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Reclaiming Pepsi: North Carolina should own this opportunity for tourism, heritage, pride

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Reclaiming Pepsi: North Carolina should own this opportunity for tourism, heritage, pride


When
you think of Atlanta, you think of Coca-Cola. That’s no accident. It’s the
result of decades of intentional branding, public-private partnerships, and
civic pride. The city and state of Georgia have embraced Coca-Cola not only as
a beloved beverage brand but as a cultural institution — a symbol of homegrown
success and global impact. From the World of Coca-Cola museum to airport
signage and Olympic sponsorships, Atlanta has wrapped itself in Coke’s
signature red, and in doing so, amplified its place in the world.

Now consider this: Pepsi was invented right here in North
Carolina. In 1898, a New Bern pharmacist named Caleb Bradham created what would
become one of the most iconic brands on the planet. Today, Pepsi is worth
billions and recognized in virtually every country. And yet, in North Carolina
— its birthplace — there is virtually no statewide pride, promotion or
presence tied to the brand.

It’s a branding failure. And more importantly, it’s a missed
economic and cultural opportunity.

As someone who works in event sponsorships and marketing, I can
tell you that Coca-Cola is just as much, if not more prevalent, at North
Carolina events as Pepsi. 

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Pepsi may now be headquartered in New York, but its origin story
belongs to us. That should mean something — not only for heritage’s sake, but
for our state’s economic development, tourism and cultural storytelling.
Unfortunately, North Carolina has largely ignored this legacy. The result is a
Pepsi-shaped hole in our state’s identity, and a marketing opportunity that
remains shockingly untapped.

To its credit, Pepsi did make a gesture toward its roots with the Born in the Carolinas campaign — a nostalgic,
regionally targeted effort that included branding and packaging. But the
campaign was limited to North and South Carolina, and in doing so, failed to
capture the singular pride North Carolina could — and should — claim. Ask any proud
North Carolinian (or South Carolinian, for that matter), and they’ll tell you:
“The Carolinas” is not a place. It’s a compromise. A diluted idea that softened
what could have been a bold and lasting branding moment for our state alone.

The contrast with Georgia couldn’t be clearer. Coca-Cola and
Georgia have created a virtuous cycle: Coke promotes Atlanta, and Georgia
reinforces Coca-Cola as an inextricable part of its story. This synergy has
made Coke more than a brand; it’s a badge of regional pride and a magnet for
tourism dollars. It’s proof that when a state leans into the brands that helped
shape it, everyone benefits.

North Carolina could — and should — do the same.

Imagine a revitalized Pepsi Experience in New Bern that serves as both a historical exhibit and
an interactive brand destination, drawing tens of thousands of visitors each
year. Imagine if Pepsi’s North Carolina roots were prominently celebrated at
major events like the North Carolina State Fair, Charlotte’s Speed Street, college football
games or even Dreamville Festival. Think of the impact if our state’s tourism
materials embraced the Pepsi story as a symbol of local innovation and global
reach.

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This is more than a nostalgic exercise. Place-based branding like
this works. It deepens civic pride, drives economic activity, and positions
cities and states as dynamic, relevant, and globally connected. It tells young
entrepreneurs and creative thinkers: “If Pepsi could start in New Bern, what
can you build here?”

And there’s reason to believe Pepsi might be open to that
conversation. The brand has, in recent years, leaned into legacy campaigns and
origin stories. There’s an appetite for authenticity in today’s market, and
nothing is more authentic than an international success story born in a small
Southern town.

North Carolina’s tourism, economic development and cultural
organizations should see this as a call to action. It’s time to stop
overlooking one of the most powerful brand stories in our state’s history and
start building around it. Pepsi’s roots in New Bern are not just trivia —
they’re a branding asset, a marketing engine, and a cultural anchor waiting to
be embraced.

We may not be Pepsi’s corporate headquarters. But we are its
birthplace — and that distinction holds tremendous potential.

So let’s follow Georgia’s lead. Let’s treat Pepsi like the North
Carolina icon it truly is. The question isn’t whether we can reclaim that story. The
question is: why haven’t we already?

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Greg Behr is the Senior Director of PR and Strategic
Communications at Brasco ///, an integrated marketing company based in Raleigh.
Greg drinks three to four cans of Diet Pepsi per day and likes to pontificate
on what is in his direct line of vision.



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‘Bonsai in the Blue Ridge’ exhibit brings dozens of displays to North Carolina Arboretum

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‘Bonsai in the Blue Ridge’ exhibit brings dozens of displays to North Carolina Arboretum


The North Carolina Arboretum will host a bonanza of bonsai this week with “Bonsai in the Blue Ridge,” a limited-time exhibition of more than 50 living sculptures as part of the American Bonsai Society’s Learning Seminar 2026.

Between June 4-7, arboretum visitors can explore the exhibits for a $5 admission fee, along with the arboretum’s regular parking fee. A press release from the arboretum said there will also be opportunities to register for seminars, workshops and tours led by bonsai artists for an additional cost.

GROWING YOUR GARDEN? PLENTY OF PLANTS FOR PURCHASE AT THE ARBORETUM’S SPRING SALE

“The American Bonsai Society brings together people who share a passion for bonsai. Through world-class publications and events such as the Learning Seminars, ABS promotes and educates, sharing techniques that showcase North American artistic expression and encouraging the use of plant species that grow well in the United States, Canada, and Mexico,” ABS Convention Chair Scott Barboza said in a written statement.

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FILE IMAGE of a bonsai plant that is part of the North Carolina Arboretum’s Bonsai Exhibition Garden. (Photo: North Carolina Arboretum)

Bonsai is the ancient art of shaping trees over time to create miniature living sculptures. The North Carolina Arboretum is no stranger to the art, having established the Bonsai Exhibition Garden in 2005, which showcases up to 50 specimens of traditional Asian bonsai subjects, tropical plants, American species and plants native to the Blue Ridge region.

IKEBANA INTERNATIONAL ASHEVILLE STAGES FLORAL DESIGN EXHIBITION AT NC ARBORETUM

“Bonsai in the Blue Ridge” takes place 5 to 7 p.m. Thursday, June 4, 9 a.m. to 5 p.m. Friday and Saturday, June 5 and 6, and 9 a.m. to noon Sunday, June 7.

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See a full schedule of events for this week’s seminar at americanbonsaisociety.org.



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Greenville Police Department Join Effort Promoting Safe Firearm Storage

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Greenville Police Department Join Effort Promoting Safe Firearm Storage


The Greenville Police Department joined community leaders in Pitt County this week to promote safe firearm storage as part of North Carolina’s annual NC S.A.F.E. Week of Action, the Greenville Police Department said.

In a statement, the Greenville Police Department thanked NC S.A.F.E. and the North Carolina Department of Public Safety for the opportunity to help educate residents about responsible firearm storage practices.

We want to thank NC S.A.F.E. and the North Carolina Department of Public Safety for allowing us to help relay to the community the importance of safely securing firearms so that we can avoid tragedies in the future!

The local event follows Gov. Josh Stein’s proclamation recognizing June 1-7 as NC S.A.F.E. Week of Action.

According to Gov. Stein’s office, the campaign aims to encourage gun owners to securely store firearms and make safety resources more widely available across North Carolina.

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An unlocked gun is a tragedy waiting to happen, and too often, it does,” said Governor Josh Stein. “NC S.A.F.E Week is a reminder to all of us about the measures we can all take to keep ourselves and the people we love safe.

Safe firearm storage is one of the simplest steps we can take to prevent tragedies before they happen,” said North Carolina Department of Public Safety Deputy Secretary William Lassiter Lassiter. “NC S.A.F.E. is increasing awareness around secure firearm storage and making safety resources more accessible to help reduce preventable injuries and build safer communities throughout our state.



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The Real Reason North Carolina’s GOP Is Proposing the Most Radical Anti-Abortion Bill Yet

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The Real Reason North Carolina’s GOP Is Proposing the Most Radical Anti-Abortion Bill Yet


Another anti-abortion abolitionist proposal has been in the news. This time, conservative lawmakers in North Carolina have asked voters to approve a state constitutional amendment recognizing the personhood of embryos and establishing that anyone who ends an embryonic life is guilty of first-degree murder. Those penalties might also apply to people pursuing in vitro fertilization or using some contraceptives, given that abortion foes sometimes view either as requiring the taking of unborn life. And that’s the most ordinary part of the proposal: The bill also provides that private individuals have a right to use deadly force to prevent “the willful destruction of life.” House Bill 1232 isn’t clear about exactly who could exercise this constitutional right to vigilante violence. Would it just be available to those seeking to kill abortion providers and patients? Or might it apply even more broadly to those seen to aid them?

The bill has been greeted with bafflement and disbelief. One of its co-sponsors was embarrassed enough to remove his name from the proposal. But the idea of licensing private violence did not come out of thin air. There have been decades of debate about the use of force within the anti-abortion movement. And as conservatives embrace an increasingly punitive agenda, old justifications for violence have reemerged.

Since the 1960s, abortion foes have rallied around the idea that constitutional rights begin the moment an egg is fertilized. That meant that liberal abortion laws would violate the federal Constitution. Because that claim didn’t gain traction in the federal courts, abortion opponents didn’t have to settle what it would mean in practice to enforce this idea of personhood. Did it require that abortion be punished as murder, or that women be punished? Might it instead require more support for women during pregnancy?

By the 1980s, as the anti-abortion movement aligned with the Republican Party, the movement’s leaders increasingly retooled their ideas of justice for the unborn to fit the GOP’s tough-on-crime agenda. They endorsed fetal homicide laws and backed prosecutions based on conduct during pregnancy. But these moves didn’t lead to the reversal of Roe, much less a decline in the abortion rate.

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Frustration led to a wave of lawbreaking. Operation Rescue, a clinic blockade group, invited supporters to use civil disobedience and break the law if necessary to stop people from entering abortion clinics. Operation Rescue disrupted the Democratic National Convention in 1992 and recorded thousands of arrests. Blockaders even developed a legal argument to justify their actions, drawing on the common law defense of necessity, which allows someone to break a law to achieve a greater moral good.

Some advocates went further. If abortion really were the murder of an equal person, they asked, why wasn’t it justified to use deadly force to protect that equal person?

Prominent figures in the late 1980s and early 1990s elaborated on that argument in books and talk-show appearances. The claim justified kidnappings, firebombings, and a series of murders of doctors, clinic staff, and security. Powerful anti-abortion groups denounced the violence, but the question of deadly force struck others as surprisingly complex. If a fertilized egg was an equal person, and if the way to protect that person involved violence, why was deadly force off limits?

While violence against abortion clinics and providers never went away, it receded from the peak of the 1980s and early 1990s. The federal Freedom of Access to Clinic Entrances Act, which heightened penalties for threats, violence, and obstruction of people entering facilities, radically undercut the clinic blockade movement when Congress passed it in 1994. So did the conviction of high-profile murder defendants like Michael Griffin and Paul Hill. The clinic blockade movement was consumed by internal divides, with multiple organizations even claiming the name Operation Rescue. Anti-abortion leaders mostly focused on change through the courts and politics.

Now that Roe is gone, the movement is at an inflection point. Personhood has become the movement’s new North Star. And while success in the federal courts isn’t imminent, there is now no reason a state couldn’t enforce any vision of personhood. That means that conservatives have to decide what they mean by enforcing the rights of the unborn. This bill is a sign that even punishing women doesn’t strike some as harsh enough.

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This bill won’t pass. For starters, North Carolina is not the most likely state to pass any abortion abolitionist bill; at the moment, it doesn’t even ban abortion from the moment of fertilization. And no state has yet passed any kind of abolitionist proposal, much less one allowing people to gun one another down in the name of protecting life.

But this bill has a different resonance now that Donald Trump has pledged not to enforce the FACE Act in the abortion context except in the most extreme circumstances. It is also a reminder of how the Overton window on personhood is shifting. Abolitionists who call for the punishment of women are gaining influence in state legislatures and movement debates. They have developed their own incremental approach: In South Carolina, for example, Richard Cash, a powerful lawmaker, tried this session to advance a bill punishing women for abortion, but only for a misdemeanor, rather than a felony. The bill became the second abolitionist proposal to pass through a committee this spring before time ran out to pass it this session.

Leading anti-abortion groups still speak out against abolitionists, but their strategy is clear: normalizing the idea of punishing women. The more extreme proposals conservatives advance, the more previously unthinkable ideas become politically realistic.



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