The new CEO of the Coca-Cola Co., Henrique Braun, used the platform of the Rotary Club of Atlanta on June 22 to reinforce the powerful connection between the city and the beverage company.
Braun let Rotarians know the first Coca-Cola was poured 140 years ago just a few blocks away from the Loudermilk Center Downtown at Jacobs Pharmacy at Five Points.
Today, the company delivers 2.2 billion servings a day around the world. It all emanates from Atlanta. Coca-Cola’s hometown, Braun said.
Repeatedly, Braun said he is part of the Atlanta fabric. He got his MBA from Georgia State University (GSU President Brian Blake was present). He also spent part of his undergraduate work at the University of Georgia. He called out Angel Cabrera, the president of Georgia Tech and said his daughter has attended Emory University.
“When you work for a company like Coke, [you’re] inherently proud of being from Atlanta,” Braun said, adding that the company’s brands reach the entire world. But the jumping-off point is Atlanta. “I have a lot of love for the city.”
Braun has been Coca-Cola’s CEO for about three months, and he is enjoying connecting the company to the community.
Bea Perez, a senior vice president of the company and a Rotarian, led the conversation with Braun. She introduced him by saying he had been with Coca-Cola Co. for more than 30 years, working in four different continents – North America, Latin America, Asia and Europe.
“I can tell you that the first question he asked was: ‘What are we doing in our hometown of Atlanta?’” Perez said. “He’s very much focused on bringing back the heart and soul of the community work of the Coca-Cola Co.”
During the conversation, Braun thanked the Coca-Cola bottlers, describing it as one system working together.
“This all starts in our company, which is about…refreshing the world and making a difference,” Braun said. “When we talk about making a difference, it’s about being close to the communities.”
The Coca-Cola Foundation has given away about $1.7 billion since its inception, and Braun said $277 million has been invested in the Atlanta community.
The original head of the Coca-Cola Foundation, Ingrid Saunders Jones, was in the room. So was the current president Carlos Pagoaga. Braun was formerly the board secretary of the Foundation until he became the company’s CEO. The company would continue to invest in the community, Braun pledged.
One of the more touching moments during the program was when Braun thanked his mentors, Brian Dyson, former CEO of Coca-Cola Enterprises; and Kathy Waller, a former CFO of the company who currently is president of Atlanta Rotary.
“I think it’s important in rooms like this that you say we are not superheroes,” Braun said. “We had great days and bad days, and I always tell you, Kathy, you were there on the tough days, and that meant a lot.”
Then Braun thanked Dyson for invaluable advice.
“Brian said something to me that I never forgot,” said Braun, remembering Dyson’s advice when he would be meeting with the Coca-Cola board for the first time. “Be yourself, and smile. We like smiles.”
During the question-and-answer portion, Rotarian Dan Gordon asked Braun about the World Cup.
Sports, like music, help engage consumers with what’s important to them locally or globally, Braun said. The World Cup is expected to have five billion viewers around the world seeing matches from Atlanta and North America.
“We’re so proud of our bottlers, our customers, and how the city is welcoming everyone here,” Braun said. “People are coming and cheering and connecting.”
This is a “big moment” in Atlanta’s history, and Braun said he believes “the World Cup will leave with a good vibe around it.”
Eventually, “the World Cup will be gone,” Braun added. “But we’ve got college football, we’ve got the NBA, we’ve got the Braves… We’ve got so many other things that we are going to show up in the same way.”
Paige Alexander, president and CEO of the Carter Center, asked Braun about philanthropy.
“It’s about making a difference,” Braun said. “Great communities create great businesses.”
As if on cue, Perez then announced the Coca-Cola Co. would be making a $50,000 contribution to the Rotary’s early childhood education initiative.
The company also awarded a prize of four tickets to a future World Cup match to a lucky Rotarian. Ann Curry won the prize, instantly becoming everyone’s best friend.
Braun then chimed in that he had attend the Spain–Cabo Verde match on the previous Monday with about 68,000 people at the game.
“The first thing that came to my mind is that these people are not working on a Monday afternoon,” said Braun said, calling the World Cup and the Mercedes-Benz Stadium an unbelievable experience. “I think it’s a huge success.”
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