CONSUMERISM: Bird-Dogging the Bottlers

Horse trainers feed it to their thoroughbreds during the racing season, fish lovers raise their most prized species in it, horticulturalists nurture exotic African violets with it-and people drink it. It is bottled water, and it is used for all those things because it is supposed to be purer than the stuff that comes from the tap.

As more and more Americans turn on their faucets only to have heavily chlorinated and sometimes foaming water spill into their glasses, the sales of bottled water soar. In the past five years, home consumption has increased by more than 50%, and is still...

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