Attention, Wal-Mart!

Let me tell you a story, a very familiar story. You are awakened at 3 in the morning by your three-year old, who announces, as best he can, that he has diarrhea. You sigh, get up, go to the bathroom, and yes—there it is. You wash the child, put him to bed, and wait for the inevitable. Sure enough, two days later, again at 3 AM, you’re at your local hospital. You wonder how much, if any, sleep you can get before you drag off to work….

Let me tell you a story, a very familiar story. You are awakened at 3 in the morning by your three-year old, who announces, as best he can, that he has diarrhea. You sigh, get up, go to the bathroom, and yes—there it is. You wash the child, put him to bed, and wait for the inevitable. Sure enough, two days later, again at 3 AM, you’re at your local clinic in a small town in rural Zambia, where there are no medicines. Your gut wrenches: your child may very well die. You trudge home, passing as you go small shops, all of which have Coca-Cola for sale.

There are people who have the word “why” wrapped tightly around every strand of their DNA, and my guess is that Simon and Jane Berry—two retired people who had a little to go off and save humanity—are two such people. And their question, as you can guess, is “why can a town have Coca-Cola but not have medicines? If the Coca-Cola can get there, why can’t a simple, cheap diarrhea kit that could save a kid’s life get there? Why do one in five kids in parts of Africa die of diarrhea before they reach the age of five?”

The nice thing about the why people is that they keep on asking questions, frequently driving everybody else who is just trying through the day, dammit, nuts. So Mr. and Mrs. Berry—they’re British, so no “Simon” or “Jane” here—asked, “why don’t we use the extra space in the crates of Coke to get the diarrhea kits up to the stores that sell the Coca-Cola? 

Presto, mágico! (And I’m sure it wasn’t that easy….)

Tremendous idea, right? The Berrys had designed the kit to fit between the bottles of Coca-Cola. And the kit—which contains basic salts, soap, and a towel—is relatively cheap; as I recall, it costs about a dollar to produce the kit, and it’s a nice little moneymaker for the shopkeeper, with a good margin.

Unbelievably, the Berrys succeeded in getting the attention of Coca-Cola, and they met with them and learned about their distribution chain. That frequently looks like this:

Well, the whole thing seemed like a great idea, when I was pondering the problem of what to write about last July, and also wondering what to do about my brother John and his wife Jeanne, who have:

1.     everything

2.     birthdays in early July

So it seemed like a good idea—why not donate 10 dollars every month? What’s ten bucks to me? So I called John and Jeanne up on vacation and told them about it, and then I forgot that I / they were making the donation. (Just as an aside, isn’t it criminal that we are living in a world where ten dollars is nothing for some, and everything for others?)

Well, among the people for whom the ten dollars is nothing are Bill and Melinda Gates—I’m presuming no introductions needed—who, so says the email the Berrys sent me, agreed to screen a documentary of the project in Seattle last month. Nice!

In fact, I also have a fair amount of “why” bred in the marrow of my bones, and I spent seven years at a company even bigger than Coca-Cola making everybody completely crazy. And when Wal-Mart could bear it no more, they showed me the door; there are, however no hard feelings.

So here are my questions, presented in good business English as a bulleted list:

·     Why doesn’t Wal-Mart partner with ColaLife (the Berrys’ organization)?

·     Why not sell the kit in Wal-Mart (the cost of Pedialyte at Walgreens—sorry, but it’s closer—is six bucks, so what a Volume Producing Item! Wow—better than those Moon Pies!)?

·     Why not donate one dollar for every kit sold to Colalife, thus letting the developed world help the undeveloped world?

There’s something about the Internet that makes people go nuts, and a good example I draw from the comments section of the “About ColaLife” page:

The third world government should tax coca cola and other multi nation corporations at proper rates according to their level of profits. This tax then should be use to supply medicine and infrastructure for the maufacture and distribution of medicines,

These half ass aid program does very little to truly alleviate underdevelopment or promote progress. These programs only continue the dependency and underdevelopment of Africa.

Tax coca cola and other multinational like they do in the west and use the money for medicines and infrastructure.

Ouch—as much for the grammatical errors and typos, as for the content. Fortunately, Mr. Berry is a more temperate soul, and does a neat job of first agreeing with him, and then—gently—demolishing him.

In fact, I think the Berrys’ ideas are a breakthrough on several levels—not the least of which is to combine the private sector with public health.

Now then, Wal-Mart, you guys in?

Right—Got That Taken Care Of....

It’s such a good idea, why didn’t I think about it?

I spent seven years working for Wal-Mart, ostensibly as an English teacher. A good part of that time, in fact, I was busy dreaming up great ideas that absolutely no one liked. The sustainable shopping bag that we were pushing all the customers to use was a great idea, but there’s one little problem: you have to remember to take them with you every time you go shopping. And what if you decide on the spur of the moment to drop into a store? Your bags are at home.

Enter the Newhouse KeyChainShoppingBag!

OK—the problem of keeping meats separate from vegetables and fruits? Easy—redesign the shopping cart!

So I’m totally impressed with two like-minded people, Simon and Jane Berry, who looked around them one day in Northeast Zambia, and realized: Coca-Cola was everywhere.

The Berry’s also put together that fact with another two. First, one in five children in developing countries will die of dehydration before their fifth birthday. Second, though a simple solution of salts and sugar will cure the diarrhea, most public health clinics are too far away, or may not have the formula.

Right—so we can get Coca-Cola to kids, but not life-saving kits?

Then they looked at the Coca-Cola crates and realized—hey, there’s a lot of space wasted there. What if we made a kit of a bar of soap (prevention, as well as cure), the oral salts and sugar formula, zinc pills, and put it all in a container that would wedge in between the necks of the Coca-Cola bottles? So the Berrys created an organization, ColaLife, which produced a product called Kit Yamoyo. Here’s what it looked like:

That way, you could simply piggyback on to Coca-Cola’s distribution system, and not have to invest all that energy on reinventing the wheel.

So Berry went running around—trying to get Coca-Cola’s attention, which proved at first difficult. Finally, he got an interview with the BBC, and the door cracked open. They met to discuss Berry’s great idea.

And like all great ideas, it had to be tweaked. The peak period for diarrhea is in rainy season, which is when Coke sells the least. As well, there may be times when Coca-Cola may prefer not to distribute to a remote location—it simply isn’t worth it. But the kids still need the medicine.

So, in the end, they decided not to distribute through Coca-Cola, but rather to use the company to learn about Coca-Cola’s distribution chain. Consider this photo:

For Coca-Cola to get its products into a small shop in a tiny town in a remote area, they have to work with a lot of people, from the local producer to the regional suppliers to smaller supplier to individuals who have a horse and cart. And many times, the break in the chain was the guy with a horse and cart; therefore, Coca-Cola started their Last Mile program. (Nice name, guys!)

So the Berrys worked with Coca-Cola, often tagging along with them and meeting the people who delivered the Coke. And they soon discovered—it would be better if the shopkeepers simply ordered the Kit Yamoyo as a regular item, like laundry detergent.

The ColaLife began its pilot project in September 2012, and so far, the results are encouraging. Here’s what Berry has to say, as quoted in The New York Times:

Thus far, ColaLife has received mostly positive feedback from customers regarding Kit Yamoyo. “People are convinced it cures diarrhea,” said Simon Berry. “They say it’s much stronger than the medicine you get at the health center. And there’s some evidence that we’re stopping chronic diarrhea.” (While conclusive data has not yet been published, Berry’s assessment is based on more than 20, 000 kits sold and surveys of more than 1000 households.) The team also found that shops that sell Kit Yamoyo are, on average, two-thirds closer than health centers — making it much easier for a mother to obtain O.R.S. (oral rehydrating salts) when a child is sick.

There’s a little problem, for which, of course, I have the answer. And that is, you say?

The kit costs one dollar, unaffordable to many people. Sales have slumped by 60 percent from when the kit was introduced free.

My answer?

I think the genius of the Berrys was to see that the Kit Yamoyo was a product and could be treated like one, not a medicine or a health care issue. So we have a product, a nice product with a terrific potential and an un-mined gold field in public relations. A nice product that Wal-Mart (ASDA in Britain) can sell for $2.49—a steal. Wal-Mart pockets 74 cents, pays ColaLife $1.75. ColaLife, in turn, can use that money to lower their price substantially. They then employ an unemployed blogger in Puerto Rico to write terrific press releases, which I will.

Yes?

Sorry, guys—gotta go. Gonna call some friends at Wal-Mart….