Water is already scarce, and its use in increasing more than twice the rate of the world’s population. How can we preserve this resource? Use it sparingly, beginning with primary agricultural production. 70% of world water consumption is attributable to the agriculture industry. Many companies have already activated initiatives to save it, but there is still a lot that needs to be done to reduce levels to the minimum necessary throughout the sector. The World Business Council for Sustainable Development highlights these findings in the report Water Valuation – Building the Business Case, in which 21 case-studies are presented. The sustainable utilisation of natural resources is one of the issues that consumers are most sensitive to. An enterprise which knows how to save water, and respects access to this resource for the communities involved in their production processes is also able to attract more consensus among clients and investors.