PepsiCo wants to install a global digital center in the Barcelona area, with an investment of 70 million euros and the creation of some 400 jobs within three years.
The multinational led by Barcelona executive Ramón Laguarta, whose Spanish division is headquartered at the World Trade Center Almeda Park in Cornellà de Llobregat, plans to launch a large laboratory of highly qualified technicians responsible for coordinating the group's digital transition worldwide, as reported by La Vanguardia and Ara. Company sources have declined to confirm or provide details about the information.
The project by the American multinational manufacturer of soft drinks (with brands Pepsi, Kas, and Mountain Dew), snacks (Fritos, Lays, or Doritos), or gazpacho Alvalle could incorporate more qualified professionals in the medium term, according to the published information.
The choice of Barcelona by large companies to locate global technology centers is an increasingly frequent phenomenon that allows for the consolidation and acceleration of both the city's digital ecosystem and the attraction of global talent. In recent weeks alone, multinationals such as Microsoft, Essity, Festo, The Knot Worldwide, Alliance Healthcare and Veriff have announced their intention to open digital hubs.
To improve its digitalization process, PepsiCo closed a collaboration agreement with the Tech Barcelona association at the end of last year to join the city's entrepreneurial ecosystem, with the aim of improving the multinational's management and agility and generating unique shopping experiences for consumers. PepsiCo argues that in the beverage and snack sector, the future lies in leveraging the management and intensive use of data, the integration of artificial intelligence, and 3D printing, in addition to innovating in the retail sector to apply new disruptive technologies, as its representatives stated when formalizing this agreement.
The president and CEO of PepsiCo, Ramón Laguarta, who took the reins of the New York-based group in 2018, is leading the company's new long-term growth and value strategy, promoting more flexible production, more complex and automated storage, and gaining capillarity and proximity to the customer so that establishments carrying PepsiCo products receive orders better adapted to their needs.
The multinational has other projects for Spain, specifically to carry out actions in regenerative agriculture in the more than 76,000 hectares of cultivation from which it sources raw materials (potatoes and tomatoes, for example) and the reduction of CO2 emissions and water consumption, as stated by the general director of PepsiCo in Southwest Europe, Narcís Roura, this Wednesday in a Matins Esade session.
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