Hardware‑enabled SaaS company AoFrio has strengthened its ability to partner with global customers at a strategic level by relocating Chief Revenue Officer James Rice from New Zealand to Atlanta, Georgia.
AoFrio CEO, Greg Balla, said the move was a strategic step that aligned with the company’s near‑term growth priorities.
Last year, we launched our iQ SaaS platform and the cellular SCS 800 controller, two products that allow AoFrio to compete strongly in the US and European Cold Drink Equipment markets.
“There’s never been a better time to position James closer to our key markets and customers. James’ focus will be on deepening relationships with early adopters of these solutions and driving commercial partnerships across the region,” said Balla.
AoFrio designs and manufactures energy‑efficient IoT hardware and software solutions for commercial refrigeration, with a strong business connecting coolers for leading beverage brands and bottlers.
With an established global customer base and a leading share of the Latin American market, the company is now focused on growing its footprint in North America.
Rice, who joined AoFrio’s executive team in 2024, said Atlanta is an ideal hub for reaching US, European and Latin American customers. Key customers headquartered in the US and Latin America include Coca‑Cola, PepsiCo, and several leading refrigeration manufacturers (OEMs).
“I’ll be able to spend more time with our regional teams in their respective markets, understand customer needs first‑hand, and work directly with bottlers, beverage brands and OEMs to ensure we’re delivering high‑value, scalable outcomes,” said Rice.
“We’re seeing growing interest in always‑connected cellular solutions. Beverage bottlers are increasingly asking what additional value they can unlock by having real‑time, comprehensive data on their cooler fleets. The benefits are significant, from sustainability gains to enhanced commercial performance, and more proactive service and maintenance.”
He added that AoFrio’s integrated offer has been a key differentiator in global markets.
“What makes us unique is that we can provide both the hardware and the software, along with strong in‑country support, to help beverage companies track, monitor, and optimise their fleets. That combination is rare in our industry and gives customers confidence in long‑term performance and partnership.”
AoFrio estimates it currently holds around 85 percent of the Latin American CDE IoT market, supported by in‑market teams in Mexico, Argentina, Brazil, Colombia and Guatemala. In 2025, the company opened a new innovation centre in Querétaro, Mexico, strengthening product development, customer support, and delivery.
While beverage coolers remain the core focus, AoFrio is actively exploring opportunities to apply its IoT technology in adjacent sectors, such as food retail. The company has commenced trials of its refrigeration monitoring solution with supermarket and ice cream customers in Chile and Argentina.
“Our strategy is to protect and grow our core beverage‑cooler business, expand into adjacent markets, and continue our shift toward a stronger SaaS‑led model. James’ relocation is an important step in advancing that strategy,” said Balla.
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