Interview Hope M. Field. Senior Manager, Office of Latin Affairs The Coca-Cola Company

interview

JUNE 20, 2019, NALEO 36TH ANNUAL CONFERENCE AT THE INTERCONTINENTAL IN MIAMI, FLORIDA. L-R, LIZ BERMAN, PRESIDENT, CEO, CONTINENTAL FOOD AND BEVERAGE / INCA KOLA USA; BEGOÑE CAZALIS, PUBLIC AFFAIRS AND COMMUNITY MANAGER, COCA-COLA BEVERAGES FLORIDA; PETER VILLEGAS, VICE PRESIDENT AND HEAD OF LATIN AFFAIRS, COCACOLA NORTH AMERICA; ARTURO VARGAS, CEO, NALEO; HOPE M. FIELD, SENIOR MANAGER OF LATIN AFFAIRS, COCA-COLA NORTH AMERICA, AND TRAVIS A. WARREN, SENIOR MANAGER, PUBLIC AFFAIRS & COMMUNITY RELATIONS.

IN CELEBRATION OF HISPANIC HERITAGE MONTH

▶ HOPE M. FIELD, Senior Manager of Office of Latin Affairs, Coca-Cola North America (CCNA)

Although Coca-Cola launched its first exclusive campaign in 2004 for the Latin market in the United States and strengthened its ima ge of Hispanicness in 2015 with its successful #OrgullosoDeSerLatino campaign, video that went viral and which is still remembered today by many, the link between this leading brand and the Latino community in the United States goes well beyond dates and advertising strategies: it is rather an authentic rela tionship, which flows naturally and comes from family; brand loyalty that has consolidated over time. It’s obvious Latinos brought to the United States not only their millenary By Heidi Castrillon

culture and traditions, but also a taste for Coca-Cola. This is apparent to Hope M. Field, Senior Manager of the Latin Affairs Office of The Coca-Cola Com pany, who as an American of Colombian descent and in full celebration of Hispanic Heritage Month, tells us what the link is between this powerful brand of mass consumption and Latino im migrants who, according to US Census Bureau estimates, make up approxima tely 18% of the total US population; almost 59.9 million Latinos. A community as vibrant as its gastronomy and very diverse like the new flavors of cherry, vanilla, cranberry and raspberry from Coca-cola.

PLEASE SHARE WITH US IN DETAIL WHAT YOUR WORK IS AT THE OFFICE OF LATIN AFFAIRS OF THE COCACOLA COMPANY?

As the Senior Manager for the Office of Latin Affairs, Coca-Cola North America (CCNA), I manage the company’s efforts to strengthen relationships across the East Coast and Puerto Rico, focusing on the U.S. Hispanic community, the largest minority and fastest growing segment of the U.S. population. In my role, I establish and develop the execution of local, regional, and national stra

2018 United States Hispanic Chamber of Commerce Annual Convention in Philadelphia. L-R Argentina A. Ramirez, Immediate Past Chair, Morris County HispanicAmerican Chamber of Commerce (MCHACC), Victor Nivelo, Community & Government Relations Director, MCHACC, Rosemary Carrillo, Community Outreach, Aetna, Liz Berman, President, Continental Food and Beverage, Inc, Hope M. Field, Senior Manager of Latin Affairs, Ramiro Cavazos, President and Chief Executive Officer, USHCC, Esperanza Porras-Field, Founder & President Emeritus, MCHACC, Victor Gallardo, Workforce Initiatives Director, MCHACC and Fernando Valencia, Events & Activities Director, MCHACC. ▶

ESPERANZA PORRAS-FIELD, MOTHER; HAROLD FIELD III, BROTHER; HOPE M. FIELD; CHRISTINA V. FIELD, SISTER; HAROLD FIELD JR., FATHER; HARRISON FIELD, NEPHEW; AND MELISSA FIELD, SISTER-IN-LAW

tegies that position the company as the leading corporate citizen. My responsibilities include managing relationships with key local, state, and national Hispanic organizations and leaders.

In order for the company to consistently meet expectations, I provide strategic direction, feedback, and access to the Hispanic community and its leaders while assessing the “pulse” of the Hispanic community to address constituent issues. I also work with local bottlers to collaborate on mutually beneficial initiatives to serve the Hispanic segment.

One of my focus areas is to develop, execute, and manage effective Hispanic community relations programs that create goodwill and enhance brand awareness. Also, the implementation of strategies that leverage sponsorships and philanthropic activities to strengthen Coca-Cola’s presence in the Latino community to help drive profitable long-term volume.

Currently, I serve as the Chairwoman for the Morris-County Hispanic-American Chamber of Commerce, where I successfully build and advance local, national, and international partnerships with business owners, professionals, organizations, corporations, and other chambers. I’m also proud to serve on the United States Hispanic Chamber of Commerce’s Senior Executive Corporate Advisory Board.

34 biz republic In addition, I collaborate in the coordination to support the Coca-Cola Hispanic Advisory Council (HAC) which is managed by the Office of Latin Affairs. The HAC consists of internal and external leadership from across the country that help guide and advise CCNA and local bottlers to connect with the ever changing and diverse Hispanic consumer and community. Its purpose is to help guide the company in building strong connections with the Hispanic American community, including consumers, shoppers, customers, suppliers, opinion leaders, and the workforce. You were born in the United States, but speak Spanish fluently. How did you learn this language and how much has it helped you to interact with the Latino community in the US? My Mother, Esperanza Porras-Field, was born in Bogota, Colombia. Her native language is Spanish. She came to the United States to study at Saint Peters University in New Jersey where she met my father, Harold Field Jr. He was born in Bayonne, NJ of Italian and Irish descent. He spoke English and a little broken Spanish that he learned in school, from travel, and my mother. From a young age, I was taught Spanish and was immersed in Colombian culture. My Mother spoke Spanish to me from the day I was born. My sister, Christina, and I spent many summers with our Abuelita in Bogota, Colombia, where our family and friends only spoke to us in Spanish. I spoke English at school, with my father, my fami“We put people at the heart of our business and everything we do”

Learning the Colombian cultural heritage and Spanish language gave me the opportunity to communicate with my relatives and strengthen family ties beyond the borders. I also learned the history and traditions of my family’s country of origin. Understanding where my family came from resulted in developing these values in my life and as part of my own identity.

I grew up in Morristown, New Jersey in the suburbs of New York City. It is a diverse area and has a large Latino population from various countries, including Colombia, Cuba, Mexico, Ecuador, El Salvador, Guatemala, Puerto Rico, and Dominican Republic. We were able to relate to each other’s cultures because we spoke the same language, enjoyed similar traditions, food and music, and had the same family values. It gave me the opportunity to learn about other Spanish speaking countries and to become a part of the “American Hispanic culture;” a culture that consists of individuals, like myself, who live in the United States but value both cultures.

My upbringing has everything to do with my passion for working with the American Hispanic community. I enjoy the advantages of being bilingual and bicultural. These benefits have enriched my skills, creativity, and my life. I don’t just interact with the Latino community; I am a part of the Latino community.

Coca-Cola launched from its headquarters in Atlanta, within the framework of Hispanic Heritage Month, its first exclusive campaign for the Latin market in September 2004, exactly 15 years ago, with the idea of associating the brand with Hispanic concepts that are fun, family and friendship. Since then, how far has the Coca-Cola brand relationship come with Spanish-speaking people in the United States?

Even though the first Hispanic Heritage Month celebration exclusive campaign for the Latin market may have started 15 years ago, Coca-Cola has a long history engaging Latinos in the United States. The company’s Latin community roots trace back to former Chairman and CEO Roberto Goizueta. Under his leadership, the market value of Coca-Cola stock rose from $4 billion in 1981 to $145 billion in 1997. He once said, “Our marketing calendar is built around the Fourth of July and the sixteenth of September,” which makes perfect

HOPE M. FIELD, SENIOR MANAGER OF LATIN AFFAIRS, COCA-COLA NORTH AMERICA AND CHAIRWOMAN, MORRIS COUNTY HISPANIC-AMERICAN CHAMBER OF COMMERCE (MCHACC) SPEAKING AT THE MCHACC ANNUAL AWARDS GALA AT THE BIRCHWOOD MANOR, WHIPPANY, NJ.

sense since the latter date marks Mexican Independence Day. National Hispanic Heritage Month is the period in the United States when people recognize the numerous contributions that generations of Hispanic and Latino Americans have made to the country. At Coca-Cola we include the concept well. Our program focuses on the power of family, culture, and community while bringing people together in celebration of their heritage and unique family stories. We are happy to be part of these moments and take pride in helping Latinos celebrate their heritage. As you stated, it is fun, family, and friendship oriented.

For the Office of Latin Affairs we join in the celebration of the group’s heritage and unique culture through partnerships and activities that will build and deepen the company’s multicultural connections.

“In addition to celebrating Hispanic Heritage Month, we celebrate and support the community all year”

Additionally, it is a time to reflect on the challenges the Hispanic community has faced and the fantastic opportunities that lie ahead.

In addition to celebrating Hispanic Heritage Month, we celebrate and support the community all year. The company values the Latino community. Therefore, the Office of Latin Affairs manages efforts to strengthen relationships across the country. We are proud to support numerous organizations throughout the United States that represent various segments of the Hispanic community.

The Coca-Cola brand relationship with those who speak Spanish in the United States continues to advance throughout the years. We are recognized as one of the most influential companies supporting Hispanics and we appreciate our long history of supporting the Hispanic community.

What are the differences and similarities that you, through your work at the Office of Latin Affairs of The Coca-Cola Company, have found between Latinos and other American populations regarding their consumption habits, considering that they are consumers with different socio-demographic profiles?

Coca-Cola offers more than 800 different beverages. As consumers’ tastes are changing, Coca-Cola is evolving as well. Our business strategy is centered around becoming a consumer-centric total beverage company, and part of that focus includes

This Signature Event “Enhancing Board Effectiveness” is a Nonprofit Board of Directors Orientation & Executive Leadership Program that will consist of an orientation training for all the Chamber Board members across the country and their President & CEO/Executive Director. It is a full day training in the following areas: by-laws, Robert’s rules of order, strategic planning, governance, securing funding, event planning, and attracting the community and enthusiastic volunteers. Chamber members will have the opportunity to exchange best practices and network with each other, key stakeholders, and Coca-Cola executives.

HOPE M. FIELD ACCEPTING THE HUMANITARIAN EXCELLENCE AWARD AT THE LONG ISLAND HISPANIC CHAMBER OF COMMERCE (LIHCC) “GATSBY-ESQUE” 30TH ANNUAL GALA AWARDS

continuing to enhance our beverage portfolio with a wide assortment of drinks that consumers want.

For the Hispanic American community, there are quite a few popular choices like Coca-Cola from Mexico, which is sweetened with sugar cane. The company started importing this in 2006. In addition, we acquired Topo Chico last year. Hispanic American taste preferences also have influenced how we innovate new beverages. For example, last year we introduced two new Coca-Cola specialty beverages, Coca-Cola California Raspberry and Coca-Cola Georgia Peach, which are both sweetened with sugar cane like Coca-Cola from Mexico.

In addition, two years ago we introduced a new line of Barrillitos Aguas Frescas in foodservice outlets. This was the brand’s first launch since joining the Coca-Cola portfolio in 2008, which was seventy years after the brand first launched in 1938 in Monterrey.

We recognize that the success of our business is directly linked to diversity. The multicultural community represents a significant area of growth. The company is committed to diversity by retaining the talent needed in key divisions. At Coca-Cola, our multicultural communications and Latin Affairs teams help our marketing team to understand the stages of acculturation to best connect in the marketplace.

As a Latina, there is great pride in representing Coca-Cola in Latin Affairs exclusively. This first year has been an unforgettable experience. I work for a company that understands that engaging with the Hispanic community is a top priority. Coming from the entrepreneur and non-profit side, I have brought innovative ideas to the table that have resulted in the company standing out. My achievements include bringing new partnerships to the company. The most rewarding part of my job is that I’m directly impacting and improving lives. The Office of Latin Affairs supports organizations that directly help families and individuals. It is mutually beneficial because it helps to strengthen our presence in the Hispanic community and drive profitable long-term volume.

Another achievement is the creation and development of a Coca-Cola signature event during the United States Hispanic American Chamber of Commerce convention that will take on September 28, 2019.

“The most rewarding part of my job is that I’m directly impacting and improving lives”

I also created a monthly Latin Affairs newsletter that showcases the work of our department with organizations that represent the Hispanic the community nationwide. It has been a pleasure to represent the Company with an important segment and my position is a perfect match to my skill sets and personality.

Coca-Cola is the world’s most popular consumer brand and the most popular by Latinos for the seventh consecutive year, ahead of other major brands such as Colgate and Bimbo, according to the most recent Kantar Worldpanel Brand Footprint ranking. What does this mean?

We put people at the heart of our business and everything we do. Coca-Cola is deeply dedicated to engaging the community. We are constantly learning and adapting to the fast-changing world. It starts with truly listening and understanding our consumers.

How is the penetration and acceptance of Coca-Cola ‘light’ products, sugar-free drinks or for athletes in the Latin market in the United States?

We have 250 reduced and no sugar beverages. Many of these are soda options with no sugar at all. The following are some of our sugar-free soft drinks, teas and waters: Coke Zero Sugar, Diet Coke, DASANI, DASANI Flavors, DASANI Sparkling, Fanta Zero, Fresca, Gold Peak Unsweetened Tea, Minute Maid Light, Pibb Zero, POWERADE Zero, Seagram’s Diet Ginger Ale, Seagram’s Seltzer Water, Smartwater, Sprite Zero, TaB, and vitaminwater zero.

Many athletes and active individuals use our sports drinks as a source of carbohydrate fuel and as a way to replace fluids and electrolytes lost through sweat during sustained physical activity. The company

Apart from your work at The Coca-Cola Company, you are also chairwoman of the Morris County Hispanic-American Chamber of Commerce [MCHACC], demonstrating yet again that women can assume leadership roles with the same or greater efficiency than men. How have you managed to complement both responsibilities?

I am a “chamber baby,” i.e., I grew up in the Chamber of Commerce. My mother, an entrepreneur, founded the Morris County Hispanic-American Chamber of Commerce in New Jersey 30 years ago. She inspired me to get involved with the community and to deliver the Chamber’s mission in helping businesses grow.

The Chamber has been a part of my life for as long as I can remember. Meetings, activities, and events were our normal way of life. Chamber leaders and business owners are my second families. Their children are my first friends. The relationships that I have with civic and political leaders have been built over a lifetime. I sat in on meetings at young age listening to matters regarding businesses, corporations, partnerships, and politics before we even understood what those words meant. I watched my mother lead boards of all men, where she was the only female. I was raised with the mentality that anything is possible.

Anything that had to get done in front of or behind the scenes, I was part of and helped. One day, I told my mother, “I quit being president of the chamber.” She laughed and responded that I wasn’t the President and I told her I was because everything that she did, I did.

Hope’s Mother Esperanza with chamber and community leaders in 1990 L-R Robert Menendez, Senator; Harry Ayala, President, New Brunswick Chamber of Commerce; John A. Lynch Jr. President, Senator; Representative, Ecuadorian Chamber of Commerce; Carlos Peraza, President, Camden Hispanic Chamber of Commerce; Guilermo Mandonado, Secretary, Statewide Hispanic Chamber of Commerce; John Sanchez, Vice President, Statewide Hispanic Chamber of Commerce; Daniel Jara, Chairman, Statewide Hispanic Chamber of Commerce; Robert Del Tufo, Attorney General, New Jersey; Esperanza Porras-Field, President, Morris County HispanicAmerican Chamber of Commerce; Representative, Peruvian Hispanic Chamber of Commerce; Jonny Torres, Executive Director, Save Latin America, Inc.; Wilfredo Caraballo; Assemblyman, New Jersey; Miguel “Mike” Rodriquez, President, Essex County Hispanic American Chamber of Commerce; and Representative, Union City Hispanic Chamber of Commerce

and for the past four years Chairwoman. Accordingly, the position has come very naturally to me. It requires organizational skills and discipline. It is a balance. Since my chamber career has always run parallel to my education and then my work career, I was accustomed to making the time.

Leading the Chamber is a perfect complement for my position at Coca-Cola. The Mission of the Morris County Hispanic-American Chamber mission is to advocate, promote and advance the interests of business owners, professionals, organizations and corporations within Morris County and the adjacent areas that target and serve the U.S. Hispanic-American market. My job with Coca-Cola is to strengthen the relationships with the Hispanic market on the East Coast. Leading the organization gives me the opportunity to leverage partnerships and to foster relationships for both the organization and for Coca-Cola.

In addition to leading the MCHACC, I am the President of the Fairleigh Dickinson University Young Alumni Association, where I graduated with a Master’s degree in Organizational Behavior and a Bachelor’s degree in Psychology and Business. Community involvement is one of my biggest passions in life. Therefore, I make the time, effort, and commitment.

Do you think that the Latino market in the United States will continue to grow steadily as before or, on the contrary, due to endogenous and exogenous factors such as the trade war and global economic slowdown, could there be a slowdown in the next few months?

The Hispanic community is the largest and fastest growing minority in the United States. It is also a high-growth demographic in terms of cultural influence and buying power, driving much of the growth we see today. In fact, recent research revealed that the U.S. Hispanic consumer is the third-fastest growing economy in the world. I believe that it will continue to grow. .

Over the years, as our family grew, I watched the chamber grow. We went from a start-up local chamber to the leading edge of local, national, and international business communities. My mother represented region five as a Board of Director on the United States Hispanic Chamber of Commerce and founded Chambers throughout the US, as well as Toronto, Canada. I traveled with her to meetings and events all over the world.

Without being aware, I was training for the position my entire life. I started on the Board as Director of the Young Business & Professionals, then Vice Chairwoman,