The Coca-Cola system in Morocco has contributed $724 million to the national economy and supported over 37,000 jobs across its value chain in 2024, according to a new socio-economic impact study conducted by global consulting firm Steward Redqueen.
The findings were announced during the inauguration of two new production lines at Equatorial Coca-Cola Bottling Company’s (ECCBC) Casablanca facility, highlighting Coca-Cola’s growing footprint and long-term commitment to Morocco’s economic development.
According to the report, the Coca-Cola system – comprising The Coca-Cola Company and its authorized bottlers – generated 2,273 direct jobs and supported more than 35,000 indirect and induced jobs through suppliers, partners, and retailers. This translates to 15 additional jobs created across the economy for every one directly employed by the system.
“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 ECCBC Morocco. “Our business is deeply connected to local communities, and we remain committed to creating opportunities for our people, partners, and the communities we serve.”
The study also revealed that Coca-Cola sourced $302 million worth of goods and services from Moroccan suppliers in 2024, supporting industries such as sugar production, packaging, logistics, and marketing.
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“Morocco is one of our most strategic markets in Africa, where we have been present for decades,” added Charbel Beyrouthy, General Manager, The Coca-Cola Company Morocco. “Our goal is to refresh the world and make a difference — by supporting livelihoods, enabling entrepreneurship, and building long-term community resilience.”
Over the past five years, ECCBC has deepened its presence in Morocco through its acquisition of Atlas Bottling Company, reinforcing its strategy to invest, produce, and distribute locally.
Beyond its economic impact, Coca-Cola continues to advance sustainability efforts through initiatives such as the Africa Water Stewardship Initiative, a $25 million program running through 2030 to improve water security in 20 African countries, including Morocco.
“The assessment clearly shows the depth and breadth of the Coca-Cola system’s 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 created through local partnerships and supply chains.”