- Coca-Cola Company has received a number of recognitions and awards this week for its innovative leadership in corporate sector for business development efforts in Africa, during this week's United Nations Private Sector Forum on Millennium Development Goals and Food Sustainability held in New York.
According to Coca-Cola, recognitions were based on company’s broad and inclusive distribution system being used widely in East Africa. This system – known as manual distribution centers (MDCs) – is being used to distribute vast majority of company’s products in non-urban markets in more than 20 countries and presents significant benefit for business and local communities.
“Our unique MDCs are one of the best models for distributing products and engaging with local communities in Africa. When we were looking to enhance and expand, we knew there had to be a significant benefit for the business and for local communities,” stated Neville Isdell, chairman, Coca-Cola Company.
“What we created was a system based on independent local entrepreneurs, creating jobs, prosperity and, ultimately, more sustainable communities,” he added.
At the end of 2007, company's system had approximately 1,800 MDCs employing over 7,500 people directly and generating over US $500 million in revenue in local economies. One job at Coke in Africa produces up to 16 local jobs throughout the value chain, explained statement by the compnay.
With success and rewards from MDC model this year, Coca-cola has committed to expand opportunities for small African business in Africa by 2010, by creating between 1300 and 2000 new independent distribution businesses, which are hoped to create between 5300 and 8400 new jobs and generate new revenue of between US $320 million and $520 million in local economies.
Relying on the entrepreneurial efforts of thousands of small-business owners who work directly with local bottlers, these entrepreneurs distribute Coca-Cola products, while also benefiting from training and other assistance the Company provides. “Our efforts in East Africa supports entrepreneurs in their local economies by developing their talent and business acumen while also presenting significant benefit for our business,” remarked William Egbe, president, Coca-Cola Company, Africa group. “This truly is a winning formula for the entire community.”
Coca-Cola is world’s largest beverage company, providing consumers with more than 450 sparkling and still brands in more than 200 countries.
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