Junior Achievement Canada (JA Canada) is launching a new partnership with Coke Canada Bottling and The Coca-Cola Company aimed at providing Canadian youth with job readiness training and career mentorship opportunities.
The initiative comes as youth unemployment remains a concern. In May 2024, Statistics Canada reported a nearly 30 per cent increase in unemployment among those aged 15 to 24, citing a lack of experience and increased competition for fewer jobs. A separate study, the RBC Young People and Economic Inclusion Longitudinal Study, found that work-integrated learning opportunities are limited, making it harder for young people to transition into the workforce.
Through the partnership, Coke Canada Bottling employees will participate in career mentorship sessions with youth aged 14 and older across Canada. These sessions will take place through JA Canada’s World of Choices events and a new program called Pouring Potential: A JA Job Shadow Experience at Coke Canada.
World of Choices is an existing JA program designed to provide high school students with career knowledge and job skills. More than 7,500 students participate annually, with over 30 per cent coming from underrepresented and underserved communities.
The Pouring Potential program, being piloted at select Coke Canada facilities, will give students hands-on exposure to roles in manufacturing, distribution, merchandising, and warehousing. The job-shadowing experience is designed to provide insight into the industry and help students develop practical career skills.
Scott Hillier, CEO of JA Canada, said the program is about equipping young people with the tools they need to succeed. “We are thrilled to partner with Coke Canada to support the next generation of Canadian leaders,” he said. “Together, we are creating meaningful opportunities that empower our young people to develop the skills they need to thrive in their careers, aiding to a stronger and more resilient workforce.”
Todd Parsons, CEO of Coke Canada Bottling, said the company sees an opportunity to play a role in addressing youth employability. “This new partnership allows our employees to share their unique work experiences and the skills necessary for their career success,” he said. “We are excited to see this partnership come to life with our teams coast to coast.”
