Bruno Pietracci - Afrikan Heroes

Coca-Cola Reiterates Commitment to Africa And Its Consumers

December 1, 2022

Bruno Pietracci, president of the Africa operating unit coca cola

The Coca-Cola Company (www.Coca-ColaCompany.com) has reiterated its commitments to the continent of Africa, pointing out that it has been part of Africa for more than 90 years and now refreshes consumers and communities in all 54 countries on the continent.

Today, the company’s Africa operating unit leadership team is on a journey to help reshape and consolidate Coca-Cola’s presence in several markets, ensuring the right capabilities and investments are in place to double-down on commitments to sustainably grow in communities across Africa.

The process started in 2020, when Coca-Cola took strategic steps to reorganize and better enable the Coca-Cola system to pursue its total beverage company strategy, which led to a strengthening of its presence and focus on Africa.

Then, in 2021, the Africa operating unit was created, and a leadership team was formed with the objective to grow the business, its talent and the communities the company serves.

Changes in local, authorized bottlers in some North, West and Mid African markets are ongoing, including in Angola, Egypt, Senegal, Burkina Faso, Cote d’Ivoire and Cameroun. While these changes are at various stages of completion, they are expected to drive an initial $150 million in capital investments through acquiring and setting up new preparation and packaging lines in 2022, which will drive job opportunities that will benefit communities and consumers. More details will be provided in each of the countries in upcoming months.

“We are committed to delivering sustainable growth and creating shared value for our local bottlers, customers, consumers and communities,” said Bruno Pietracci, president of the Africa operating unit. “In Africa, Coca-Cola has been refreshing more than one billion consumers, and it is important for us to have an aligned vision and growth ambition with our bottlers.”

Through these changes, Coca-Cola reaffirms its commitment to the continent and will accelerate growth by building an agile system to deliver value to customers and consumers with scale across supply chain, information technology and customer support through independent, local companies that know their communities and customers best.

Kelechi Deca

Kelechi Deca has over two decades of media experience, he has traveled to over 77 countries reporting on multilateral development institutions, international business, trade, travels, culture, and diplomacy. He is also a petrol head with in-depth knowledge of automobiles and the auto industry

The Coca-Cola Foundation Commits $ 17 Million Across Africa for Covid-19

June 20, 2020

Global beverage giant Coca-Cola through its arms, Coca-Cola Systems and Coca-Cola Foundation plans to help those most vulnerable as part of efforts towards the prevention of the spread of the virus and contributing to the recovery of local economies across Africa. In partnership with local NGOs, Coca-Cola will deploy a range of resources, including capabilities, funds and products to support governments, communities and local economies in their urgent efforts to contain the spread and impact of the Coronavirus since its outbreak on the continent.

Bruno Pietracci, President of Africa & Middle East for The Coca-Cola Company

The Coca-Cola System is committing US$13million to support the continent through the various phases of the COVID-19 pandemic. In addition, The Coca-Cola Foundation (TCCF) has granted just under $4 million to international and local NGOs, such as the International Federation of the Red Cross and Red Crescent Societies (IFRC) and Amref Health to procure and distribute personal protective equipment (PPEs) and other critical needs for frontline workers and to help fund ICU-enabled ambulances for example in Mauritius and Madagascar.

The Coca-Cola system also donated to National Solidarity Funds in South Africa, Morocco and Djibouti and additional funds were allocated to boost awareness and mobilization to help stem infections in vulnerable communities across several countries.

In addition to suspending all commercial advertising of its brands and deploying its marketing and trade assets, including social media channels, product labels and point-of-sale materials, to amplify COVID-19 messaging, the Coca-Cola System is providing funding and other forms of support to help bolster the micro, small and medium enterprises in the retail, hospitality and recycling sectors, who have been among the hardest hit businesses across countries. Coca-Cola company is also working with some NGOs and social enterprises, including Givefood.ng in Nigeria, Gift of the Givers in South Africa and National Disaster Management agencies to provide food parcels for vulnerable families whose livelihood has been disrupted by the lockdown and other restrictions.

Coca-Cola’s bottling partners on the continent, on their part, are making significant contributions to the fight against the pandemic through a variety of interventions, including lending their distribution capability to help deliver medical supplies, food parcels, 3-D printed face masks and other PPE as well as donating cash, beverage products and food items. In response to the critical need for the hand sanitizer, Coca-Cola Beverages Africa in Uganda and Ethiopia, Bralima in DRC, Les Brasseries du Congo in Congo, and Nigerian Bottling Company in Nigeria have deployed their technical expertise and facilities to produce over 30,000 litres of alcoholic sanitizer in line with World Health Organization (WHO) standard which were distributed to governments and vulnerable communities free of charge.

“Our deepest sympathies go out to all those impacted by this virus and their families. We are leveraging on the experience and capabilities the Coca-Cola System has built in over 90 years of serving consumers and making a difference across Africa, in the planning and deployment of our resources to effectively support governments in the efforts to contain the spread, support vulnerable communities and get local economies back up and running,” explains Bruno Pietracci, President of Africa & Middle East for The Coca-Cola Company.

In some countries such as in Eswatini, Ethiopia, Uganda and Zimbabwe, Coca-Cola in Africa provided its marketing expertise either directly or through its partnership with Project Last Mile (www.ProjectLastMile.com), to support Ministries of Health simplifies and amplifies health and safety messages. Additionally, in Egypt, Coca-Cola decorated its bottles with messages of gratitude and appreciation to every doctor in the country’s “white army”.

The Coca-Cola system has leveraged its years of experience in water access, sanitation and hygiene through the Replenish Africa Initiative (RAIN) (https://ReplenishAfrica.com) to develop unique emergency handwashing stations (some foot operated, some using jerrycans), which are now set up in high traffic areas, border points and in vulnerable communities.

“The Coca-Cola system has been through many global crises during our 134 year’s history. Making a positive difference during times of crisis is in our DNA. We are in this together with our communities. Going forward, supporting micro and small businesses that are the fabric of our communities and the backbone to Africa’s resilience will be a key priority for us,” added Pietracci.

Kelechi Deca