Coca-Cola Fortune Sees Growth Through The Toughest of Economic Times

Online, July 26, 2010 (Newswire.com) - (San Diego, CA) - In an interview with Food & Drink Digital, Division Director Phil Roux explains how Coca-Cola Fortune has reaped the benefits of selling one of the most instantly recognizable brands on the planet.

"It's the most highly valued brand in the world," Roux said. "It typically rides out the economic cycles in a fairly robust state."

In the interview, Roux also went on to explain the other advantages Coca-Cola Fortune enjoyed from being part of the Coca-Cola Corporation: "Being associated with that name and the associated brands strengthens our employee value proposition. It's also very important in that it gives us a balance of power in dealing with our suppliers and customers, and the global nature of the brand makes it a fantastic environment from a learning and growth perspective.

"The Coca-Cola Company has global best practice in terms of its entire value chain. So if you look at quality management, manufacturing practices, availability models, if you look at our branding capability, those are best in their class, and our employees and customers recognize that."

This position has allowed Coca-Cola Fortune to see growth even through the toughest of economic times.

"Our products are at the premium end," Roux said. "So our volumes have come under pressure, but because of our branding power and continuing investment and relentless focus on cost management, we have managed to see real growth in our business."

Roux went on to detail how Coca-Cola Fortune has managed to succeed despite issues such as the international skill shortage, and how the company manages to maintain the leading standards that have made Coca-Cola a household name across the globe.

"We're part of the Coca-Cola system," Roux said. "We procure the stuff, they supply concentrate and do the branding, and we do every bit of activation, we produce, we distribute, we sell and we activate in stores and own the customer relationship."

Read the Company Report at: http://www.foodanddrinkdigital.com/company-reports/coca-cola-fortune.