Perfetti Van Melle (PVM) Global Travel Retail has struck distribution partnerships with InnoTRI and Alfa Travel Retail, reinforcing its route-to-market structure across the Caribbean and Latin America.
The partnerships underscore PVM’s strategy of working with specialist regional distributors with strong local expertise, enabling more effective coverage of key airport, border store and cruise supply locations.
InnoTRI has been appointed as PVM’s distributor for the Caribbean region, following the finalisation of the agreement struck at the end of 2025.
The Miami-based duty free and travel retail specialist operates from a bonded logistics hub, managing consolidated shipments and distribution across the Caribbean. It will ensure efficient delivery, duty-free compliance and enhance in-store execution and brand visibility for PVM brands.
Alfa Travel Retail has been named as PVM’s stock-keeping distributor for Central America, covering markets from Mexico to the Guianas, excluding the Caribbean.
Headquartered in Costa Rica, Alfa Travel Retail manages a portfolio of international FMCG brands across major airports and border locations in the region.
The company leverages local market insight to deliver point-of-sale execution and brand activation capabilities aimed at driving commercial performance.
Commenting on the new partnerships, PVM Global Travel Retail Area Manager Americas Eric Vermetten said: “We are delighted to have two new partners in the Americas as we enter a period of growth in our travel retail operations in the region.
“With a portfolio of leading confectionery brands, InnoTRI has become a trusted and performance-driven partner in the Caribbean, an ideal fit for Perfetti Van Melle’s regional ambitions. We look forward to working with Herman Ten Have, CEO of InnoTRI and his team.”
“With over a decade of expertise, deep regional market knowledge and a proven track record of commercial growth, we know we are in good hands with Javier Léon, Commercial Director and the team at Alfa Travel Retail for our Central America business,” continued Vermetten.
The partnerships strengthen PVM’s distribution across the Americas enhancing availability and visibility of its key brands: Mentos, Chupa Chups and Fruittella.
Perfetti Van Melle will showcase its travel retail portfolio and outline its enhanced Americas distribution strategy at the IAADFS Summit of the Americas in Orlando (28–31 March), where it will exhibit at stand 111.
Highlights include Chupa Chups MegaChups Sour (excluding USA distribution) and Mentos Gum Sour Green Apple & Strawberry (excluding USA and Brazil distribution). ✈
