Home / FAQs / Contact Us / Learning Log / Shopping Basket

Purpose and benefits

Roberto Goizueta (1931–1997) could have been the owner of his family’s sugar refinery business. Instead he became head of Coca-Cola, one of the world’s largest and most valuable companies. Fleeing from communist Cuba after Fidel Castro came to power in 1959, Goizueta arrived in Miami in 1960 and began working for Coca-Cola. He moved to the corporate headquarters in Atlanta in 1964. With the support of company legend Robert Woodruff, Goizueta worked his way steadily up through the management ranks until he was made CEO in 1980.