John Santa Maria
Management
Carlos, a couple of things. Yes, over the last couple of years, we've had a series of, we've had a series of years where we are not making our cost, we are making or slightly under the cost of capital for Coca-Cola FEMSA, and I think that's a true reflection of the market in terms of how we've gotten the value Coca-Cola FEMSA. We get, it's just not been increasing shareholder value. Now there is a couple of reasons for that and I think there's the valuations, there is incremental cost for raw materials, and yes, importantly, there has been also incidence increases that had also been affecting us to the tune over the last three, four years of about $154 million, that continued to give us headwinds. There has been consumer headwinds and there's been tax headwinds as well. So I think overall, being close to cost to capital has not been bad, but it is not what we need, okay? The issue is how do we go out there and continue to grow cost, achieve our cost of capital, couple of things. First, in the general picture, we need to go out there and amplify our portfolio. Well, firstly, we need to just to get our CSD portfolio back on track and I think it was very encouraging to see during 2018, that Coca-Cola brand, Coca-Cola grew almost 2%, okay, in terms of volume. And I think we've put also a lot more revenue into the Coca-Cola system by growing both revenues and volume and transaction fees over the brand Coca-Cola. And secondly, we need to go out there and fix on our non-carb business or make it not fixed. I would say let's make it more profitable. Okay? Right now, where we are, it is growing, but it's not nearly as profitable as our growth business, but it is as I would argue is marginal to the whole process. So, or to the whole structure, so the more we go out there and grow, the more margin we do enhance. Now when we bring down the Coca-Cola, the non-carb business, it is what non-carb business, you want to talk about. Because within the non-carb business, there's a series of large business, of businesses that are very profitable, energy, key, low...