Coke's pulls for stronger Muslim ties

• Coca-Cola backs Partners for a New Beginning 
• Is a global US effort aiming to further private sector engagement between the US and Muslim communities around the world
• Company chairman and CEO Muhtar Kent  is a vice-chair on the project

Malaysia - Beverage giant Coca-Cola is backing a new initiative by the US State Department which intends to foster healthier relations with Muslims around the world.

The Coca-Cola Company is the global partner for "Partners for a New Beginning" - a venture aiming to further private sector engagement between the US and Muslim communities.

It is being led by political figure Madeleine Albright as well as Walter Isaacson, president of the Aspen Institute, who will serve as vice-chair. Coca-Cola chairman and CEO, Muhtar Kent is the other vice-chair on the project.

"On behalf of The Coca-Cola Company and the more than 700,000 Coca-Cola system employees around the world, I would like to thank the Honorable Secretary of State Hillary Clinton for the opportunity to be part of this important initiative," Kent said in a statement.

"To do business successfully in a multicultural environment, you need to demonstrate respect, flexibility, sensitivity, open mindedness, and a genuine interest in understanding differences between people. That's why we are honored to stand here today and lend our support to this important initiative," he said.

One of the functions of "Partners for a New Beginning" will be to facilitate ties between universities in the US and those abroad to share knowledge and improve business education. It also intends to encourage investors in the US to recognise potential in Muslim-majority communities.

In March 2010, The Coca-Cola Company said it planned to invest RM1 billion in Malaysia over the next five years to boost growth in the market - part of the investment should result in increased sales and marketing activities.

According to Coca-Cola, across the Arab world alone, it has invested more than US$1 billion in the last few years, and is the third largest employer and fifth largest investor in the Palestine Authority Area by employing over 350 Palestinians and providing livelihoods for 5,000 families.

The formation of "Partners for a New Beginning" comes nearly one year after US President Barack Obama called for a new beginning between the US and Muslims around the world.

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