Coca-Cola Boosts the Moroccan Economy and Creates Thousands of Jobs Through Its National System
Coca-Cola’s system in Morocco recorded an added economic impact of $724 million in 2024 across various stages of its value chain, highlighting its vital role in supporting the national economy and enhancing job opportunities.
An independent study conducted by Steward Redqueen during the inauguration of two new production lines at the Coca-Cola European Partners’ (ECCBC) facility in Casablanca revealed that the system supported over 37,000 direct and indirect jobs across crucial sectors, including retail, agriculture, industry, transport, and services. The study indicated that each direct job provided by the system leads to the creation of 15 additional jobs in the national economy.
Fried Benchekroun, Managing Director of ECCBC in Morocco, commented:
“These results confirm the vital role that Coca-Cola’s system plays as a real engine of shared value in the Moroccan economy. We are an integral part of local communities and remain committed to creating opportunities for our people, our partners, and the communities we serve.”
The study also highlighted that the value of purchases from Moroccan suppliers reached $302 million in 2024, covering diverse sectors such as sugar production, packaging, transport, and marketing services, reflecting the level of local integration that the system enjoys and enhancing Coca-Cola’s position as a trusted partner in national economic development.
Charbel Al-Bayrouti, General Manager of Coca-Cola in Morocco, stated:
“Morocco is one of our most strategic markets on the African continent, and our vision is to revive the world and make a difference by supporting livelihoods, empowering entrepreneurs, and investing in the resilience of local communities in the long term.”
Over the past five years, ECCBC has strengthened its presence in Morocco by acquiring Atlas Bottling Company, a move that underscores its long-term commitment to local investment, production, and distribution, while also supporting the social and economic advancement of the kingdom.
Coca-Cola’s contribution extends beyond the economic sphere; it also encompasses support for the Water Management Initiative in Africa, with an investment budget reaching $25 million by 2030, aimed at enhancing water security in 20 African countries, improving access to drinking water, safeguarding water resources, and building community capacities to face climate change.
The study relied on an analysis of the direct and indirect economic impact of Coca-Cola’s system in Morocco, based on accurate operational data and reliable statistical sources, to showcase the system’s effect on every link in the value chain, from farmers growing sugarcane to retailers.
Theodora Nenova, Managing Partner at Steward Redqueen, remarked: “Our study clearly shows the depth and wide-ranging impact of Coca-Cola’s system in Morocco; the issue is not only about the direct impact but also encompasses the added value resulting from local partnerships and supply chains.”
