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Rethink what you drink. Tap water can taste be er than bo led water. Pristine lakes for bathing and export? While Baltic waters are polluted, Finland's lakes are among the cleanest in Europe, suitable for swimming or even drinking. "Assessments carried out under the EU water framework directive indicate that more than 80 per cent of classified lakes are in a good ecological state, compared to only 52 per cent of classified rivers and 32 per cent of coastal waters," says Heiskanen. This makes them popular holiday destinations. However, "tourism is not a threat to our nature as we're on the front line in restrictions on nutrient loads A study carried out for the Finnish newspaper Aamulehti indicated that Tampere city water was much purer than any bottled water tested. from holiday cottages and scattered settlements," Jantunen points out. Meanwhile, Finnish water know-how is being exported, but what about pure water itself? The country's biggest water bottler, Finn Spring, exports drinking water to Poland, Sweden, Ukraine and the Netherlands and is seeking new markets. "This will be a Finnish business in the future, but the bottled water business is mainly a brand and logistic issue, so we have to be extremely good in those two," says Jantunen. "Our natural resources and reputation provide a good base." But Heiskanen sounds a warning note: "One should evaluate the energy effectiveness and ecological footprint of such activity. Most water should be consumed and purified locally, avoiding energy-consuming long-distance transport." FOCUS 19
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