Changing The Narrative

Coca-Cola may be best known for fizzy drinks and curvy bottles, but it's evolving with the times, according to regional VP, ANDREW BUCKINGHAM. As plastic packaging becomes a social pariah, emphasizing ESG is on the rise for one of the world's biggest companies, particularly in the Middle East.

- Hagar Omran

According to Mordor Intelligence, the beverage market is expected to be worth $3.49 trillion in 2023 and $4.39 trillion by 2028. The wide usage of plastic packaging in the industry means that the focus on ESG initiatives is also gaining ground. This is the case for the Coca-Cola Company, which has taken bold steps in this area, particularly in the Middle East. Many of the Coca-Cola Company’s ESG-related initiatives in the Middle East are initiated from the regional headquarters in the U.A.E. and extend throughout the region. “Our sustainability strategies are focused on meeting our global World Without Waste vision, water stewardship, continued innovation in our product portfolio as a total beverage company, reducing our carbon footprint, and investing in a better-shared future for our communities,” says Andrew Buckingham, Vice President and General Manager for the Middle East at the Coca-Cola Company.

Sustainability and social commitments aren’t new to the 137-year-old company, which partnered with the Red Cross during World War I. But looking to the future, Coca-Cola is expanding its efforts, particularly in the Middle East.