"I remember the moment when the silliness of bottled water became vividly clear to me. I was standing in the factory in San Pellegrino, Italy, at the foot of the Italian Alps, where San Pellegrino water is sealed in those shapely green bottles.
"Leave aside that the glass bottles weigh more than the water they contain, or the journey those bottles of water have to make, by truck and ship and truck again, to land on a grocery shelf or café table in Manhattan or St. Louis.
"The bottles themselves have to be washed before being filled. And as Pellegrino’s wizened factory operations manager explained, they wash the bottles with…Pellegrino water. Before filling them with Pellegrino water.
"Of course they do.
"But then the silliness took a leap..."
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