Coca-Cola Co is prepared to invest $49.3 m into Ethiopia, the ENA news agency has reported. Coca-Cola's director of Africa and the Middle East, Robert Leadsay, made the announcement at a reception for an Ethiopian trade mission held in Atlanta, US. The agency claims that Coca-Cola is attracted by the country's "lucrative market" owing to its population of nearly 63m and a huge labour force. It also said that Coca-Cola plans to join forces with Ethiopian businessmen.