Haiti Hope Project
We know that the January 12 earthquake will have long-lasting effects on the people of Haiti. We believe that the Coca-Cola system is uniquely positioned to contribute to the economic recovery of this island nation.
Mango is one of Haiti's largest exports. We believe there is an opportunity to foster long-term development and growth in Haiti by helping to build a sustainable mango juice industry.
On March 31, 2010 we announced the Haiti Hope Project and Odwalla Haiti Hope Mango Lime-Aid. By donating 100 percent of the profits from the sale of designated Haiti Hope beverages, the Project will help facilitate Haiti's recovery and create opportunity for 25,000 mango farmers and their families by developing a sustainable mango juice industry. The Haiti Hope Project seeks to double the income of these farmers and raise their standard of living. The product will be available at select retailers.
The Project brings together a coalition of private and public sector partners who are investing $7.5 million in this ambitious endeavor over the next five years. The Company will invest $3.5 million in the Project, including 100 percent of the profit from the Odwalla Haiti Hope Mango Lime-Aid. Coca-Cola will also provide in-kind technical expertise, Research & Development on local fruit juice varieties and capital investments.
IDB's Multilateral Investment Fund (FOMIN), which focuses on poverty reduction through work with micro, small and medium-sized enterprises, has made the Haiti Hope Project eligible for $3 million in funding, and expects to soon obtain its board's approval for the grant.
Consumers can support the Haiti Hope Project by purchasing the Odwalla beverage. Anyone can contribute to the Project by texting "mango" to 50555 via their mobile device.
Momentum for the project continues as, on August 18, 2010, USAID announced plans to provide an initial contribution of $1 million to the Haiti Hope Project, providing the opportunity for the parties involved to augment the sustainable agriculture work already happening in Haiti.
The Coca-Cola system's response to the January 12 earthquake in Haiti was immediate. The Coca-Cola Company donated $2 million to the Red Cross, and more than 1 million liters of water and other Coca-Cola beverages traveled by land, air and sea to reach those in urgent need (view company statement).
Coca-Cola associates have given personal donations not only to the Red Cross and other organizations, but also directly to their Coca-Cola colleagues in Haiti directly through the
Coca-Cola Global Employee Fund. Tents and other supplies were provided to Coca-Cola employees in Haiti who had lost their homes or whose homes were severely damaged.
The Company used its marketing assets to encourage Americans to give. Coca-Cola billboards in 25 markets across the U.S. promoted the Red Cross texting/donation campaign. A 30-second spot on American Idol was donated to run the Michelle Obama Red Cross commercial. The Company matched donations through MyCokeRewards.com and LivePositively.com. In addition, the Company used a variety of assets to encourage millions of people in the U.S. to tune into broadcasts of "We Are The World 25 For Haiti" and support the relief efforts.
We estimate the Coca-Cola system's in-kind giving to be more $1.2 million through marketing and product.
Working together with governments and NGO groups, Coca-Cola will continue to work toward making a meaningful difference in Haitian communities.
Coca-Cola's community initiative focusing on HIV/AIDS education has resulted in raising the awareness of hundreds of thousands of people in Haiti. In 2009 alone, nearly 4,600 children received HIV/AIDS education in school, more than 31,000 were impacted through community activities and 250,000 reached through mass media. This is in addition to education and awareness programs prior to 2009.
rasserie de la Couronne, the Coca-Cola bottler, sponsors many sporting and cultural activities in the community throughout the year. They provide support to local hospitals, associations and schools. In fact, there are UTC promotions that allow consumers to help fund scholarships and the purchase of school supplies in Port-au-Prince and in other provinces.
Coca-Cola has been a part of the Haitian community since 1927. As the largest private sector employer in Haiti today, the Coca-Cola business is committed to the health and vitality of the Haitian people and their economy.
In 1983, the local bottling facility, Brasserie De la Couronne, was acquired by the Jaar family. Significant improvements were made to increase the plant´s productivity in 1995. The technical infrastructure was updated, and the size of the plant was increased. Brasserie de la Couronne celebrated its 75-year anniversary in 2003.
Economic Impact and Job Creation
The very local nature of the Coca-Cola business model impacts economies, especially those in developing countries such as Haiti. Most Coca-Cola operations rely on local employees, locally sourced ingredients and local customers and consumers. The success
The Coca-Cola business in Haiti has grown steadily over the decades. In 2010, nearly $16 million is expected to be invested in 2010, and $30 million over five years which could ultimately create an additional 1,000 Coca-Cola jobs. This includes improvements in the plant in Port-au-Prince; construction of a waste water treatment facility; procurement of glass, trucks and coolers; the addition of a new PET line and the upgrade of a new line to bottle juice.