The Beverage Association of South Africa is pleased to welcome Velaphi Ratshefola as its new Chairman.
Velaphi is the Managing Director of ABI, the biggest bottler for Coca-Cola South Africa representing just under 60% of Coca-Cola’s volumes in South Africa.
Velaphi started his career in the legal field and proceeded to spend eight years in HR in South African Breweries and Nampak. His 16 years’ experience in Sales Operations saw him get involved in business optimisation projects in SAB.
He has led business optimisation and revenue growth initiatives in ABI which saw the business rationalise operations from 23 depots to 5 over a three year period, servicing a customer base which grew to 95 000 in 2014 from 40 000 in 2010. ABI’s customer loyalty scores improved from 68% in 2009 to 79% in 2014, second only to SAB in the South African FMCG industry.
Under Velaphi’s leadership ABI’s Route to Market is globally renowned and has led to the creation of almost 1 500 local jobs and double-digit sales growth in the traditional market class of trade. ABI’s market execution standards are amongst the best globally with RED coverage of 40 000 outlets monthly and 76% of the volume. ABI’s sales and operations teams have won multiple global and supplier awards under his leadership. He is an inspirational and engaging leader who inspires loyalty and commitment from those he leads.
He is an inspirational and engaging leader who inspires loyalty and commitment from those he leads.
The Beverage Association of South Africa (BEVSA) is a not-for-profit membership based industry organisation that represents the interests of the non-alcoholic beverage industry. Our members include large to small beverage manufacturing companies who produce, import, distribute, and sell a variety of non-alcoholic sparkling and still beverages, including soft drinks, sports drinks, energy drinks, bottled waters, flavored and/or enhanced waters, ready-to-drink teas and coffees and dairy-based beverages. Read more about who we are.