Coca-Cola system study shows strong economic impact in Morocco
The Coca-Cola system in Morocco unveiled the results of a major socio-economic study conducted by global consulting firm Steward Redqueen as it inaugurated two new production lines at Equatorial Coca-Cola Bottling Company’s Casablanca site.
The report underscores the scale of the system’s footprint across the economy, employment, and local supply chains, reflecting its long-term commitment to serving Moroccan communities and industry partners.
Study shows multi-billion-dirham contribution to economy
According to the study, the Coca-Cola system — made up of The Coca-Cola Company and its bottling partners — contributed $724 million in value-added economic activity in 2024.
The system supported over 37,000 jobs nationwide, including 2,273 direct positions and approximately 35,000 indirect and induced jobs through suppliers, partners, and retailers. For every direct job within the system, 15 additional jobs were supported across the economy.
Executives noted that the findings reinforce the system’s role in economic inclusion and entrepreneurship, particularly across distribution and retail networks.
Local sourcing remains a core priority, with $302 million worth of goods and services procured from Moroccan suppliers last year, benefiting sectors such as sugar, packaging, logistics, and marketing.
Long-term investment aligned with sustainability and community programs
ECCBC has expanded its presence over the past five years, including acquiring Atlas Bottling Company, strengthening local production capabilities and community partnerships.
The system’s work extends beyond business operations. Morocco benefits from the Africa Water Stewardship Initiative — a nearly $25 million program running through 2030 to improve water access, protect natural resources, and support climate resilience across 20 countries.
Consultancy firm Steward Redqueen analyzed operational data and verified third-party sources for the independent study, highlighting Coca-Cola’s broad economic ripple effect, from agriculture to retail.
