Mission & Values

Mission & Values

Our Mission

Giving young people the opportunity, through education, to succeed.

Roberto C. Goizueta, chair and CEO of The Coca-Cola Company from 1981 to 1997, founded The Goizueta Foundation in 1992. The Foundation’s six shared values were inspired by Mr. Goizueta and were attributes often used to describe him. It is only fitting to tell his story through the lens of those values.

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Shared Values

A Love of Learning
The Foundation’s focus is a direct result of the vital importance Roberto C. Goizueta placed on education. He graduated from Cheshire Academy as Valedictorian, all while teaching himself English. He subsequently earned a degree from Yale University in 1953 and was elected to Tau Beta Pi.
Inspirational Leadership
Roberto C. Goizueta’s leadership was influenced deeply by peers and leaders who went before him. Long-time Chairman of The Coca-Cola Company Robert W. Woodruff handpicked him for his role, first as company President then as Chairman and CEO.
Creative Thinking
Throughout his life, Mr. Goizueta challenged himself to think “How can I look at something a different way?” This commitment to creativity shaped The Coca-Cola Company for a generation and is reflected in the creative impact achieved by the Foundation’s grantees.
Courage & Commitment
From a bold vision to expand Coca-Cola’s global footprint, to the humility displayed after the controversial debut of “New Coke,” Mr. Goizueta was a visionary with a commitment to customer satisfaction.
Transparency & Trust
Mr. Goizueta was trusted by employees and business partners. They knew that his direction and decisions had been carefully thought out. He surrounded himself with people who had strong skills in the areas that he did not, encouraging openness and honesty.
Excellence & Integrity
Mr. Goizueta had high expectations of others. He required his associates to be diligent, prepared, and detail-oriented. In fact, on his desk, he had a small plaque that said, “God is in the details.”