Coca-Cola Local Sourcing in Morocco Boosts Economy and Employment
In 2024, the Coca-Cola system in Morocco generated $724 million in value-added economic impact across its value chain. This activity supported over 37,000 jobs in sectors including agriculture, manufacturing, retail, transport, and services.
Farid Benchekroun, Managing Director of Equatorial Coca-Cola Bottling Company (ECCBC) Morocco, emphasized, “Our business is interconnected with local communities, and we remain committed to creating opportunity for our people, our partners, and the communities we serve.”
Local Procurement Strengthens Industries
The Coca-Cola system purchased $302 million worth of goods and services from Moroccan suppliers in 2024, reinforcing local industries such as sugar production, packaging, transportation, and marketing. This investment underlines Coca-Cola’s role in driving sustainable economic growth and supporting social development initiatives across Morocco.
Charbel Beyrouthy, General Manager of The Coca-Cola Company, Morocco, stated, “Morocco is one of our most strategic markets in Africa. Our purpose is to refresh the world and make a difference, supporting livelihoods, enabling entrepreneurship, and investing in community resilience.”
Long-Term Investment and Community Impact
Over the past five years, ECCBC has expanded its local presence through the acquisition of Atlas Bottling Company, demonstrating a commitment to long-term local investment. This approach aligns with Morocco’s goals for foreign direct investment, economic growth, and sustainable development.
Beyond Economics: Water and Social Initiatives
The Coca-Cola system contributes to broader community well-being through initiatives like the Africa Water Stewardship Initiative, a nearly $25 million project through 2030 aimed at improving water security across 20 African countries. These efforts enhance access to safe water, protect local resources, and build climate resilience – key social development initiatives tied to Coca-Cola’s operations in Morocco.
Comprehensive Economic Footprint
The socio-economic impact study, conducted by global consulting firm Steward Redqueen, assessed the direct, indirect, and induced impacts of Coca-Cola operations in Morocco. For every direct job within the system, 15 additional jobs were supported through suppliers, partners, and customers. This demonstrates the extensive ripple effect of Coca-Cola local sourcing in Morocco on employment, income generation, and economic opportunity.
Teodora Nenova, Managing Partner at Steward Redqueen, explained, “The depth and breadth of Coca-Cola’s economic footprint in Morocco goes beyond direct contributions. The value generated through local partnerships and supply chains shows the system’s integral role in the country’s development.”
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This story was first reported by APO Group. Read the full article here.
