Coke's Brock: Sustainability Is No Longer 'Niche'

John Brock has come a long way since his first jobs working in his uncle's dime store and, later, at a paper mill in Moss Point, Miss.

Today, he is chairman and CEO of Coca-Cola Enterprises (CCE Quote), the world's largest marketer, producer and distributor of Coca-Cola (KO Quote) products. Brock has more than 25 years of experience in the beverage sales industry. In 2003, he was named CEO of Interbrew, headquartered in Brussels, Belgium. In 2006, he joined Coca-Cola Enterprises where he was appointed chairman in April 2008.

Brock talked with Knowledge@Wharton about Coke's philosophy on selling soda in schools, helping the environment and recruiting teens to become devoted customers.

Knowledge@Wharton: What's it like to run the world's largest soft drink distributor? And what is your most memorable moment from your world travels? ...