257: the gradual greening of a major brand?

Good news from Atlanta - the home of Coca Cola - today, as the company announced it would add 142 hybrid electric trucks to its transport fleet later this summer. As today's linked article from the Atlanta Business Chronicle reports, this move will give Coca Cola the largest hybrid truck fleet in the US to date. The company estimates the move to hybrids will save it money in the long run, as they use 32% less fuel and produce 37% lower emissions than traditional vehicles, so it makes good business sense as well as benefitting the environment. Surely this marks the beginning of a trend across all industrial supply chains, as companies respond to higher fuel prices and growing concern about climate change and other environmental challenges? Particularly if this trend extends beyond transportation, there could be some very interesting - and hopeful - times ahead...