Retail Partnership Strategies for Food Brands in Latin America

Entering Latin America’s food market isn’t just about shipping product—it’s about forging the right partnerships with local retailers who can get your brand in front of consumers. While each country has its nuances, the foundational strategies for building retail partnerships remain consistent across the region.

Here’s how global food exporters can successfully engage and grow with retailers in Latin America:

1. Understand the Retail Landscape

Latin America’s retail ecosystem is diverse. In most markets, large supermarket chains coexist with thousands of small corner stores ("tiendas" or "pulperías"), and ecommerce is growing rapidly.

Key Retail Channels:

• Supermarkets (e.g., Super 99, El Rey, Machetazo): Preferred by middle/upper-income shoppers.

• Convenience Stores: Ideal for impulse buys, snacks, and drinks.

• Traditional Retailers: Often require tailored packaging and pricing.

• Ecommerce Platforms (e.g., PedidosYa, Rappi): Increasingly important for brand discovery and delivery.

2. Partner with Distributors Who Have Retail Access

Rather than approaching retailers directly, most exporters work with established local distributors. These partners:

• Maintain buyer relationships with major chains

• Handle compliance and product registration

• Manage warehousing and delivery

Tip: Choose a distributor that specializes in your category and already services your target retailers.

3. Tailor Your Offering to Fit Local Buyer Needs

Retail buyers in Latin America prioritize performance, presentation, and price. To capture interest:

• Adapt packaging to Spanish and regional flavor profiles

• Offer retail-ready cases or smaller SKUs suitable for display

• Prepare a sell sheet with price points, certifications, and proof of demand

Buyers will expect you to demonstrate:

• Retail pricing strategy

• Promotional plans (e.g., in-store offers, sampling, digital ads)

• Past success in other markets

4. Attend Local Trade Shows and Buyer Events

Face-to-face engagement still drives retail business in Latin America. Key events include:

• ExpoComer (Panama)

• Alimentec (Colombia)

• Expo ANTAD (Mexico)

These platforms allow you to:

• Pitch directly to retail chains and importers

• Gain competitive intelligence

• Build trust through in-person relationships

5. Start Small, Then Scale

Retailers often prefer to test new products in a limited number of stores or regions. Use these pilots to gather data and prove sell-through.

Scaling Strategy:

• Begin with a flagship store or pilot chain

• Track weekly sales and rotate promotions

• Use performance metrics to justify broader rollout

6. Be Ready to Support In-Market Execution

Retail success requires more than delivery—it demands execution. Provide:

• POS materials (shelf talkers, flyers, end caps)

• Sampling programs

• Promotional calendars

Retailers want partners who can help grow the category, not just deliver product.

7. Build Relationships, Not Just Deals

LATAM retail operates on trust and long-term rapport. Consistent communication, reliability, and cultural sensitivity go a long way.

Pro tip: Assign a regional account manager or rep who speaks Spanish and understands local business etiquette.

Conclusion: Long-Term Success Starts with Strategic Retail Partnerships

Retail expansion in Latin America is achievable—but it requires preparation, localization, and the right relationships. By aligning with experienced distributors and meeting the needs of regional retailers, exporters can unlock scalable growth and brand loyalty.