Coca-Cola Morocco renews its participation in the SIAM for its 16th edition.
By partnering with the Be Green recycling solution and SIAM, the three parties have set themselves the challenge of collecting and recycling 1 million plastic bottles throughout the event.
As a major player in the agri-food industry in Morocco, Coca-Cola once again participated in the activities of the International Agricultural Show of Meknès (SIAM) by showcasing a stand of over 270 square meters. This participation in the Show is part of Coca-Cola’s ongoing commitment in Morocco to the development of the local economy and agriculture.
In addition to highlighting the latest products from The Coca-Cola Company launched in the Moroccan market (Schweppes Tonic Zero, Sprite Lemon Mint, Cappy Refresh Orange, Aquarius Orange), the stand also showcased projects related to corporate social and environmental responsibility (CSR) conducted in Morocco by the Coca-Cola system, in the areas of water resource preservation, recycling, and the empowerment of youth and women. In total, more than 9 large-scale projects were presented – detailed below.
But that’s not all, Coca-Cola’s participation in SIAM was marked by the association of Coca-Cola through its bottler ECCBC Morocco (Equatorial Coca-Cola Bottling Company Morocco) with SIAM and the Be Green recycling solution with a common goal: to collect and recycle as many plastic bottles as possible throughout the event. The proceeds from the collection will be donated to the Mohamed VI Foundation for the Protection of the Environment.
During its participation in SIAM, Coca-Cola Morocco was also able to highlight its sustainable development strategy. This strategy guides how the company collaborates with all the people mobilized behind its brands, from farmers to employees, including its bottling partners, suppliers, and customers, with the mission to “Refresh the World, Make a Difference” by working in 3 areas of action: water management, packaging waste management, and economic empowerment of women and youth.
In terms of water management, water is a priority for the Coca-Cola system as it is essential to life, its beverages, and the communities it serves. Among the projects undertaken:
– Sebou Water Fund:
In the Sebou watershed in Morocco, this project aimed to improve the conservation and restoration of water resources and wetlands. It resulted in the restoration of 3.09 billion liters of water, exceeding initial goals. Additionally, 166 farmers benefited from improved irrigation techniques and training on sustainable water management.
– Rehabilitation of drinking water networks in Marrakech:
In collaboration with Marrakech Entraide and supported by the Coca-Cola Foundation, this project rehabilitated the drinking water network in 10 schools, reducing water consumption by 30% and installing water-saving equipment. The project also raised awareness among 20,000 students and school staff about good water management practices.
Regarding packaging waste management, Coca-Cola Morocco adheres to the “World Without Waste” initiative launched in 2018, which aims for a world without waste with the goal of recycling the equivalent of 100% of its packaging waste by 2030. In Morocco, Coca-Cola and its bottling partners uphold the same commitments:
– The bottles of The Coca-Cola Company products are 100% recyclable.
– The system collaborates with various partners to improve collection and recycling infrastructure.
– Coca-Cola’s bottling partners continue to invest in innovative technologies to make packaging more sustainable and reduce their carbon footprint.
Among the projects undertaken:
– Plastic Smart Cities in Tangier:
In collaboration with the Coca-Cola Foundation and Living Planet Morocco (WWF Morocco), this project reduced plastic waste leakage by 30% in a pilot area in Tangier. Between July 2021 and July 2022, 4,350 tons of waste were collected, including 421.95 tons of plastics. The project benefited 850,000 people, actively engaging over 1,200 students in waste management awareness activities.
– Coca-Cola I Love My Beach:
During the summer of 2023, in partnership with its bottling partners ECCBC Morocco and SBGS, Coca-Cola conducted waste collection operations on the beaches of Agadir, Tangier, and Casablanca. More than 90 tons of waste were collected, including 12 tons of recycled plastics. The initiative also raised awareness among nearly 42,000 people on the beaches. For more recycling awareness, entry to the Coca-Cola Festival in summer was conditioned on bringing 3 caps, which among other things helped make the event a “zero waste” event.
In terms of economic empowerment of women and youth, for decades, the Coca-Cola system in Morocco has impacted the lives of the communities in which it operates. Among the projects undertaken in recent years:
– Dar L’Ftour:
Coca-Cola Morocco and its bottling partners, Equatorial Coca-Cola Bottling Company Morocco (ECCBC) and the Société des Boissons Gazeuses du Souss (SBGS), renewed their “Dar L’ftour” initiative for the 20th consecutive year, distributing meals during Ramadan. In 2023, more than 50,000 meals were distributed, targeting communities affected by the Al Haouz earthquake. The initiative also saw a commitment of $1.4 million for relief efforts in the region, highlighting the importance of supporting communities in times of crisis.
– Support for the SOS Children’s Villages Association:
The Coca-Cola Foundation supported the efforts of the SOS Children’s Villages Association in Morocco to enhance the employability of over 500 women and youth. The training offered included catering, sewing, hairdressing, and carpet weaving, enabling participants to generate higher income and better meet the needs of the children they care for.
– Development of a recreational area in Casablanca:
In partnership with the Sidi Belyout district, Coca-Cola transformed an urban space into a sports and recreational activity area. The initiative cleaned up the vacant space, installed sports and recreational equipment, contributing to the integration and development of the youth in the neighborhood.
– Let Your Eyes Enjoy:
This project, in collaboration with the Fundación Elena Barraquer and Ruta de la Luz, provided free cataract surgeries and eyeglasses to over 1,100 people between 2019 and 2023, thus improving access to eye care for disadvantaged communities.