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:
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.
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.
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.
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
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
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
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.
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.
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.