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NEW YORK (CNNMoney) -- Last summer a Halliburton executive did the unthinkable: He took a big ol' swig of hydrologic fracturing fluid.
No, he didn't have a death wish. And yes, he appears to be doing just fine. He did it to prove a point: fracking fluid need not be toxic.
What the exec drank was a new formulation of fracking fluid made with ingredients sourced from the food industry rather than the chemical industry.
As public concern over the controversial practice of fracking mounts, Halliburton and a host of other companies are racing to fill a major void: finding a way of cracking rock to unlock oil and natural gas that is also environmentally benign.
Traditional fracking fluids rely of hydrochloric acids and other chemicals that allow the industry to crack shale rock. The technology has unleashed a boom in domestic energy production, but it's also raised concerns over water contamination.
Halliburton's new fracking formula and methods "don't quite call for the downhole delivery of fruits and vegetables," the company's web site reads. "But it does rely on some of the same acids and enzymes present in those items to create one of the most innovative and environmentally safe fracture solutions ever conceived."
Halliburton (HAL, Fortune 500), which is one of the world's largest hydrofracking companies, wouldn't say how many of the wells it works on have used the new formula or how much more it costs compared to a traditional frack job.