Sitting in the university classrooms of Washington, DC, I was exposed to a great deal of disdain for “Corporate America” and the role it plays in the third world. One of the companies that came up repetitively was Coca-Cola. But so many people fail to see the integral role multinational companies play in creating jobs – giving a hand up rather than a hand out – and the social contribution that these companies make.

While in Kenya, Coke was everywhere. Lining the streets were red Coca-Cola “duka” stands where vendors sell among many other things, Coca-Cola products. Asking around about the role Coca-Cola plays in Kenya, I got nothing but positive feedback. I learned that street vendors that sell Coca-Cola products are given the red “dukas” that come along with a small fan to keep the “duka” cool, as well as a refrigerating unit to store the Coke products being sold. The video below gives perspective on how Coca-Cola has adapted to local systems of operation and has create millions of jobs around the world. Here is a quick overview of Coke’s poverty alleviation efforts (link there):

While poverty is certainly a global problem, Africa is one of the hardest hit continents. We believe we can help Africa get what it needs most — sustainable wealth creation — through our unique distribution model and expertise. We can achieve this goal by applying our core strengths in ways that are both good for our business and the local communities we serve.

In Africa, the Coca-Cola system will invest in scaling up our network of Manual Distribution Centers (see page 50 of our 2007/2008 Sustainability Review). Over the next three years, we plan to expand our distribution network across Africa, with the goal of establishing 1,300 to 2,000 new, independent distribution businesses; creating between 5,300 and 8,400 new jobs; and generating up to $520 million in new revenue for local economies.

We also have programs in other parts of the world to help support wealth and job creation, including pushcarts programs in Vietnam, Sri Lanka, Laos, Cambodia and Nepal, which have helped more than 4,000 small retailers establish their businesses; the Micro Enterprise Development Program in Indonesia, which has benefited 500 low-income families through mentoring of entrepreneurs by business leaders, access to low-interest loans and a repayment formula that builds sustainable lending for the community; and emerging programs in China and the Philippines.

For more information about Coca-Cola’s strategy toward sustainable development, visit:

• Sustainability: Corporate Responsibility: The Coca-Cola Company

Here is a short video of Coca-Cola CEO Neville Isdell talking about creating jobs in Africa.