Lilian Nektariou: The Future Loading program and the restart of the economy
COCA-COLA
In the last few months, we were all faced with unprecedented and unchartered situations that challenged us, as we were called upon to secure public safety by altering our priorities and modifying our daily lives and routine.
Those very conditions led us to a totally new status quo. Businesses were significantly impacted, with small and medium-sized companies being severely hit and forced to adapt to the new reality overnight.
The use of digital media emerged as a vital tool for businesses that sought for new ways to stay in touch with consumers. Similarly, in an effort to serve their needs in a safe way, consumers took advantage of the benefits provided by e-commerce services, by making online purchases for both their basic needs and home entertainment.
During this period, Coca-Cola in Greece has been heeded the society and market needs and continue to prepare for the day after. Today, as we are gradually entering a new phase of a gradual social and economic restart, one thing is clear: the Covid-19 pandemic significantly affected the economy and especially the HoReCa industry, with its businesses striving to recover.
Being fully aware of this critical conjuncture, Coca-Cola in Greece, along with the Bodossaki Foundation, designed and implemented a collaborative social initiative to actively support small HoReCa businesses, which employ a large number of the country’s workforce and are inextricably linked to tourism, thus playing a key role in the recovery of the national economy.
Through a multilevel and open program entitled “Future Loading”, and under the core message “Together, for the small HoReCa businesses with big dreams” the beneficiaries receive support and niche tools that will substantially help them to:
• Adapt to the new reality through training sessions and a best-practice toolkit, so as to operate under the new safety protocols, enter the era of digital transformation, and develop new contact channels with their customers,
• Adopt sustainability principles, a crucial pillar prioritized both locally and globally,
• Attract consumers – via promotion in digital media and safe operation certifications which will enhance the relationship between the business and its customers.
THE TOOLKIT CREATION
In this context, Coca-Cola in Greece has been inviting companies from different industries, organizations and non-profits to become valuable partners in this initiative and assist small business in the HoReCa industry.
Through this collaborative platform, partners may offer tools and resources to enhance the creation of a toolkit specially designed to meet the needs of small businesses in the catering, café and hospitality sectors.
Through the Future Loading program, Coca-Cola in Greece aims to create a ‘collaborative movement’ that will contribute to the restart of the Greek economy.
Together, we seek to contribute to a common effort, turning the recent crisis to an opportunity for growth. By placing local communities at the heart of our strategy, we create a better, shared future for all.
THE COMPANY AT A GLANCE
With a presence of 50 years in the country, Coca-Cola’s vision in Greece is to contribute substantially where there is a need so that, all together, we can make a difference, through collaborations and actions that have a positive impact on the whole local community.
