To All Our
Friends & Their Families,
Our Wish for a
"We are one of the very few
Palestinian companies which
have business degree
graduates actually working
in business," he says.
Before the intifada, 12 per-
cent of RC Cola's $15 million
in sales came from the 96
mini and supermarkets in
Israel which carried the pro-
duct. Although the drinks
were certified as kosher and
its labels were written in
Hebrew, Gideon says that
even before the uprising
began and "for no reason
other than it was made in
Ramallah," his companies'
products were boycotted by
the Israelis.
The company took this as a
sign that it couldn't satisfy
growth merely with the
local/regional market and
recently it began initial ex-
ports to two markets in
Africa, in Kenya and Tan-
zania. Gideon says he's still
waiting for the test results
and feedback before pro-
ceeding. However, as all ex-
port must be financed inter-
nally, and as it is literally im-
possible to attain credit lines
abroad because of the
political situation of the West
Bank, he admits it's not going
to be an easy task.
. _
most companies its
size, RC Cola's production
depends heavily on credit.
Since the outbreak of the in-
tifada it has become increas-
ingly difficult to secure any
type of credit function from
Israeli banks. Also, because of
curfews by the Israeli army
and strike days called by the
uprisings' leadership, produc-
tion remains under capacity.
Under normal conditions the
company churns out 32,000
cases a day.
While Club sees RC Cola as
its major competitor, RC Cola
views the local Coca Cola
plant in Israel as his. Gideon
thinks that because Coca
Cola is not looked upon by the
Palestinian population as an
"Israeli company," it hasn't
suffered a significant
decrease in sales.
"RC Cola, along with Coca
Cola, are the only two ge-
nuine colas produced in the
area," he says. "The rest are
imitations."
Imitation or not, consider-
ing the relatively small size of
the local market and the
severe economic and financial
constraints facing them,
under the most difficult of
conditions, Palestinian
beverage entrepreneurs have
produced a vibrant and very
competitive industry.
Happy Passover
LIN
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THE DETROIT JEWISH NEWS
47