Addis Ababa, Ethiopia – Temesgen Asfaw, owner of Kassawork, one of Coca-Cola Beverages Africa (CCBA) in Ethiopia’s distribution partners, has grown his business from a humble grocery shop with a single pickup truck and just 40 crates of Coca-Cola products into a thriving operation that now loads up to three trucks a day, manages more than 15,000 crates, and distributes close to 100,000 products every month.
As an Official Coca-Cola Distributor (OOCD) near Mexico Square in Addis Ababa, Temesgen is one of the company’s biggest distributors and top-performing partners. He has been a key contributor to CCBA in Ethiopia’s growth story for over three decades.
Temesgen’s journey began 33 years ago with a dream and sheer determination, as one of only three manual distribution centres at the time. With time, perseverance, and a deep belief in the Coca-Cola brand, his business began to expand.
“I started small, but as demand grew, so did my vision,” Temesgen recalls. His original pickup truck still sits at his warehouse as a reminder of his humble beginnings.
Temesgen’s long-standing partnership with Coca-Cola has not only sustained his business but also helped him to empower others. A devoted father and grandfather of six, he invests in building the capacity of his employees.
“I love working with Coca-Cola; it is a global icon,” he says. “Even without promotion, people always choose it. That inspires me to stay in the business”
Temesgen played a key role in introducing Novida to the market, personally leading awareness, sampling and promotions. “Novida is one of the most loved products by our customers,” he adds.
He also recalls the most challenging period during the Covid-19 pandemic and how it tested his resilience. “I’ve been with Coca-Cola through thick and thin; the challenges, the wins, and everything in between. Together, we’ve grown stronger. I thank God, and I thank the company and its hardworking, honest employees for walking this journey with me.”
In recognition of his unwavering loyalty and partnership, CCBA in Ethiopia rewarded Temesgen with two trucks, showing appreciation for his contribution to the business’s success.
A true testament to growth, integrity, and partnership, Temesgen’s story embodies what it means for CCBA to partner with customers for growth.
“For CCBA, partnering with customers for growth means deeply understanding and prioritising the needs of customers – both retailers and end consumers – by delivering value beyond just selling beverages. It aligns with our vision of being the most consumer-centric, customer-driven, and sustainable beverage company in Africa,” said CCBA in Ethiopia Managing Director, Melky Abebe.
“Partnering with customers at CCBA means customer-centric execution through understanding the unique needs of different market segments and ensuring product availability at the right time, place, and price, leveraging data and analytics to anticipate customer demand and preferences.
“It is also about delivering value beyond the product by providing best-in-class service to retail partners and helping customers to grow their businesses through insights, promotions, and tailored support. For us, this is partnering with customers for growth, one of our strategic drivers,” Abebe said.
