Four Landscapes for Market Entry

Anyone can buy a plane. What sets a logistics company apart in Latin America is whether the people on the ground trust it with their cargo. Earning that trust takes time, local knowledge, and a commitment to understanding what makes each market different.

In this episode of Supply Chain Now, Scott Luton and Scott DeGroot speak with Jorge Bayona, Vice President for Latin America at Apex Logistics International, about how companies can incorporate the region into their supply chain strategies to improve agility, diversify risk, and unlock growth.

Jorge shares his journey from ADM to Deutsche Post and DHL, through leading the expansion of FEMSA Group’s logistics division, Solistica, to building Apex’s Latin American footprint across 18 countries in about two and a half years. Drawing on that experience, he explains why the region can’t be measured by a single average, why the right to play and the right to win are two different things, and why each market rewards a different approach.

The conversation explores nearshoring opportunities, emerging trade corridors, regional challenges, and the roles of Miami, Panama, and Mexico as key logistics gateways. Jorge also shares what businesses should look for in a logistics partner, why complementarity matters more than size, and how strong local relationships help companies navigate the region with confidence and build more resilient supply chains.
 

Jump into the conversation:

(00:00) Introduction
(03:39) Jorge Bayona on growing up on the island of San Andres, Colombia
(04:44) The grandmother who ran a gas station and the grandfather who was a general
(07:59) From ADM to DHL to Solistica: Jorge's career path
(13:34) What Apex Logistics International does and how it grew in Latin America
(22:47) The opportunities and weaknesses shaping supply chains in the region
(28:55) The most common mistake: the right to play vs. the right to win
(34:03) Four landscapes to evaluate before entering a market
(39:43) Why patience and talent matter when entering a new region
(45:15) Country by country: gateways and key markets across Latin America
(53:17) What to look for in a logistics and supply chain partner

Additional Links & Resources:

• Connect with Jorge Bayona: https://www.linkedin.com/in/jorge-bayona-iregui/ 
• Learn more about Apex Logistics International: http://www.apexglobe.com 
• Connect with Scott DeGroot: https://www.linkedin.com/in/scott-degroot-4600368/ 
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This episode was hosted by Scott Luton and Scott DeGroot and produced by Trisha Cordes, Joshua Miranda, and Amanda Luton. For additional information, please visit our dedicated show page at: https://supplychainnow.com/apex-building-supply-chain-strategy-latin-america-1647
 

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