Page 17 - Forbes - Asia (March 2020)

PROMOTION

KRAFT HEINZ

A RECIPE FOR SUCCESS IN ASIA-PACIFIC

The American food company’s plans for growth come on the back of its rising market share in the
region and new products to appeal to local tastes.

Thai consumers through key products such
as Heinz ketchup and Heinz Oyster, which has
garnered sizable market share, with steady
year-on-year growth.

What do you view as your
company’s key success
factor?
People are the key factor to our success. We
have rigorous selection processes to identify
the right owners to join us, and we invest
heavily in our talent pool.
We also foster transparency and trust
between the employees—and it all starts
with the environment we built. We brought
the entire team into the center of the office in
an open environment. That way information
flows easily and we ensure that we have a
flat organization, which we believe is one
Joao Leitao, Managing Director of ASEAN, India, Hong Kong and APAC Exports of the key factors for us to grow further. We
have a startup environment with the unique
Already one of the world’s leading food Our goal is to be the fastest-growing FMCG advantage of being backed by a strong brand
companies, Kraft Heinz is expanding its busi- (fast-moving consumer goods) company in with significant resources.
ness in Southeast Asia and India to realize its the region, and we also aspire to be the fast-
long-term vision of becoming “The Best Food est-growing business unit in Kraft Heinz. How has Kraft Heinz
Company, Growing a Better World.” Kraft built diversity into the
Heinz products have graced dining tables for Why has Kraft Heinz decided organization?
more than 150 years. to expand in the region? An important part of the company’s strategy
Joao Leitao, Managing Director of ASEAN, The food Industry has been continually is fostering diversity among its teams by
India, Hong Kong and APAC Exports—the growing, especially in the so-called Kitchen ensuring a robust mix of talent from different
business unit established to drive expansion of the World, Southeast Asia and the Indian nationalities, genders and experiences.
in the region—shares the company’s plans. subcontinent. These markets each have their Reflecting this commitment, we have a
own characteristics, so in 2019, we launched higher ratio of female leaders in senior
What are your goals for the relevant products in top categories that are management positions in our region.
region? relevant to the local palate, such as authentic We strive to create a work environment
Our business unit was set up to achieve Asian sauces like Heinz Oyster Sauce in that encourages people in the organiza-
annual double-digit growth in Southeast Thailand and ABC Soy Sauce in Malaysia. tion to have respect for others and to work
Asia, India, Hong Kong and Taiwan. On top together regardless of their differences. We
of that, we are also responsible for exporting What are some of your key believe this unique corporate culture is the
our portfolio of authentic Asian brands to the markets in the region? secret ingredient that can help us succeed.
U.S., Europe and other geographies globally. Hong Kong, Thailand and Malaysia are
Apart from the flagship Heinz and Kraft our current core markets, while India, the
offerings, the company is also responsible for Philippines and Vietnam are the fast-growing
other market-leading brands in the region, markets in our portfolio. We have great plans
including Lea & Perrins, A1 sauce, Australia’s for the whole region.
Golden Circle and New Zealand's bestselling In Thailand, for example, the company is
Watties brands. aiming to become a “top-of-mind brand” for www.kraftheinzcompany.com