SFOMEX From , joined Dec 1969, posts, RR: Posted (8 years 10 months 3 weeks 1 day 1 hour ago) and read 1271 times:
Well, money not always has the last word.
"Mexico has imposed its biggest anti-monopoly fines ever, totaling about US$68 million (euro58 million,) against Coca Cola and dozens of its distributors and bottlers.
The battle was won by one woman who got tired of being told what to sell at her one-room store in an impoverished Mexico City neighborhood.
In a country where David-vs.-Goliath battles usually end with David getting crushed, Raquel Chavez's victory is no small feat."
"Chavez, 49, expected to lose when a Coke distributor told her to get rid of Big Cola, an upstart brand that arrived in Mexico recently from Peru, or risk having Coke stop selling to her.
"I told them, 'You can't refuse to sell to me. That's unconstitutional'," Chavez told The Associated Press. "I didn't really know if it was unconstitutional, but I said it anyway.""
"Coke, whose share of the Mexican soft drink market hovers around 70 percent, is a must-have item for small stores. Chavez still sells it. But she also resented being told what she could sell.
"You may call the shots everywhere else, but I'm the boss in my store," she told the distributor."
"First, she didn't know which government agency to turn to. Then, Chavez found the Federal Competition Commission offices on the swanky west side of town. After two months of inaction, she blew up at the anti-monopoly agency.
"I told them, 'What are you good for? What purpose do you serve?"' she said. "Are you here to protect Coke, or to defend us?"
They finally accepted her complaint, investigated it, and found evidence of similar incidents -- some documented by Big Cola, which later joined the case. Two years later, on July 4, the commission ruled in a closed-door session that 15 Coke bottlers had violated anti-monopoly laws in the case, and fined them about US$15 million."
"I thought that we would lose this case, and when we did, it was going to be like 'Look, little ant, we crushed you,' because the powerful always win," she said. "Now I feel proud. Maybe now people will start standing up for themselves."