It's Electrifying

In case you haven't heard, water from a bottle is passé. From San Francisco to Los Angeles to New York City, upscale restaurants are opting for filtered water instead. Importing bottled water consumes gasoline and wastes plastic, and helping reduce consumption of these fossil fuels speaks to a forward-thinking consumer. "You can't give lip service to being a protector of the environment and buy bottled water from Europe," says Larry Mindel, founder of Poggio, a multimillion-dollar Italian trattoria in Sausalito, California. So if your business is in the bottle, keep an eye on what's happening on the outside. --Sara Wilson

This article was originally published in the October 2007 print edition of Entrepreneur with the headline: It's Electrifying.