By Elizabeth Royte

In the follow-up to Garbage Land, her influential investigation into our modern trash crisis, Elizabeth Royte ventures to Fryeburg, Maine, to look deep into the source­of Poland Spring water. In this tiny town, and in others like it across the country, she finds the people, machines, economies, and cultural trends that have made bottled water a $60-billion-a-year phenomenon even as it threatens local control of a natural resource and litters the landscape with plastic waste.

Moving beyond the environmental consequences of making, filling, transporting and landfilling those billions of bottles, Royte examines the state of tap water today (you may be surprised), and the social impact of water-hungry multinationals sinking ever more pumps into tiny rural towns. Ultimately, Bottlemania makes a case for protecting public water supplies, for improving our water infrastructure and­in a world of increasing drought and pollution­better allocating the precious drinkable water that remains.

NY Times Book Review Front Page Review: "The facile answer is marketing, marketing and more marketing, but Elizabeth Royte goes much deeper into the drink, streaming trends cultural, economic, political and hydrological into an engaging investigation of an unexpectedly murky substance." --Lisa Margonelli (Scroll down for Review and Chapter One courtesy of the New York Times)

"This tautly paced volume more closely resembles a travel narrative than a tree-hugging jeremiad. Royte doesn't traffic in platitudes, moral certainties or oversimplification; she's unafraid of ambiguity. Seamlessly blending scientific explanation and social observation, she pursues the course of Poland Spring back to its source in Fryeburg, Maine. " --Mark Coleman, Los Angeles Times

 Available now! Buy the Book: Amazon, Powells, Booksense

Read Salon's "conversation" with Elizabeth.

Listen to Elizabeth on NPR's Marketplace.

Read Elizabeth's NY Times Op Ed about public water fountains.

Listen to Elizabeth on Brian Lehrer's WNYC radio show. Read her responses to listener questions in this Bottled Water FAQ.

Elizabeth goes up against Joseph Doss, CEO of the International Bottled Water Association on BlogTalkRadio. (fast forward to minute 10 for their conversation)

Read a Bottlemania excerpt.

Read more reviews.

Explore Elizabeth's water links.

Read about Elizabeth Royte, and her books Garbage Land and The Tapir's Morning Bath, both New York Times Notable Books.
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 Sunday June 15, 2008

Tapped Out

By LISA MARGONELLI

To paraphrase an old axiom: You don’t buy water, you only rent it. So why did Americans spend nearly $11 billion on bottled water in 2006, when we could have guzzled tap water at up to about one ten-thousandth the cost? The facile answer is marketing, marketing and more marketing, but Elizabeth Royte goes much deeper into the drink in “Bottlemania: How Water Went on Sale and Why We Bought It,” streaming trends cultural, economic, political and hydrological into an engaging investigation of an unexpectedly murky substance. Partway through her undoctrinaire book, Royte, a lifelong fan of tap water, refills her old plastic water bottle, reflecting that “what once seemed so simple and natural, a drink of water, is neither. All my preconceptions about this most basic of beverages have been queered.” And by the end of the book she will have discarded the old plastic bottle too, but not the tap.
  Oliver Munday


BOTTLEMANIA
How Water Went on Sale and Why We Bought It.
By Elizabeth Royte.
248 pp. Bloomsbury. $24.99.

Adam Berry/Bloomberg News

“Bottlemania” is an easy-to-swallow survey of the subject from verdant springs in the Maine woods to tap water treatment plants in Kansas City; from the grand specter of worldwide water wars, to the microscopic crustaceans called copepods, whose presence in New York’s tap water inspired a debate by Talmudic scholars about whether the critters violated dietary laws, and whether filtering water on the Sabbath constituted work. (Verdict: no and no.) Water is a topic that lends itself to tour-de-force treatment (the book “Cadillac Desert” and the movie “Chinatown” come to mind), as well as righteous indictments and dire predictions (“Thirst: Fighting the Corporate Theft of Our Water,” “When the Rivers Run Dry: Water ­ The Defining Crisis of the Twenty-First Century”). Where others are bold, “Bottlemania” is subversive, and after you read it you will sip warily from your water bottle (whether purchased or tap, plastic or not), as freaked out by your own role in today’s insidious water wars as by Royte’s recommended ecologically responsible drink: “Toilet to tap.”

Eww. Sorry. Let’s talk about those evil marketers. In 1987, Americans drank only 5.7 gallons of bottled water per person per year, but the cumulative impact of ad campaigns and the vision of Madonna fellating a bottle of Evian in “Truth or Dare” more than doubled consumption by 1997. In 2000 the chief executive of Quaker Oats bragged to analysts that “the biggest enemy is tap water.” By 2005, the enemy had become the consumer’s bladder; and in 2006, Pepsi, which owns Aquafina, spent $20 million suggesting that Americans “drink more water.” That year we drank 27.6 gallons each at a rate of about a billion bottles a week.

But marketing swings both ways. As quickly as bottled water became a symbol of healthy hyperindividualism ­ sort of an iPod for your kidneys ­ a backlash turned it into the devil’s drink. In 2006, the National Coalition of American Nuns came out against bottled water for the moral reason that life’s essential resource should not be privatized. New numbers surfaced: each year the bottles themselves require 17 million barrels of oil to manufacture, and, one expert tells Royte, “the total energy required for every bottle’s production, transport and disposal is equivalent, on average, to filling that bottle a quarter of the way with oil.” Mayors from San Francisco to New York suddenly became aware of the new symbolism of bottled water as a waste of taxpayer money, a diss of local tap water and a threat to the environment. Some canceled their city’s bottled water contracts. Chicago began taxing the stuff. And celebrities ­ among them Matt Damon and ... Madonna ­ started backing a dazzling array of water charities in support of domestic tap and African water supplies, associating themselves with the magical ur-brand of “pure water” just as marketers and Madonna did in the early ’90s.

Royte asks, perceptively, if the pro-bottle and anti-bottle movements aren’t cut from the same plastic: “Is it fashion or is it a rising awareness of the bottle’s environmental toll that’s driving the backlash? I’m starting to think they’re the same thing.” To Royte, the author of “Garbage Land,” righteousness requires a greater commitment.

She finds it in Fryeburg, Me., a town of 3,000 that is trying to stop Nestlé’s Poland Spring from sucking 168 million gallons of water a year out of the pristine aquifer buried under its piney woods. As Royte arrives the town is in an uproar, with neighbor pitted against neighbor and rumors of secret planning-board meetings and of dummy corporations. Fryeburg is a “perfect example of water’s shift from a public good to an economic force,” she observes. The locals are more blunt: “This is what a water war looks like.” Fryeburg bears the burden of living at the other end of the giant green Poland Spring pipe. Residents of nearby Hiram count 92 water tankers rolling through their town in one typical 24-hour period; they feel themselves under siege precisely because their watershed is clean, while 40 percent of the country’s rivers and streams are too polluted for swimming or fishing, let alone drinking. Fryeburg residents try to repel the water company. They demand tests, throw a Boston Tea Party by dumping Poland Spring in a local pond, take the issue to Maine’s Supreme Judicial Court and hold a town meeting straight out of Norman Rockwell. Here I wish Royte had devoted more energy to the narrative. The people of Fryeburg and their complaints feel tentative ­ a sketch where a portrait could have been. And although her writing always flows, I sometimes wished for something less utilitarian.

That comes, unexpectedly, as Royte stands at the edge of the Ashokan Reservoir in upstate New York. “Ignoring the bluish mountains that form its backdrop and the phalanx of security guards in our foreground,” she gazes “down onto the spillway which curves and drops like a wedding cake, in four tiers, before sending its excess through a granite passage,” supplying 1.2 billion gallons a day through 300 miles of tunnels and aqueducts and 6,200 miles of distribution mains. There once was grandeur in public works, and Royte captures the mythic heroism that inspired the politicians and engineers to build great reservoirs more than a century ago. Their outsize civic largesse makes our current culture of single-serving bottles feel decidedly crummy. But returning to public water’s golden age, if it’s possible, will not come cheap. Royte says the country needs to invest $390 billion in our failing water infrastructure by 2020.

By the time I finished “Bottlemania” I thought twice about drinking any water. Among the risks: arsenic, gasoline additives, 82 different pharmaceuticals, fertilizer runoff sufficient to raise nitrate levels so that Iowa communities issue “blue baby” alerts. And in 42 states, Royte notes, “people drink tap water that contains at least 10 different pollutants on the same day.” The privatization of pristine water is part of a larger story, a tragic failure to steward our shared destiny. And if you think buying water will protect you, Royte points out that it too is loosely regulated. And there is more ­ the dangers of pipes and of plastic bottles, the hazards of filters, and yes, that “toilet to tap” issue. But there is slim comfort: Royte says we don’t really need to drink eight glasses of water a day. Drink when you’re thirsty, an expert says. That’s refreshing.

Lisa Margonelli is an Irvine fellow at the New America Foundation and the author of “Oil on the Brain: Petroleum’s Long Strange Trip to Your Tank.”

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 Sunday June 15, 2008
‘Bottlemania’ By ELIZABETH ROYTE

Chapter One: AN ALARM IN THE WOODS

On a balmy fall afternoon, with the maples at their flaming peak and the white ashes shading to yellow, Tom Brennan, natural resources manager for Nestlé Waters North America, drives down a gravel road in western Maine. He parks his truck in front of a small stone cottage topped by a pitched green roof. The building wouldn't look out of place in the Adirondacks. But its green wooden door opens not to reveal a rag rug and a woodstove but yet another door ­ a serious-looking door made of thick steel that can be breached only with the right combination of keys, codes, and security, cards. Behind it are cameras and a motion detector. Are they guarding a gold reserve or an arsenal? No, they superintend an assemblage of stainless steel pipes, gauges, levers, and a device called a pig, about the size and shape of a boat bumper, that's periodically forced through the pipes with water pressure to clean and disinfect. The linoleum floor is spotless.

"Any sort of intrusion into the pump house," Brennan says, "and the water automatically shuts off." The pump house aggregates water from five boreholes, or wells, located not far away at the bottom of a gentle valley, and sends it shooting through an underground pipe and, a mile to the north, into the largest water-bottling plant in the country. When the water comes back out, it's in plastic containers labeled Poland Spring.

I take a good look around, not really appreciating the engineering that goes into such a place, and then we turn to leave. I am eager to see the water, the place where it springs from the earth. Brennan fumbles with a security card and keys, then we continue downhill through a young forest. Turning a bend, we come upon a man in casual clothes walking rapidly, a roll of duct tape in his hand. His black Lab darts into the trees, then back out and in again. When he hears the truck, the hiker glances furtively over his shoulder, then slips into the roadside bracken.

"He sure disappeared quick," Brennan says, without emotion. Though the fifteen-hundred-acre property is private, Nestlé, a Swiss-owned conglomerate and the largest food-processing company in the world, isn't strict about trespassing. The road is gated but no fence lines the property. If hunters call first to make arrangements, they are welcome. But it isn't hunting season now.

At the bottom of the valley we park near five matching well houses, smaller versions of the stone building uphill. We walk into the woods and down a staircase flanked by white pine and larch. Where the slope bottoms out, tussock sedges line a shallow, sandy-bottomed raceway-narrow canals lined with boards. "The stream feeds into a trout hatchery," Brennan explains, pointing toward a shed in the distance. I walk along the watercourse, looking for springs. The ground is soft, and the water bubbles here and there through fallen leaves and watercress. Finally I see what I am looking for. I squat in a patch of swamp dewberry and contemplate a tiny boil of water.

"Can I drink it?" I ask. Brennan shifts his weight and hesitates before saying, "If you want to." If I expect encouragement, it isn't forthcoming.

Filled with a sense of moment, I bend and dip my hand into the water, which appears black. I check to make sure there is nothing obvious swimming in my palm, then close my eyes and sip. "So this is it," I think. "I'm drinking from the source."

The water tastes good to me. It is cold ­ forty-five degrees according to Brennan ­ and it is flesh. It has no smell. Beyond that, I can say only that I feel privileged to be drinking straight from the ground, a rare possibility in this age of ubiquitous animal-borne diseases and pollution. I can choose from nearly a thousand types of bottled water on store shelves, but I can't, with infinitesimally few exceptions, drink from a naturally occurring body of water. Magically appearing from inside the earth, springwater has always had a powerful mystique. Civilizations have fought over such resources.

But I'm not feeling any mystique right now. What I'm mostly thinking as I sip anew is that this simple substance, rising in a rill not five hundred feet upstream from the Shy Beaver trout hatchery, is the driving force behind a multimillion-dollar plant that directs three hundred million gallons of water a year into the farthest reaches of New England, New York, and parts west. I try to stay focused on the moment, the elemental and pure (at least until it flows through Shy Beaver) nature of this liquid, but I can't help thinking that this water is so much more: a signature product of the world's largest food corporation, a flash point for activists environmental, religious, and legal, and either the biggest scam in marketing history or a harbinger of far worse things to come.

Brennan doesn't hurry me; he doesn't ask what I think of his water. He explains the morphology of the earth: the way glaciers retreated from this part of Maine thirteen thousand years ago and, in the process, formed deep beds of sand and gravel that expertly filtered the water. He shows me some test wells along the raceway and explains that water pumped through boreholes, the wells inside those little stone buildings, can be labeled spring if it has substantially the same chemical makeup as the actual spring, if it comes from the same geologic stratum as the spring, and if a hydraulic connection between the two can be proved. "And we did that," Brennan says.

We take a look inside one of the well houses ­ more security cameras, more spotless linoleum and gleaming pipes ­ then Brennan locks up and we head back up to the bottling plant. We're almost out of the woods when suddenly an electronic alarm shrieks through the silent forest. Rising from the valley floor, it drives crows from their treetops and brings my hands to my ears. Whoop, whoop, whoop ­ ten nerve-jangling blasts in a row, then a pause, then ten more. Brennan stomps on the brake and speed-dials the bottling plant, a look of mild panic on his face. Waiting for advice from HQ, he turns toward me and says, "You know all those caps getting screwed onto bottles that we just saw?" It's a blur to me, those half-liter containers moving around the plant at warp speed, more than five million containers a day, but I nod. "Well, all those bottles just stopped."

Maybe the alarm has something to do with that guy, the one with the duct tape and the Labrador? I ask. Or maybe security is simply testing the system? It isn't for Brennan to say.

"Why would someone want to mess with a pump house?" I ask as Brennan puts the truck back in gear.

"You'd be surprised," he says tersely. In 2003, operatives for the Earth Liberation Front (ELF) placed four incendiary devices inside a pump station in Michigan that supplied water to a Nestlé bottling plant. The devices failed to ignite, but ELF made its point: the substation was "stealing water," the group stated in a communiqué. Clean water, it continued, "is one of the most fundamental necessities, and no one can be allowed to privatize it, commodify it, and try and sell it back to us."

Is that what's happening here? I'd come up to the town of Hollis to see how the water gets out of the famous Maine woods and into the skinny bottles with the green labels. They are ubiquitous where I live. You can't walk a block in New York City without seeing a bottle in someone's hand, their baby stroller, or bike cage, spilling from the corner litter baskets or crushed flat and gray, ratlike, in the gutters. Nationwide, we discard thirty to forty billion of these containers a year. The bottles, and the trucks that deliver them, are haunting me. Poland Spring is the bestselling springwater in the nation, even in a city with some of the best tap water in the world. Everyone is drinking the stuff, and other waters like it. In the West, it's Arrowhead and Calistoga; in the South Central region, Ozarka; in the Midwest, Ice Mountain; in the mid-Atlantic, Deer Park; and in the Southeast, Zephyrhills ­ all owned by Nestlé, a company with estimated profits of $7.46 billion in 2006. Pepsi-Cola and Coke are bottling water too, and making billions.

Why this turn against the tap? And how had we gotten to the point where activists are sneaking bombs into pump houses ­ infrastructure devoted not to oil, but water? It isn't just Michigan: citizens in Wisconsin, Pennsylvania, California, New Hampshire, Texas, Florida, and, yes, even Maine, are in arms against groundwater pumping for bottling. Legal scholars are loudly debating water rights; the United Church of Canada has called for a North American boycott of the stuff, so has a group called Food and Water Watch. The Franciscan Federation declared to the Environmental Protection Agency that access to safe and clean water is "a free gift from God," and the National Coalition of American Nuns adopted a resolution, in the fall of 2006, that asked members to avoid drinking bottled water unless absolutely necessary. Their issue? Privatization of something so essential to life is immoral. An antiglobalization organization was traveling the country offering blind taste tests of bottled water versus tap. Their point ­ tap is pretty good ­ never fails to make the news.

Still, every week a new bottled water ­ offering the stuff neat or with "beneficial" additives (vitamins, herbs, laxatives, nicotine, caffeine, oxygen, appetite suppressants, aspirin, skin enhancers, or healing mantras) ­ hits the market. U.S. sales of bottled water leaped 170 percent between 1997 and 2006, from $4 billion to $10.8 billion. Globally, bottled water is a $60-billion-a-year business. In 1987, U.S. per capita consumption of the stuff was 5.7 gallons; by 1997 it was 12.1 gallons; and in 2006, according to the Beverage Marketing Corporation, it was 27.6. Sales of bottled water have already surpassed sales of beer and milk in the United States and by 2011 are, by some analysts, expected to surpass soda, of which Americans drink more than fifty gallons per person a year.

I've come to Maine because it seems an unlikely battleground. The state receives about forty-three inches of rain a year (about the same as other states in the region) and has a population of slightly more than one million, among whom Poland Spring is a familiar, and at one time beloved, face. The company has been bottling water from the town of Poland since 1845. Legal history recorded no objections when Hiram Kicker began to sell water from his family farm there, though a Portland newspaper, anticipating the nuns and the Canadians, scoffed at "selling something that God gave everyone for free." In recent years Poland Spring, which was bought by Perrier in 1980 and then Nestlé in 1992, has expanded its reach into other Maine aquifers, and the objections have been hard to miss.

The epicenter of Maine's water wars is Fryeburg, about an hour to the north of Hollis. "So what happened up there?" I ask Brennan, for the third time. We're sitting at the conference table in the bottling plant, which was built atop a former potato farm. The alarm out in the woods had, we just learned, been an electronic glitch ­ a relief to everyone. Now Brennan glances at me, and despite his efforts to stay on message, to stay upbeat, I can sense the man's fatigue. "Yeah," he says, with a downward cast of his eyes. "The infamous Fryeburg situation." He sighs. "It got complicated up there."

When I first meet Dearborn, he is eighty-eight years old. His hair is snowy white, he wears oval, wire-rimmed glasses, and he dresses in timeless L.L. Bean fashion, his red-plaid shirt tucked into high-waisted chinos. A retired engineer, Dearborn lives alone in a sprawling split-level home amid a grove of white pines and beech on the shores of Lovewell Pond, not Far from the center of Fryeburg. Though Dearborn has lived here for more than fifty years, locals still consider him an outsider: he's "from away." He sold the company he founded here, Dearborn Precision Tubular Products, fifteen years previously, and has filled his time since then running a private foundation, inventing mechanical tools, and, more recently, badgering Poland Spring, challenging its right to draw water, to truck it through town, and to remove it from the state.

While some water activists are concerned with truck traffic in their rural towns, and others focus on the morality of selling water for large profits, Dearborn's "big bitch," as he puts it, is that Nestlé is "ruining the lake" by pumping from the springs that feed it.

"The lake is dead now!" Dearborn says to me, in a tone that implies this is obvious. "The water stays in it too long because it's not being flushed by Wards Brook. It's warmer and there's increased growth of weeds on the bottom, which has lowered property values." Houses have been taken off the market because they didn't sell, Dearborn says. He worries that soon the pond will resemble Brownfield Bog ­ a low area that forms the southern end of Lovewell.

The heart of the two-thousand-acre Wards Brook drainage basin is the Wards Brook aquifer, made up of hundred-foot layers of permeable sands and gravel. It drains an area south of town, flowing north and then east into Lovewell Pond. Since 1955, the investor-owned Fryeburg Water Company has pumped water from the aquifer and piped it to nearly eight hundred customers in town, plus roughly seventy over the state line in East Conway, New Hampshire. Then in 1997, Hugh Hastings, president of the water company, paid a visit to Howard Dearborn.

"He stood on my deck," Dearborn says as he gestures over an array of bird feeders fattening the squirrels, "and he told me the town was growing and that he needed more water." Hastings had pointed out to Dearborn the tracts of forest the Hastings family owned: across the lake, to the northeast, was Mount Tom, which Hastings had recently sold to the Nature Conservancy; and around to the south was Pleasant Mountain, of which he and his family, which includes a state senator, own half. ("The Hastingses are like the Magnificent Ambersons," a conservation worker from the region tells me.) Eventually, Hastings got to the point of his visit: he asked Dearborn for a right-of-way through his property so that he could drill a second well, near his first, in the Wards Brook aquifer.

"And like a dumb ass I let him cut a road through my property," Dearborn says, shaking his head. "I even helped him out with my bulldozer."

*******

Fryeburg sits along Maine's western border with New Hampshire, a mere fifty-two miles northwest of Portland. The road in between passes ugly strip malls and tourist motels, busy marinas, and tiny towns with faded Main Street banners. Though Fryeburg, population three thousand, sees up to one hundred thousand canoeists and campers playing on its stretch of the Saco River in the summer, and twice that many visitors descend in October, for the eight-day Fryeburg Fair, the place has done little to attract the out-of-season day-tripper. Unlike neighboring towns to the east and west, Fryeburg has no bookshops, T-shirt stores, moose paraphernalia, or cappuccino joints. Instead, it has the Jockey Cap, a combo gas station and grill where older gentlemen sit on hard chairs reading the daily newspaper and the gossip flows all day. Near the town center is a small supermarket, a culinarily depressing place. When I tell a local I bought an egg-salad sandwich at its dell counter, he physically recoils. The main drag features a bank, a few utilitarian stores, a smattering of private offices, and the Fryeburg Water Company, whose unprepossessing appearance, on the bottom floor of a two-story frame house, belies the company's position at the red-hot center of Fryeburg's multimillion-dollar water woes.

Fryeburg is old, established in 1762, and a little inbred: the same dozen names show up on buildings, parks, cemeteries, hills, and rosters of elected or appointed officials. I meet men who own mountains, miles of lakefront, and vast swathes of forest handed down by land grants from the governor of Massachusetts. I hear about strangers showing up in town to buy property and the water that flows under it. Before long, Fryeburg seems like Chinatown, the movie, to me. Everywhere I turn there is intrigue, there is someone with a heated opinion, with "water on the brain," as Jake Gittes, the character played by Jack Nicholson, puts it. I hear about hydrogeologists drilling test wells on the q.t., about dummy corporations, secret planning-board meetings, tape recorders at public meetings that stop at convenient times, notes that go missing, and appointed officials suspected of shilling for outside corporate interests. I meet the man who provided access to the spring that fills the tanker trucks of Nestlé.

And that, admits Howard Dearborn, was a big mistake.

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Excerpted from BOTTLEMANIA by Elizabeth Royte Copyright 2008 by Elizabeth Royte. All rights reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher.