Emerging Business

Coca-Cola’s unique distribution system has made The Coca- Cola Company the world’s premier soft drink enterprise. In South Africa, it has proved to be an extraordinary success.

The Area Market Contractor Programme

This dynamic enterprise initiative was developed by PenBev to provide entrepreneurial assistance to traders in previously disadvantaged areas.

The unique AMC programme focuses on existing small business owners, helping them to enhance their profitability and competitiveness by extending their business to act as a strategic supply depot for other smaller businesses.

We appointed twenty-two dedicated Area Marketing Contractors. We assisted them by providing infrastructure support, equipment, training and start-up loans. Additional support is provided on an ongoing basis by permanent staff that are in regular contract with the Area Marketing Contractors.

These Area Marketing Controllers fulfil a vital role in assisting other smaller businesses in their operational area, by providing a merchandising and distribution service for the products of the company. They also assist smaller businesses by providing spaza start-up kits and equipment to potential traders.

Owner Driver Programme

We began this entrepreneurial development exercise in the early 1980’s and it ha been a resounding success.

The programme gives previously disadvantaged individuals the opportunity to start their own delivery business, using a solid support infrastructure from PenBev, and has enabled many of our own employees to become independent business owners.

Candidates undergo a comprehensive learnership programme, with on-the-job training, coaching and mentorship. We then provide start-up capital to enable them to purchase a vehicle and for ongoing business support. Today, owner-drivers distribute more than 70% of PenBevs’ products and many are highly successful businessmen.