This message comes to us from Adrian in Addis Ababa, where he recently spent a day meeting some of the independent local distributors working on the Manual Distribution Centre (MDC) model that Coca-Cola has promoted. Although their main focus for analysis is Tanzania, they were guided to gather some comparative data from Ethiopia where the distribution model seems to be working best. Hence Adrian's trip.
"Mubarek is an MDC owner and his team in Addis Ababa were all previously unemployed. I met them at their distribution centre and heard all about their successes, the issues they face and their opinion on how we could improve their lives and the lives of the communities they serve. It may come as some surprise that Ethiopia is where this distribution model was conceptualised: really exciting, as it breaks some stereotypes about where models usually get developed. Ethiopia is one of the toughest markets to operate in, but our Ethiopian Coke Bottler colleagues have shown that it's possible to rise above the challenges!
"You get to meet so many interesting people when you are out in these countries. The harsh realities of what faces people living in areas decimated by poverty hits you hard. However, I also get so inspired by the resilience of the people and the lengths that they will go to to try and better their lives and the lives of their families. I am also really motivated by the positive intent of most employees at corporates to play a constructive role. They often just don't have the necessary channel to do this and their lives are so busy that they don't have the time to create this themselves. That's why projects like this are really important.
"We know that this system is creating many new entrepreneurs and many new jobs, but we also feel that there is a lot of untapped potential in this means of distribution. One of the aspects which I know has created the interest in Simon's Facebook group is around how the distribution system could be used for 'greater good'. I am discovering that it's a bit more complicated than I initially anticipated as we are dealing with independently-owned businesses. Local needs and conditions vary quite a lot. However, the 'in-principle' commitment and level of support is fantastic both from the Coca-Cola bottler side and the entrepreneurs. It will take a bit of time to find a workable model but we are exploring far and wide, and I'll bring you more news as possibilities unfold."
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