CCBSA exceeds targets to reach Level 1 B-BBEE

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SA’s largest bottler catapults to the pinnacle of B-BBEE achievement

South Africa, 21 September 2021 – Coca-Cola Beverages South Africa (CCBSA) has now reached the coveted status of being a Level 1 Broad-Based Black Economic Empowerment (B-BBEE) contributor, the culmination of a five-year journey of transformation and economic empowerment.

“This was in line with our commitment to having a seat at the table with the most transformed companies in South Africa by 2022,” says CCBSA Managing Director Velaphi Ratshefola. “In 2020, we achieved a Level 4 accreditation and targeted Level 2 this year. To reach Level 1 is a testament to the vision of leadership and the commitment of all employees.”

The company’s achievements to date include:

  • Ownership: Black shareholding has increased to 20%, of which all employees own 15.5%.
  • Management control: Over 45% black representation on the board, while over 60% of top management are black and 30% are black women.
  • Skills development: In 2020, CCBSA spent over R100 million in the training and development of black people. 
  • Preferential procurement: In 2020, more than R7billion was spent on preferential procurement with black-owned companies
  • Enterprise and supplier development: The company has invested R125million to develop black-owned SMME’s in the value chain, leveraging its distribution network.
  • Socio-economic development: R25million has been spent towards community development.

“The performance in all these elements reflects our determination to achieve transformation that goes beyond the scorecard, but forms an integral part of our business strategy,” Ratshefola says. “For us, the transformation of our organisation, workforce, and supply chain, is about so much more than the score card. The leadership committed itself to building a culture and ethos that is inclusive, diverse, and reflective of the demographics of South Africa to ensure the long-term growth of the organisation. We want to embody the spirit of the country and be a truly proudly South African company. This is in recognition of the contribution we need to make to correct past imbalances and meaningfully contribute towards the broader economic transformation and growth of South African society,” Ratshefola says.

To reach this goal and attain true gender equality, CCBSA developed a plan to not only reach the transformation scores to make this possible, but to leave a lasting legacy in the communities in which it operates. The company identified six strategic priorities that would provide a comprehensive roadmap and a definition of success in the medium term, to support the company’s long-term vision.

Youth in the Transformation Journey

One of CCBSA’s most impactful and consistent initiatives to help alleviate the plight of high unemployment particularly amongst young people, has been its Youth Empowerment Programme (YEP), launched in 2017 and operating directly in township communities around the country. To date, the programme has trained over 749 young entrepreneurs and handed over 375 containers in various municipalities around the country through the CCBSA Bizniz in a Box container shop initiative.

Transforming our Supply Chain

“Procurement has been our strongest pillar within our transformation journey,” says Ratshefola, “While we have been able to achieve the maximum number of points in this pillar, far outperforming other areas due to our focused strategy, we are by no means limiting our contributions to our supply chain.”

The company has transformed over R7.1 billion of its preferential procurement spend in support of more than 805 black-owned suppliers, of whom more than half are black female-owned suppliers. To ensure that their businesses grow and thrive, the company launched a R100 million a year fund for small supplier development and procurement. The fund is designed to run for a period of five years.

Growing Agriculture

“With agriculture as a primary sector we rely on to contribute critical raw materials to our production, it only made sense that as part of our transformation journey, we invest in the pipeline of ingredients while developing young, black farmers,” Ratshefola says.

The programme was part of the conditions of the 2016 merger to form CCBSA. In 2018, a R400 million agricultural development fund to support previously disadvantaged black emerging farmers was established, known to many as the CCBSA Mintirho Foundation.  

To date R294million has been disbursed, to 26 beneficiaries, helping to create 1145 jobs, 43% of which are for women and youth.

Change from Within

CCBSA has invested as much time, energy, and funds into ensuring that internally, there are deliberate and dedicated initiatives to propel the company to achieve is transformation goals. The Women@CCBSA established in 2018 is the case in point.

The women-led network provides women the space to engage, coach and mentor each other and ensure they reach their personal and professional goals s. The network has grown and provided a platform for experienced and successful female leaders to mentor and coach young women professionals. “As a business, we truly believe that women can advance their careers, raise families and have a meaningful work-life balance,” says Ratshefola.

“While it will be some time before we see a comprehensive human resources analysis of the impact of the programme, anecdotal evidence shows that it has had a major impact on the overall climate, for both men and women,” says Jika. “As women, we are a lot more confident, have a better understanding of our strengths and limitations, and most importantly, learning to accept and harness them,” added Flora Jika, Logistics Director for CCBSA and director tasked with driving the initiative.

CCBSA has also been deliberate with attracting female talent and ensuring structured training and support to retain them in the organisation. This has resulted in 40.5% representation of women in senior management and 44% in the middle management and 33.2% in junior management, with this representation continuing to grow.

Staff Inclusion and Wealth Creation

In May 2020, CCBSA took the first major step to fulfil its promise to increase its black ownership, launching the landmark Ikageng Employee Share Trust, which offers employees 15% shares and direct economic participation in the business. This brings the total black ownership in the business to 20%.

The deal benefits more than 7000 South Africa-based employees currently employed at CCBSA, Coca-Cola Beverages Africa and Appletiser, with each employee receiving an equal allocation of shares through the Trust, regardless of staff level, race, or years of service.

“We have done some exceptional work in the ownership space with Ikageng,” Ratshefola says. “This was a highlight for us, as our dedicated employees are now direct owners in the business.”

“While we might have reached the peak of achievement, as far as compliance goes, we remains committed to the ideal of continuous, meaningful and integrated transformation over the long-term,” he says.



Coca-Cola Beverages South Africa (CCBSA) is a proudly South African company which began operating as a legal entity in July 2016, after the merger of six non-alcoholic ready to drink bottling operations. We are level 1 B-BBEE empowered company. We employ over 7000 people at 13 manufacturing facilities across the country. As a subsidiary of Coca-Cola Beverages Africa (CCBA) and a bottler for The Coca-Cola Company, our vision is to refresh Africa every day and make our continent a better place for all. We manufacture and distribute Coca-Cola beverages that make life’s everyday moments more enjoyable, while doing business the right way. The result is shared opportunity for our customers, our employees, our communities, and our shareholders. We conduct our business ethically, transparently and conscientiously. We espouse an inclusive business culture to reflect our African identity. We accelerate sustainable, profitable revenue growth across all categories and offer an innovative portfolio of products that respond to customer needs and consumer preferences. Profitability is important, but not at any cost. People matter. Our planet matters. We do business the right way by following our values and partnering for solutions that benefit us all.

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Rakesh Rajbally

Managing Director: South Africa

Rakesh is C-Suite leader with 26 years of experience in General Management, Sales, Marketing, Logistics and Finance within the FMCG space. He currently leads the South African business for Coca-Cola Beverages Africa. He has a strong growth mindset and has successfully led CCBSA’s Commercial business unit. He is a sought after thought leader in developing & implementing revenue growth and route to market strategies in both modern and emerging markets. Under his leadership CCBSA recently completed a R6bn/ $400m investment in an Affordability growth strategy. He has also led CCBSA’s strategic and operational Customer management and recently achieved the #1 ranking across FMCG in the Advantage survey for 2 consecutive years.

Rakesh leads the CCBSA executive team that has been instrumental in successfully leading a large organization across major transformation changes including the merger of six entities to form CCBSA, the Sugar Tax introduction, Talent diversity strategy and other major productivity initiatives. He is a trusted partner and builds trust-based relations with business partners, stakeholders, and authorities.

His purpose statement “We have 2 hands, one to help yourself, one to help others” reflects in the many young leaders he has successfully coached and mentored.

Janett Forbes

Commercial Excellence Director

Janett is a seasoned financial, logistics, and commercial executive who joins us from Vector Logistics previously a division of RCL Foods where she held position of Finance Director.

Prior to this, Janett was part of the Coca-Cola family, having occupied various senior roles of Finance Manager, Category Manager, Revenue Growth Manager and Channel Development Manager within ABI in 2002 and 2016.

Janett is a qualified Chartered Accountant (CA(SA), has a Bachelor of Commerce degree from Rhodes University in Grahamstown and a higher diploma in Accounting from University of Natal in Durban.

Desilan Pillay

Logistics Director

He joined the Coke system as a Unit Manager Designate at ABI Midrand in 2008. Desilan encompasses 20 years of management experience from companies including Afrox (Linde Group), the South African Breweries (ABI soft drinks and SABMiller – now ABInbev), and Unilever.  

He has a wealth of experience and a vast skillset within South Africa and across the African continent – all at executive levels. This includes, but is not limited to, project management, engineering, production (gases), packaging (FMCG), as well as operations management, financial management, sales and distribution, procurement, and planning (demand, supply, and production). Desilan has managed portfolios across end-to-end Supply Chain (Sourcing, Demand, and Supply Planning), Warehouse Management, Production, and Distribution, including Customer Care, After-sales and reverse logistics. He was also accountable for the delivery of service excellence in order fulfilment, cost of goods sold enhancement via strategic sourcing, and the overall cash optimisation (inventory) across the business. His most recent role before re-joining the CCBSA family is as the Chief Operations Officer at Anchor Holdings, one of the largest privately-owned warehousing companies in South Africa.

Desilan is a qualified Mechanical Engineer and has completed a Management Development Programme from UCT. His areas of expertise include building high performance teams and E2E supply chain and commercial acumen.

Desilan has been happily married for the past 16 years and has a 12-year-old daughter and 18-month-old twins – a boy and a girl. In his spare time, he enjoys seeing new sights locally and abroad. He is always planning his next trip to an exciting destination together with his family.

Nozicelo Ngcobo

Public Affairs, Communications & Sustainability Director

Nozicelo started her corporate career in 1994 when she was recruited by Sasol into their Management Trainee Programme of the top 16 academic graduates in South Africa – class of 1993. In addition to Sasol, Nozicelo has since worked for listed companies such as Telkom SA, South African Breweries (SAB) as well as multi-national organisations such as Philip Morris International (PMI). In 2020, Nozicelo joined Coca Cola Beverages South Africa (CCBSA) as Director for PACS.

Nozicelo has a demonstrable track record in successfully developing and managing corporate affairs and regulatory strategies for complex industries such as alcohol, tobacco and recently the beverages industry. Nozicelo has strong professional networks spanning more than 25 years in both public and private sectors. Her strategic insights, value creation, solutions orientation, strong business/political acumen, solid networks and ability to mobilise teams to successfully execute towards a common vision are just some of the many attributes she brings into any organisation.

Nozicelo is an advocate of human rights, animal rights and has a passion for youth/women empowerment.

Michael John Wilson

Finance Director

Michael started his working career at KPMG as a Manager and Trainee Accountant from 2002 until 2006. After completing his articles, his highest position held at KPMG was Audit Manager and Office Administration Manager. In 2006 to 2009, he worked at BASF South Africa (previously known as Engelhard South Africa), where he was appointed as Site Controller – Mobile Emissions Catalysts Division. He also served as a Team Leader for Finance when the company changed its ERP from JD Edwards to SAP. In 2009, Michael joined Coca-Cola Fortune (CCF) as Finance Manager – Business Support.

In 2015, he was assigned to the CCBA integration team as a Finance work stream member and later that year, Michael was appointed Finance Manager for Marketing, Sales and Distribution. Michael relocated to Windhoek, Namibia in January 2016 as Financial Director for Coca-Cola Beverages Namibia. In October 2017, Michael returned to Port Elizabeth as Group Financial Controller for CCBA, a position he currently holds. He serves on a number of boards and audit committees within the CCBA Group.

In 2000, Michael graduated with a B.Com (Accountancy) Degree from the University of Port Elizabeth and a year later, he completed his B. Com Honours (Accountancy) at the same university. He was admitted as a Chartered Accountant (CA) in 2005. In 2010, he completed his Executive Development Programme at the University of Stellenbosch Business School.

Moses Lubisi

Manufacturing & Technical Director

Moses has over 20 years of extensive experience spanning various industries such as Sugar, Food and Beverages, and Mineral processing, including 15 years within the Coca-Cola system, Moses brings a wealth of knowledge to this role.

His journey within CCBSA has seen him excel in positions ranging from Plant Manager, Regional Manufacturing Manager (Coastal) in CCBSA to Executive Director for Appletiser (Pty) Ltd. Before returning to CCBA within Group Office, Moses served as an Operations Director at Illovo Sugar (Pty) Ltd. His expertise lies in strategy formulation, governance and execution, with a focus on end-to-end value chain orchestration across manufacturing, warehousing, logistics and supply chain management.

Moses has held senior and executive management roles for over six years, overseeing regional and enterprise-level strategies, assets and resource allocation.

Agatha Masemola

Strategy and Performance Director

Agatha joined CCBSA in April 2020 from Absa Corporate and Investment Bank Africa, where she held various roles in the past nine years, including as Managing Principal for Strategy & Business Transformation and Chief of Staff to the Chief Executive of Barclays Africa Corporate Bank. She was a key figure in the build-out and integration of the Corporate Bank across 13 African markets.

Prior to joining Absa, Agatha was a Senior Management Consultant in Strategy and Innovation at Deloitte Consulting, South Africa. At Deloitte, Agatha worked on several executive-sponsored strategy and innovation projects across various sectors, as well as driving new business development. Prior to Deloitte, she worked in Life Sciences R&D for over ten years, both as a full-time researcher with publications in peer reviewed journals, and as a Portfolio Manager & COO for a biotechnology fund management, focusing on investment in early-stage biotech ventures and commercialisation.

Agatha holds a PhD in Medical Biochemistry from the University of Cape Town and has completed post-Doctoral research in South Africa and the USA. She obtained her BSc (Biochemistry and Physiology) and MSc (Biochemistry) from the University of the North. She completed a Management Advancement Programme at Wits Business School to help her transition from laboratory to business.

Agatha loves to travel and enjoys experiencing different cultures and sampling local cuisine.

Hannes Prinsloo

Country Sales Director

Hannes comes with a wealth of experience and strong commercial operations expertise stretching over 30 years within the Bottling system; truly an example of “home grown timber”.

In his most recent role, of General Manager Commercial, he managed the Revenue Growth, Route to Market, Category management, Channel Development and Knowledge and Insights. His previous experiences include that of General Manager Operations, District Manager and National Account Manager.

Among his career achievements, he counts being inducted as a Grand Master in 2021, which is a true testament to his passion for people, strong work ethic, and unwavering commitment to performance. The Masters are seasoned professionals in our core functions (Commercial, Logistics & Manufacturing) who have consistently delivered exceptional results in their 20-plus years of service in the organisation. CCBSA bestows its highest honour these professionals who have shown exemplary commitment, fortitude, passion, loyalty and most importantly, value-adding leadership.

In May 2023, at the annual Coca-Cola Beverages Africa (CCBA) General Management Meeting (GMM) Awards, he was honoured to receive the CEO Award, which honours exceptional leadership that sets a clear example of consistently living our values. In his leisure time, Hannes follows a wide variety of debate platforms and sports.

Mkuseli Dlikilili

Human Resources Director

Prior to Mkuseli’s appointment to CCBSA, Mkuseli was Group Executive: Human Resources at Pioneer Foods, he  worked for leading South African organisations, including Eskom, SAB, Dulux and Portnet.

Mkuseli’s extensive experience in the FMCG environment includes playing a leading role in Pioneer Foods’ successful listing on the JSE and the integration of SA Dried Fruit and Ceres Fruit Juices. Mkuseli is passionate about empowering and developing people to realise their full potential, as well as contributing positively to all the spheres of their lives, and the accentuation of human dignity. He describes himself as an authentic, resilient, reliable, courageous, humble, principled and value-based person, and a committed Human Resources professional.