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COCA-COLA INVESTMENT (MINUTEMAID) MANGO JUICE WILL PROVIDE OPPORTUNITY FOR MANGO FARMERS IN UGANDA & KENYA...


50,000 farmers to benefit from Coca Cola new brand


SUNDAY, 26 JUNE 2011 21:02 


PAUL TENTENA


KAMPALA, UGANDA- Close to 50,000 East African small scale mango and passion fruit farmers will supply fruits to Coca Cola for the production of a new drink.

The drink ‘Minute Maid Juice’, that would be produced out of mango and passion fruits.                                                                                  


The company said in Kampala last week, that Kenyan and Ugandan farmers would be the first to benefit with a targeted number of 23,000 and 17,000 in the two countries respectively.

It also said that the launch of the Minute Maid brand is a response to a market opportunity signified by a steady increase in consumption of fruit and vegetable juices.

"It will initially be available in mango flavor packed in a 400ml plastic bottle retailing at Ush2000 (about $1)," said Carol Mbaga, the Coca Cola Strategic Marketing Manager, Juice.

She added that the introduction of the Minute Maid brand is a result of the changing consumer needs and desire for high nutritious health drinks among Ugandans as is the case across most Sub Sahara Africa.

Mbaga indicated the launch is the direct result of the $15m investment made by Century Bottling Company on a hot-fill juice line in Namanve last year. It started manufacturing the Dasani water brand from the same plant following capacity enhancements.

Coca Cola is the world's largest juice and juice Drink Company by volume with brands like Minute Maid, Simply, Hi-C, Dobriy, Del Valle, Cappy and Maaza.                                                                              


Minute Maid is the largest brand in the Coca Cola portfolio, and recently joined the company's growing portfolio of billion dollar brands.


According to Mr. Basil Gadzios, the Century Bottling Company Managing Director, the competitive landscape will continue to change depending on different dynamics in the market. He promised that Minute Maid is to deliver a product that not only spurs growth in the juice category as well as offering choice and value for customers.

"Globally, consumers drink approximately 1,450 servings of Coca Cola juice products per second," said Gadzios.

He noted the Minute Maid introduction is cemented by a sustainable raw material supply chain project announced last year between Coca Cola and Bill Gates Foundation, where the company is working with 17000 small scale mango and passion fruit farmers in Eastern Uganda to supply the Coca Cola system.

"Apart from meeting the company's commercial needs, the farmers have the potential to double their incomes thus improving their livelihoods," added Gadzios.


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