The Last Mile: How Coca-Cola Became a Medical Supplies Distributor

Companies involved in CSR sometimes struggle to find the best way to help solve critical social and environmental issues. Does the silver bullet lie in philanthropy, volunteerism or cause marketing? Although those are all viable options, sometimes the answer is within their own operations, in the form of distribution systems, marketing expertise and business skills.

Four years ago, Coca-Cola Company asked a very important question: If we can get a bottle of Coca-Cola to the most remote parts of the world, why can't we do the same for crucial medical supplies? This was the impetus for Project Last Mile, now being expanded with a $21 million cash injection.

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