BACKGROUND

Water is a source of life and a natural resource that sustains our environment and supports livelihoods – but it is also a source of risk and vulnerability. At least 1.2 billion people currently lack access to safe drinking water and water resources are becoming scarce day by day. In adopting the Millennium Development Goals (MDGs), the countries of the world pledged to reduce by half the proportion of people without access to safe drinking water and basic sanitation by 2015, and to stop the unsustainable exploitation of water resources.
Given the importance of water to poverty alleviation, human and ecosystem health, the management of the water resources becomes of central importance. The depletion and pollution of water resources has resulted not only from the natural limitations of the water supply or lack of financing and appropriate technologies, but also from profound failures in water governance.  Consequently, resolving the challenges with regards to water governance must be a key priority and any response needs to emphasize an integrated approach to water resource management and effective water governance.
Recognizing the significant challenges related to water, both The Coca-Cola Company (TCCC) and United Nations Development Programme (UNDP) have committed to identifying and supporting solutions to these challenges. The convergence of this mutual commitment has provided the basis for the development of this partnership and Project between UNDP’s Regional Bureau for Europe and the CIS (RBEC) and Eurasia and Middle East Division of TCCC (Coca-Cola EMED).

Every Drop Matters is designed as a regional partnership initiative in the countries of Europe and CIS, aiming at increasing access to safe drinking water, facilitating the use of environmentally sound industrial technologies, and promote responsible water resource management by outreach and awareness raising activities.

This partnership initiative will initially focus on countries including Albania, Armenia, Azerbaijan, Bosnia and Herzegovina, Bulgaria, Croatia, Georgia, Kazakhstan, Kyrgyzstan, (FYR of) Macedonia, Moldova, Montenegro, Romania, Serbia, Tajikistan, Turkey, Turkmenistan and Uzbekistan as well as Russia, Ukraine and Belarus that fall under the coverage area of UNDP-RBEC as well as Coca-Cola EMED.

 

Why does the Coca Cola Company initiate Every Drop Matters?

Building and nurturing the connections with the people of the world is an essential part of the Coca Cola Company’s work. As the world becomes increasingly interconnected, yet more firmly rooted in local pride, recognition of its interdependence with all societal stakeholders becomes ever more important.In the nearly 200 countries where it does business, TCCC system celebrates a tradition of giving back to the community. It partners with a variety of organisations to create and support activities to make a visible difference in the lives of people.
Water is fundamental to Coca-Cola’s business; aside from being the largest ingredient in the company’s product, packaged drinking water is itself a fast-growing product category. Because water is so integral to Coca-Cola’s business, the Company’s ability to prosper depends on its management of this resource.

 

Why does UNDP initiate Every Drop Matters?

The United Nations Development Programme, UNDP, is the United Nations’ development network, an organization advocating for change and connecting countries to knowledge, experience and resources to help people build a better life. UNDP has been supporting proven solutions in developing countries to the common development challenges of the urbanizing world.

UNDP supports the sustainable use of marine, coastal and freshwater resources and improved access to water supply and sanitation services. UNDP develops with its partners the appropriate local, national and regional water governance frameworks, and application of integrated water resources management approaches.