By Torrey Burns, Corporate Safety Manager, Coca-Cola Southwest Beverages
Have you ever considered how your Coca-Cola made its way to a store shelf? There are hundreds of people involved in the process, whether they’re forklift operators, pallet builders, merchandisers or truck drivers. Much of what they do takes place behind the scenes — but their contributions are felt each day with every pop and sip of a cold Coca-Cola.
At Arca Continental Coca-Cola Southwest Beverages (AC-CCSWB), our associates, also known as our Heroes, are the heart of our organization. We believe it is crucial to recognize our Heroes and work alongside them to create an environment where people can learn, connect and grow — and have fun doing it. This October, we hosted our annual Truck Rodeo event, a competition held in Dallas-Fort Worth where AC-CCSWB drivers, merchandisers and warehouse associates from across our service areas in Texas and Oklahoma compete for the opportunity to be recognized for their execution and safety — which are tasks each associate performs every day.
The power of culture
AC-CCSWB has more than 1,800 drivers across its territory, with nearly 1,000 operating in North Texas to service the metroplex, surrounding communities and Oklahoma. In the same region, the company also has over 2,000 merchandisers and nearly 1,500 warehouse associates. They are our boots on the ground, who are closest to the community and have a deep understanding of what the community needs. Because of this, we empower our Heroes to help ensure our customers receive the highest level of service.
AC-CCSWB recognizes the importance of collaborating with our Heroes to create a great culture that encourages employee retention and recognition. Our Heroes work hand-in-hand to ensure that the right product is delivered to the right place, at the right time.
Our associates are empowered through various tools and digital solutions that allow them to do their jobs more effectively and efficiently. This includes technology that supports drivers in maintaining safe driving habits, such as lane detection and maintaining speed limits. Additionally, merchandisers have access to tools that offer greater insight into individual store needs and sales goals, so they can provide strong strategic recommendations to customers.
We also work with our associates to provide career growth opportunities that matter most to them. For example, associates who are interested in transitioning to driving can apply to our Commercial Driver’s License (CDL) Academy after one year of employment. When accepted, they receive training in all aspects of driving — including safety — and support in gaining their CDL.
Overall, AC-CCSWB’s efforts to collaborate with our associates have proven highly successful, as we have been able to support and uplift our Heroes in ways that matter most to them.
Creating a winning environment
AC-CCSWB’s annual Truck Rodeo is a critical component of our culture and employee engagement. The day-long competition allows our Heroes to demonstrate their talents through a competitive showcase that crowns champions in various areas of the company. It also encourages teamwork and cooperation, and it provides a fun opportunity for Heroes to learn from one another while growing as professionals.
In each competition, Heroes show off the skills they have honed in different areas of their daily roles, from steering big trucks around small obstacles to moving pallet jacks quickly while balancing a tricky load. Hundreds of AC-CCSWB drivers, merchandisers and warehouse associates participate in challenges that are unique to their roles within the company. For example, forklift operators navigate an obstacle course by dodging cones, fences and tight turns as fast as possible. Pallet jack operators direct their machines across a basketball court to get a slam dunk with their machines. And truck drivers must weave their massive vehicles between construction cones in a race to the finish line.
The event also offers an opportunity for families to come together because Heroes’ loved ones are invited to cheer them on with signs, chants and more. There’s also a special kids’ zone for the little ones. The entire day is centered on giving back to the Heroes and their families, who work tirelessly throughout the year, no matter the circumstances.
From the victory lane: Associates bringing their best
AC-CCSWB’s associates look forward to the Truck Rodeo each year as a time to take a break from the road to enjoy a bond-building competition. Winners receive a champion belt buckle, recognition across the company and, in some cases, a custom truck to drive over the next year. But more important than the bragging rights and trophies is the sense of camaraderie and belonging that the Truck Rodeo inspires.
The winner of the 2022 Forklift Competition, Fransisco Rodriguez of Fort Worth, recalls how it felt to be recognized in front of his family and friends: “Operating a forklift isn’t just a job to me; it’s a real passion. It’s like a dance with those big machines, and every day, I bring my best to what I do. So, when the company recognized my skills in front of my family, it was more than just an acknowledgment — it was a chance to share what I love with my family and to feel appreciated for the hard work I put in every day.”
This year’s 4-Axle Competition winner, Jerry Yzaguirre from Fort Worth, was also excited to share his victory with his loved ones. “I am so grateful to be able to win this competition in front of my family. They do not get to see what I do on a daily basis, so to be crowned as the best 4-axle driver at AC-CCSWB is a special feeling.”
AC-CCSWB’s Truck Rodeo is a testament to the company’s commitment to excellence and engagement among its drivers. Its impact goes beyond just one event: It’s a catalyst that brings drivers together, and it fosters a kinship that extends beyond the competition arena. Looking ahead, AC-CCSWB remains dedicated to building our culture and seeking ways to celebrate our local Heroes.
