They call it a product's water "footprint".
"That's amount of water that's required to produce that item. So, for instance a typical hamburger requires six hundred and sixty gallons of water," said Kyle Rabin of Grace Communications Foundation.
That hamburger comes from American cattle herds, which are the smallest they've been since 1951.
And it's all because of the drought.
Conditions in California are especially troubling.
America's land of milk and honey is running dry.
That's why environmental advocates like Kyle Rabin are urging consumers to consider cutting back on food stuff that have the biggest footprints, and more importantly to cut back on waste!
"The average American throws out thirty to forty dollars' worth of food each month and they're not just throwing away money, they're throwing away water," said Rabin.
That water is disappearing in parts of the country at a rate not seen in over a hundred years.
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