World Economic Forum: Is "water neutral" the real thing?

Neville Isdell, the Irish-born, South-African-raised rugby-crazy chief exec of Coca-Cola has just used a phrase that I suspect most of the people in the room only pretended they had heard before (but almost certainly hadn't). His company, he vowed, would over the next few years strive to become "water neutral".

Remember that among Coke's biggest concerns - if not its actually biggest concern - in the 200 markets it operates is clean, reliable water supply. It needs loads of the stuff, both as the base for the drinks themselves and as part of the process of making them. A bid for achieving "carbon neutrality", which is becoming the CSR mantra of so many companies around the world, would therefore make less sense to Coke than an effort focused a resource that is, in reality, probably of more immediate global concern than curbing CO2 emissions.

More on this later, but a good description of the concept can be found here and in Coke's case I get the impression there is going to be a lot of replacement of local water tables and preservation of water capable of supporting life.