Manila, Philippines—In an increasingly competitive food and agriculture landscape, continuous learning is essential; not only to keep pace with change but to stay ahead of it. Guided by this mindset, Aboitiz Foods recently hosted the Key Accounts Management (KAM) Training Workshop, a multi-day learning program designed to elevate the capabilities of Sales and Marketing teams across the region.

Held last October, the workshop is part of Aboitiz Foods’ ongoing KAM Journey and directly supports the development of the Aboitiz Foods KAM Playbook, which will be used to guide teams in training, coaching, and managing key accounts across eight markets.

A Regional Effort to Strengthen Customer Partnership

Developed in partnership with the Aboitiz Foods’ Learning & Development team and ECM Consultancy, the workshop brought together 20 participants from five countries—China, Indonesia, Malaysia, the Philippines, and Vietnam—representing Sales teams across Agribusiness categories such as Aqua, Livestock, Swine, Poultry, Specialty Nutrition, and Pet, as well as Flour and Meat Sales.

The diversity of participants enriched the exchange of perspectives and strengthened alignment across teams. One of the most appreciated aspects of the workshop was the opportunity for cross-country collaboration, with many attendees noting how valuable it was to share best practices and learn from real market experiences.

“Our ability to understand and serve our customers deeply is what sets us apart,” said Eric Nojac, Business CEO at Aboitiz Foods. “The KAM Playbook gives us a common language and framework to do exactly that — to move beyond transactions and build relationships grounded in trust, value, and shared success.”

Building Expertise for Quality

Throughout the three-day program, participants deepened their understanding of the KAM Operating Model, customer needs analysis, data-driven decision-making, and structured account planning—all essential in elevating the quality of our customer relationships.

More than just a training session, the KAM Workshop is part of a broader ongoing improvement journey—one that positions Aboitiz Foods to build stronger, more strategic relationships with customers across Asia. By equipping teams with the right tools, mindset, and collaborative frameworks, the company continues to enhance its ability to deliver personalized, high-quality, and forward-looking solutions from mill to meal.

​​“What I appreciated most was learning alongside colleagues from other markets. Hearing their real customer experiences helped me see new approaches and reminded me that great account management starts with understanding people, not just processes,” shared Nhi Tran, Sales Admin Assistant at Pilmico Vietnam.

As the KAM program advances into its next phases, this collective effort reflects Aboitiz Foods’ commitment to Building Expertise for Quality and Looking Ahead to Serve You Better—two brand personalities that guide how we enable our teams and how we partner with our customers for shared success.

Frequently Asked Questions:

1. What was the purpose of Aboitiz Foods’ Key Accounts Management (KAM) Training Workshop? The KAM Training Workshop was a multi-day learning program designed to elevate the capabilities of the Sales and Marketing teams across the region. Its goal is to strengthen customer partnerships, moving beyond simple transactions to build strategic relationships grounded in trust, value, and shared success.

2. Who participated in the KAM Workshop? The workshop was a regional effort that brought together 20 participants from five countries—China, Indonesia, Malaysia, the Philippines, and Vietnam. These attendees represented Sales teams across Agribusiness categories such as Aqua, Livestock, Swine, Poultry, Specialty Nutrition, and Pet, as well as Flour and Meat Sales. 

3. What is the significance of the KAM Playbook? The Key Accounts Management (KAM) Playbook is a crucial framework developed as part of this initiative. It will serve as a consistent guide for Aboitiz Foods teams in training, coaching, and managing key accounts across all eight of their markets, ensuring a common language and structured approach to customer relationship management.

4. What key skills and topics were covered during the training? Participants deepened their understanding of several essential areas, including the KAM Operating Model, customer needs analysis, data-driven decision-making, and structured account planning. This training is part of the company’s commitment to “Building Expertise for Quality,” enabling teams to deliver more personalized and strategic solutions to customers.