Originally published 08/12/2013
Locals believe that the Spanish town of Aielo de Malferit is where Coca-Cola originated -- and that the factory which developed the formula that inspired the world's best-selling soda has been cheated of its rightful place in history. Not to mention profits.It's allegedly the birthplace of the world's best-known soft drink, but these days, it's looking a little run-down. Lined with houses that are for sale, the streets of Aielo de Malferit in the province of Valencia are deserted. With the younger generation escaping chronic unemployment and moving to major cities such as Valencia, Barcelona and Madrid, only the elderly still live here.Gray-haired and bespectacled, 74-year-old Juan Micó wears a white lab coat as he pours a brown liquid into a thin glass tube. Shards of pale sunlight filter through the grimy windows of his factory, and a smell of damp wood pervades the air. "The grated kola nut and herbs blended with alcohol mature in a clay jug for a month," he explains. "What happens then is a secret." ...
Originally published 03/25/2013
Lots of people know about how Coca-Cola used to contain cocaine or how Pepsi was the hip drink in the 1960s. Few realize that Coke marketed assiduously to whites, while Pepsi hired a "negro markets" department. Put more bluntly, Coke was made for white people. Pepsi was made for black people. Over the course of the decades and the seemingly limitless growth of the soft drink industry, the companies have expanded their marketing departments and launched myriad campaigns to discourage the idea that either appealed to a specific race. And now, in 2012 as Mayor Bloomberg plays tough against continued opposition to his ban on soft drinks, the complicated racial dynamics of the industry are exposed once again, as the NAACP works to reverse the ban, thanks, in part, to donations from Coca-Cola....
Originally published 01/29/2013
Grace Elizabeth Hale, a professor of history and American studies at the University of Virginia, is the author, most recently, of “A Nation of Outsiders: How the White Middle Class Fell in Love With Rebellion in Postwar America.”THE opposition by the New York State chapter of the N.A.A.C.P. to Mayor Michael R. Bloomberg’s restrictions on sugary soda caught many Americans by surprise. But it shouldn’t: though the organization argues it is standing up for consumer choice and minority business owners, who it claims would be hurt, this is also a favor for a stalwart ally — Coca-Cola alone has given generously to support N.A.A.C.P. initiatives over the years.This is more than a story of mutual back-scratching, though. It is the latest episode in the long and often fractious history of soft drinks, prohibition laws and race.
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