6 minute read
WALKING THE TRANSFORMATION JOURNEY TOGETHER
Coca-Cola Beverages South Africa’s Managing Director, Velaphi Ratshefola speaks to Municipal Focus about the company’s ethos of transformation
When our company was formed in 2016, our transformation journey also started and it is the ethos that underpins how we do business,” says Velaphi Ratshefola, the Managing Director of Coca-Cola Beverages South Africa (CCBSA). “While B-BBEE is a regulatory requirement in South Africa, for us, it is a way of life and how we do business and it aligns seamlessly with our sustainability strategy which encompasses water management, contributing to a world without waste through deliberate collection strategy, women and youth empowerment, economic inclusion, localisation, amongst others.
Over and above the strong diversity and inclusion plans CCBSA put in place to ensure the company reflects South Africa’s demographics, Velaphi committed to achieving a 50% target for women in leadership.
“We currently have 51% women representation in leadership with women represented across our business including core businesscommercial, manufacturing and logistics, supply chain, etc., where they play a significant role in shaping the future and legacy of CCBSA.”
“I am proud of the work we have done to transform our organisation.
"Correcting past imbalances is not easy, but it has to be done. In South
Africa we face the threats of deep unemployment and associated poverty, and together these reinforce the levels of inequality along race, class, and gender lines. The importance of diversity, inclusion, and economic empowerment of women to end poverty and inequality cannot be overstated. For example, it is estimated that gender gaps can cost an economy about 15 percent of GDP.”
Empowering women has a cascading effect in communities.
By default, women, are the primary caregivers, typically spending more of their income on household essentials, food, health, and education, leading to improved developmental outcomes. But more often than not, women put others’ needs before their own, so we have a strong case for why we must invest in women’s economic empowerment. Doing so, enables us to create shared value and a brighter future – enabling improved livelihoods for themselves, their families, and their communities, while inclusively expanding our businesses.
In July this year, Velaphi was awarded the 22 nd annual Top Empowerment Lifetime Achievement Award, and on three occasions has been the recipient of the Standard Bank Top Women Male Driving Gender Empowerment Award.
About the recognition, Velaphi said, “It’s about making a difference and not just making profits”, says Velaphi. Whether it be making economic, social, or environmental difference, CCBSA has taken to heart the need to contribute to a better, transformed society. It is critical, if we want to advance our country and our business, that we tap into the talent of all our peopleirrespective of gender.”
He sees the award as an inspiration to the people at CCBSA and corporate South Africa that is responding to the call to be part of the transformation agenda. “It is an affirmation of our commitment to diversity and inclusion in our business, as well as our value chain.”
Velaphi recognises the important role which leaders play in shaping their organisation’s strategy and culture. “I have been intentional in my vision to empower women within our own ranks, as well as our network of partners and suppliers, to shift the needle on gender empowerment. For me, it’s not just a buzzword, but it’s an important strategic objective that must find expression in how we run our businesses. We have to reflect the demographics of SA.”
But Velaphi added that he is cognisant of the fact that we should not create an unintended consequence of our boy children and men thinking they and their struggles don’t matter.
“I don’t think that as a country and the world, we have done anything wrong with driving the gender agenda. But perceptions can be people’s truth. What we should all agree on, is that it does not make sense to have more than half of the world’s population being relegated to the margins of society.”
“Women have the capacity to think, to invent, to lead and drive growth. We must leverage their skills to grow our economies. In South Africa we have the benefit of a history of women in the struggle against apartheid, women running banks and major corporations. We will become an even greater and prosperous society if everyone’s potential is recognised and men and women’s skills are leveraged.”
Changing The Trajectory
Velaphi explains that having inclusion programmes across the organisation is how CCBSA goes about achieving the vision of creating inclusive growth opportunities for black people, women, youth, and people with disabilities.
“Because of our acute awareness and appreciation of past disparities, how marginalised women in particular were and in some areas continue to be – we understand our role in ensuring women are not only integrated in our business but are given the tools to succeed,” says Velaphi. With this end in mind, CCBSA sets aside a significant amount of funding for skills development and capacity building initiatives for both women within CCBSA and its suppliers. “Our actions are informed by the belief that women are capable of running businesses, leading, and developing teams and tangibly contributing to the long-term profitability of institutions. Further, we have invested in the health and wellness of all our employees but are particularly passionate about women’s mental and emotional health and stability. Economic inclusion is a catalyst for an enhanced quality of life and broader societal development.”
Soon Velaphi will be handing over the reins to CCBSA’s next Managing Director, but that won’t stop him from continuing to play his part in driving gender empowerment and transformation.
“I am going to continue working hard to shine the light on gender equality and the inclusion of women in meaningful conversations. I will do that while also ensuring men understand their role in creating an enabling environment for women to thrive. This includes the eradication of gender-based violence (GBV) and all its forms – verbal, physical, psychological, and financial. As a nation, we need to do better, and I will play my part to give a voice to women through action.”
Contact Details:
Tel: 011 848 2600
E-mail: media@ccbagroup.com
Website: www.ccbsaco.com
Address:
Coca-Cola Beverages South Africa
15 Axle Drive, Clayville, 1666
