Men of Honour inspire Activism

Social Share:

National, 08 December 2020 – South Africans are becoming increasingly distraught by the seemingly rampant scourge of gender-based violence. As the world marks 16 Days of Activism, Coca-Cola Beverages South Africa (CCBSA) MD, Velaphi Ratshefola discusses how a different approach, focusing on healing men’s deep wounds, rather than punitive measures, can make an even more lasting impact.

The International 16 Days of Activism for No Violence against Women and Children Campaign, the work of protecting women and children from gender-based violence, is no longer the sole purview of Government and NGOs, but is also a deep seated societal problem.

To bring an end to what it calls ‘The Shadow Pandemic’ by 2030, the United Nations, through its Orange the World campaign, has called upon the world’s population to take practical steps in what is a growing global crisis.

This call to action by the UN and the South African government has been the spirit behind the CCBSA Men of Honour Movement. The movement is aimed at supporting men to not only be aware of the underlying drivers of abuse in their own lives, but to turn them into ‘advocates for change’ in their areas of influence. The Men of Honour Movement is a microcosm of the complex social circumstances affecting South African men. Indeed, the 16 Days of Activism is vital, as well as the work being done by bodies such as the United Nations around the world.

First launched in 2019 CCBSA Managing Director, Velaphi Ratshefola, Men of Honour by is a call-to-action for men to start looking within themselves in a meaningful way on the key issues related to gender-based violence that South Africa faces.

“We kicked off with monthly group sessions hosted nationally, where I personally travelled with a small team to our 12 sites around the country. We hosted groups of around 70 people in each session, discussing issues that range from work challenges, home pressures, parenting, and personal emotional health”, says Ratshefola

“In 2020, with the onset of the pandemic, we had to move these sessions online, using our internal teleconferencing network. The tension triggered by the pandemic and lockdowns was palpable, and these interactive online sessions proved more relevant than ever, with an average of 300 people per session from each of our regions and the largest attendance being over 500 people in one session” adds Ratshefola

These platforms offered an opportunity to the men working at CCBSA, which has almost 8000 employees in South Africa, to reflect on themselves and each other in a deep, meaningful way that leaves a lasting impact.

The initiative has received overwhelmingly positive feedback throughout the organisation, from both women and men, with requests for its expansion, so that each region can continue running smaller sessions without depending on head office.

One key success of Men of honour is that it has become a haven for men to talk amongst each other, to ask questions and to allow themselves to be vulnerable and ask for help. “It is a safe space that has been created for men, to engage and while doing so, become more aware of their actions and attitudes towards women in and outside the organisation. Some men have admitted that their actions were a result of how they grew up and the society in which they adopted certain behaviours”, Ratshefola said.

Many also noted that, most of the time, they were not even aware that some of these learned behaviours were offensive. The introspection has helped them to be more aware of their behaviour and act in a befitting manner towards women in general.  “Some of the men report that through the work they are doing for themselves and the positive changes they are seeing, they have started offering guidance to other men struggling with the same issues in their communities. These anecdotes make me even more determined to continue with this programme”, Ratshefola noted.

There have been increasing calls to combine Men of Honour with Women@CCBSA, a similar network launched in 2018 where women in the company connect with each other and access resources and tools, case studies and practical guides to help advance their careers and attain a meaningful work-life balance.

While a special combined conference would undoubtedly be popular, and something we are strongly considering, we have clearly seen that providing a safe space for men to let their guards down and be sincere promises massive social benefits.  

Common sense dictates that a genuinely happier organisation, where people feel they are offered a platform to be heard, leads to lowered tensions, healthier communication, and higher productivity.

However, each individual and organisation can make a bigger difference, not only by raising awareness during a certain part of the year, but by looking inwards every day. We need to be the change we so desperately need to finally conquer the scourge of gender-based violence for the sake of future generations of women in our great nation.

Related Press Releases

Coca-Cola Beverages South Africa Receives Prestigious Awards at Inaugural Worker Share Ownership Conference

Coca-Cola Beverages South Africa (CCBSA) received high recognition at the inaugural Worker Share Ownership Conference, organised by The Department of Trade Industry and Competition (dtic)....

Topco Media Sets the Stage for Robust Dialogue at the Future of Sustainability Conference 2024

This year is set to be pivotal for global sustainability initiatives across all industries and Topco Media is committed to fostering robust dialogue at the Future of Sustainability Conference scheduled...

CCBSA Study Buddy Fund bursary programme calls for student applications

Coca-Cola Beverages South Africa (CCBSA) has opened the application process to matric students and first time University applicants across the country for its Study Buddy Fund bursary programme for the...
© Copyright CCBSA 2024 | All Rights Reserved
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.