The Coca-Cola System in Morocco has made a significant contribution to the nation’s economy, generating an estimated $724 million in value-added impact and supporting more than 37,000 jobs across its value chain in 2024, according to a new independent study by global consulting firm Steward Redqueen.
The findings were unveiled during the inauguration of two new production lines at Equatorial Coca-Cola Bottling Company’s (ECCBC) Casablanca facility, underscoring the company’s continued investment in Morocco’s manufacturing capacity and local development.
The study highlights the Coca-Cola system’s broad socio-economic influence in Morocco, encompassing The Coca-Cola Company, its authorised bottlers, and a vast network of local suppliers, distributors, and retailers. Together, these stakeholders contributed $724 million in economic activity last year.
Through its value chain, the Coca-Cola system supported over 37,000 jobs, including 2,273 direct positions within the company and an additional 35,000 jobs indirectly supported through suppliers, partners, and customers. For every direct job created by the system, 15 more jobs were supported across Morocco’s economy.
“These findings reaffirm the Coca-Cola system’s role as a driver of shared value in Morocco’s economy,” said Farid Benchekroun, Managing Director, ECCBC Morocco. “Our business is interconnected with local communities, and we remain committed to creating opportunity for our people, our partners, and the communities we serve.”
The report also underscores Coca-Cola’s deep local integration, with $302 million worth of goods and services sourced from Moroccan suppliers in 2024. This spending spans sectors such as sugar production, packaging, logistics, and marketing, reinforcing Coca-Cola’s role as a key partner in Morocco’s economic development.
“Morocco is one of our most strategic markets in Africa, where we have been present for decades,” said Charbel Beyrouthy, General Manager, The Coca-Cola Company, Morocco. “Our purpose is to refresh the world and make a difference, and this means working to support livelihoods, enable entrepreneurship and invest in the long-term resilience of local communities.”
Over the past five years, ECCBC has bolstered its presence in Morocco through the acquisition of Atlas Bottling Company, reflecting a sustained commitment to invest, produce, and distribute locally while advancing Morocco’s broader social and economic growth.
Beyond its economic footprint, Coca-Cola’s impact extends to sustainability and water stewardship. Morocco is among the beneficiaries of the Africa Water Stewardship Initiative, a nearly $25 million investment through 2030 aimed at improving water security across 20 African countries. The initiative supports access to safe water, protection of local water resources, and climate resilience in communities.
The Steward Redqueen study measured the direct, indirect, and induced economic impacts of the Coca-Cola system, combining company data with verified third-party economic indicators. The analysis illustrates how Coca-Cola’s local operations create a ripple effect across the economy—from sugarcane farmers and packaging manufacturers to retailers and service providers—fueling employment, income generation, and inclusive growth.
“Our assessment clearly shows the depth and breadth of the Coca-Cola system’s economic footprint in Morocco,” said Teodora Nenova, Managing Partner at Steward Redqueen. “This is not just about direct contributions – it’s about the far-reaching value generated through local partnerships and supply chains.”
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