Investing in fruit

The level of investment by multinationals in emerging markets is often measured in billions. Only rarely do I see billions being invested in one region of one country.

Coca-Cola has already invested $400 million in Florida over the past five years. Now it has agreed to buy all the fruit produced by 25,000 acres of new orange trees for the next 20 years, representing a value of $2,000 million.

That’s a substantial pledge by any measure.