By Ayomide Otitoju
The Coca-Cola system in Morocco has announced the results of a new socio-economic impact study conducted by global consulting firm Steward Redqueen, revealing its significant contribution to the country’s economy, employment, and community development. The findings were unveiled during the inauguration of two new production lines at Equatorial Coca-Cola Bottling Company’s (ECCBC) Casablanca facility.
According to the independent study, the Coca-Cola system—comprising The Coca-Cola Company and its authorized bottlers—contributed $724 million in value-added economic activity to Morocco’s economy in 2024. The system supported over 37,000 jobs, including 2,273 direct positions and more than 35,000 indirect jobs through suppliers, distributors, and retailers. This translates to 15 additional jobs supported for every direct job created within the system.
“These findings reaffirm the Coca-Cola system’s role as a driver of shared value in Morocco’s economy,” said Farid Benchekroun, Managing Director of ECCBC Morocco. “Our business is interconnected with local communities, and we remain committed to creating opportunities for our people, our partners, and the communities we serve.”
The report also highlights the company’s strong local integration, noting that $302 million worth of goods and services were procured from Moroccan suppliers in 2024. This spending supported industries such as sugar production, packaging, transportation, and marketing, reinforcing Coca-Cola’s role as a key growth partner in Morocco’s economic development.
“Morocco is one of our most strategic markets in Africa,” said Charbel Beyrouthy, General Manager of The Coca-Cola Company, Morocco. “Our purpose is to refresh the world and make a difference by supporting livelihoods, enabling entrepreneurship, and investing in the long-term resilience of local communities.”
Over the past five years, ECCBC has deepened its presence in Morocco, including through its acquisition of Atlas Bottling Company, signaling a sustained commitment to local production, investment, and national economic progress.
Beyond its economic footprint, the Coca-Cola system contributes to environmental and social sustainability. Morocco is among the beneficiaries of the Africa Water Stewardship Initiative, a nearly $25 million programme running through 2030 that aims to improve water security across 20 African countries by expanding access to safe water, protecting local resources, and enhancing community climate resilience.
Commenting on the findings, Teodora Nenova, Managing Partner at Steward Redqueen, said: “Our assessment clearly shows the depth and breadth of the Coca-Cola system’s economic footprint in Morocco. This is not just about direct contributions—it’s about the far-reaching value generated through local partnerships and supply chains.”
