AoFrio moves Chief Revenue Officer James Rice to Atlanta

AoFrio has relocated Chief Revenue Officer James Rice from New Zealand to Atlanta, Georgia, to support its expansion in the US.

From Atlanta, Rice will work more closely with customers and regional teams across the US, Europe and Latin America. AoFrio is looking to deepen commercial relationships around its iQ software platform and its SCS 800 cellular controller, launched last year for the cold drink equipment market.

AoFrio makes internet-connected hardware and software for commercial refrigeration. Its business has centred on connecting drink coolers used by large beverage groups and bottlers, and it already has an established global customer base, with a particularly strong position in Latin America.

The relocation comes as the New Zealand company looks to build its presence in North America while maintaining its core beverage-cooler business. It also reflects a broader push to shift the business towards a model with a larger software component.

Chief Executive Officer Greg Balla said the move aligns directly with those priorities.

"There's never been a better time to position James closer to our key markets and customers. 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. James's focus will be on deepening relationships with early adopters of these solutions and driving commercial partnerships across the region," Balla said.

Rice said Atlanta will serve as a hub with access to multiple markets. AoFrio counts Coca-Cola, PepsiCo and several refrigeration manufacturers among key customers headquartered in the US and Latin America.

Rice joined AoFrio's executive team in 2024. From Atlanta, he expects to spend more time with regional teams and with customers including bottlers, beverage groups and original equipment manufacturers.

"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.

"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," Rice said.

AoFrio argues that its combination of physical devices, software and local support helps set it apart in the market for connected refrigeration systems.

"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," Rice said.

Latin america

AoFrio estimates it has about 85% of the Latin American cold drink equipment internet-of-things market. It supports that business with teams in Mexico, Argentina, Brazil, Colombia and Guatemala.

In 2025, the company opened an innovation centre in Querétaro, Mexico, to strengthen product development, customer support and delivery.

That Latin American base has become an important part of AoFrio's broader growth strategy. While North America is the current focus for expansion, the company is also using its position in the region to test applications beyond beverage coolers.

Adjacent sectors

AoFrio is exploring the use of its refrigeration monitoring technology in food retail and other adjacent markets. It has begun trials with supermarket and ice cream customers in Chile and Argentina.

This diversification effort sits alongside a strategy to defend its established cooler business while broadening its product mix and customer base. Balla said Rice's relocation should help advance that plan.

"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's relocation is an important step in advancing that strategy," Balla said.