As the attention and discussion increases around water footprints - the amount of water it takes to make the goods we consume - one message is becoming clear: the issue is not a trend.

This World Water Day (March 22) Jaymi Heimbuch of Treehugger used her observations across industries and companies, including at IBM and SABMiller, to argue that the water footprint is poised to become the next Energy Star label. But it's clear that companies are still navigating these waters with a sense of trepidation. They're seeking clear, universal reporting and measurement standards. The Water Footprint Network has stepped into this role and is scheduled to release an updated guidelines manual soon. Companies are also trying to determine the smartest and most cost-effective places to trim water use. Some are obvious - such as agriculture and electricity - but new areas are emerging where companies can eliminate or reduce water from a process, often driven by technology.

More efficient sterilization methods in the food and beverage industries are one example. On the average aseptic bottling line, our electron beam-based sterilization system saves 3 million gallons of water a year compared to traditional methods. When you consider a plant with five or six lines - that's a lot of water. Electron beams are just one example of a change in the process that significantly reduces water use.

We're working with small companies like UK-based FarmRight who are using electron beam systems to sterilize their unique single-serve packaging called Dairystix.  But it's the major food and beverage companies who are becoming vocal about water saving practices, helping increase consumer awareness. For example, PepsiCo is on track to meet its goal of reducing water consumption by 20% by 2015. Coca-Cola has made the same pledge and hopes to achieve it by 2012. Nestle has an extensive water section on its website where lays out a plan to reduce water consumption by 10-15% in the next five years.

What remains to be seen is which companies will emerge as leaders. Who will define the future of green manufacturing? Who will adopt the most innovative water-saving technologies? It's promising to see that the race has begun.