Word: watered
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Dates: during 1960-1969
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...Watering the Gravy. Yet neither cynics quick to ascribe political motives to Kennedy's one-man investigation nor the little girl who thrust a scrawled note into his hand pleading "Bobby, please run for President" could soften the facts of east Kentucky's poverty or blot out the reality of Appalachia's misery statistics. Some 5,000 of Wolfe County's 6,500 people exist beneath the poverty line, able to afford little more than a dime for each meal; federal food stamps account for half or more of the mountaineers' victuals. "Whenever...
...plain. The winding 400-mile boundary is, from a Communist point of view, delightfully permeable. At its northern end, opposite Vietnam's central highlands, it runs through deep tropical jungle, uninhabited and immune to air observation. Its southern reaches, along the Mekong River, are under five feet of water during the monsoons...
Shriveled Taste Buds. By its own estimates, the bottled-water industry now sells $65 million a year worth of purified water, coolers, cups and allied equipment. About 40% of that business is concentrated in arid Southern California, partly because of the climate and partly because much of the local tap water, though safe enough to drink, would shrivel a mess sergeant's taste buds. The demand is spreading. Mountain Valley Water Co. distributes its green bottles of spring water from Hot Springs, Ark., to 40 states. And to cater to tastes brought home by tourists, President John G. Scott...
Last year Los Angeles-based Arrowhead & Puritas Waters Inc., the industry's front runner, increased both its sales ($15,650,000) and profits ($1,342,596) by 15%. In doing so, the 74-year-old company sold 43,325,000 gallons, partly from springs in the San Bernardino Mountains, partly from five distillation plants and partly from de-ionizing plants, which yield the mineral-free water favored by commercial customers. Runner-up Sparkletts Drinking Water Corp., a subsidiary of Foremost-McKesson, boosted its revenues from $12 million to an estimated $13 million...
Snob Appeal. Though prices vary widely (37? for half a gallon in Chicago, 45? in New York), many bottled-water fans seem more concerned with such qualities as low sodium content (for heart patients) or fluoridation (bottlers generally offer water with or without). "Let's face it," says President George Schmitt of Chicago's Hinckley & Schmitt, "bottled water has a certain amount of snob appeal-and a health image." To bolster his appeal to gourmets, Schmitt employs a full-time home economist to advise housewives and conjure up recipes for everything from soup to marmalade...