Juan Baez

Juan Baez is an accomplished commercial and operations executive with more than 30 years of leadership experience across the food, beverage, distribution and hospitality sectors in the Caribbean and Latin America.

Throughout his career, Juan has built extensive expertise in commercial strategy, route-to-market operations, sales and distribution, business development, market expansion and organizational transformation. Prior to assuming leadership of Caribbean Producers Jamaica (CPJ), he held senior leadership positions within the Seprod Group, including Group Commercial Manager and Head of Route-to-Market Operations.
His deep industry knowledge and strong understanding of Caribbean markets have enabled him to lead complex commercial and operational initiatives, strengthen execution, develop high-performing teams and identify opportunities that support sustainable and profitable growth.

As Chief Executive Officer of CPJ, Juan provides strategic leadership across the organization, with a focus on commercial growth, operational excellence, financial discipline and organizational capability. He is committed to strengthening customer and supplier partnerships, developing people, improving execution and positioning CPJ for long-term sustainable growth.
Under his leadership, CPJ continues to build on its position as a leading distributor and solutions provider across the food, beverage and hospitality sectors, while remaining focused on delivering value to its customers, partners, employees and shareholders.

Before joining Seprod, Juan held senior leadership roles with Mondelez International as Business Development & Route-to-Market Manager, and with Kraft Foods, where he served in Trade Marketing, Route-to-Market and Business Development leadership roles supporting the Caribbean and Americas Export Markets. In these positions, he focused on business development, market expansion, route-to-market strategy, distribution optimization and strengthening commercial execution across diverse and complex markets.