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How a Strategy Based on Sustainability Is Showing Results for the Middle East's Premier Coca-Cola/Cappy Franchise and Award-Winning Best Country Bottling Plant

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How a Strategy Based on Sustainability Is Showing Results for the Middle East's Premier Coca-Cola/Cappy Franchise and Award-Winning Best Country Bottling Plant 36 National Beverage Company triumphs again How a strategy based on sustainability is showing results for the Middle East's premier Coca-Cola/Cappy franchise and award-winning best country bottling plant alestine's National Beverage Company (NBC) decided early on in the lifecycle of its business to place great importance upon sustainability Pand community empowerment. For the past few years, this has brought financial success at home, plus growing recognition regionally. Multiple awards won as part of Coca-Cola's Eurasia and Africa Group now affords the company a certain prestige amongst its peers. The Financial Times, an economic newspaper, defines business sustainability as, 'businesses that can survive shocks because they are intimately connected to healthy economic, social and environmental systems. These businesses create economic value and contribute to healthy ecosystems and strong communities'. Issue 5, Nov 2014 - Jan 2015 www.MiddleEast-Business.com 37 A sustainable business - by its very nature - will remain up-to- date with international standards and regulations, enabling it to advance within local and regional markets. The company's most recent impressive success at Coca-Cola's Eurasia and Africa Group President's Sustainability Awards 2013, shows that it is one of the leading carbonated drinks production firms in the wider region. But National Beverage Company isn't dazzled by success - its 'feet' remain very much on the ground. It has continued its support of local communities by offering a little piece of one of the summer's great spectacles, the World Cup. On a more serious note, NBC has been also won Coca-Cola's Community linked with their strategy to remain at the forefront of humanitarian Empowerment award, triumphing Palestine's leading beverage assistance during this summer of over 96 other Coca-Cola bottling company. conflict in the region by working companies in the Eurasia and with UN Refugee and Works Africa region. Mr Zahi Khouri, NBC's Chairman, Agency (UNRWA). expressed his pride in this This award sheds light on the achievement, saying, "This How can it be that NBC can achieve company’s contributions to success is the culmination of our such success when operating in sustainability and community ongoing plans to help improve such harsh conditions, having to development across Palestine Palestinian society and our national cope with restrictions on imports, and the region, and shows real economy, whilst striving to ensure exports and day-to day logistics dedication. NBC's continued the protection of our environment in within the West Bank and Gaza? success is due in part to their many spite of the difficult challenges we projects in waste recycling, water encounter on a daily basis". Middle East Business looks at what conservation, emergency relief, NBC has achieved this year. Mr Imad Hindi, NBC's General support of social events and a host Manager, credited the company’s of other charitable activities. The employees with this great International award ' company s achievements were achievement, and attributed successes for National judged by an international jury Beverage Company success to their hard work, of experts that included industry competence and commitment. He For the second year running, specialists and academics from also added, "It was our vision to NBC has triumphed at Coca- Harvard University and the honour our responsibility towards Cola's Eurasia and Africa Group American University of Beirut. society, in order to contribute President's Sustainability Award to sustainable community From the start, the company 2013. Winning this major award development. NBC has adopted highlights enormous strength decided to be an environmentally a clear and systemic program for in its strategic management friendly business and to make a its corporate social responsibility, and exceptional quality and positive difference to Palestinian which has included support for environmental standards. It also society at a time when few local different and prioritised sectors, shows that there is an ongoing businesses shared their views on most importantly sport and youth, commitment to corporate social CSR - especially that it could have empowerment of women, health, responsibility that is thoroughly a significant positive effect upon education and environment. Our embedded within the business the profitability of their business. focus is to achieve a positive ethos. change within these sectors". Their decision has been entirely During the prestigious award vindicated - maintaining such high However successful NBC ceremony in Istanbul, Turkey, NBC ethical standards is now indelibly becomes, it never forgets those in www.MiddleEast-Business.com Issue 5, Nov 2014 - Jan 2015 38 need of succour, especially young children. One such example is charitable iftars, organised for orphaned children across the West Bank this summer. Held in Tulkarem, Bethlehem, and Jericho, and in coordination with Orphan Care Association, Isra Charity Association and the Association of Arab Orphans, these iftars enabled 360 children to feel a sense of community and belonging during a time normally devoted to family. Bringing a global event to life in Palestine Many people, children in particular, find sport as being cathartic - it has been well documented as aiding recovery from deeply traumatising ' delighted to hear that their event GO LED, toured town squares and events. To this end, NBC s had won 'Best FIFA World Cup villages, coinciding with Ramadan commitment to sport as an integral ' ' Trophy Tour Activation , as part of and allowing supporters to enjoy part of society s fabric has been Coca-Cola's Global Marketing and the experience in a convivial, safe especially important this summer. Commercial Excellence Awards for environment thanks to the support NBC supports local youth, sport 2013. of the local police authorities and and health projects ensuring that the generosity of NBC. Receiving this award, Mr al-Hindi the youth of today - the adults of expressed enormous pride as not To coincide with GO LED's tour tomorrow - live healthy, fulfilled, only did it confirm NBC's status as of the West Bank, NBC offered well-educated lives in a safe and a leading company in Palestine, prizes ranging from hundreds clean environment. In line with this but also on the global level due to of thousands of free products ethos, the company sponsored a the recognition it afforded them to surround sound audio-visual football tournament for ten local amongst Coca-Cola's international systems and thousands of branded teams, 'Coca-Cola World Cup community. Football Tournament for Jerusalem ' Academies . Teams included the But events didn't stop there. NBC Jabal Al Zaytoon Club, whose had a 'plan of action' to bring the football school is sponsored by NBC. World Cup to life for Palestinians Coca-Cola, one of the world's across the nation. most recognisable consumer Tens of thousands of free fixture brands, sponsors global sports lists were distributed, showing events such as the Olympics and times of games on TV in Palestine. FIFA World Cup. NBC, as sole The company also supported franchisee of Coca-Cola/Cappy Pal Sport Network's online in Palestine, hosted events linked competition, '30 questions = 30 to all stages of the tournament. prizes', by providing Coca-Cola As previously reported by this branded prizes for its winners. This magazine, the first event took support came as part of its long- place in 2013 as part of a global running relationship with Pal Sport tour of the World Cup trophy. As the Network. first port of call in the Arab world, the event enabled Palestinians Upon lunching the World Cup to view the World Cup trophy at matches, games were broadcast - close quarters and its time at NBC free of charge - to Palestinians via headquarters in Betunya was a giant mobile LED screen touring well attended. NBC was therefore the West Bank. A monster truck, Issue 5, Nov 2014 - Jan 2015 www.MiddleEast-Business.com 39 Gaza's economic recovery kick-started by NBC As part of this resolve to support Gaza, a new bottling and distribution plant is under mini-footballs. However, star prize as Palestinians, are part of the construction by NBC in Gaza to ' ' was a trip of a lifetime to a quarter- very fabric of Palestine, and are help stimulate the economy. final match in Brazil in July. committed to stand by our people in the Gaza Strip and to provide for "Investing during such harsh times Five lucky winners (each with a their basic needs in order to offer might seem like not a smart choice companion) enjoyed all-expenses support, especially during this time to some investors, but for us it was paid trips from Palestine to Brazil, of anguish and grief. We especially simply fulfilling a duty towards our with the first of the lucky winners wish to help those displaced from people there", said Mr al-Hindi. coming from Gaza Strip. their homes and who have little shelter or food, and those injured The Gaza plant employs 120 staff, Supporting Palestinian or struggling to survive due to which effectively supports over citizens in times of crisis the horrendous lack of medical 800 people (as average family size equipment and supplies". in Gaza is 7.2 people, according Partnering with UN Refugee and to the Palestinian Central Bureau Works Agency (UNRWA), NBC Mr al-Hindi stressed that, "The of Statistics). Additionally, the has provided ongoing donations scale of destruction in Gaza indirect support provided to sub- to support UNRWA's activities in is huge - we are committed to contractors and businesses who Gaza and further afield in Syria. continuing our support and to stand side-by-side with those in deal with the Coca-Cola plant As part of ongoing support for distress. We will work with UNRWA enhances the development Gazans, NBC provided financial and other agencies to try to restore of the micro-economy and assistance for food packages and some semblance of normal life for further promotes community medical support for those most in those in Gaza".
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