It’s that time of the year when we step back
and reflect on all that has transpired. Sometimes
it’s hard to find the good, with all the tumult
and unrest in society. Conflict, polarization
and greed, both corporate and personal, are the
headlines of the news stories we are confronted
with every day. Pundits opine that we’ve lost our
moral compass. Sometimes it’s hard to disagree.
Hopefully this election, with its emphatic message
for change, will be the flashpoint to get us
back on track and bring us together.
With all that said, I’m still the eternal optimist.
I see all that is good and is yet to be accomplished.
While I can’t speak for society and
the economy in general, I look at our industry as
a reflection of what can be done.
It is in this view that I claim that it is incumbent
upon the beverage retailers, marketers and
distributors to take leadership roles within their
communities. We are a high-profile industry and
we must act accordingly. It is imperative that we
take the initiative in developing products that
help reduce obesity and the other health issues
that plague our populace.
I implore you to get involved with causes
on both the local and national levels. I am always
heartened when I see beverage companies
sponsor breast cancer and AIDS walks, Operation
Smile, and other important charities. Help
those people who protect the environment. You
could start with more eco-friendly packaging!
There are plenty of alternatives to overfilling
our landfills. Help your employees by making
your facilities healthy and safe. Individually and
as a business, choose an organization and get
involved. Chains that support local charities and
children’s programs are performing good works.
It’s a win-win, though, because the fact that
you’re increasing your visibility and credibility
doesn’t hurt, either.
Smaller businesses can sponsor a Little
League, basketball, or soccer team. Keeping kids
busy and participating in sports accomplishes a
myriad of positive goals.
In 2005, the response to Hurricane Katrina
on the part of the bottled water industry was
tremendous. But what have we done in 2006?
What do we have planned for 2007? Let’s expand
into need-based food programs and other
relief efforts.
Our industry has been exemplary in its support
of our communities and various causes, but
there is still much more we can do. The holiday
period brings out the best in everyone. Make
that feeling last all year long. Doing good is the
right thing to do.
And to all of you, let me wish you a healthy,
happy and prosperous New Year.