Coca-Cola’s system in Morocco generates $724 million in economic impact and 37,000 jobs
Coca-Cola makes a significant contribution to Morocco’s economy and its communities. An independent economic assessment by Steward Redqueen shows that the Coca-Cola system generated $724 million in value-added economic impact across its value chain.
Unveiled during the inauguration of two new production lines at Equatorial Coca-Cola Bottling Company in Casablanca, the study found that Coca-Cola’s system supported over 37,000 jobs, including 2,273 direct jobs and an additional 35,000 jobs supported through suppliers, partners, and customers.
In the socio-economic impact study, Steward Redqueen defined the Coca-Cola system as Coca-Cola itself and its authorized bottlers – alongside a broad network of local suppliers, distributors, and retailers.
“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 Equatorial Coca-Cola Bottling Company.
The study from the Netherlands-headquartered consulting firm also highlights the Coca-Cola system’s strong local integration, with $302 million worth of goods and services sourced from suppliers in Morocco in 2024. This local procurement supports industries as diverse as sugar production, packaging, transportation, and marketing, reinforcing Coca-Cola’s role as a partner for growth in Morocco’s economic development.
“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.”
Community impact
The Coca-Cola system’s contribution extends beyond economic impact. Morocco is one of the beneficiaries of the Africa Water Stewardship Initiative, a collaboration led by Coca-Cola, the Global Water Challenge (GWC), and partners like The Nature Conservancy, IUCN, and WWF to address water challenges across 20 African countries. Its work focuses on helping enhance access to safe water, protect local water resources, and build community climate resilience.
“Our business is interconnected with local communities, and we remain committed to creating opportunity for our people, our partners, and the communities we serve,” noted Benchekroun.
Charbel Beyrouthy, General Manager of Coca-Cola in Morocco, added: “Morocco is one of our most strategic markets in Africa, where we have been present for decades. 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.”
In 2015, Coca-Cola commissioned Steward Redqueen to conduct a similar study. At that time, the consulting firm found that its value chain supported approximately 27,400 jobs.
