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ONE OF BRAZIL’S LARGEST BREWERIES With solid plans to grow nationally, the HEINEKEN Group invests in manufacturing capacity, logistical excellence, digitization and sustainability
Written by Flávia Brancato Produced by Jassen Pintado Interviewee Daniel de Oliveira, Logistics Director of HEINEKEN Group in Brazil
Beverage
HEINEKEN Group
O
perating in
to Daniel de Oliveira, Logistics Officer
Brazil for over
of the HEINEKEN Group, the recent
a decade, with
redesign of the distribution agreement
more than 13,000
with the Coca-Cola System, in
employees and 15
addition to digital transformation
production units in
projects and sustainability goals,
the country, HEINEKEN Group is the
including the neutralization of carbon
second largest player in the Brazilian
emissions, is part of the Company’s
beer market. The company has units
long-term vision for the country. “The
spread across 11 Brazilian states,
new agreement with the Coca-Cola
including 12 breweries, two micro
System will undoubtedly benefit
breweries and a concentrate unit for
our customers and consumers by
soft drinks. It recently announced
launching even more quality products
an investment of more than $190.5
on the market. In logistics, we have
million to expand its breweries and an
set a goal to increase the presence
additional $343 million to build a new
of electric trucks in our national
plant in the city of Pedro Leopoldo, in
distribution fleet, contributing to our
the state of Minas Gerais.
sustainability goals”, explained the
As part of its strategy for the future, the company has solid plans to
called “Drop the C” is to reduce the
continue growing in the premium and
environmental impact of the logistics
mainstream beer segments in Brazil,
chain and a gradual expansion
to ensure an increasingly profitable
expected until 2040.
and sustainable business. According
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executive. The purpose of the project
HEINEKEN Group
“
Beverage
The new agreement with the Coca-Cola System will undoubtedly benefit our customers and consumers
“
by launching even more quality products on the market - Logistics Director of HEINEKEN Group in Brazil
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HEINEKEN Group
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LOGISTICS As a member of the HEINEKEN Group for six years, Oliveira remembers the challenges when he was still on the integration team for
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and, with that, to establish our focus”. In the Transport area, dedicated exclusively to Distribution Centers, different technologies are currently
the acquisition of the former Brasil
being used and tested. Oliveira, who
Kirin. “The capillarity and strength of
is directly responsible for the team,
the old company’s distribution system
says proudly: “This year our systems
has always caught my attention. The
will be already learning which are
great challenge at that time was to
the best routes, real waiting times
unify the culture of both companies
and delivery for each customer,
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HEINEKEN Group
among other data. This will guarantee
devising major global strategies and
continuous improvement through
establishing a benchmark between
information technology systems”. Also
different regions that show similar
according to the executive, by the end
distribution characteristics.
of 2021, the electric forklift fleet will be
“A recent example of this was the
doubled in distribution centers.
creation of centers of excellence to
The distribution area also is
address, for example, issues related
assisted by the global headquarters,
to security in internal movement
which support different operations,
in warehouses on a global scale”,
providing technical subsidies while
summarizes Oliveira.
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HEINEKEN Group
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SUPPLIER DEVELOPMENT PROGRAM Aiming at developing suppliers and logistics partners for freight, one of the biggest highlights in recent years is the Carrier Excellence Program, which is part of the Primary
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for Logistics Operators, annually recognizing outstanding performances nationwide. EVOLUTION With the evolution based on three
Distribution division. In Secondary
pillars: continuous improvement,
Distribution, Oliveira highlights the
development of processes and
“Heineken Formula”, a program that
people, investment in security, people
establishes conditions of excellence
and programs have always been
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HEINEKEN Group
priorities. The company implemented
which will also be reflected in the
a major project with the purpose
Logistics area. “We have organized
of developing its employees and
six committees with the attendance
identifying the most appropriate
of more than forty people from all
positions for each person, considering
regions of the country, from different
their skills, career goals and diversity
seniorities and areas of expertise. I
aspects. In March of this year, the
am sure that this program will boost
HEINEKEN Group announced the
the development and diversity of our
goal of reaching 50% of women
logistics talents in the coming years”,
in leadership positions by 2026,
said Oliveira.
“
“
Respect for people and the planet is our main value,
since we believe that investing in the country goes beyond creating jobs and contributing to the economic activity - Logistics Director of HEINEKEN Group in Brazil
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Additionally, there’s also progress in the Digital department with the implementation of machine learning and artificial intelligence technologies to improve productivity and the quality of delivery to points of sale. SOCIAL RESPONSIBILITY The robust history of HEINEKEN Group’s social projects on several fronts includes partnerships with NGOs, startups and other companies aiming at promoting social wellbeing. In this regard, Oliveira stated: “Respect for people and the planet is our main value, since we believe that investing in the country goes beyond creating jobs and contributing to the economic activity.” Since 2019, the company has maintained a partnership with Brazil Beer Institute (Instituto da Cerveja Brasil - ICB), with the purpose of democratizing knowledge of beer in
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HEINEKEN Group
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the country. “With the support of Leandro Sequelle, social educator and founder of Graja Beer, a craft brewery on the outskirts of São Paulo, we created the beer training program for residents of the periphery”, stated the executive. The main purpose of this project is to make knowledge of brewery a gateway to job opportunities in the sector. More than 30 classes in total will graduate by 2023 and 50% of the job openings should be filled with women from Brazilian peripheries. “We have also sponsored an initiative focused on the circular economy, in partnership with Startup SO+MA and with the local government of the city of Salvador (state of Bahia)”, added the executive. SO+MA Vantagens was organized in 2020 and acts as a completely free incentive program in which registered people score according to the recyclable material they deliver, such as PET bottles, aluminum cans, plastic, iron, paper, cardboard, glass and used oil. Participants accumulate points that can be exchanged for various services, such as professional courses, medical examinations, basic food and hygiene products.
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HEINEKEN Group
“
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My main award is to be able to build great teams in this company
“
and to be able to see them grow both personally and professionally
- Logistics Director of HEINEKEN Group in Brazil
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C tabs Transportes
TRANSPORTING WITH EXCELLENCE Road transport throughout the national territory. General cargo, special and indivisible cargo.
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HEINEKEN Group
IMPACTS OF THE PANDEMIC Last year, the HEINEKEN Group
Good) action also helped bars and restaurants across Brazil to face the
directed efforts on mitigating the
enormous challenge posed by social
impacts of the COVID-19 pandemic.
distancing. In total, the initiative
The Company considered taking
transferred more than $3 million to
care of its personnel as a priority and
more than seven thousand bars.
therefore, implemented a series of
“Bars and restaurants are crucial for
support actions for employees and
the Brazilian economy and for our
their families. These actions included
Company. For this reason, we help our
the immediate work leave of people
customers in all the countries in which
belonging to the risk group and
we operate”, completes Oliveira.
access to a Health team available 24 hours a day. To support society and business
The Company also donated $850,000, which was doubled by the National Social Development
partners, several initiatives and
Bank (BNDES), totaling $1.7 million,
unprecedented partnerships have
for the opening of four oxygen
emerged. For example, 16 thousand
plants in the country, in addition
liters of alcohol originated from
to donating equipment and IPE
breweries were donated to Unilever
for 40 philanthropic hospitals in
and transformed into hand sanitizers
critical condition. “We allocated the
to support the hygiene routine
sponsorship budget of Rock in Rio,
of families in socially vulnerable
which has been postponed, for this
communities all over Brazil.
important action”, explains Oliveira.
The “Brinde do Bem”(Gift of
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PROFESSIONAL CAREER www.facchini.com.br
Graduated in Electrical Engineering from Universidade Estadual do Rio de Janeiro, Daniel de Oliveira admits that, since an early age, he knew that his career would be more focused on business than related to a purely technical or specialized vision of the college certificate. Following this prediction, his education did not stop there. First, he got a post-graduate degree in Business Management from IBMEC (Brazilian
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June 2021
HEINEKEN Group
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Institute of Capital Markets); then an MBA in Finance from INSPER (Institute of Education and Research); a continuing education course in Logistics and Supply Chain from MIT (Massachusetts Institute of Technology); as well as a course on Omnichannel and Trade Marketing at Fundação Getúlio Vargas. “And this year I am starting a new MBA in Digital Business at Universidade de São Paulo - USP”, added Oliveira. Throughout this path, the Logistics
FOUNDED:
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Officer has carried a respected background, having worked for TV Globo, AB-Inbev where his knowledge and experience with
WEBPAGE: www.heinekenbrasil.com.br
logistics matured -, L’Oréal and, for the past six years, for the HEINEKEN Group. “My main award is to be able to build
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great teams in this Company and to be able to see them grow both personally and professionally, in an inclusive and collaborative work environment, where everyone has the psychological security to express an opinion and positively contribute to our result”, concludes Oliveira.
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www.heinekenbrasil.com.br heinekenbrasil@edelman.com