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Kraft Heinz will use AB InBev’s BEES ecommerce platform to strengthen its footprint in Mexico, Colombia and Peru. According to the Heinz Baked Beans manufacturer, the deal is “designed to be the catalyst to help Kraft Heinz realise its emerging markets strategy by increasing points of distribution and expanding the number of items available to retailers in the region”. BEES, created by AB InBev in 2019, is an ecommerce platform designed to accelerate the digital journey for retailers across the beverage giant’s global footprint and distribution network. Innovative technology provides business owners with an all-in-one platform to browse for products, place orders, earn rewards in applicable markets, arrange deliveries, manage invoices and access business insights. Rafael Oliveira, EVP and president of International Markets, Kraft Heinz, said: “Emerging markets are key to our growth strategy, and we’re 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 InBev’s distribution network, particularly in countries where we have huge potential to grow, while also allowing us to customise our approach on a market-by-market basis serving the needs of regional retailers. He continued: “To be successful in countries like Mexico, we have to use technology to increase sales force impact, and we believe BEES is poised to be a game-changer for us.” Through the partnership, BEES will enable businesses in the region to browse, order and stock a variety of Kraft Heinz products at the click of a button, while providing Kraft Heinz access to new retailers. Nick Caton, chief B2B officer, AB InBev, commented: “We’re thrilled to welcome Kraft Heinz to the BEES marketplace to not only grow their presence and performance in Latin America but improve the livelihoods of retailers in those countries as well. The partnership will bring great brands…to the BEES marketplace, making it easier than ever for store owners to order what they need.” Originally built as an in-house solution for AB InBev, BEES has welcomed other CPG companies to list products within the marketplace and is now active in 20 countries, with over 3 million active monthly users and more than $32 billion in gross merchandise value. According to Kraft Heinz, following the pilots in Colombia, Peru and Mexico, the companies plan to expand into Ecuador, Dominican Republic, Panama and other countries across the region.