Strategic U.S. Relocation Strengthens Customer Engagement and Accelerates IoT-Driven SaaS Expansion in Key Global Markets
AoFrio, a hardware-enabled SaaS provider specializing in connected refrigeration and Internet of Things (IoT) solutions, is accelerating its global growth strategy by relocating Chief Revenue Officer James Rice from New Zealand to Atlanta, Georgia. This strategic move reflects the company’s increasing focus on strengthening its presence in North America while deepening engagement with key international customers and partners.
The relocation comes at a pivotal moment for AoFrio, as demand for connected, data-driven refrigeration solutions continues to rise across the global beverage and food retail industries. By positioning a senior executive closer to its largest and fastest-growing markets, the company aims to enhance customer collaboration, improve responsiveness, and unlock new commercial opportunities in the United States and beyond.
According to AoFrio CEO Greg Balla, the decision to move Rice to the U.S. is closely aligned with the company’s near-term growth objectives and broader strategic roadmap. He emphasized that proximity to customers is increasingly critical in a competitive and rapidly evolving market landscape.
“There’s never been a better time to position James closer to our key markets and customers,” Balla noted. “Over the past year, we have introduced major innovations, including our iQ SaaS platform and the SCS 800 cellular controller. These solutions are designed to strengthen our competitiveness in the U.S. and European cold drink equipment markets. James’s role will focus on deepening relationships with early adopters while also driving new commercial partnerships across the region.”
AoFrio has built its reputation by designing and manufacturing energy-efficient IoT hardware and software tailored for commercial refrigeration systems. The company’s core business revolves around connecting beverage coolers—commonly used by global beverage brands and bottlers—to cloud-based platforms that enable real-time monitoring, analytics, and optimization. This approach allows customers to improve operational efficiency, reduce energy consumption, and enhance overall asset performance.
With a well-established presence in Latin America, where the company holds a dominant market share in connected cold drink equipment (CDE), AoFrio is now turning its attention to scaling operations in North America. The relocation of Rice to Atlanta—a major commercial and logistics hub—positions the company to better serve both U.S.-based clients and its extensive network of partners across Latin America.
Rice, who joined AoFrio’s executive leadership team in 2024, highlighted the strategic importance of Atlanta as a base of operations. The city provides direct access to key customers, regional teams, and multinational beverage companies that play a central role in AoFrio’s ecosystem.
“I’ll be able to spend more time with our regional teams, engage directly with customers in their local markets, and gain a deeper understanding of their operational needs,” Rice explained. “This proximity enables us to collaborate more effectively with bottlers, beverage brands, and OEM partners to deliver scalable, high-value solutions tailored to their specific requirements.”
Among AoFrio’s major global customers are industry leaders such as Coca-Cola and PepsiCo, along with several prominent refrigeration original equipment manufacturers (OEMs). These partnerships underscore the company’s ability to operate at scale and deliver solutions that meet the demands of large, complex supply chains.
A key trend driving AoFrio’s expansion is the growing interest in always-connected, cellular-enabled refrigeration systems. As beverage companies increasingly seek to digitize their operations, the ability to capture and analyze real-time data from cooler fleets has become a significant competitive advantage.
“We’re seeing strong demand for always-connected cellular solutions,” Rice said. “Beverage bottlers want to understand how they can extract more value from their assets by leveraging real-time data. The benefits are substantial—ranging from improved sustainability and energy efficiency to enhanced commercial performance and more proactive service and maintenance.”
AoFrio’s integrated offering—combining hardware, software, and in-country support—is a key differentiator in the global market. Unlike many competitors that focus on either hardware or software, AoFrio provides an end-to-end solution that enables customers to track, monitor, and optimize their refrigeration assets through a unified platform.
“What makes us unique is our ability to deliver both the physical devices and the digital intelligence behind them,” Rice added. “Coupled with strong local support in key markets, this integrated approach gives customers confidence in long-term performance and partnership.”
The company’s leadership position in Latin America has been instrumental in shaping its global strategy. AoFrio estimates it currently holds approximately 85% of the connected CDE IoT market in the region, supported by a robust operational footprint that includes teams in Mexico, Argentina, Brazil, Colombia, and Guatemala. This extensive presence has allowed the company to build deep relationships with customers and develop solutions tailored to regional market dynamics.
In 2025, AoFrio further strengthened its capabilities by opening a new innovation center in Querétaro, Mexico. This facility serves as a hub for product development, customer support, and manufacturing integration, enabling the company to accelerate innovation while maintaining high levels of quality and service.
While beverage coolers remain the cornerstone of AoFrio’s business, the company is actively exploring opportunities to expand into adjacent markets. One area of focus is food retail, where connected refrigeration solutions can deliver similar benefits in terms of efficiency, monitoring, and predictive maintenance.
To this end, AoFrio has initiated pilot programs with supermarket and ice cream customers in countries such as Chile and Argentina. These trials are designed to validate the applicability of its technology in new use cases and lay the groundwork for future expansion into broader segments of the cold chain and retail industries.
CEO Greg Balla emphasized that the company’s long-term strategy is centered on three key pillars: strengthening its core beverage-cooler business, expanding into adjacent markets, and transitioning toward a more SaaS-driven revenue model.
“Our goal is to protect and grow our core business while also diversifying into new opportunities,” Balla said. “At the same time, we are continuing to shift toward a stronger SaaS-led model, which provides recurring revenue and deeper customer engagement. James’s relocation is an important step in executing this strategy and positioning AoFrio for sustained global growth.”
The move also reflects broader industry trends, as companies increasingly adopt digital technologies to optimize operations and improve sustainability outcomes. Connected refrigeration systems, in particular, play a critical role in reducing energy consumption, minimizing waste, and ensuring product quality—factors that are becoming increasingly important for both regulatory compliance and corporate responsibility.
By aligning its leadership structure with its strategic priorities, AoFrio is positioning itself to capitalize on these trends and strengthen its competitive position in the global market. The relocation of James Rice to the United States is more than a geographic shift—it is a clear signal of the company’s commitment to growth, innovation, and customer-centricity in an increasingly connected world.
As AoFrio continues to expand its footprint and evolve its business model, its ability to integrate hardware, software, and data-driven insights will remain central to its value proposition. With a strong foundation in Latin America and a growing presence in North America, the company is well-positioned to play a leading role in the future of connected refrigeration and IoT-enabled commercial solutions.
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