Thank you for the question.
First of all, given that much of our business is in the developing markets, we feel that the role of women in our business has not been represented properly. Many people think of us as a heavy business—lifting, bottling, cases—but the truth is that we have such a diverse business and we require so many different things that we weren't always able, particularly in booming economies, to get all the resources we needed.
We felt that the economic impact of women's entrepreneurship was not being recognized, so that's why we instituted this program, 5 BY 20. This is a global program. We go country by country and have objectives for each country. It's a separate department reporting into the senior leadership of the company in Atlanta, where we monitor these.
And it's everything.... It's micro-distribution, which would be a small village where we would appoint somebody who is responsible for delivering Coke and our products to the stores there. We would deliver to them and then they would distribute around to that community, store by store and restaurant by restaurant. We've set targets on that. We would want women to own that business, for example. Then they go out and hire the salespeople and the delivery people who can handle the product and do the deliveries every day.
It has been extremely successful. Needless to say, women have been wonderful managers of this business—across Africa. We know that in many places in Africa in developing markets sometimes maybe they don't get a fair shot at economic empowerment, at owning a business, or at running a business, and they're pretty darn good at it. Also, it is linked not just directly to our business, but to looking at our suppliers as well, and to saying that when we go out and work with advertising agencies and suppliers—whether of raw materials for the production plant or just office supply—we have targets of how many women entrepreneurs we're going to be working with.
That's how we plan on getting to five million women by 2020. It's a lofty goal. We feel we're on track. As you said, we're a business. It's a win-win as far as we're concerned. We're getting the benefit of having all of these economically empowered women supporting our business globally.