Voltic Ghana Limited: A Leading Actor in the Ghanaian Beverage Industry

Interview with François Gazania, Managing Director of Voltic (GH) Limited

Could you give us an overview of your sector?

Ghana is a growing economy with a positive growth trend and the indicators currently show further growth in the coming years. Political stability, GDP growth, people (talent) and innovations are positive for a business like Voltic to continue to invest in Ghana. At CCBA, of which Voltic (GH) Limited is a subsidiary, we are a proud industry leader in developing increasingly sustainable ways to manufacture, distribute and sell our products. Our aim is to create shared opportunity for the business and the communities we serve across the value-chain. We believe in doing business the right way and that when we succeed, everyone succeeds. Africa demands innovation from a company such as CCBA. This is about finding local solutions for local challenges. We know that our consumers are demanding greater choice. In our journey to becoming a Total Beverage Company, CCBA/Voltic is investigating further investments to enter new categories.

What are some of the investment opportunities in your sector?

Voltic became part of Coca-Cola Beverages Africa just over two years ago. CCBA is the 8th largest Coca-Cola bottling partner worldwide by revenue and the biggest Coca-Cola bottler in Africa, selling 40% of all Coca-Cola volumes in Africa.

If you ask me what single thing we should be investing in today? I will say people. Because the most valuable asset of any nation and business is its people. We must manage and keep developing our people to embrace change, innovation and be disruptive in the present economy. The industry is growing and as such there are always opportunities for investments. Perhaps the most accessible investment opportunity in the beverage industry lies in the creation of added value for local crops. Creating local beverages as against the importation of fruit juices into the country. CCBA is currently investigating the opportunity to develop an inclusive business model that could integrate and improve the livelihoods of local farmers within the agricultural value chain. Further down the value chain there is an investment opportunity into recycling facilities.

Tell us more about Voltic.

Voltic was established in 1995 to produce and distribute Voltic Natural Mineral Water. And as such we are one of the first in the bottled water business in Ghana. We also have in our portfolio Cool Pac treated drinking water. Voltic has been the leading Ghanaian water brand since 1995. To complete and satisfy our consumers we also distribute club minerals and Beta Malt. Two years ago, Voltic became a subsidiary of Coca-Cola Beverages Africa (CCBA). We are committed to refreshing Ghana every day and making the country a better place for all through a number of sustainability programmes and investment in our people, communities and environment. We have 2 production plants: one in Medie and one in Akwadum. We are passionate about supplying clean, safe, quality drinking water to all, from those who choose bottled water to those who prefer to buy water in sachets.

Are you searching for shareholders, national or international investors?

Voltic became part of Coca-Cola Beverages Africa just over two years ago. CCBA is the 8th largest Coca-Cola bottling partner worldwide by revenue and the biggest Coca-Cola bottler in Africa, selling 40% of all Coca-Cola volumes in Africa. It has over 30 bottling plants, servicing 600 000 outlets. The company has 15 000 employees serving 10 countries in sub-Saharan Africa including Ghana, South Africa, Kenya, Ethiopia, Mozambique, Tanzania, Uganda, Namibia, Mayotte and the Comoros.

What makes you different from the competition?

Voltic has benefitted from becoming part of the larger CCBA. This came with a notion of integration and standardisation of business processes and ways of working, as well as increased diversification of the workplace and exchange of expertise across the CCBA countries.

Besides, CCBA and Voltic are on a quest to become a Total Beverage Company. We may be part of the Coca-Cola system, but we realise everyone doesn’t drink traditional sparkling beverages. So aside from our waters, we are making many other drinks across our territories like juices and dairy, available to more people in more places. We are embracing how consumers’ preferences are shifting. We know they want less sugar and more beverage options than ever before.

How would you define the role of the institution in the development of the sector and the country?

While Voltic’s production facilities provide employment for thousands of people, on average, 200 000 Cool Pac sachets are produced, distributed and sold throughout Ghana per day. These franchises offer permanent employment to over 2000 workers and thousands more in the value chain. Many Cool Pac sellers were previously unemployed but are now enabled and have improved their livelihoods by selling Cool Pac sachet water. Our Cool Pac business can be considered as an inclusive business model as it benefits the low income communities by including them in our value chain. This inclusion is both on the demand side as consumers and supply side as employees. We also actively support the community in which we operate. Our aim is to create better shared opportunity for the business and the communities. Opportunity is more than just money, it’s about a better future for people and their communities everywhere in Ghana. Which is why we are committed to our 3Ws: Women, Water & Waste. 1000 women in both our sachet and mainstream business are benefiting from financial training programme. More than 2000 students have benefited from our Water for School project. On waste, we are currently working with partners and a local NGO to facilitate the collection of our post-consumer waste.

What are the main challenges for the institution?

Although Ghana has continuously benefitted from its political stability, nevertheless regulations (high taxes) depreciation of the local currency coupled with high cost of fuel continue to create challenges for business especially affecting their long term investment plans.

How would you define your expansion plans and vision for the future of Voltic?

Aligned with The Coca-Cola Company’s 2020 Vision, CCBA is pursuing an ambitious growth strategy that will be supported through investment in people capability, manufacturing, sales, distribution and marketing. On our journey to becoming a Total Beverage Company, CCBA will soon be investing significantly in a new facility enabling Voltic to create more value in the beverage industry. Our future investment plans proves that CCBA is here to stay and that Voltic is set to grow extensively as we continue to partner with our customers and serve the community in which we operate. CCBA’s ambition is to be the best Coca-Cola bottler in the world and Africa’s most valuable independent food and beverage company.

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