There's no publicly available evidence that Coca-Cola CEO James Quincey ever said that. A spokesman for Coca-Cola said the quote in a social media post is fabricated.
The false post was likely inspired by a controversy. In February 2021, images of slides, reportedly from Coca-Cola online racism training for staff, became public. The slides urged staff to "try to be less white."
Coca-Cola responded to the controversy in a statement dated March 2, 2021, stressing that the content, available through its training platform, was not part of its training curriculum. The statement read, it part:
"We apologize to those who were offended by this content. We would never encourage anyone to be any less of themselves."