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Sometimes the smallest association of ideas can trigger a rich array of memories. In this week's article, I will share with you my experiences and memories related to Coca-Cola, from the association of ideas, to a tough project I conducted in South Africa and Northern Iraq. While I was moving house recently, I came across a vuvuzela made in the form of a Coca-Cola bottle. Sometimes, an object you encounter can take you to very different lands. Suddenly my memories started to come to life. First, the South African adventures began to pass before my eyes. Being the leading food retailers in Turkia, I remember tooting this mini vuvuzela quite a lot. The mini vuvuzela that I mentioned was designed in the shape of a Coca-Cola bottle. If you think about the noise the vuvuzela made on its own, let alone when we blew it all together, as the stand-alone group from Turkia, we were making quite a ruckus. Especially in the environment where thousands of people played the vuvuzela at the same time with the other spectators in the stadium, there was a noise that disturbed the ears. Of course, I remember above all that we had a lot of fun. I also share two photos from those days to help you visualise it:. An unusual Coca-Cola choice. As you know, KFC and Pizza Hut were separated from Pepsi Co restaurants were made a spin off from the beverage group and continued as a separate legal entity and then became a company named Yum!. Infact, I can even say that we were one of the few franchises of Yum! Our consumption was also very high. In order to give you an idea, I will provide you with the numbers. Imagine a restaurant serving 30, people each day and how many Coca-Cola and its equivalent products were consumed in a restaurant. That's why we took our place among the guests of Coca-Cola, which wanted to reward its best customers in South Africa. Following our Coca-Cola-associated South Africa adventures, the days when we established Coca-Cola Iraq and made it operational came to my mind. I would also like to convey these experiences to you. Who was a candidate to the Iraq Project? I remember my father said the following at a board meeting at Suzer Holding in Mr Tuncay Ozilhan called me recently. Coca-Cola stated that they got permission from the Coca-Cola Company for the Iraq project, but they could not conduct these projects due to the ongoing war situation in Iraq. They also had a local partner from Baghdad, but they did not make any progress. The possibility of establishing the factory in Baghdad has disappeared. The situation in Basra was not at all heart-warming, there were serious problems. That's why they were focusing on the Northern Iraq alternative. Later, I talked to some of the leading business people there, amongst whom I knew some. With this, I also had a probe with bureaucracy. It seemed that it was appropriate to open a factory in Northern Iraq. Of course, in order to finalize this, it was necessary to go there and establish the organization by making personal contacts. I made a promise too, we had to do this. Who will be a candidate for this? After this question, something poked me and I raised my hand without hesitation, thinking that I had given everything I could give in the hotel business for 5 years opening the hotel, restructuring the loan, optimizing the operation, etc. Besides myself, no member of the board of directors even put their hand up to it. Why would they want to? Iraq meant war. Three years had passed since the Iraq War, which started on March 20, , and the war was still going on, bombing news was heard about every day. On the other hand, I chose to be a candidate to this because I was personally curious about what was going on, and because I thought it was a job that I could improve myself and add new experiences to me. Those who really know me know; I am cautious, but in such situations I am fearless. There was neither fear nor panic in me as I raised my hand. The decision and the departure. My father said, 'Is there anyone other than Serhan who wants to put their hand up for this? There was no voice or movement in anyone. He turned to me and said, 'Are you sure you want to do this? I replied, 'You know me, there will be no issue in that sense'. Afterwards, I remember that we held meetings with the general manager appointed by Coca-Cola Beverages and the rest of the team responsible for this project in Istanbul. The whole organization was finalised, decisions were made regarding whom I will meet with, when I will do what, and essentially, the whole program in Iraq had been prepared. I was ready to go now. When I flew with Iraqi Airways for the first time, I remember that everybody on the plane was uneasy, and nobody talked to each other. I remember that the procedures took quite a long time at the airport at the first attempt, and when we finally got out of the airport, a security convoy welcomed us. When I asked the car drivers about the hotel where we will stay, they answered 'Sheraton is the best hotel here'. Then when we got to the hotel, I noticed that we came to a typical Sheraton building, but it didn't say Sheraton. When I questioned this, 'This used to be Sheraton, when the war started, everyone left, the hotel owner continues to operate at Sheraton standards. I had laughed so much when I heard this. The hotel was not bad at all, the standards were good, of course I cannot say exactly to Sheraton standards because I am from the sector, but I think the men were operating the hotel very successfully during that war period. The reaction of my friend calling from Bodrum. You could hear music in the background. This was the dialogue between me and my friend who was calling:. Referring to the sound of music I guess you're having fun. Happy Hour is going off here. If you are in Istanbul, jump on a plane and come over. Amongst the war? It's not like you see it on the TV. Take care of yourself. Don't get into anything risky. You have fun. I'll have fun another time. It's time to work, improve myself. You enjoy yourself. Still, be careful. And the project is developing with strong steps. After this meeting, I remember going over my notes overnight and then going to sleep after reading something. We started 'networking' in order to achieve the project early the next day. I remember leaving the hotel after breakfast and having meetings until late in the evening including dinner. After that 3-day marathon, all interviews were positive. The project started to emerge slowly. I was reporting all the steps I took to my father and those in the holding. We shared the results of my first trip at a meeting we held with Coca-Cola Beverages. We had then revealed what kind of a mechanism we required to establish the factory. On my next visit, we completed the necessary procedures to establish the company. On my third trip, we looked at a place between Erbil and Mosul on the edge of Zap Stream. I would like to share the shots I took of the Zap Stream, the location where we established the factory:. After all the technical, legal and financial inspections, it was revealed that this land is suitable for establishing a factory. It was determined which permit procedures we will need to go through and what action was to be taken to purchase the land. Then the project was prepared in Istanbul. The contracting firm to carry out the project was determined after long discussions; it was agreed upon and the contract was signed. In the Coca-Cola Iraq project, which started in , we started the construction of the factory in after all the planning. I would also like to share the pictures I took in the field from different angles on the ground-breaking day:. I would like to share with you a memory of the day we laid the foundation of the factory:. The first excavation and kebab motivation :. After going over the details of the project one more time in the container brought to the construction site, we went out and started to wait behind the first concrete pouring place. The workers who would do the construction on the field were also waiting for us. All stakeholders of the project made short speeches in which they conveyed their good wishes. During my speech, I got too excited, turned to the workers and said, 'In memory of today, I invite everyone here back to the kebab restaurant'. After giving short speeches, one of the scoops arrived on the field. He started digging to pour concrete where the first column would be erected right in front of our location. After an hour of excavation, we stopped work. We immortalized the moment with the shots below. We worked until noon. Then, as I promised, we gathered everyone around 2pm, and we ate our beautiful kebabs in one of the top-of-the-line kebab restaurants the chef was from Urfa. We had started the construction. I found this as the only shot taken. I remember that we barely made it to the plane in the evening due to the intensity. And of course, the kebab was delicious, but my body being accustomed to bacteria in Turkia had reacted badly to Iraqi bacteria. I remember having a hard time on the plane because of my stomach. A fish feast at the Fake Sheraton. I went to Iraq 8 times in that period. I immediately wanted to eat fish after all that appraisal. They were talking about a river fish whose name I can't remember now. They could not finish praising the taste of fish. I sat excitedly for dinner. I ordered the fish without hesitation. When I started to ask a lot of questions about fish to the waiter at the fake Sheraton Hotel where we stayed, the man inevitably said, 'Would you like to see how the fish is made? We went out with the man to the fishing ground. The man who would make the fish told me something in Arabic, I expressed in sign language that I did not understand and that I just came to watch him. Then the man got to work. Outside, he took the fish from a large aquarium, and the constantly moving fish in his hand hit the ground alive. The man then picked up the fish, the speed of which was slowing down, and hit the ground again. Then he took the fish from the ground for the last time and made the fatal move, and it was now dying. It hit the ground for the third time in the hardest way. The fish died at that moment. The man grabbed the fish he killed and opened the lid of a tandoor which was like a well-shaped hole. He pulled out one of the large skewers inside and plunged the fish into the skewer at different angles. Then he put the fish in the tandoor. He made a signal to me that we have to wait. You wanted to see this. Normally, such a thing does not happen, but then I felt sorry for that fish. I thought, 'I wouldn't order it, if I knew it was prepared like this. They opened the lid, the fish I felt sorry for was right there in front of me, but cooked. The Iraqis and everyone else at the table were watching me. I was the only one that had ordered the fish. Taking big gulps in my throat, I started to debone the fish. Obviously, it was cooked well in the consistency of a tandoor, but because it was a river fish, it was extremely full of bones. I can say that it had more bones than flesh. Also, it was not the sea fish flavour we are used to. I could not eat properly. I stopped eating after 15 minutes because it was really hard to weed out a little bit with a sense of guilt. The Iraqis at the table were looking in my eyes and waiting for my approval. It is much bonier and tastes like a sea fish. And frankly, I didn't like the way it was prepared. They could have made it more humanely' I said. At least a different food source. Then we continued to have dinner and talked about the details of the project that evening. Challenges both at work and in diplomacy. We encountered many difficulties while doing the construction. The routine logistics and supply problems experienced between the governments of Turkia and Northern Iraq, left us in a serious crisis and even saw the closure of the borders which made it extremely difficult for us. The crisis in bilateral relations was bubbling in the headlines every day. I remember having an official meeting with our relevant bureaucrat who was responsible for Iraq at the Ministry of Foreign Affairs at that time. We want to achieve the final result. However, if it is inconvenient for us to continue such a project for the benefit of our country, we can stop this immediately. The important thing is that the people of our country operate everywhere and consequently increase the welfare of our country. So don't ever think to stop this business you started. The interesting thing is that the Turkish media not only dealt with the crisis caused by the Northern Iraqi administration, but also with the sack crisis with the Americans. Negative feelings towards Americans were constantly fuelled. We were on good terms with everyone in Iraq. We were very well with the Iraqi people of Kurdish origin in northern Iraq, Arab origin in Baghdad, the Americans, the coalition force soldiers, and we were respected. We saw the advantages of being Turkish there. Because we understood both Western and Eastern cultures and acted as a bridge between them. Sometimes you do what we cannot do. I came out of that meeting feeling enlightened and honoured. I was witnessing something incredible. If you look to the media in Turkia, we were virtually declaring war on northern Iraq. However, in the background, our government wanted Turkish business people to increase their activities without being affected by the negative environment. The grand opening and breakthroughs. After leaving the meeting, we conveyed what was told to us at the situation assessment meeting in Istanbul. The result of the meeting, which was held in an environment where everyone was anxious about what was happening, came out with the result 'full speed ahead'. Finally, in May , we opened the factory with great pride. This factory had two features. The first was the first investment after the war. We dared to do this at that time and did. Second, after 70 or so years, Coca-Cola returned to Iraq. Bebsi does not represent America as much as that does. Here are pictures summarizing what we have achieved in Northern Iraq in 1 year:. Strategic sales decision and a happy ending. I can say that we ended this good story with a happy ending. At the meeting held within the holding, I was asked what I think about this investment. However, if we look at it strategically, I think we need to sell our shares. Because we are both minority partners there and this is not our main business. It is unclear when we will receive dividends and many other things. So, let's sell while everything is fine right now, focus on our own businesses like KFC and Pizza Hut. When other board members supported me, it was decided to sell the shares. The Coca-Cola Company wanted our shares. The valuation was made and we sold our shares to The Coca-Cola Company with a good profit. Coca-Cola's exemplary professionalism. Although I didn't drink Cola myself, I always felt sympathy for the company in this investment, in which I had full control over all processes. In this sense, I think Coca-Cola follows a very correct policy in terms of human resources. Everyone I know there is both decent people and people who do their job well. The character structure of such an organization stems from the very head. This is the source of pride of Turkish professionals and business people at the head of this job; Muhtar Kent, who served as the CEO of a world giant company like Coca-Cola Company for 11 years and has accomplished very successful things, along with Tuncay Ozilhan, who is the main shareholder of Coca-Cola Beverages Anadolu Group. I personally care about their efforts in sustainability, such as minimizing water consumption or recycling plastic packaging. They have a long way to go, and they really need to speed it up, but I think they're on the right track. In this period, such supports are of great importance. In Fitch's statement about Coca-Cola Beverages credit rating upgrade, we assume that the company will partially compensate for the Covid impact with the cost reduction and cash protection measures undertaken in ; this will enable the company to maintain its low indebtedness structure in Apart from managing their financials well, they are given a good test in a difficult period as a result of their efforts to create value in civil society and sustainability. In my opinion, Coca-Cola is a company that Turkish companies with the vision of being international should take an example for themselves. Receive all the latest articles. I remember my father said the following at a board meeting at Suzer Holding in Mr Tuncay Ozilhan called me recently. The decision and the departure My father said, 'Is there anyone other than Serhan who wants to put their hand up for this? The reaction of my friend calling from Bodrum 1 hour after entering the room at the hotel, my phone rang and I answered it. This was the dialogue between me and my friend who was calling: - Hey Serhan what's up? And the project is developing with strong steps After this meeting, I remember going over my notes overnight and then going to sleep after reading something. I would like to share the shots I took of the Zap Stream, the location where we established the factory: After all the technical, legal and financial inspections, it was revealed that this land is suitable for establishing a factory. A fish feast at the Fake Sheraton I went to Iraq 8 times in that period. Challenges both at work and in diplomacy We encountered many difficulties while doing the construction. Here are pictures summarizing what we have achieved in Northern Iraq in 1 year: Strategic sales decision and a happy ending I can say that we ended this good story with a happy ending. Coca-Cola's exemplary professionalism Although I didn't drink Cola myself, I always felt sympathy for the company in this investment, in which I had full control over all processes. Yorumlar 0. Popular All articles Tag. Charting a path from Moka to Bonbon… Gender equality in word and in deed Half yearly report and targets for the second half Last Comments. E-newsletter subscription.

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