To begin this interview, we would like to know a little more about you. What has your career in sales been like up to now? And why LATAM?
I began my sales career in 2001 as the Sales Manager for the northern region of Spain. It was in May, and by October of the same year, the manager informed me that he wanted to make a change in the branch to strengthen the central region and asked me to temporarily manage both regions.
What was initially expected to last at most a year ultimately turned into almost four years, managing both regions during the construction boom, and at that time without GPS. During those years, I travelled to Madrid every week and oversaw both regions, which were the two most important areas of the national market, alongside Catalonia. The truth is that those were very intense years due to the workload and travel, but at the same time, I learned a lot about customer management, facilities and scheduling, as I had to juggle to be everywhere on time.
In 2007, Kide began manufacturing its first refrigeration units, and around 2010, with the addition of the industrial range “Kidepack and Kidedryer” to the catalogue, we saw the need to promote and boost equipment sales. I then became the Sales Manager for refrigeration in Spain and Portugal.
Later, at the end of 2012, seeing the need to expand our presence and sales in export markets, primarily in Europe and the Americas, I began my work in Latin America (LATAM), which I continue to this day.
How would you describe the Latin American market in the refrigeration sector?
It is a market where the facilities are somewhat traditional. It is heavily influenced by the North American market, and they are still working with gases that are now prohibited in Europe due to their high global warming potential (GWP).
When it comes to eco-friendly gases, Europe is the global benchmark. Here, the legislation requires it, which is why progress is being made towards the goal, whereas in the Americas, for the moment, governments have said nothing, nor are there signs that they will do so in the short term.
What kind of projects are you currently managing there? Are there any in particular that you have found interesting or challenging?
Throughout the year, we carry out projects in various countries across the Americas, in key sectors for Kide such as HORECA (Hotels, Restaurants, Catering), food, retail, and cold storage warehouses like CEDI (Distribution Centres).
Within our product range, we also offer equipment tailored for the meat sector, which is highly significant in the Americas. We are currently involved in several projects supplying drying and maturation systems used to produce each country’s traditional sausages and hams.
In recent months, we have been supplying panels, doors, and equipment to several ongoing projects. One project in particular has been a challenge for Kide, as its scale and design make this new self-supporting cold storage warehouse for frozen products a benchmark in construction.
Kide is currently experiencing significant growth in LATAM. How is this influencing the business?
This year, in particular, is set to be a record year for sales in LATAM. While it will be difficult to replicate these figures, the aim is to continue along the same path next year. We have been able to finalise contracts with top-tier companies and are carrying out major projects that would have been unthinkable for Kide just a few years ago.
What opportunities do you see for Kide in LATAM in the coming years?
I believe it is a continent full of opportunities, but also challenges. We need to take things step by step, improving every day and always focusing on the customer, in order to provide the best products and services that set us apart from our competitors.
At Kide, we need to continue working to provide the best 360º service, expanding our range of solutions and products to help our customers develop and successfully complete their projects with confidence.
Would you like to add any specific details or comments?
I would say the world is getting smaller all the time. This is an advantage because it allows us to reach more places, but at the same time, our competitors can do the same. We cannot afford to relax; we must continue working and improving in every area.
Moreover, in such a globalised world, any event, even in a distant country, can have a significant impact on us. We therefore need to stay alert and be ready to make quick and effective decisions to minimise any potential effects, particularly regarding raw material prices, logistics costs, and so on.
Any funny or unusual anecdotes from your sales visits?
After so many trips, many by plane, a number of unusual experiences naturally come to mind. I remember several landings in Bilbao and being diverted to other airports, such as Pamplona or Zaragoza. I also remember the day I arrived in Caracas, Venezuela, when President Chávez had just died. On another occasion, I had to visit a customer’s facility in the eastern market of Managua accompanied by a security escort. And I will never forget that flight in Jamaica, when a woman went into a trance and started screaming, while I was the only foreigner on board.
There are so many experiences accumulated in this line of work that I’m sure I’ve forgotten many along the way. I am fortunate to be the Sales Director for Latin America at Kide, which allows me to travel across different countries, experience unique cultures, and be close to our customers to understand their needs firsthand. Every trip is an opportunity to learn, build relationships, and deliver innovative solutions that make a real difference to their projects.
