Kim Jeffrey, the tough-talking chief executive of Nestlé Waters North America, has no time for critics of his industry.

The bottled water business has opponents by the bucket-load. But as head of the largest bottled water company in the US, with sales last year of $4 billion, Jeffrey is not one to be intimidated by activists.

He says: “Frankly, I hear the noise but I don’t see the impact on consumer purchasing decisions.” Opponents of the idea of bottling a natural resource fail to understand how the drinks market works, Jeffrey says.

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