Meet the Expert: Mauricio Pinedo, Sales Director – Latin America

Thanks for joining us, Mauricio! Tell us about your role.

As Sales Director for Latin America, I oversee the market from Mexico to Argentina. My responsibilities include both nurturing existing business relationships and exploring ne opportunities by expanding our presence in new markets and attracting new customers for our tea and coffee portfolio. This region encompasses 24 countries, 4 Languages, 3 Time Zones and approx. 600 million people. You can imagine that each day presents itself with unique challenges in pursuit of achieving our objectives. Fortunately, with the support from our marketing, R&D, logistics, and customer service teams, we are well-equipped to overcome any challenges.

You’ve been at Finlays for 9 years, what has been most surprising for you?

Change is constant at Finlays. When I started, our offerings included tea extracts and leaf tea. Four years later, through acquisitions, we ventured into the coffee business. Over the years, we have expanded our portfolio to include cold brew coffee. I eagerly look forward to the future to see what change is coming next!

What do you enjoy the most about your job?

Each day brings its own unique experiences! No two days are the same. I love that I get to wake up every morning and face fresh challenges or do what I can to improve situations and relationships.

Is there a unique beverage trend you are noticing becoming more popular in Latin America?

In the traditional hot coffee market, a new trend is emerging as younger generations enjoy iced coffee. While many products in this category feature dairy-based options with rich, indulgent flavors, we are now witnessing a growing presence of such products in retail.

Tell us about the market! What are some of the most popular types of beverages in Latin America and how do they differ from America / the rest of the world?

We are very similar to the US as soda consumption holds a dominant market share in Latin America of approximately 55%. Following closely after is bottled water, juices, iced teas, and lastly iced coffee. When discussing our product portfolio, it’s important to note that in Brazil and Peru, green tea consumption surpasses black tea! Black tea is typically the most popular tea in Latin America.

What gets you most excited about the future of Finlays?

Latin America’s structure is growing at Finlays and I am very excited about the growth potential in my region. The iced coffee segment is particularly intriguing to me because it is gaining more interest from retail customers. I am inspired by changing consumer preferences in Latin America and how we can support them as experts in coffee and tea!

Tea or coffee (and how do you take it)?

Coffee! I like hot, black coffee. I drink 4 cups in the morning and 2 cups in the afternoon.

What do you get up to in your spare time?

Travelling is a big part of my life, but I really enjoy spending time at home with my family watching a movie or a series about how to prepare delicious cakes.

Tell us a surprising fact about you!

I prepare the most delicious “Lomo al Trapo”, a Colombian style of Beef Tenderloin. You will love it !


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