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

What is the broader significance of this initiative for Aboitiz Foods?
The KAM Workshop is part of a broader, ongoing capability-building journey that positions Aboitiz Foods to deliver more personalized, forward-looking solutions to customers across Asia. It reflects the company’s commitment to investing in its people as a driver of business quality – aligning team competencies with the company’s goal of building stronger, more strategic customer relationships from mill to meal.

What is this article about and what is its key message?
This article covers Aboitiz Foods’ Key Accounts Management (KAM) Training Workshop, a multi-day learning program designed to strengthen the capabilities of Sales and Marketing teams across the region. The key message is that building deep, strategic customer relationships – grounded in trust, value, and shared success – is essential to staying competitive in the food and agribusiness sector.

Who participated in the KAM Workshop and what made it regionally significant?
The workshop brought together 20 participants from five countries: China, Indonesia, Malaysia, the Philippines, and Vietnam. These participants represented Sales teams across multiple agribusiness categories including Aqua, Livestock, Swine, Poultry, Specialty Nutrition, Pet, Flour, and Meat. The cross-country collaboration enriched perspectives and fostered alignment across markets, making the workshop a meaningful regional capability-building effort.

What is the KAM Playbook and why does it matter?
The KAM Playbook is a framework developed to guide Aboitiz Foods teams in training, coaching, and managing key accounts across all eight of their markets. It provides a common language and structured approach to customer relationship management – helping teams move beyond transactional selling toward building strategic, long-term partnerships with customers.

What specific skills and competencies did participants develop?
Participants deepened their understanding of the KAM Operating Model, customer needs analysis, data-driven decision-making, and structured account planning. The program also emphasized cross-country collaboration and knowledge sharing, with participants exchanging real market experiences and best practices to build a stronger, more unified approach to customer partnership.