Diageo has
a number of long-standing and successful investments in Africa.
Diageo Africa is the second largest Diageo market by volume
(after North America), providing the third highest profit delivery
(after North America and Great Britain).
Other potential investors,
who are unaware of the opportunities and discouraged by perceived
risk, are overlooking Africa as an investment destination.
In 2003, Africa attracted less than 2% of global foreign direct
investment. This figure must be increased if Africa is to meet
the Millennium Development Goals.
In 2003, Diageo convened a series of meetings to examine
how a shortfall in reliable information on Africa's
business environment might be hindering greater investment
on the continent. International investors need to be presented
with an accurate picture of Africa's investment appeal and
the media can play an
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important
role in informing their perceptions.
The findings of those meetings are summarised
in the booklet Africa,
The Marginalised Continent.
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The Diageo Africa Business Reporting Awards
are a practical contribution towards addressing negative
perceptions of Africa and stimulating more African business
reporting in international media.
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