With thanks to Chance of Rain for tipping us off, it looks like the Santa Monica Farmers Market is trying to set the tone for environment friendly water consumption, with a little help from Food and Water Watch.

Yesterday, they handed out free cups of water to shoppers, as they moved toward debunking the myth that filtered tap water is somehow more dangerous than bottled water. Next time, though, they won't be handing out cups and will be asking patrons to bring their own containers. They will, however, offer durable, reusable containers for $10.

Shop thirsty.