Regarding the celebrations for the 80th presence of Coca-Cola in Argentina, Clarín spoke with Abelardo Gudiño Morales, General Manager of Coca-Cola Argentina and Uruguay,
– They celebrate the 80th anniversary of Coca Cola in the country at a juncture, to put it in some way, a challenge. You came to the country from Mexico 18 months ago. Are you surprised by this context?
– In fact, we have been at the table of the Argentines for 80 years and we are an economic engine of the country. Our vision is long-term and in fact the slogan of the celebrations is “Wishes for the future”. Regardless of the situation, we will support our long-term investments.
– What investment program do you have to go ahead here in Argentina?
– We are closing a five-year cycle in which we have invested $ 1.2 billion and are now preparing another for the next five years, together with our bottling partners.
– In other words, the investments are defined with local partners.
Exactly. We have four bottlers with 10 bottling plants and a concentrate plant. We also have 92 distribution centers that operate with 1,200 trucks and reach 275,000 points of sale throughout the country. There are 12,000 direct jobs and 160,000 indirect jobs along the entire chain. But for now I can’t anticipate anything. Yes, I can tell you that there are some areas that will undoubtedly be strengthened in this regard. One of these is the entire packaging return program, which for us is a very clear commitment, which connects several things: it is a way to bring our products closer to the reality and economic capacity of Argentine consumers. We want to reach 2030 with 100% reusable packaging.
– We always talk about inflation, careful prices, stricter price controls. How do they deal with all of this?
– I would not dare to say that I have already understood everything that happens. I accept that Argentina is very dynamic … We as a company collaborate with everyone in the Government, we have been doing it for 80 years and we will continue to do so. So we are participants in all the programs that the Government launches, obviously we seek a balanced position, to ensure that the consumer continues to perceive the benefits of consuming our brand. We are “price conscious”, we have our flagship brand in that program, we just recently approved it. In short, we are in a scenario in which we must have very clear visions of the situation and of the long term.
– Have you anticipated any changes in service prices?
– We are a system that balances the conversations and work between the bottling system and the Coca Cola company, and the details are worked out through the chamber of our industry. We are finishing detailing what it will be like. But we will participate as we have done up to now. “.
– I return to the question of investments, I imagine that a plan is drawn up and then verified with the parent company. Do they have to give a lot of explanations before approving the plans?
– Headquarters understands the global context and ultimately Argentina is part of a portfolio of countries. We have the advantage, and it is part of Coca Cola’s DNA, of this balance between being global and being local, because we operate locally with a bottling system that is ingrained and has lived here for 80 years and has been here for a long time, so I would like tell you that the company over time has been very consistent in this balance between global and local needs.
– How are the levels of consumption today?
– We are witnessing the rebound of the exit from the pandemic. In this context, the results come in handy.
– Back to price controls … Could you calculate how far the prices are today?
– I think it should be relatively easy to find the difference because you know that inflation is going at rates of 6 or 7% and the price has been controlled for a few months with the adjustments allowed by the government, so no doubt it is around 30 %.
Source: Clarin
