The Kraft Heinz Co. and BEES, a business-to-business e-commerce platform, recently partnered to facilitate 1 million potential new points of sale in Latin America, specifically in Mexico, Colombia, and Peru.
BEES will enable food service organizations, grocery store chains, and mom-and-pop shops in the region to browse, order, and stock various Kraft Heinz products online. This will give Kraft Heinz access to retailers with which it previously was not in contact.
The goal is to help Kraft Heinz achieve its emerging markets strategy by increasing distribution and expanding the number of items available to retailers in the region.
“Emerging markets are key to our growth strategy, and we’re leaning into smart partnerships and smart investments to drive this forward,” said Rafa Oliveira, Kraft Heinz executive vice president and president of International Markets. “BEES is the perfect partner because it offers the reliability and credibility of AB InBev’s distribution network, particularly in countries where we have huge potential to grow, while also allowing us to customize our approach on a market-by-market basis serving the needs of regional retailers.”
AB InBev founded BEES in 2019. The platform has 3.1 million monthly active users.
The companies plan to expand into Ecuador, Dominican Republic, Panama, and other countries.