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5by20: Coca-Cola helping 5 million women in Developing Nations to run their own businesses by 2020

Economy / -

coca cola partner

The Coca-Cola project to support female empowerment in Developing Nations. Coca-Cola is the Official Soft Drink Partner of Expo Milano 2015.

An initial investment of 100 million US dollars, to finance an international project to benefit women: it’s called 5by20, which signifies “5 million women by 2020”. The goal of this project – conceived by Coca-Cola, the Official Soft Drink Partner of Expo Milano 2015 – is to provide organic economic support for 5 million women to run their own business in developing countries by 2020.
Studies show that women carry out 66 percent of the world’s work but earn only 10 percent of the world’s profits, and that 90 percent of this 10 percent returns to families and local communities. To contribute to bridging this gap, Coca-Cola uses its 5by20 project to support and help women to overcome cultural and economic barriers, to offer them access to business skills, financial services and supportive networks made up of other women and of tutors, creating financially sustainable communities which also sustain growth.
The countries involved
5by20 was initially launched in four major nations: Brazil, India, South Africa and the Philippines. Currently, through this project, Coca-Cola is supporting programs in 44 countries around the world, involving over 550,000 women involved in production, supplying, distributing, retailing, recycling and craft work.
The ongoing broadening of the initiative has led to the launch of 5by20 in China, in partnership with the All China Women’s Federation, to provide business training to businesswomen. In Kenya, the project collaborates with TechnoServe in offering young women entrepreneurs training courses in business skills and loans for starting new companies. In Mexico, young women receive training and preparatory courses to prepare them for their first job. Numerous new 5by20projects have been developed through a 4 million dollar partnership between The Coca-Cola Company and UN Women, the UN organization created to act for the benefit of women and teenage girls worldwide, and which will help 40,000 women in South Africa, Brazil and Egypt to attain economic independence. This partnership will offer women training in various kinds of professional skills, and also in leadership and in accessing financial resources.
Success stories from around the world
Among the especially significant examples from the numerous sustainability initiatives activated through the 5by20 program, one could single out the “Nurture Project” in Kenya and Uganda, which supports 51,000 small farms, of which 15,000 run by women, helping them to increase production and expand their business. This project was launched in 2010 thanks to a partnership between The Coca-Cola Company and the Bill and Melinda Gates Foundation.
A second example could be the MDC (Micro Distribution Centers) business model, aimed at optimizing and implementing the distribution of products through small retail points in high density urban centers. Developed by Coca-Cola Kwanza in Tanzania, this model has been adopted by a further nine bottling companies in 19 developing countries and currently adds up to a total of 170 micro distribution centers, 65 percent of which are run by women.

Then there is the STAR Program, launched in the Philippines in 2011, aimed at stimulating the economic growth of 200,000 women proprietors of small sales points, offering managerial courses and access to financing, in order to increase their profits and improve their standards of living. This program was implemented through a collaboration between Coca-Cola Philippines and TESDA (Technical Education and Skills Development Authority), an agency of the department of employment of the Philippines government.
In terms of recycling and sustainability, in Brazil the Coca-Cola Brazil Foundation has actively supported the Coletivo Recycling program, which works to improve the efficiency of local cooperatives operating in the field of collecting, separating and selling waste material destined for recycling. Launched in 2002, this project is one of numerous Coletivo projects created in order to improve the economic conditions of poor communities in Brazil. Currently this program involves the participation of 9,000 members of recycling cooperatives, of which over 5,000 are women. Also connected with sustainability and environmental safeguarding, in 2011 the Coletivo Artes was launched and directed by the Coca-Cola Brazil Foundation in Rio De Janeiro: this project acts to boost the income from arts and crafts cooperatives using elements of Coca-Cola packaging to create artisan object or decorative accessories for the home.
A prize for its work in support of women’s emancipation and empowerment
In 2013, in recognition of the numerous initiatives carried out through the 5by20 program, The Coca-Cola Company was awarded the prestigious Catalyst Award. This prize is given every year by Catalyst, the most important non-profit organization in the world concerned with women’s economic emancipation.

Seventh trend: sharing

Innovation / -

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Among the environments in which the desire for sharing is especially strong, the field of food generates intense interest. This trend can be said to include all online platforms and mobile apps which encourage networking on food issues, whether offering digital resources to obtain short supply chain products, lunches and suppers in private homes, interactive edutainment products for children, store locators for finding restaurants, and much more.

Birroir: even beer is 0 KM

Sustainability / -

Le quattro socie di Birroir, microbirrificio sorto lungo la Via dell'Acqua del Comune di Capannori

Located in the town of Capannori (Lu) there is a ‘women-led’ microbrewery which relies primarily on nearby resources, starting with its local "Via dell'Acqua" or “WaterWay," the City's local sustainability project that recognizes the best local spring waters.

What better way than a brand new word to give life to a start up? So, in the world of winemaking, if a "terroir" defines a prestigious wine product, a craft brewery closely linked with the assets of the local area produces the new name, Birroir. The business idea came about in the wake of the booming success in the mid-nineties of craft microbreweries, of which by 2012 there were already 335 in Italy (source: Altis for Unionbirrai).
What is the novelty of Birroir? First, it is a 'female' company in a very 'male' sector (the founding members are three young women, Elena, Elisa and Alejandra, who were joined right from the start by Elena’s cousin Linda, the master brewer). Second, the name of the brewery reflects its close links with the local area, which has so far brought forth four craft beers for the product portfolio – Isolde, Gigliola, Pantera and Lalita – all inspired by the traditions of Belgium, England and Ireland.
A sustainability project
Given that the main, yet often overlooked, ingredient of beer is water, the three brewers wanted to increase their activity along the “Via dell’Acqua” (Water Way) a sustainability project sponsored by both the City of Capannori (Lu) and the Tuscany Region to revive this excellent local resource.
The project, which draws on 15 water sources, aims to promote the best spring waters present in the city making it available to citizens and visitors. Near the springs is signage that show the qualitative analysis with the main chemical and minerals, a brief history and a map with a full itinerary for the “Via della buona acqua” (the Way of Good Water.) The City has used eco-friendly materials and architectural solutions in redeveloping the area, its springs and key places. It has also used new disinfection technologies that do not alter the pleasure and quality of the raw resource.
The goal was to build, thanks to the water, new social relations among individuals and communities and the local area, in line with the best cultural traditions. And so it seems that the project has succeeded - at least in the hearts of the three brewers who, because of their strong links to the best of the nearby community, chose to use mainly local resources for a truly craft beer, and throughout its production, from grinding, to cooking and fermentation and finally, to bottling.
Indeed, the ancient grain, the oat, used for Lalita comes from the Favilla farm in Capannori; the roasted barley and ground coffee used for Pantera, from the coffee house, Torrefazione Berti; and the cocoa powder used for Noelia, a limited Christmas edition, from the chocolate producer Caniparoli.
Business goals
"After a year of running  – said Elisa Teale, speaking to Exponet, the co-Founder and Head of the marketing and communications Birroir – during  which  most of our time was taken up with industrialization of the full operations, we have begun to distribute references, reaching break-even point in four months. It's a system that can produce up to 80,000 bottles a year, because it can hold 400 liters in double fermentation".
As for  'putting themselves on the line’ in the end,  the three founding members  have also linked their nicknames to three beers (Isolde (Elisa), Gigliola (Helen), Lalita (Alejandra). The exception is Pantera, inspired by the symbol of the city of Lucca that aims to emphasize the link with the origins of the brewery premises.
"Now our goal – admits Elisa – is to move beyond the province of Lucca and make our names here and there all over Italy, or at least in the North, where craft beers have enjoyed a good response."

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