Sustainable Marketing

I recently come across reading about a manufacturer of paint who was supplying additive free paints, but also supplying them in dry powder form so you mix them with water on-site.  This really captured my imagination because it ticked so many boxes, little water used in the manufacture, not spending resources transporting lots of bulky, heavy water in the paint, using less fuel and less pollution, and the benefits goes on.

That got me thinking about how much other things we consume that requires water as one of their main ingredient. If we could use dry ingredients and mix them ourselves would that not be infinitely more sensible?

Many soft drink product contains minimum of 50 percent of water: I recycle a lot and use isotonic and hi-carb drinks most of which are available in powder form, yet shelves are full of ready mixed soda, non 100% fruit juice, and sports drinks which contain mainly water. There would seem to be a big product development opportunity here. Not only could we make a contribution in minimize the need in shipping a huge quantity of water from one location to another, but the cost of transportion could as well be cut dramatically. This benefits not only the company but to the environment and much more.

Water will become an increasingly valuable commodity: already water companies are planning for the future and looking to sophisticated demand management schemes. Perhaps we can start thinking about dry product/ingredients that could potentially be cost saving for all parties!