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The
“value chain”
that
unites us
SOCIO-ECONOMIC IMPACT STUDY
OF OUR ACTIVITY IN GREECE
2016
CONTENTS
THE IMPACT OF
OUR VALUE CHAIN
IN GREECE
05
THE METHODOLOGY
OF THE STUDY
14
WHAT OUR PRESENCE
MEANS FOR
THE GREEK ECONOMY
18
HOW WE SUPPORT
LOCAL EMPLOYMENT
24
VALUE CREATED
BECAUSE WE PRODUCE
OUR PRODUCTS
IN GREECE
30
SOCIAL AND
ENVIRONMENTAL
RESPONSIBILITY
32
OUR VALUE
CHAIN AT A GLANCE
36
APPENDIX
38
3
1. THE IMPACT
OF OUR VALUE
CHAIN IN GREECE
The bottling of the first Coca-Cola bottle in Greece in 1969 marks the beginning of a productive
activity spanning uninterruptedly over five decades. This activity ranges from the procurement of
raw materials to the operation of productive units, the collaboration with the market and final
points of sale and the marketing and communication services for the products. It generates
value for the country as all of these companies in our value chain contribute salaries, taxes and
profits and employ thousands of people.
GREEK
PRODUCERS
SUPPLIERS
SERVICE
PROVIDERS
OUR OPERATION
DISTRIBUTION
NETWORK
FINAL POINTS
OF SALE
IN THE MARKET
GREEK
CONSUMERS
This value is illustrated in the present socio-economic impact study of our activity in Greece, conducted by the
independent strategy consultancy firm Steward Redqueen and based on data for 2014.
In the context of their research, the authors studied the
activity of the entities comprising the Coca-Cola System
in Greece, i.e. The Coca-Cola Company in Greece and
Coca-Cola Tria Epsilon, as well as the activities of the local
subsidiaries of the Coca-Cola HBC AG Group (Coca-Cola
HBC) in Greece, namely Coca-Cola HBC Services M.E.P.E
and TSAKIRIS.
4
5
4
PRODUCTION
PLANTS
3
ADMINISTRATIVE
OFFICES
14
SALES
OFFICES
1,844
EMPLOYEES
PRODUCTION PLANT
OFFICES
6
7
KEY FINDINGS
Every time a consumer selects our products, our value chain supports revenue for the Greek state
and income to Greek households and businesses, while supporting thousands of jobs.
ADDED VALUE
œ924
million is
the total
added value
from our
operation
EMPLOYMENT
equal to
0.5%
of the
GDP
Salaries, taxes
and profits of our
trade partners
amount to
œ462 million
Our total direct &
indirect tax contribution
amounts to 1% of total
Greek tax revenue
Every
contributes
of our
added
value
to the Greek
economy
œ1
8
We support
a total of
21,300
direct & indirect
jobs (0.6% of
total employment
in Greece)
We employ
1,844 people
Enhancing
the income of
54,000
people
We employ
almost
1 in 2
employees
in the country’s
soft drinks sector
œ7
We support 12,400 direct trade jobs
at our partners in wholesale, retail and HO.RE.CA
Every direct job supports another11
jobs in the Greek economy
9
THE IMPACT
OF OUR
VALUE CHAIN
IN GREECE
THE
METHODOLOGY
OF THE
STUDY
WHAT OUR
PRESENCE
MEANS
FOR THE
GREEK ECONOMY
HOW
WE
SUPPORT
LOCAL
EMPLOYMENT
VALUE CREATED
BECAUSE
WE PRODUCE
OUR PRODUCTS
IN GREECE
SOCIAL
AND
ENVIRONMENTAL
RESPONSIBILITY
OUR
VALUE
CHAIN AT
A GLANCE
APPENDIX
96%
of these products
are produced in the company’s
facilities in Greece, located in
THE ACTIVITY
ILLUSTRATED
IN THE STUDY
THE ACTIVITY OF
COCA-COLA TRIA EPSILON
It is the leading Greek company in the production of
non-alcoholic beverages and a member of the Coca-Cola
HBC Group, one of the largest bottlers and distributors of
The Coca-Cola Company products worldwide. The productive
and commercial activity of Coca-Cola Tria Epsilon in Greece
entails the bottling and distributing of The Coca-Cola
Company products (Coca-Cola, Fanta, Sprite, Powerade,
Nestea, illy issimo and Schweppes mixers), the products that
the company itself has developed (Amita, Frulite and natural
mineral water ΑVRΑ), as well as the distribution of TSAKIRIS
potato snacks and MONSTER energy drinks.
Schimatari (Viotia), Heraklion (Crete)
and the water-bottling plant in Aegion
(Achaea).
1,496
employees
The company conducts its commercial activities out of its
sales offices located in 14
cities (Athens, Kavala, Karditsa, Xanthi, Ioannina,
Volos, Thessaloniki, Chania, Kos, Chios, Rhodes,
Mytilene, Heraklion, and Patras).
For the manufacturing of its products, Coca-Cola Tria
Epsilon
collaborates
with
approximately
4,000
Greek suppliers, for both raw and packaging material,
as well as for services or goods procured for its facilities.
Coca-Cola Tria Epsilon also offers a complete portfolio of
alcoholic drinks, including products from The Edrington Group,
Isidoros Arvanitis, Brown-Forman and Gruppo Campari – an
activity that is not included in this study.
It distributes its products to the market via an extensive
comprising more than 130,000 final
points of sale,, including super-markets, small retail
network
shops, kiosks, hotels, restaurants, bars, etc.
10
11
THE IMPACT
OF OUR
VALUE CHAIN
IN GREECE
THE
METHODOLOGY
OF THE
STUDY
WHAT OUR
PRESENCE
MEANS
FOR THE
GREEK ECONOMY
HOW
WE
SUPPORT
LOCAL
EMPLOYMENT
VALUE CREATED
BECAUSE
WE PRODUCE
OUR PRODUCTS
IN GREECE
THE ACTIVITY OF
THE COCA-COLA COMPANY
IN GREECE
The Coca-Cola Company in Greece is a subsidiary of The Coca-Cola Company,
responsible for Greece, Cyprus and Malta. The Company offers consulting
services with regard to the development of marketing strategies, promotions,
market research, advertising and reputation management of the products of
The Coca-Cola Company. The Company also offers valuable know-how and
consulting services related to product communications and product quality
assurance and monitoring.
The Coca-Cola Company is the world's largest beverage company and is
the No1 provider of sparkling beverages, ready-to-drink coffees, and
juices and juice drinks. Through the world's largest distribution system,
consumers in more than 200 counties enjoy the Company's beverages at
a rate of more than 1.9 billion servings a day.
Products of the The Coca-Cola Company available in Greece are Coca-Cola,
Coca-Cola Light, Coca-Cola Zero, Coca-Cola Zero Caffeine-Free, Fanta,
Powerade, Nestea, Schweppes, and the ready-to-drink coffee illy issimo.
SOCIAL
AND
ENVIRONMENTAL
RESPONSIBILITY
OUR
VALUE
CHAIN AT
A GLANCE
APPENDIX
64
employees
THE COCA-COLA
HBC AG OFFICES
IN GREECE
179
employees
Coca-Cola HBC Services M.E.P.E. is a subsidiary of the Coca-Cola HBC Group.
Based in Greece, it provides business support activities serving the Group’s
global operations in the 28 countries in which it operates.
THE ACTIVITY OF
TSAKIRIS
105
employees
TSAKIRIS is the first Greek company of chips production and the second
largest company in potato snacks production in the Greek market. TSAKIRIS
has a long history of producing chips in Greece, starting from 1954. In 2004 the
company became a subsidiary of Coca-Cola HBC.
All TSAKIRIS
potato products are
manufactured in a 25,000 m2
modern industrial facility
located in Atalanti (Phthiotis).
12
13
2. THE METHODOLOGY
OF THE STUDY
The present study estimates the value generated by our activity in Greece. It was carried out by
Professor Ethan B. Kapstein and his associates from Steward Redqueen, an independent strategy
consultancy firm specialized in socio-economic impact studies based on the Nobel prize-winning
“input-output” model.
The report presents the direct, indirect, and induced effects of our activities on the Greek economy,
in terms of:
Our socio-economic impact in the country is the sum of all effects related to our value chain in
Greece. In the process of producing, packaging, promoting and delivering our products to
consumers, we stimulate economic activity throughout the entire value chain. That means our own
operations have a supporting effect on upstream as well as on downstream businesses. The
upstream local suppliers and producers are more dependent on our production plants' demand of
raw materials than the wholesalers and retails which distribute our products. Both the supported
upstream and downstream activities support income, tax revenues and jobs and in turn stimulate
further economic activity in their respective value chains.
The analysis contained herein is based on an “input-output” model, which follows our financials as
they flow through the Greek economy, creating ripple effects across other sectors.
� the economic added value, i.e. the sum of incomes received by
local households, in the form of wages
partnering companies, in the form of profits and savings; and
the Greek State, in the form of tax revenues.
� the jobs we support, measured in full-time equivalents (FTE),
meaning jobs held by employees working full time.
INPUT
MODEL
Audited Financials
Coca-Cola Tria Epsilon
The Coca-Cola Company in Greece
TSAKIRIS
Coca-Cola HBC AG Offices in Greece
IMPACTS
Added value
(taxes, salaries, profits)
in value chain
Social Accounting Matrix
based on Greek national
accounts
Sales data
Coca-Cola Tria Epsilon
Employment
in value chain
Greek macro-economic
statistics
Overview of the "input-output" Model.
14
15
THE IMPACT
OF OUR
VALUE CHAIN
IN GREECE
THE
METHODOLOGY
OF THE
STUDY
WHAT OUR
PRESENCE
MEANS
FOR THE
GREEK ECONOMY
HOW
WE
SUPPORT
LOCAL
EMPLOYMENT
VALUE CREATED
BECAUSE
WE PRODUCE
OUR PRODUCTS
IN GREECE
SOCIAL
AND
ENVIRONMENTAL
RESPONSIBILITY
OUR
VALUE
CHAIN AT
A GLANCE
APPENDIX
The starting point for the analysis is the final consumption of our products that can be
traced in monetary terms throughout the economy. When a consumer buys our products
in the supermarket, a part of what he spends is revenue for the supermarket, another part
goes to the distributor who transported this product from the production plant to the
selling point, and a part of it is income from our own activity. All of these parties procure
goods and services from suppliers, pay salaries and taxes, invest and make a profit.
The model demonstrates how consumer expenses on our products ripple through the
economy, supporting incomes for households, state (taxes), businesses (dividends and
savings) and employment in various sectors.
er economy
Broad
of suppliers and
iers’
trad
l
p
p
e
Su
pliers and trade
Sup
OUR CONTRIBUTION TO THE COUNTRY
IS ANALYSED IN TERMS OF:
DIRECT
IMPACT
Of our activity:
Local salary and tax
payments, as well as
direct employment.
INDIRECT IMPACT
Of our direct suppliers and trade
partners: employment and incomes
generated by suppliers and retailers.
Of our suppliers’ suppliers:
employment and incomes generated
by our suppliers’ suppliers.
OUR ACTIVITY
INDUCED
IMPACT
Employment and incomes
related to the re-spending
of salaries by employees,
trade partners and direct
and indirect suppliers
whose jobs are directly or
indirectly supported by us.
Jobs
Economic added value
16
17
FOR THE NATIONAL ECONOMY
3. WHAT OUR
PRESENCE MEANS
FOR THE GREEK ECONOMY
For every
of our value added,
another
are supported
in the Greek economy
7 euro
WE CONTRIBUTE €924 MILLION IN TOTAL TO THE NATIONAL
ECONOMY, 0.5% OF THE COUNTRY’S GDP.
This amount includes tax revenues, salaries, as well as profits related to our own activities,
partners and suppliers across the value chain linked to our activities. Of these:
FOR OUR SECTOR
We are the largest contributor to employment and turnover in the soft drinks sector in
Greece.
�
€207 million are salaries
�
€309 million are profits
for households
for local companies
� €408 are tax revenue for the State
SOFT DRINKS
SECTOR
BEVERAGE
SECTOR
408
103 businesses
773 businesses
œ874 million in turnover
œ1.8 billion in turnover
4,200 employees
10,600 employees
924
91
261
295
309
22
545
106
41.5%
our employees
in relation
to the sector
in total
16.4%
our employees
in relation
to the sector
in total
203
Suppliers’ suppliers
Direct suppliers and trade
Our activity
207
64
47
118
96
Households Income
Profits & Saving
Tax Income
TOTAL
Added value related to our activity in Greece (in million œ).
25.9%
54.6%
18
our turnover
in relation
to the sector
in total
our turnover
in relation
to the sector
in total
Our direct and indirect contribution is broken down as follows:
• We contribute €118 million of direct added value to the national economy, €96 million in salaries (including social
security contributions, but not income tax) and €22 million in tax payments.
• €545 million pertain to direct partners and suppliers, and include: €42 million in salaries, €203 million in profits and
€295 million in taxes.
• €261 million pertain to indirect suppliers (our suppliers’ suppliers): €64 million in salaries, €106 million in profits
and €91 million in taxes.
19
THE IMPACT
OF OUR
VALUE CHAIN
IN GREECE
WHAT OUR
PRESENCE
MEANS
FOR THE
GREEK ECONOMY
THE
METHODOLOGY
OF THE
STUDY
HOW
WE
SUPPORT
LOCAL
EMPLOYMENT
VALUE CREATED
BECAUSE
WE PRODUCE
OUR PRODUCTS
IN GREECE
SOCIAL
AND
ENVIRONMENTAL
RESPONSIBILITY
OUR
VALUE
CHAIN AT
A GLANCE
APPENDIX
FOR THE GREEK BUSINESSES
THAT PARTNER WITH US
Through our activity we support significant added value to the domestic manufacturing industry, the services
sector, as well as final points of sale, namely the businesses selling our products.
WE SUPPORT 1% OF TOTAL TAX REVENUES
OF THE GREEK STATE, WHICH REPRESENTS 44% OF OUR
TOTAL CONTRIBUTION TO THE GREEK ECONOMY.
Suppliers’ suppliers
Direct suppliers and trade
This percentage pertains to our direct and indirect contribution to tax revenues across the value chain. Total tax
receipts in Greece in 2014 (excluding social contributions) are €42 billion (Eurostat, 2014).
Our activity
The most significant
value added share is
supported in retail
and HO.RE.CA.
businesses.
205
A significant share of
our total value added
pertains to the
services sector.
91
408 = 1%
of taxes
924 = 0.5%
GDP
172
261
3
74
We support 1.1%
of total manufacturing
GDP.
169
545
2
45
72
118
91
Suppliers’ suppliers
113
Direct suppliers and trade
Our activity
151
18
7
84
29
103
205
21
118
48
295
Payroll tax
TOTAL
17
Environmental tax
Other taxes
Agriculture
44
2
4
46
Taxes paid
by suppliers
Taxes paid
by trade
VAT**
Taxes paid
by suppliers’
suppliers
Our activity
Transport
Retail
communication
HO.RE.CA.
VAT
TOTAL
* Direct taxes paid by us in Greece consist of payroll tax, environmental tax and other taxes such as municipality tax.
** Greece has a VAT rate of 23% for soft drinks and 13% for water. The respective rate for snacks was 13% until 2014, and was
increased to 23% in 2015.
20
Public
services
22
Breakdown of taxes in our value chain in Greece (in million œ).
The numbers in all tables have been rounded.
Business
services
Sectoral breakdown of added value related to our activity in Greece (in million œ).
22
Taxes paid by
our activity*
ManuUtilities,
facturing construction
RETAIL AND
HO.RE.CA.
BUSINESSES:
The sectors
benefitting the
most from our activity,
with €72 and €169
million in added value
– respectively.
MANUFACTURING
INDUSTRY:
We support 1.1%
of total manufacturing GDP in
Greece. €48 million in added
value for our direct manufacturing suppliers, producing sugar,
aluminium cans, glass, plastic
bottles and other packaging
materials and equipment in
Greece; and €103 million for
our suppliers’ suppliers.
SERVICES:
We support
€113 million in
added value for our direct
and indirect partners in the
services sector, which also
includes expenditure for
advertising campaigns and
the promotion of our
products.
21
THE IMPACT
OF OUR
VALUE CHAIN
IN GREECE
THE
METHODOLOGY
OF THE
STUDY
WHAT OUR
PRESENCE
MEANS
FOR THE
GREEK ECONOMY
HOW
WE
SUPPORT
LOCAL
EMPLOYMENT
VALUE CREATED
BECAUSE
WE PRODUCE
OUR PRODUCTS
IN GREECE
SOCIAL
AND
ENVIRONMENTAL
RESPONSIBILITY
OUR
VALUE
CHAIN AT
A GLANCE
APPENDIX
FOR OUR GREEK
PRODUCERS AND SUPPLIERS
BY WORKING WITH LOCAL SUPPLIERS, WE SUPPORT
€140 MILLION IN SALARIES, TAX REVENUES AND PROFITS.
€99 million
50% of the added value we support is for those partners offering our products to consumers (in wholesale,
retail & HO.RE.CA. sectors).
We support a
total of €462 million
in salaries, tax revenues
and profits (0.26% of GDP),
of which €241 million pertain
to our direct trade partners
(0.13% of GDP).
of which
pertain to our direct
suppliers
(0.06% of GDP).
462
= 0.26%
of GDP
16
1
140
= 0.08%
of GDP
172
3
46
0
41
18
Suppliers of suppliers
169
Direct suppliers
221
74
28
2
7
Suppliers of trade partners
64
72
Direct trade partners
16
30
66
86
7
99
241
11
0.13%
of GDP
= 0.06%
of GDP
48
5
16
TOTAL
TOTAL
Agriculture
Manufacturing
Utilities,
construction
Business
services
Public
services
Transport
communication
Retail
Agriculture
Manufacturing
Utilities,
construction
Business
services
Public
services
Transport
communication
Retail
HO.RE.CA.
Sectoral breakdown of added value related to our procurement activities in Greece (in million œ).
Sectoral breakdown of added value related to our trade activities in Greece(in million œ).
22
23
IN OUR COUNTRY
Our contribution to employment exceeds by far the number of our employees.
4. HOW WE SUPPORT
LOCAL EMPLOYMENT
21,300 jobs (0.6% of total Greek employment). Income from these jobs supports 54,000 people.
We support a total of
Through our activity in Greece, we support direct & indirect jobs across the Greek economy.
Each direct
job supports
another
jobs across
the Greek
economy.
5.7
21.3
= 0.6%
of employment
5.6
5.4
11
7.0
Suppliers’ suppliers
Direct suppliers and trade
6.9
Our activity
IN OUR SECTOR
We are the largest employer.
1.0
14.1
1.8
1.1
1,844
We employ
people
in sales, production and
administrative positions.
1.0
2.2
0.2
1.5
1.2
1.8
1.0
We employ
almost
in
employees
in the soft
drinks sector.
1 2
24
TOTAL
Agriculture
Manufacturing
Utilities,
construction
Business
services
Public
services
Transport
Our activity
communication
Retail
HO.RE.CA.
Sectoral breakdown of jobs related to our activity in Greece (in '000 FTE).
25
THE IMPACT
OF OUR
VALUE CHAIN
IN GREECE
THE
METHODOLOGY
OF THE
STUDY
WHAT OUR
PRESENCE
MEANS
FOR THE
GREEK ECONOMY
HOW
WE
SUPPORT
LOCAL
EMPLOYMENT
VALUE CREATED
BECAUSE
WE PRODUCE
OUR PRODUCTS
IN GREECE
SOCIAL
AND
ENVIRONMENTAL
RESPONSIBILITY
OUR
VALUE
CHAIN AT
A GLANCE
APPENDIX
FOR OUR CUSTOMERS
AND PARTNERS
FOR OUR LOCAL PRODUCERS
AND SUPPLIERS
17,200
people are directly and indirectly employed by our trade partners in wholesale, retail and
HO.RE.CA. businesses.
2,300
We support
jobs provided
by our local suppliers.
0.5% of total Greek employment
80% of total employment supported by our operations).
(
and
5.7
17.2
= 0.5%
of
employment
5.6
4.8
0.6
2.3
0.0
7.0
Suppliers of suppliers
0,.5
Direct suppliers
0.6
0.4
6.9
12.4
Direct trade partners
0.5
=0.4%
of
employment
0.3
0.1
0.9
1.1
0.2
0.6
0.05%
0.1
1.7
of
employment
0.9
0.7
TOTAL
Agriculture
0.1
0.1
Suppliers of trade partners
1.3
= 0.06%
of
employment
Manufacturing
Utilities,
construction
Business
services
Transport
Public
services communication
Retail
HO.RE.CA.
0.2
0.1
0.1
TOTAL
Sectoral breakdown of employment related to our trade activities in Greece (in '000 FTE).
Agriculture
Manufacturing
Utilities,
construction
Business
services
Public
services
Transport
communication
Retail
Sectoral breakdown of employment related to our procurement activities in Greece (in '000 FTE).
26
27
THE IMPACT
OF OUR
VALUE CHAIN
IN GREECE
THE
METHODOLOGY
OF THE
STUDY
WHAT OUR
PRESENCE
MEANS
FOR THE
GREEK ECONOMY
HOW
WE
SUPPORT
LOCAL
EMPLOYMENT
VALUE CREATED
BECAUSE
WE PRODUCE
OUR PRODUCTS
IN GREECE
SOCIAL
AND
ENVIRONMENTAL
RESPONSIBILITY
OUR
VALUE
CHAIN AT
A GLANCE
APPENDIX
€3.1 million
in direct added
value to the
agricultural
sector.
WE SUPPORT GREEK FARMERS AND JOBS
IN THE AGRICULTURAL SECTOR.
We produce annually a total of
and
50,000 tonnes of fruit
14,400 tonnes potatoes for our products.
Fruit farmers
We indirectly support
1,000 farmers, related to the
procurement of fruit (apricots, oranges and peaches) for our
juices, and directly support
Potato farmers
28
150 producers across the
country who supply us with potatoes for our TSAKIRIS snacks.
29
FOR THE NATIONAL ECONOMY
5. VALUE CREATED
BECAUSE
WE PRODUCE
OUR PRODUCTS
IN GREECE
1,528 direct and indirect jobs are fully attributed to our operation (0.04% of employment in Greece).
Suppliers’ suppliers
Direct suppliers and trade
Our activity
352
6
18
FOR THE NATIONAL ECONOMY
1,528
= 0.04%
of employment
361
€79 million is generated (0.04% of the country’s GDP).
753
46
72
17
142
815
611
Suppliers’ suppliers
Direct suppliers and trade
26
Our activity
6
79 = 0.04% of GDP
264
18
19
20
117
352
146
1
6
14
32
TOTAL
46
Agriculture
5
Manufacturing
Utilities,
construction
Business
services
Public
services
Our activity
Transport
communication
Retail
13
Employment directly attributable to local production (in FTE).
15
14
Households Income
Profits & Savings
Tax Income
TOTAL
DUE TO OUR LOCAL PRODUCTION:
Value added (in million œ) directly attributable to local production.
� 753 jobs are sustained in the domestic manufacturing industry, related to the procurement of sugar, aluminium
cans, glass bottles, etc.
� 352 jobs are sustained in our production plants
� 264 direct jobs are sustained in the agricultural sector, such as potato farms, as well as indirect jobs provided by
BY PRODUCING LOCALLY:
sugar and fruit farmers.
€32 million in income for Greek households
� we contribute €26 million in tax revenue paid to the Greek State
� we support €20 million in profits for Greek businesses.
� we support
Total employment in 2014 was 3,697,000 in full-time equivalents (Eurostat, 2014).
30
31
THE IMPACT
OF OUR
VALUE CHAIN
IN GREECE
TH
U
O
€4.7 million for
programmes improving the
school environment,
supporting entrepreneurship
and offering opportunities for
professional development.
FOR T
HE
EN
€2.8 million for
improving the quality of
life for over 49,000
people living in 29 Greek
water-scarce islands.
H & WELL
EALT
-BE
H
R
IN
O
F
€3 million for
emergency and disaster
relief efforts and
charitable activities.
AL NEEDS
OC
RL
O
raising awareness on
the importance of
balanced nutrition and
active healthy lifestyles.
HOW
WE
SUPPORT
LOCAL
EMPLOYMENT
VALUE CREATED
BECAUSE
WE PRODUCE
OUR PRODUCTS
IN GREECE
SOCIAL
AND
ENVIRONMENTAL
RESPONSIBILITY
OUR
VALUE
CHAIN AT
A GLANCE
APPENDIX
THE SCHOOL YOU WANT
We believe and invest in the new generation, as youth constitute the future of our country. Acknowledging the
need to improve school infrastructure, we developed in 2012 the programme "The School you Want", the only
corporate programme in Greece that fully covers the repair and renovation costs for school buildings, thus
responding to students’ actual needs, as well as improving both their learning environment and everyday school
life. The programme is implemented in close collaboration with municipal authorities and local communities
belonging to the Thessaloniki Prefectural Unit and the Athens Municipality.
� Investment exceeds €1 million
•12 renovated schools
•4,200 students in Thessaloniki and Athens have benefited from the programme
F
G
€2,6 million for
WHAT OUR
PRESENCE
MEANS
FOR THE
GREEK ECONOMY
FOR YOUTH
ENT
NM
RO
VI
FO
RY
6. SOCIAL AND
ENVIRONMENTAL
RESPONSIBILITY
THE
METHODOLOGY
OF THE
STUDY
GRADUATE TRAINEE PROGRAMME
For the past 25 years we have been building the future via our "Graduate Trainee Programme" offering talented
youth the opportunity to jump-start their professional life. More than 150 young graduates have built their careers
and have even undertaken high-ranking positions in Coca-Cola Tria Epsilon, as well as other country-members of
the Coca-Cola HBC Group.
REGENERATION TRAINEE PROGRAMME
We support the innovative “ReGeneration” Trainee Programme led by the Global Shapers Athens hub that offers young
talented graduates holistic skills for a wide range of specializations aiming to create a new generation of leaders.
ReGeneration trainees receive up to 80 hours of training and development and offer 25 hours of volunteer services to
various NGOs. Coca-Cola, in partnership with the NGO The Hellenic Initiative support the programme as co-founders,
offering know-how, networking opportunities and financial support up to €500,000. To date:
• 160 young graduates completed the programme at 49 companies spanning across 15 different sectors
We recognize that our business can only be as strong, sustainable and healthy as the communities in
which we operate. We support local communities in a meaningful way and for the long-term,
contributing to community well-being and local development.
Between 2010 and 2014, we invested €13 million for public benefit purposes.*
• More than 130 stakeholders (companies and individuals) have generously offered €1 million-worth of services for the
implementation of the initiative
• 13,000 hours in training have been offered to the young graduates participating in the programme (80 hours per participant)
• 6,500 hours of volunteer work have been offered to NGOs by programme participants.
*Includes corporate social investments from The Coca-Coca Company in Greece, Coca-Cola Tria Epsilon and The Coca-Cola Foundation.
32
33
THE IMPACT
OF OUR
VALUE CHAIN
IN GREECE
THE
METHODOLOGY
OF THE
STUDY
WHAT OUR
PRESENCE
MEANS
FOR THE
GREEK ECONOMY
HOW
WE
SUPPORT
LOCAL
EMPLOYMENT
VALUE CREATED
BECAUSE
WE PRODUCE
OUR PRODUCTS
IN GREECE
SOCIAL
AND
ENVIRONMENTAL
RESPONSIBILITY
OUR
VALUE
CHAIN AT
A GLANCE
APPENDIX
FOR THE ENVIRONMENT
MISSION WATER PROGRAMME
Acknowledging the irreplaceable value of water we have committed that by 2020 we will safely return to
communities and nature an amount of water equal to what we use in our finished beverages and their
production. In this context, we have developed in Greece the "Mission Water" programme since 2006, aiming
to:
1. MITIGATE WATER SHORTAGES
FOR HEALTH AND WELL-BEING
We believe that active healthy lifestyles lead to happy lives. That is why we have committed to provide
information about the benefits of being active as well as to offer a wide range of product choices, in order
to help our consumers make choices suitable for themselves and their families. Within the context of our
global commitments:
• We offer low- or no-calorie beverages in every market as well as a variety of different package sizes,
such as the 150 ml mini-can.
• We provide transparent nutrition information, featuring calories on the front of all of our packages.
• We help get people moving by supporting physical activity programs in every country where we do
business. In Greece, since 2010, we have reached out to more than 200,000 people through our active
lifestyle programs.
• For more than 50 years we have been adhering to strict responsible marketing policies, which include
no advertising directly to children under 12 anywhere in the world. When it comes to choosing what
products children consume, we believe that parents and caregivers should be the decision makers.
VIA RAINWATER HARVESTING,
in collaboration with the international organization
Global Water Partnership-Mediterranean,
municipalities and other local authorities, as well as
the Mediterranean Office for Environment, Culture
and Sustainable Development (MIO-ECSDE). Our
activities nclude:
EDUCATIONAL PROGRAMME
“MODERATION, VARIETY | MOVEMENT, WELL-BEING”
� the installation of 56
rainwater harvesting systems
on
of the Cyclades
and the Dodecanese
29 Greek islands
� harvesting and re-using annually
204,605,000 lt of water
(equal to 0.02% of Greek
household public water supply) .
� improving the quality of life for more
than 49,000 islanders.
The following programme is only one example of multiple initiatives we implement to promote the
importance of balanced nutrition and active healthy lifestyles.
Under the auspices of the Ministry of Health and with the
approval of the Ministry of Education, the school programme
MODERATION, VARIETY | MOVEMENT, WELL-BEING has been
implemented for the past 7 years by The Coca-Cola Company in
Greece and The Coca-Cola Foundation, promoting, through
scientifically documented materials, the importance of balanced
nutrition and physical activity. More than 100,000 students ages
5-12 have participated in the program, which now offers an
online platform for teachers, parents and students aiming to
increase access to the programme by more people.
The educational materials for the students do not include any logos of the Company, in adherence to
official school regulations in Greece but also, within the context of the Company's self-regulation for
responsible marketing to children under the age of 12, respectful of the right of parents and caregivers
to choose the products consumed by their children.
2. PROTECT AND RECOVER THE COUNTRY’S WETLANDS AND COASTAL ECOSYSTEMS.
� In collaboration with WWF Hellas, a volunteer network was created for the protection of
in in the islands of Crete, Paros and Lesvos.
wetlands
� More than
34
120 Greek
30,000 local residents have been informed about the importance of these ecosystems.
FOR LOCAL NEEDS
We support the work of Non-Governmental Organisations, we aid local charitable activities and
initiatives, we donate our products to social-welfare grocery shops and food banks, while also offering
emergency relief to areas plagued by natural disasters.
35
THE IMPACT
OF OUR
VALUE CHAIN
IN GREECE
THE
METHODOLOGY
OF THE
STUDY
WHAT OUR
PRESENCE
MEANS
FOR THE
GREEK ECONOMY
HOW
WE
SUPPORT
LOCAL
EMPLOYMENT
VALUE CREATED
BECAUSE
WE PRODUCE
OUR PRODUCTS
IN GREECE
SOCIAL
AND
ENVIRONMENTAL
RESPONSIBILITY
OUR
VALUE
CHAIN AT
A GLANCE
APPENDIX
7. OUR VALUE CHAIN
AT A GLANCE
Every time a consumer selects our products, our value chain supports revenue for the Greek
state and income to Greek households and businesses, while supporting thousands of jobs.
1.
2.
1.
Greek farmers
Îììèîå÷ ðáòáçöçïÝ
providing
ðïù íá÷ ðòïíèõåàïùî
their products
íå ðòñôå÷ àìå÷
150
jobs
Greek manufacturers
Îììèîå÷ ðòïíèõåùôÛ÷
supplying
packaging
ðïù íá÷
ðáòÛøïùî ôá áðáòáÝôèôá
materials
ùìéëÀ óùóëåùáóÝá÷
€3.1
150million œ3,1 åëáô.
õÛóåé÷ value ðòïóôéõÛíåîè
added
åòçáóÝá÷
áêÝá
4,000
Greek
suppliers
700
jobs
€48.3
700millionœ48,3 åëáô.
õÛóåé÷value ðòïóôéõÛíåîè
added
åòçáóÝá÷
áêÝá
4.000 €140 million œ140 åëáô. 2,300
Îììèîå÷ in income, óå åéóïäÜíáôá, indirect
ðòïíèõåùôÛ÷ tax revenue æïòïìïçéëÀ
jobs
and profits
Ûóïäá ëáé
ëÛòäè
FOR THE SOFT
DRINKS SECTOR
Our contribution to the employment
and turnover in the soft drink sector
in Greece:
� 41.5% of employment.
� 54.6% of turnover.
36
3.
2.
The value generated for the country is co-created by all collaborating businesses along this
chain.
3.
4.
4.
Greek
Our
¶ììèîéëÛ÷ åôáéòåÝå÷¸ åôáéòéëÜ
businesses
operation
ðáòïøÜ÷ ùðèòåóéñî íá÷
providing
íå ôé÷ ïðïÝå÷ óùîåòçáúÞíáóôå
äòáóôèòéÞôèôá
their services
1.844
250 €28.4250
million œ28,4
åëáô.
jobs
õÛóåé÷
õÛóåé÷
added
value ðòïóôéõÛíåîè
åòçáóÝá÷
åòçáóÝá÷
áêÝá
• Every job supports
another 11 jobs across
the Greek economy.
500
ªùîåòçÀôå÷ Trade
ðïù partners
in the
market
äéáõÛôïùî ôá ðòïûÞîôá
íá÷
óôèî áçïòÀ
€13.7 million
œ13,7
jobs åëáô. added value
ðòïóôéõÛíåîè
áêÝá
œ462 åëáô.
óå åéóïäÜíáôá,
æïòïìïçéëÀ
Ûóïäá
ëáé ëÛòäè
2.300
Ûííåóå÷
õÛóåé÷
åòçáóÝá÷
FOR
EMPLOYMENT
�21,300 direct and
indirect jobs (0.6%
of total employment in
Greece).
500
õÛóåé÷
åòçáóÝá÷
6.
6.
ªùîåòçÀôå÷ ðïùTransport
& Logistics
äéáîÛíïùî ëáé äéáëéîïàî
ôá ðòïûÞîôá íá÷suppliers
1,844åëáô. €118 million
œ118
direct
direct
Àíåóè
jobs
added value
ðòïóôéõÛíåîè
áêÝá
5.
5.
õÛóåé÷
åòçáóÝá÷
17.200
€462
million
Àíåóå÷
ëáé
in
revenue,
Ûííåóå÷
tax
income
õÛóåé÷
and
profits
åòçáóÝá÷
12.400
12,400
million
œ241 åëáô.€241
jobs
added value
ðòïóôéõÛíåîè
áêÝá
0,5% ôè÷
17,200
óùîïìéëÜ÷
indirect
áðáóøÞìèóè÷
óôèî jobs
¶ììÀäá
0.5% of
total
employment
in Greece
FOR THE NATIONAL ECONOMY
• Total value added: €924
million, equal to 0.5% of
the country’s GDP.
� €207 million in household income.
� €309 million in profits for
businesses.
� €408 in tax revenue for the State.
For every €1 of our
value added, another €7
are generated in the
Greek economy.
37
8. APPENDIX
ABOUT THE AUTHORS OF THE STUDY
Steward Redqueen is a strategy consultancy firm with offices in Amsterdam, Barcelona and New York.
Since 2006 it has completed more than 100 studies of socio-economic footprint for multinational
mining companies, development finance institutions, food & beverage firms, banks and recreational
organisations, as well as the public sector in Asia, Africa, South America and Europe.
Ethan B. Kapstein is a Visiting Professor at the Woodrow Wilson School, Princeton University and
Senior Advisor for Economics at the U.S. Institute of Peace, while also serving as Senior Director
for Research at the McCain Institute for International Leadership. He is an Associate Partner with
Steward Redqueen where he specializes in economic impact studies for a range of public and
private sector clients. He is the author or editor of ten books and scores of academic and policy
articles, and his most recent book, "AIDS Drugs for All: Social Movements and Market
Transformations" won a 2014 "best book" award from the American Political Science Association.
Ethan Kapstein is a former banker and retired naval officer and is a member of the Council on
Foreign Relations.
Teodora Nenova, MSc and Sabine Dankbaar, MA are consultants at Steward Redqueen and worked
on socio-economic impact studies for several (multinational) companies and organizations.
For more information, please visit the webpage: www.stewardredqueen.com
REFERENCES
Coca-Cola Tria Epsilon (2014), Profit & Loss Account, HR information, community expenses (2010-2014),
market estimates and the website http://www.coca-colahellenic.gr.
Coca Cola Hellenic Group (2014), Profit & Loss Account, HR information.
Coca-Cola Hellas (2014), Profit & Loss Account, HR information, community expenses (2010-2014), and
market estimates.
Doing Business (2015), www.doingbusiness.org/rankings
Eurostat (2014), National accounts, Public Finance statistics, Labour Force Survey, ec.europa.eu/eurostat.
FOR MORE INFORMATION
www.coca-colahellenic.gr
www.coca-cola.gr
38