Building a company that achieves global success takes more than a popular product and stellar sales. Sharing values with consumers is vital to brand success, said Brian Kelley, chief product supply officer of Coca-Cola Refreshments. One value that Coca-Cola shares with consumers is sustainability, Kelley said during the Sustainability Summit, hosted by the FMI-GMA Trading Partner Alliance in Washington, D.C. Commitment to sustainability is a valid social purpose for the company, he said, as important as having a valid business purpose. “Sustainability is critical to making sure … we can deliver brand strength,” he said.
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