietary features that are unavailable elsewhere. As a result they constantly outsell other brands. It’s like selling iPods when your competition is still selling cassette players.” Are you developing any new bottled coolers at the moment? DB: “Ebac’s technical and design team are focused not only on developing the next generation of coolers, but on the continual improvement of our existing product range to ensure that Ebac remains at the forefront of the cooler market.” AY: “Yes, we’re working on several projects. You’ll have to wait until we’re ready to launch them to find out more...” What does the future hold for the bottled cooler industry? DB: “Current cooler technology is heavily influenced by the enormous 19 litre bottles, millions of which are in use worldwide. Coolers must be designed with this in mind – taking account of their size and weight, so change is limited until these do.” Ebac Technical Director Phillip Walton: “I think the future of coolers will be geared towards simpler sanitisation to enable companies in countries who don’t sanitise coolers in line with the EBWA policy of three-monthly sanitisations to catch up with those who currently do. If these companies were to use Ebac coolers with our patented WaterTrail technology, there would be no question as to the effectiveness of their sanitisation methods, and ease of changing means the three monthly policy is highly attainable.” WM: “The industry is still very young and needs to develop, not only in the design of coolers, but also with regards to the collective promotion of their benefits – in a domestic sense, as well as in a commercial environment. It must also concentrate on unique designs and added value features.” AY: “As pollution continues to compound its effects on the environment and people become more and more sensitised to this issue, the water business will continue to prosper. Everything indicates that this industry will continue to grow in both importance and sales volume terms.”

Membrane device configurations To be effective, membrane polymers must be packaged into aconfiguration commonly called a “device”, “module” or “element”. Themost common element configurations are: • Plate and Frame • Capillary Fibre • Tubular • Spiral Wound Plate and frame This element incorporates sheet membrane stretched over a frame toseparate the layers and facilitate collection of the permeate, which isdirected to a centre tube. Capillary (hollow fibre) These elements are similar to the tubular element in design, butsmaller in diameter. They are usually unsupported membrane polymersrequiring rigid support on each end, provided by an epoxy “potting” ofa bundle of the fibres inside a cylinder. Feed flow is either down theinterior of the fibre or around the outside of the fibre. Tubular Manufactured from ceramic, carbon, stainless steel or a number ofthermoplastics, these tubes have inside diameters ranging from aquarter of an inch up to approximately 1 inch (6 to 25mm). The membraneis typically coated on the inside of the tube and the feed solutionflows through the interior (lumen) from one end to the other, with thepermeate passing through the wall to be collected on the outside of thetube. Spiral wound This element is constructed from an envelope of sheet membrane woundaround a permeate tube that is perforated to allow collection of thepermeate. Water is purified by passing through one layer of themembrane and flowing into the permeate tube. It is by far the mostcommon configuration in water purification applications. From the perspective of cost and convenience, it is beneficial to packas much membrane area into as small a volume as possible. This is knownas “packing density”. The greater the packing density, the greater themembrane area enclosed in a certain sized device, and generally thelower the cost of the membrane element. The downside of the highpacking density membrane elements is their greater propensity forfouling. The table above summarises this data. Element configuration Packing Density* Fouling Resistance* Tubular low high Capillary Fibre medium high Spiral Wound low moderate Plate and Frame low high * *** Membrane area per unit volume element * Tolerance to suspended solids *Process Suspended solids, micro-organisms and dissolved organic contaminantsare effectively removed by the “sieving” process; that is, contaminantstoo large to pass through the membrane pores remain in what becomes theconcentrate stream. For dissolved inorganic (ionic) contaminant removal, the membranetechnologies of nanofiltration and reverse osmosis must be employed,and since the pores of the membranes, although smaller than for themicrofiltration and ultrafiltration membranes, are not small enough tophysically sieve out these contaminants, a different mechanism applieshere. There is lack of agreement among the experts as to the exact mechanismof this rejection; however, it is known that multivalent salts arerejected to a higher degree than monovalent salts. This characteristicis exploited with nanofiltration membranes which exhibit overall lowersalts rejection than reverse osmosis membranes, but remove multivalentsalts to a much higher degree than monovalent salts. These membranesare also known as “softening” membranes because of their ability toremove the divalent hardness ions of calcium and magnesium, with littleeffect on monovalent ions such as sodium. The “thin film composite” reverse osmosis polymers that are now on themarket have such high salts rejection characteristics, that bothmonovalent and multivalent salts are rejected to almost the same degree. “Flux“ is a fundamental characteristic of all membranes, defined as thepermeate rate through a given area of membrane at a specifictemperature and pressure. “Recovery” is defined as that percentage ofthe feed flow rate that passes through the membrane and becomespermeate. Osmotic pressure For the process of nanofiltration and reverse osmosis (and to a lesserextent, ultrafiltration), which deal with dissolved materials, aproperty of the solution known as “osmotic pressure” usually becomesthe limiting factor in recovery calculations. Osmotic pressure is acharacteristic of all ionic solutions, and is loosely defined as theresistance of the solvent portion of the solution to passage throughthe membrane. Osmotic pressure is a function of both the particularsolute, as well as its concentration. A specific test is almost alwaysrequired to accurately determine osmotic pressure. As recovery is increased (typically through the use of a flowrestrictor or concentrate valve), with the resulting decrease inconcentrate flow, the concentration of solute in the concentrate streamincreases, resulting in increased osmotic pressure. Fouling The vast majority of membrane element device and system failures occuras the result of membrane fouling. This fouling is usually the resultof one or more of the following mechanisms: • Suspended solids in the feed stream resulting from improper feed water filtration. • Precipitation of insoluble salts or oxides resulting from concentration effects within the membrane device. • Biofilm resulting from microbiological activity. These mechanisms cause the membrane surface to become coated withfouling materials that build up in layers. As the layer thicknessincreases, the flow rate across the membrane surface and immediatelyadjacent to it decreases, thereby encouraging more settling ofsuspended solids and increasing the fouling layer thickness – leadingto a vicious circle. With nanofiltration and reverse osmosis membranes, which reject ioniccontaminants, fouling usually creates a phenomenon known as“concentration polarisation”. The fouling layers inhibit the freemovement of the feed stream away from the membrane surface, and assalts are rejected from the membrane, their concentration at thesurface is higher than in the bulk solution (that portion above thefouling layer). Since ionic rejection is always a percentage of the salts’concentration at the surface of the membrane, the permeate qualitydecreases as a result of concentration polarisation. This phenomenonmay actually indicate the presence of foulants before a reduction inpermeate rate is detected. The increased salts’ concentration at themembrane surface also promotes precipitation of the salts whosesolubility limit is exceeded as a result of this phenomenon. * Recovery* The advantage of operating systems at high recoveries is that thevolume of concentrate is small and the flow rate of the feed pump issmaller. The potential disadvantages are numerous: • Higher concentration of contaminants can result in precipitation and greater propensity for fouling. • In nanofiltration and reverse osmosis applications, the concentratedsalts will result in higher osmotic pressure, requiring a higherpressure pump and a more pressure resistant system. • As higher recoveries reduce the quantity of concentrate to bedischarged, the higher concentration of this concentrate stream canitself present discharge problems. In an ideal RO/NF system, all of the ionic contaminants to be removedare separated by the membrane and exit in the concentrate stream. Butin reality, no membrane is perfect in that it rejects 100% of thesolute on the feed side; this solute leakage is known as “passage”.Expressed as “percent passage”, the actual quantity of solute whichpasses through the membrane is a function of the concentration ofsolute on the feed side. With reverse osmosis and nanofiltration, the concentration of salts onthe feed side is increased, and therefore, the actual quantity of saltspassing through the membrane also increases. Many applications demand that, in addition to a minimum concentratevolume, the permeate quality be high enough for reuse. The “catch 22”predicament of permeate quality decreasing as recovery is increased canimpose design limitations. Additionally, the increased osmotic pressureresulting as recovery is increased also imposes a design limit.Generally, pumping pressures in excess of 1000psi (68 bar) areimpractical for most applications. Conclusion The design of an effective, economical residential drinking watersystem requires understanding of water chemistry, comprehension of theappropriate treatment technologies and the ability to assemble theminto the optimum total treatment configuration. Hopefully, this articlehas provided some insights into these.

Located in a thriving industrial zone close to the Italian city of Palermo, Zerica has been in business for over 75 years. cooler innovation Deputy Editor Medina Bailey soaked up some Sicilian sun to find out more about the family water cooler firm. The heat of the late morning sun turns the temperature gauge up a notch. As we leave the bustle of Palermo airport to drive to Zerica’s headquarters in Termini Imerese, the sparkling Tyrrhenian sea looks cool and inviting as it tempts the locals, holidaying north Italians and tourists who have flocked to the soft, golden sands to take a reviving dip. The mountains on the horizon dotted with fragrant pine trees and choral cicadas stand tall and proud, giving the landscape a jagged, dramatic outline. My host tells me that Palermo is a tourist’s gem laced with churches, cathedrals and mosques that are as rich in historical significance as they are in lavish decoration, as well as eclectic architecture that hints at the influential centuries of rule under the Arabs, Normans and Spaniards, to name but a few. There’s so much to try - from the deliciously fresh seafood, to refreshing lemon sorbet and bright green pistachio cake, not to mention the delightfully intense limoncello liqueur that goes to the head quicker than the midday sun. But trips to the beach, the mountains and Palermo’s vibrant old town are reserved for another day. We pull up to Zerica’s base, which is situated away from the distractions of the city in an industrial district, alongside other companies such as Fiat. Established back in 1931 when Marco Zerilli started manufacturing water cooling units, the bottled and POU cooler firm has remained in the family ever since. Three generations on and Marco’s grandchildren, Marco and Antonio, are at the helm with the aim of continuing the Zerilli family’s entrepreneurial and manufacturing traditions. * Interview* I am barely through the front door when I’m greeted by a reception committee assembled from Zerica’s sales and marketing team, who are on hand to provide an immensely warm and hospitable welcome. After a brief history of the area, it becomes clear that the company has firmly connected roots in Palermo and is fiercely proud of its heritage and way that it has naturally evolved over the years. “Our main philosophy is to produce products that really stand out in terms of quality, trustworthiness and performance,” explained Research and Development Area Director Marco. “To be able to do this, you need solid foundations, which we feel we have built up stone by stone. For us, our achievement comes in the individual steps that we take to produce results, because without taking these steps, we wouldn’t have been able to stay in the market for so long.” Many significant steps have been taken over the years, including in 1980 the name change from Zerilli to Zerica, which combines Marco and Antonio’s parents’ names and signifies the importance of the family working together. Antonio later revealed that the people of Palermo still refer to the company and its products as Zerilli, which is testimony to its long term prominence in the area. Change was also afoot 18 months ago when the firm decided to start producing coolers under the Zerica brand name, instead of solely manufacturing models for other companies. “This is enabling us to expand as we have a two pronged approach,” said Commercial and Marketing Area Director Antonio. “We still manufacture products for our customers as we used to, but now we also manufacture new units that carry our brand name, which we export to 27 countries all over the world.” Altering the commercial side of the business to promote the Zerica name and image provokes passion within the team, as does the revelation that every cooler component, apart from the faucets, compressors and condensers, are produced in house by 30 employees in the 10,000 m² factory area. “This means that we can carry out testing on new products for up to a year before market launch, which guarantees their quality, and can also track every cooler back to the exact individual who assembled it,” continued Antonio. This traceability that covers all of the potential 22,000 units produced every year aims to reassure customers about the quality of the final product that they receive, but for Zerica this element of trust has to work both ways. Before signing on the dotted line, the company has to be certain that its distributors are experienced within the cooler industry and not just out to make a quick buck. “Each unit is a business card,” explained Antonio, “so our distributors have to know what they are doing, otherwise Zerica’s image and brand name could be at stake.” Exporting the brand to countries further afield is no easy undertaking, but the company’s flagship technology, which renders Zerica coolers ideal for hotter climates, such as Tunisia, Egypt, Saudi Arabia, the Ivory Coast, Gabon and Kenya, has helped. Its High Performance Direct Chill (HPDC) system with a 1/5 plus HP compressor offers a three minute waiting time for chilled water when the cooler is first switched on. The cooling efficiency mechanism is installed in Zerica branded coolers, while the traditional Direct Chill System, which was first developed in 1980, is sold to other manufacturers. The technology is an example of how the company works to make improvements to existing products, as well as design new components from scratch. Whether it be to bring costs down, make energy savings, slim down machines into more compact versions or make filter replenishment as easy as printer cartridge replacement, changes are implemented to increase functionality and ensure that products will stand the test of time. According to Marco, when you consider that some Zerica units have been performing for over 25 years, the extra costs that might be incurred are a small price to pay in return for quality. “When you look at how the products have been made and what they offer, our prices are not that high. For example, if you take our units for the pub and bar industry - it’s like when you get married - these coolers will last forever.” He claims that not using third party companies and producing components in house, down to the external metal casing being manufactured with a 400 tonne hydraulic press, contributes to keeping costs lower anyway. Although in the past customers have wanted to part with as little cash as possible, the Zerica team believes that clients are now, first and foremost, demanding quality. “These are our ideal customers - the ones who have requirements,” continued Marco. “This is why we are not planning to expand our 22,000 a year output quantity, but will instead focus on quality.” Providing solutions to requests from countries with hot climates or individual companies that require customisation has led to the belief that no sectors or geographical locations should be out of Zerica’s reach. “Next, we’ll be looking to tap into areas as diverse as the US, India, Africa and Russia. After all, everyone drinks water,” said Antonio. This desire to achieve steady growth, as opposed to riding the peaks and troughs, still enables the company to move with the times. It is confident that POU will become the system of choice on Italian shores, but believes that it is likely to take time for the genre to become established as bottled water is inexpensive and seems to be retaining its popularity, despite government attempts to push tap water. “It is only a question of time,” said Marco. “POU is the better solution due to its reliability and environmental friendliness, but it will take a while for the mains connected culture to become the norm. We are pushing for change in this area - like a child, it’s going to grow.” As the visit comes to an end and the late afternoon sun still blazes hot outside, Zerica has left an overall impression of a relaxed, but dedicated company, with a unique sense of company culture and family oriented ethos. The tight knit team talks about the long term as though it is ready to embrace the future and constantly work to improve itself as well as its product range. “In Italy,” said Antonio, “we say that you give your family name to two things - your child when it is born and the things that you love.” In Zerica’s case, this saying couldn’t ring more true. **Good sport **Zerica’s sense of team spirit extends beyond the working week. It not only supports a local Sicilian football side, but also sponsors Team Amadeus X One’s Milanese motor cycle rider, Paolo Tessari, who sports the cooler company’s green logo on his bike and livery. **Product range **Water fountains * Refresh P - This top seller with HPDC comes complete with a 30 year anti-corrosion guarantee for its copper piping, has a cold water supply of 60 litres per hour and can operate at temperatures of up to 43°C. Refresh Pensile - The most compact water fountain available can be wall mounted at any height to ensure easy cleaning of the surrounding area and unlimited flexibility when installing in different environments, such as schools and hospitals. It offers a cold water capacity of 30 litres per hour. For the home * Premium Top - A strong performer since its unveiling at Avex and The Cooler Show earlier this year, this counter top unit is only 24cm wide, making it small enough for the most compact of kitchens. It dispenses chilled, ambient and sparkling water with a cold and carbonated capacity of up to 18 litres per hour. A multi-functional digital control panel gives the option to fill a glass or jug, adjusts the temperature and provides filter information, while an easy access front panel facilitates easy CO2 gas cylinder and filter replacement, with no technical assistance required. Refresh U - Zerica’s smallest under sink chiller, the U40 option, measures just 34.5x17.5x29cm, yet has a cold water capacity of 14 to 30 litres per hour. The best seller comes with standard connectors for quick installation to the mains water supply, a thermostat to regulate the chilled water between 5 and 13°C and an HPDC system with certain models to reduce refrigeration times and cut energy bills. For the bar and pub * G Plus 20 - This 30 litres per hour best seller for sparkling water has an accumulator tank and an ice chamber in stainless steel with extractable refrigeration coil and carbonator for easy maintenance and hygiene. Suitable for installing over or under counter, the machine can be placed away from the mains supply point as the water is re-circulated internally. It offers two separate access points for qualified technicians and non-specialists so that the unit can be opened in under a minute, if necessary. For the office * Premium - With a cold water capacity of 60 litres per hour, this free standing model has a slim, ergonomic design and small footprint. The HPDC system ensures that chilled water will be available to users only five minutes after the unit has been switched on. It has specific indicator fault lights to signify if there are any problems with mechanisms, such as the power supply and refrigeration circuit, as well as a dual monitoring and anti-leakage protection system. Bottled * Refresh B / Refresh Baby - This hygienic cooler is available in a standard and compact version. It has a highly polished stainless steel refrigeration chamber to minimise calcium deposits and provide maximum heat exchange efficiency and durability. Operating at external temperatures of up to 43°C, it can be used for various liquids, such as fruit juice and wine, and is available in different colour or customised promotion options. Its piping is curve and siphon-free to prevent water stagnation or bacterial build-up. Acqua Break - Dispensing cold, ambient and hot water up to 95°C, this robust cooler houses a polished stainless steel piping and refrigeration chamber for easy maintenance. Its integrated cup holder and LED control panel ensure that it is easy to use, as does its conveniently placed water dispensing nozzle with safety cut out feature to prevent accidental hot water dispensing. Cooler features and benefits Drink Quality * Only certified food contact materials are used for all components that come into contact with liquid. * This eliminates the possibility of contamination and allows for straightforward cleaning and maintenance. 2 to 5 years warranty All units are covered by the warranty, with the number of years dependent on the model type. A 30 year anti-corrosion guarantee is also offered for the copper pipes used within the HPDC systems. High Performance Direct Chill A three minute waiting time is required for chilled water after the cooler has been plugged in. It increases hygiene levels as stagnation and contamination risks are reduced and brings about energy savings of up to 70%. Sahara Clima A high power refrigeration system. Enables cooler to operate at external temperatures of up to 43°C. Easy Access Designed for easy inspection and maintenance. Provides ample space to allow for checking electrical components and installing water purification filters. Turbo Clean Exclusive technology that improves the heat exchange mechanism and hygiene levels in coolers with refrigeration tanks. It works by liquid entering the chamber via specially oriented entry points, creating a vortex around the walls. This increases the efficiency of the heat exchange and eliminates the possibility of stagnation.

Leaving the hazy sunshine and urban fog of the surrounding London streets behind them, visitors to AVEX and The Cooler Show in April had three early morning conferences to choose from, each focusing on a specific market sector. Water coolers - bottled Zenith International Research Manager Stuart Foxon presented an overview of the European cooler market. 2006 was a respectable year, characterised by a booming point of use (POU) sector that is driving growth, with the leading countries being the UK, France, Italy, Spain and Germany. The figures showed that a north/south split was evident as Italy, Spain, Portugal and Greece made good gains, while northern European countries struggled. Last year’s hot weather was good news, particularly for POU as it continued to take market share, proving that water provision is still in demand. But while hydration in the workplace is a key driver for growth, other opportunities such as domestic coolers have displayed limited movement. Leading firms have continued to buy up smaller operations – for example, Eden Springs acquired 15 companies in 2006 and 2007 in the UK, Denmark, Switzerland, the Netherlands and Germany. POU is restricting bottled growth, so the industry has to decide how it will respond to that challenge. “Combined bottled water and POU operators are best placed to meet the future needs of customers,” said Foxon. Angel Springs Managing Director John Dundon said that, although bottled coolers are declining year on year, they still bring in good profitability, while POU only operations yield limited organic growth. He argued that the industry now has the opportunity to present itself as a total service provider that gives the customer freedom of choice by selling two products – bottled and POU. “Companies should consult with their customers as often as possible to meet their demands and give them the option to switch from bottled to POU. By offering two products without a biased approach, customers will feel that their needs are being best served by one cooler company. “Although the bottled market has suffered as a result of POU, companies have lost customers through their own service failings and not because of their competitors. They now need to reconnect with market growth by investing in sales and marketing, ensuring that high levels of service are maintained. The future rests with the companies that offer two products - the total service provider.” During the question and answer session, Foxon and Dundon agreed that the environmental challenge must be tackled. Foxon believed that reducing carbon footprints is a major selling point for companies, while Dundon said it is the question that is most asked by his customers. Nestlé Waters Powwow Sales and Marketing Director Martin Thorpe began by saying that the UK cooler market is a much harder place to trade than it was three years ago. Companies have taken their eyes off organic growth, which has resulted in a slow down after the acquisitions frenzy of recent years. He pointed out that stealing competitors’ shares instead of targeting new users isn’t sustainable in the long term. He believed that the emergence of POU is a fantastic opportunity that must be embraced by the industry, citing service, differentiation and innovation as key drivers. Although companies invest time and money in listening to their customers and reacting to them when problems arise, they rarely ask what customers want. What’s more, they are not experienced enough to elicit what is on their minds and ascertain what they need. When it comes to sanitisation, companies should present robust scientific research that will set the guidelines, instead of hoping that the status quo will continue or waiting for someone else to impose standards. The same could be said for the environmental issue, which requires companies to understand carbon emissions and engage with their customers using the appropriate language and media: “Good market research should be translated into strong product offerings, enabling companies to take responsibility for their own futures.” Ebac Business Development Manager Dan Kempin examined the emergence of the home cooler. The company had incorporated its WaterTrail technology into its Eddy and SlimCool models, which gives users an easy way of maintaining and servicing their coolers without using chemicals. Custom made panels have also been introduced so that the coolers will blend into any décor, along with a compact design and an in-built Brita Maxtra filter. The firm is continuing to innovate by developing a POU machine that will fit into the home and by conducting trials with the UK supermarket Asda to provide coolers in store. In the question and answer session, Thorpe said that the culture of having a cooler in the home has to be established before the market will take off. Kempin agreed that it is a slow burner and not just a case of bolting on an additional service. “Cooler companies have to think about it differently,” he said. Eden Springs Commercial Director Graeme Carruthers said that customer satisfaction is vital to growth. He believes that companies shouldn’t make excuses if they make mistakes, as there is no excuse for disappointing customers. He pointed out that the presentations had found good common ground, so companies should work together to promote best practice. This could mean saying no to certain clients if service levels are not being met. “Customers want satisfaction through value for money and flexibility, so companies should respond with marketing that is fit for purpose,” he said. Injecting some audience participation into his presentation, Water For Work & Home Managing Director Ben McGannan’s water quiz proved how we take water for granted and how little is actually known about its impact on health or the unique properties that it possesses. He said that many myths are prevalent in the media, which create confusion and cloud the issue. As research exists about the effects of dehydration and the benefits of consuming 2 to 3 litres of water a day, awareness should be increased using concrete evidence. This is the main priority of Water for Work & Home. * Water coolers - point of use* The European POU market’s potential was the subject of Zenith International Research & Development Director Gary Roethenbaugh’s presentation. He described the speed of growth of POU across Europe as “breathtaking”, with companies making cost savings as well as increasing the convenience of their water provision. Up 22% on 2005, he said that the 2006 figures reveal that the market is going from strength to strength. Almost 90,000 POU units were added in 2006 at the expense of bottled coolers and POU has more than doubled its overall share from 2001 to 2006, making it a force to be reckoned with. However, eastern Europe has displayed a slower POU take up as bottled coolers continue to dominate. Germany and Spain have shown similar growth to the UK, where bottled has taken a downward turn. Giving POU a unique selling point, carbonation has made strong gains in Austria, Germany and Switzerland. Rental was a prevailing trend in 2006, with its 56% share showing that it is increasingly the preferred medium. A range of factors are currently affecting the industry including cashflow and margin pressures, a decline in POU rental prices, the need for increasing customer choice and the call to focus on new sites such as small businesses and homes. The latter two factors, combined with innovation and targeting public sector accounts, will lead to plenty of opportunities within the industry. Tapping into health and wellbeing and showing the benefits of POU as a low carbon footprint option are likely to define the industry’s future, which has a potentially strong outlook. PHS Group Head of Marketing Stuart Price talked about how facilities managers are responsible for one third of the market’s buying power. He described them as “multitaskers” who have little time to spare and therefore require simple solutions and contracts, wanting a guarantee that water won’t run out. There are increasingly more opportunities for offering both water coolers and vending machines in the same locations, such as corridors or meeting rooms, and these should be pursued. As they don’t want any elements of risk, facilities managers are setting trends by favouring POU over bottled coolers. Putting aside details such as taste or whether the water has come from a spring, they just ask themselves the question: will this option make my life easier? James Anderton, President of the European Point-of-use Drinking Water Association (EPDWA), highlighted the positive and negative aspects of the cooler industry. He said that the benefits of water should be emphasised by companies as they are providing the public with a source of health. Initiatives such as Unison’s water@work scheme are certainly beneficial to the industry. However, bad levels of service and companies “throwing mud” at others should be stamped out: “We can’t move away from the fact that POU has advantages over bottled. It is important that these elements are used to promote hydration and educate consumers, but without inflammatory comments being made. It shouldn’t be about POU or bottled coolers, it should be about water. Companies are all in the same industry, so it makes sense to work together. ”He spoke of the benefits of working together through industry partnerships and creating a common language for establishing practical guidelines that will enable companies to gain customer confidence. In order for these to work, he said that they must be suitable, measurable and meet certain objectives, as well as testable and auditable. Companies should work with the government, instead of waiting until guidelines are already down on paper. Head of Consumer Strategy at Water UK Nick Ellins said that tap water should be promoted as a way of making a difference to the health and quality of life of every group in society. Most people go through life in a constant state of mild dehydration, which can lead to headaches, irritability, lack of concentration, poor oral health and infections. Despite this, public places such as schools, hospitals and care homes remain drinking water deserts compared to the consumption of other fluids. Cooler companies should be grasping the opportunity to improve this situation with both hands by acting as professional water specialists for these areas. Instead of focusing on filtration and the technical aspects of their products and services, they should be communicating directly with end users and encouraging them to drink water. “The cooler industry has an essential and pressing role to play in supporting public health,” he said. “Is it a coincidence that you’re here? Could you be selling iPods or digital cameras? Is there a reason you’re here? Yes, it’s because you care about what you do, which means you have something in common with Water UK.“ He said that the organisation welcomes the work that associations such as the EPDWA are doing in terms of presenting clear codes of conduct and believes that the whole industry should aspire to promote the health benefits of water. Greencare Managing Director Adam Warren started by saying that although the environment is currently a buzzword, it has been a concern of Greencare’s since the mid 90s. He emphasised the importance of companies working with organisations such as Greenpeace and Friends of the Earth to reduce their environmental impact, then outlined some steps that can be taken to reduce carbon footprints. “Some of the initiatives are quite obvious. For example, using disposable plastic filters is preposterous. Just make them reusable – it’s not rocket science. The problem with recycling is that it doesn’t always happen and even with bottles constructed from corn starch you need land use for them to compost, so it’s better to reuse items,” he said. “Going carbon neutral is just the starting point. Companies need to narrow their supply chains and think outside the box.” Vending “Today we no longer have to apologise for vending,” said Charles Trace Chairman of the Automatic Vending Association, who began by painting a positive picture of the industry. He said that it had shed its low quality reputation, thanks to the advent of increased consumer choice through vending machines that provide anything from Fairtrade produce to leisure accessories and frozen foods. “Vending companies should see themselves as 24/7 retailers, not vending operators,” he said. He also stated that the industry has a responsibility to take global issues, such as the environment, seriously and respond by thinking outside the box and delivering greener solutions that will meet consumer demands. European Vending Association President Augusto Garulli gave an overview of the European market, in which there are 3.2 to 3.5 million machines, with a turnover of €26 billion. He highlighted trends that are affecting the industry, such as the rise of the busy, pressed-for-time consumer who favours organic, Fairtrade goods and for whom vending should be presented as an experience. The industry is also facing challenges, such as responding to the needs of end consumers, meeting legislative requirements and preventing fraud. Marketing is needed to boost vending’s reputation by giving it a reliable image. Bringing a US vending perspective, Richard Geerdes, the President and CEO of the US National Automatic Merchandising Association believes that the solution to the obesity issue is not to ban products, but instead to present a range of healthier “Balanced For Life” items that increase consumer choice. The industry needs a set of nutritional standards to work with, as currently there is not a clear answer to the question: what is a healthy product? Education is also needed among consumers as, even if healthier products are offered, they don’t seem to be selling. “Vending used to be seen as the villain in the obesity debate, but now we have deflected this and moved to a more rational discussion by showing that we are doing our bit,” he said. “We now need to look in the mirror and find the right ambience with the right product selection.” Director of the Health Education Trust Joe Harvey also tackled the subject of obesity, by saying that schools are a good way of influencing children when they are young to equip them with food and nutritional skills, which they seem to be lacking. Although there have been frustrating delays when it comes to the School Food Trust and the Department for Education and Skills implementing clear guidelines, Harvey said that the vending industry should see the healthy eating issue as an opportunity to present itself in a more favourable light. Forum For The Future Director Sally Uren talked about the non-campaign, non-governmental organisation that is made up of over 50 companies including Tetra Pak, Tesco and Waitrose, as well as governmental bodies. She said that, as the global population is predicted to surge by 2050, issues such as climate change and rising social costs will become even more pressing: “If we continue to live using resources at the current rate, we will need two more planets as we are not living within the limits of one. There is a broad consensus that there is only a 10 to 15 year window to do something about it, so we must act now. ”Over the past 18 months, there has been an unprecedented scale of activity as businesses have realised that consumers are starting to ask questions about sustainability. Marks & Spencer, for example is cutting its carbon emissions by 80% in five years, while Sainbury is reducing them by 50% over the same period. Various initiatives include cutting down food miles, paying to offset carbon footprints, recycling used good and investing in Fairtrade, energy efficient products. Consumers are likely to edit out “bad” choices in the future and become more ethically minded, so companies must respond now. Some firms, such as innocent, Walkers and Boots are also displaying how much carbon was emitted to produce their goods, so there is a requirement for consistent pack information that consumers will fully understand.