The goal is to reach 1 million points of sale in the coming years
Coca-Cola intends to impact 300 thousand enterprises in the first year of operation of the platform Coca-Cola gives a g to your businesslaunched this Tuesday morning (2) in So Paulo with the presence of ambassadors Carmem Virgnia and Katia Barbosa, in addition to João Batista.
Owner of Altar Cozinha Ancestral (Recife) and Yay (Rio de Janeiro), Pernambuco chef Carmem Virgnia is a judge on the reality shows Cooks in Action and FFF Brasil. Katia Barbosa, who became famous for preparing feijoada dumplings, and João Batista are in Mestre do Sabor, on Rede Globo. Katia evaluates the dishes of the program led by chef Claude Troisgros alongside cook Batista.
Inspiration for the mass of Brazilians who try to venture into Brazilian entrepreneurship, the trio of influencers publicize the initiative, which brings in a contribution of R$ 200 million. Local media from Coca-Cola system partners will also help to spread the message. Today, the company has more than 60 thousand people employed across its network.
The ambition even greater. The project starts in seven states, but the objective is to reach the entire country. The goal is to reach 1 million points of sale in the coming years, said Pedro Massa, vice president of operations at Coca-Cola Brazil, during the event, which also included the presence of Luis Felipe Avellar, president of Coca-Cola Southern Cone. Latin America; and Silmara Olvio, director of southern cone corporate relations at Coca-Cola America Latina.
Among the project’s partners are the Brazilian Micro and Small Business Support Service (Sebrae) and the Brazilian Association of Bars and Restaurants (Abrasel).
From the alliance between Sebrae and Coca-Cola FEMSA, the mentoring program Do it like a woman, held in Porto Alegre. J o my business my country take place in Salvador (BA), in partnership with Solar Coca-Cola and the Kuat brand. The objective is to strengthen entrepreneurship while respecting regional diversity. The expectation is to reach more than four thousand women in the next 12 months.
In addition to developing the business chain where Coca-Cola operates, food retail was chosen because it is the gateway to many businesses in Brazil. Of the 20 million micro and small companies active today in Brazil, almost three million are in the food sector, comments Carlos Eduardo Pinto Santiago, deputy manager of competitiveness at Sebrae. We want a simpler country to undertake, and better to live in, adds Paulo Solmucci, CEO of Abrasel.
Food retail was one of the most impacted during the Covid-19 pandemic, with a reduction of approximately 65% in the billing of establishments. Even today, the recovery still seeks to make up for the losses. Sales are still 22% lower. In the pandemic, we saw that we have to help the bar and restaurant sector even more, commented Massa. During the quarantine period, Coca-Cola invested R$ 45 million in initiatives that helped more than 8.5 million people.
Training, mentoring for resource management, free content, consulting, business analysis and a strategy for acceleration are some of the promises of the new platform, which positions Coca-Cola as an agent of change and a vehicle for encouraging Brazilian entrepreneurship.”We have this commitment. with the development of the country, emphasizes Pedro Massa.
The initiative materializes one of the challenges assumed by the campaign challenges for the future, presented in July in celebration of the brand’s 80th anniversary. The date is also celebrated in Bolivia and Argentina. Since the beginning of operations in Brazil, Coca-Cola has invested around R$ 3 billion a year. The brand is now looking to use its business to help develop vital sectors for its expansion and to boost the growth of the Brazilian economy itself.