RIO DE JANEIRO – Coca-Cola and the Inter-American Development Bank (IDB) will soon launch a $16 million investment to expand the Coca-Cola Coletivo platform, the partners announced today at the Clinton Global Initiative Latin America meeting.
Coca-Cola Brazil launched Coletivo (collective in English) in 2009 to help entrepreneurial women and youth in poor communities boost both their incomes and their self-confidence. In addition to working with local NGOs to provide job and entrepreneurial training, Coletivo leverages Coke’s value chain to connect participants with new markets and incorporate life skills training.
To date, 500 Coletivo programs have impacted more than 70,000 people in 150 Brazilian communities. This expansion will build on Coletivo’s strong presence in Brazil and implement pilot projects in three Latin American countries, to be identified at a later date.
The first phase of the partnership, which will kick off in January 2014 and extend through 2017, is expected to benefit 30,000 people in Brazil.
“As we expand Coletivo’s reach and scale, it’s inspiring to
know we will help thousands of people to transform their own lives through our
core business,” says Xiemar Zarazúa, president of Coca-Cola Brazil. “We firmly
believe in the power of ‘the Golden Triangle’ of business, government and civil
society working together to bring real solutions to critical global
A team from the Multilateral Investment Fund (MIF), a member of the IDB Group, and the Coca-Cola Brazil Institute will work together to expand job training for youth, help women grow their own businesses and strengthen recycling cooperatives in Brazil and three other Latin American countries. The model will be piloted in the 12 host cities of the 2014 FIFA World Cup: Manaus, Fortaleza, Natal, Recife, Salvador, Cuiabá, Brasília, Belo Horizonte, São Paulo, Rio de Janeiro, Curitiba and Porto Alegre.
Xiemar Zarazúa, president of Coca-Cola Brasil (left) with Lea Serra, a Brazilian entrepreneur supported by Coletivo, and Eduardo Paes, mayor of Rio de Janeiro.
Futura Press/Paulo Campos
The partnership will focus on three programs: Coletivo Retail, which reaches young people in urban, low-income communities who are seeking formal employment; Coletivo Recycling, which helps to professionalize recycling cooperatives and generate increased income for waste collectors and formalize the recycling value chain; and Coletivo Entrepreneurship, which provides practical training to launch and build new businesses, with a focus on women.
The expansion of the Coletivo platform is a decisive step for Coca-Cola as part of its global 5by20 initiative to enable the economic empowerment of 5 million women across its global value chain by 2020. Approximately 70 percent of Coletivo participants are women.
Nancy Lee, MIF´s general manager, adds, “Coletivo is a shared value business model that uses part of the value generated to benefit poor communities, particularly youth and women. We believe this model can be a powerful and growing force for empowering excluded populations. The MIF will deploy its experience around the region to help scale this model and make it more sustainable.”