prises has marked the 25th anniversary of its production site at Wilrijk, Antwerp with the opening of a new €1 million Coca-Cola Visitors Center on the complex.With its interactive and digital concept, the new Visitors Center seeks to inspire young people to build a bright future.
The revamped Visitors Center aims to attract some 25,000 visitors a year. More than ever, the emphasis is placed on the younger generation. By speaking their language, Coca-Cola wants to inspire them and give them every opportunity to succeed.
Inge Polspoel, Visitors Center Manager, Coca-Cola Enterprises, says: “The Visitors Center introduces youngsters to the world behind the brand. They can take a peep behind the scenes of our high-tech production and distribution system but at the same time we’re challenging them to contribute ideas towards a sustainable future. Coca-Cola likes to take the initiative when it comes to making a genuine difference in our community. When young people have a more in-depth understanding of the activities in a company like Coca-Cola, they are better able to explore the possibilities and ultimately make choices. Hence the digital and interactive character of the Visitors Center: we want youngsters to experience the full range of possibilities firsthand.”
Young visitors are taken on a digital tour of the ingredients of the various beverages and all aspects of product innovation, they get a better idea of the job opportunities at Coca-Cola Enterprises, they learn more about recycling and gain a better understanding of current technologies. The content of the Visitors Center is entirely geared towards the world of young people and translated into a high school setting with 5 interactive modules (gymnasium, communications class, innovation lab, sustainability wall and talent corner). Finally, a visit to the production plant extends their understanding of the current technology.
Well over 70% of all drinks the brand Coca-Cola sells on the Belgian market are also manufactured there, in the production plant in Wilrijk. Over the last 15 years, Coca-Cola Enterprises has invested €120 million in the Wilrijk site.
In addition, the company is commitment to young people as illustrated by numerous initiatives: workshops at universities, apprenticeships and summer jobs at the various sites. The Mission Olympics programme, soon to be rebranded Olympic moves, introduces 22,000 young people to a wide variety of Olympic disciplines. Coca-Cola Enterprises has established its own professional network for young people to exchange their experiences and Coca-Cola has launched a ‘young graduates’ programme giving fresh graduates the opportunity to try their hand at different jobs within the company to help them discover their talents. At the end of this two-year period, most are offered a permanent contract.
