Thursday, 25 November 2010

The Foods that Make Billions

We all have books, films and articles, we tell everyone who will listen that it is a 'must read/watch item, well this is a documentary I wish everyone who is interested in seeing less consumerism in the world should watch.

The Foods that Make Billions is a film about the bottled water industry, and how it has become a must have product for many millions of people all across the world. As someone in the film says, it's amazing how people can be persuaded to pay for a product that they can get for free. There are some 30 odd different bottlted waters available nowadays, and the manufacturers use every trick at their disposal to make us think each one is somehow different from the others.

It's the foremost example of how big business and marketing, use their dark skills to manipulate us into seeing a product as a necessity.

It was shown on the BBC last night, and is available to watch on I player. it's available until 14th December, so watch it whilst you can.

Here is the blurb about the programme:

This major new series tells the untold story of how big business feeds us by transforming simple commodities into everyday necessities and highly profitable brands.

The first episode tells the extraordinary story of how the bottled water industry has grown from nothing to become one of the biggest success stories in the modern food and beverage industry in just 40 years.

With unprecedented access to the world's largest food and beverage companies, including Nestle and Danone, this is the inside story of how the bottled water business has become emblematic of an age of plenty in the West. With billions at stake, the market is fiercely fought over by the world's multinationals who promise us health, convenience and youth. It is natural and pure and sourced at minimal cost, its real value lies in the marketing and branding.

Told by the Money Programme team, this film takes us to Hawaii, Japan, North America, France, Switzerland and Scotland to chart what lies behind the incredible success of this industry and explore what it tells us about ourselves.

I watched it with varying feelings of amazment, sadness anger and disgust.

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