The International Council of Beverages Associations (ICBA), the global voice of the non-alcoholic beverage industry, launched its African chapter on August 12 in Nairobi, Kenya, and appointed Kenyan lawyer and policy expert Iddah Asin as its first Executive Director.
The ICBA is an international non-governmental organization established in 1995, representing the interests of the global non-alcoholic beverage industry. Its members include national and regional beverage associations as well as international companies operating in more than 200 countries and territories, producing, distributing, and selling a wide range of non-alcoholic beverages, including soft drinks, sports drinks, energy drinks, bottled water, flavored or enriched waters, ready-to-drink teas and coffees, 100% fruit or vegetable juices, nectars, and dairy-based beverages.
Additionally, the ICBA holds special consultative status with the United Nations Economic and Social Council (ECOSOC).
A Rapidly Growing African Market
The launch of ICBA Africa, the organization explains, reflects the dynamic potential of the African market and demonstrates the sector’s ongoing proactive commitment to strengthen collaboration within the industry and through partnerships with governments, civil society, and other key stakeholders, in order to share best practices, support evidence-based policy development, and achieve common objectives.
ICBA Africa is intended to complement the work of ICBA Latin America and ICBA Asia-Pacific by expanding ICBA’s global network and reinforcing its role as an advocate for consistent, evidence-based approaches to issues such as health and environmental sustainability.
Strengthening Global Collaboration
Based in Nairobi, Iddah Asin now leads ICBA Africa to enhance collaboration, promote evidence-based policy development, and support sustainability in the beverage sector across the continent. She will work closely with the entire ICBA network and leadership team, including ICBA Vice President and CEO of the Beverage Association of South Africa, Mpho Thothela.
Iddah Asin said: “I am truly honored to become the first Executive Director of ICBA Africa and to contribute to the sector delivering positive outcomes on the continent and globally, starting from Africa’s unique priorities and maximizing our collective potential.”
ICBA President Andrés Massieu added: “The launch of ICBA Africa marks an important milestone for the sector, bringing together leading beverage companies to act with vision under Ms. Asin’s leadership. With Ms. Asin’s extensive expertise in public-private collaboration, health, and sustainability, we are confident that ICBA Africa will be a valuable resource for governments and stakeholders both regionally and globally.”
An Exemplary Career in Business and Public Policy
A lawyer admitted to the High Court of Kenya, Iddah Asin, 41, is an experienced professional in corporate law, government relations, public policy, regulatory affairs, as well as risk management and governance. Before her appointment, she worked for eight years at Johnson & Johnson, where, since 2022, she held the position of Head of Government Affairs and Policy for Sub-Saharan Africa, after serving as Director of Government Affairs and Policy for East Africa. Since 2021, she also led Johnson & Johnson’s strategy and operations for the EMEA region (Europe, Middle East, Africa). She oversaw government engagement and public policy strategy for all Johnson & Johnson activities in East Africa, covering consumer goods, medical devices, and pharmaceuticals, while supporting global public health and corporate social responsibility initiatives.
Early Leadership at Kenya Airways
Before Johnson & Johnson, Iddah Asin worked at Kenya Airways, where, in 2013 at the age of 29, she was appointed Manager of Government and Industry Affairs, a highly strategic department within the airline. “I became the link between the company and the government, and this demanding role gave me great exposure to both the private and public sectors.” In this position, she negotiated bilateral agreements, protected company rights and assets, and influenced policy-making to support the airline’s growth and operations. She successfully contributed to Kenya Airways’ expansion on new routes by securing the necessary rights and permits. She also collaborated with industry stakeholders, legislators, and policymakers on tax regimes favorable to the aviation sector and was part of the team that achieved VAT removal on aircraft spare parts.
Leadership Established in Her Thirties
At age 30, Iddah Asin was selected to represent Kenya Airways at a high-level meeting. However, upon entering the meeting, her peers dismissed her as inexperienced. “The host asked if I was accompanied by a more experienced colleague. It was more amusing than offensive,” she recalled humorously in an interview.
Formative Early Experiences
Before joining Kenya Airways, she also worked as a Legal Advisor at Jetlink Express Limited, a former Kenyan airline, where she oversaw legal and regulatory matters, compliance, and dispute resolution across multiple African jurisdictions. Her first professional experience was as a Legal Assistant at Rautta & Co. Advocates in Nairobi, where she gained strong skills in law and court procedures.
Strong Academic Background
Iddah Asin holds a Master’s degree in Public Policy and Management from Strathmore University (2014) and an LLB from Makerere University in Uganda (2003–2007), where she was an active member of the Makerere Law Society, demonstrating early commitment to the legal profession and student leadership. She further completed her legal training with a Post Graduate Diploma in Law (LLB) at the Kenya School of Law (2008).
Engagements and Recognitions
Iddah Asin has served on the board of the American Chamber of Commerce Kenya chapter; is a member of the Kenya Pharmaceutical Industry Association, the Kenya Health Federation, the Kenya Private Sector Alliance, and the East African Community (EAC) Expert Committee on Health Sector Investment Priorities.
She was recognized among the “Top 40 under 40 Women” in Kenya in 2017 and also features in the “Top 50 Women Lawyers 2024.” She is also listed in the Legal500 GC Powerlist 2024.
