Envirowise is calling on food & drinks manufacturers to play their part by taking action now to reduce the millions of litres of water wasted every year with the launch of new initiative The Rippleffect.

The fuel crisis will pale in comparison to the impact that limited water supplies and resulting price hikes could have if businesses continue current consumption levels, says sustainable business experts Envirowise.

According to the government-funded advice programme, water is becoming an increasingly expensive resource with the average bill increase by UK water companies set at 18 per cent over five years. Envirowise is encouraging the sector to reduce its water consumption in order to help future proof against the operational and bottom line effect of rising costs.

Envirowise’s new initiative, The Rippleffect, is focused on supporting businesses to improve water efficiency, and those taking part can expect to make cost savings as well as improve their environmental credentials.

Identified as one of the “top five risks” to mankind this century, water supplies are already being stretched with new research from Envirowise revealing that food and drinks manufacturers in England and Wales are using 268 million cubic metres of water every year - enough to fill more than 71,000 Olympic-sized swimming pools.

Clare Sweeney, water specialist at Envirowise, said: “Water is still considered by many as a cheap and limitless resource. The reality is that we are using far too much of it and this is putting pressure on existing supplies.

“While cost-savings may be a key driver for water conservation, companies that do so demonstrate to customers that they are adopting best environmental practice. This in itself offers a competitive advantage.”

The Rippleffect is open to businesses of any size in England. The final deadline for joining the six-month initiative is September 10, 2008.