Kraft Heinz to use Anheuser-Busch's B2B platform in Latin America
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Kraft Heinz Company (NASDAQ:KHC) and Anheuser Busch-InBev's (BUD) BEES announced an expanded partnership to propel the B2B marketplace in Latin America.
The new LATAM deal is designed to be the catalyst to help Kraft Heinz (KHC) realize its emerging markets strategy by increasing points of distribution and expanding the number of items available to retailers in the region. A stated goal is to see the B2B marketplace grow to one million new points of sale across the Latin American region, including enhancing the Kraft footprint in Mexico, Peru, and Colombia.
BEES is described as an e-commerce platform that accelerates the digital journey for retailers across AB InBevâs global footprint and distribution network. The best-in-class technology is said to empower business owners to browse for products, place orders, earn rewards in applicable markets, arrange deliveries, manage invoices, and access business insights all in one place. BEES was originally built as an in-house solution for AB InBev, but has recently welcomed other consumer packaged goods companies to list their products within the marketplace. BEES is now active in 20 countries, with 3.1M monthly active users, and has captured more than $32B in gross merchandise value.
The system helps businesses in the region â grocery store chains, foodservice organizations, small mom & pop shops â to browse, order and stock a variety of Kraft Heinz products at the click of a button.
"Emerging Markets are key to our growth strategy, and weâre leaning into smart partnerships and smart investments to drive this forward. BEES is the perfect partner because it offers the reliability and credibility of AB InBevâs 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,â said Kraft Heinz exec Rafa Oliveira.
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