Features

Karina Aliz Lanfranco  – CBC Perú  

Corporate responsibility is her message in a bottle  

Legal Manager Karina Aliz Lanfranco emphasized that in CBC Perú, it is crucial that international commitments assumed by the company and its policies should be reflected in its internal relations but mainly in the external relations with society.    

Karina Aliz Lanfranco  | Legal Manager  | CBC Perú  

Karina Aliz Lanfranco  | Legal Manager  | CBC Perú

CBC Perú is part of Grupo Mariposa, which has adhered to the United Nations Global Compact, which pushes for 10 broad principles in four thematic areas: human rights, labor standards, environment and anti-corruption. Environmental, social and corporate governance (ESG) is a main topic for CBC and an area in which Aliz Lanfranco has developed her career in recent years.  

An ESG issue that is on the agenda is to reduce the company’s carbon footprint impact and to promote and create volunteering programs promoting innovation and resilience by exploring new business models. CBC’s legal team is committed to these goals and assumes the challenge of supporting the organization from a legal perspective to reach this next level.  

“While big companies adhere to our Code of Ethics, some small companies ask, ‘Do I really need to do this?” Aliz Lanfranco says. “We tell them that it is a prerequisite to keep doing business with us. They have to adhere to our way of doing business.”  

CBC considers reputation to be an asset to take care of. It takes years to gain a reputation but minutes to lose it. The company considers it a way to influence other companies, to protect fair competition and mainly to have an impact on the economy of the countries in which it operate.   

Everybody signing on, the company offers a wide portfolio of products. CBC is the anchor bottler of Pepsico in Central America and Perú, and it is an operation that started in 2015 in line with the expansion of CBC outside of the Central America area. During the pandemic, CBC Perú added to its consumer portfolio La Bodeguita brand, which produces and sells products that are part of the basic family basket.  

As Aliz Lanfranco explains, this brand—and other recent entries—differentiates CBC Perú from other bottlers due to its diversity of portfolio and range of activities. CBC Perú, however, saw an opportunity to diversify during the worst of COVID-19 and continues to do so.  

“During the pandemic, we realized people needed to buy good foods at a better price but couldn’t find things at the market,” Aliz Lanfranco tells Vanguard from Lima in December. “The pandemic hit Peru very hard, and we realized this was an opportunity to help society by doing what we do best: distributing products to consumers and understanding their needs.”  

It’s just sound business  

That entailed a lot of meetings between Aliz Lanfranco and other business divisions. New brand names were proposed, with the legal department checking copyrights and negotiating deals with food, vitamin and beverage companies.  

“Our values are aligned to our vision that is to be the best solution for our customers, becoming the first choice at the point of sale and promoting the development of a better world,” she says.  

Karina Aliz Lanfranco  | Legal Manager  | CBC Perú  

CBC Peru will audit its partners’ by its compliance division, Aliz Lanfranco says, but apply the same standards to its own internal and external affairs. She is proud to enforce values that she also shares.  

It’s all part of her role since joining CBC Perú in November 2015 after four-and-a-half years in the supermarket chain Sodimac. Her eight-plus years here have been a roller coaster, she says, what with the company’s growth and diversification, emphasis on progressive values and how it had to adjust to stay open as an essential business during the pandemic.  

“The number one challenge that has impacted our company during the past year was to keep the operation going despite the crisis that Peru faced,” she says. “It has been a journey full of learning opportunities, but despite all, it allowed us to reinvent ourselves: we were able to enter new markets, broaden our portfolio, and implement new sustainability programs.” 

With its new brands, Aliz Lanfranco says CBC Perú is a stronger company and staying ahead of the curve when it comes to gauging consumer trends.  

Always much to master  

As CBC Perú progresses, so does Aliz Lanfranco, who’s anticipating that regulatory compliance and technology will be increasingly important for any in-house lawyer. She has already started a master’s program on compliance and legal technology, which will augment her already impressive credentials.   

A 2006 law graduate of Pontifical Catholic University of Peru, she earned a Master’s in Law and Economics from the University of Utrecht in the Netherlands, which she earned in 2009 while between jobs. Her education knowing no borders, she also has a doctorate in law from National and Kapodistrian University of Athens and a postgraduate degree in Business, International Relations and Political Economy from the London School of Economics and Political Science.  

Karina Aliz Lanfranco  | Legal Manager  | CBC Perú  

As to what inspired her on this intellectual path, she reveals her mother is a retired in-house lawyer and how education was stressed during her upbringing. Aliz Lanfranco doesn’t even consider herself the star sibling; she passes that honor to her sister, who’s a doctor in the United States.  

Law, not medicine, got its early hold on Aliz Lanfranco, but she says she always wanted to combine it with business and saw an in-house role as to her liking. “When you’re in-house, you give support to all areas of the company, and due to this, being agile and having open and quick communication is important. You get to learn different aspects like commercial, marketing and human resources while keeping business ongoing,” she says.  

 

She says there’s sparse time for extracurricular activities between the company and her continuing education, but should Lanfranco get a break, she’d like to return underwater.  An avid scuba diver, Aliz Lanfranco has admired marine life and reefs from the Pacific Coast to the Caribbean to the Red Sea.  

There’s something soothing, she says, about submerging in warm tropical water and seeing nature in an undisturbed element. Her master’s program might be the most beneficial to her professional growth—this intersection of law and technology and how it’ll affect business as usual.  

“As an attorney, you can never stop learning,” she says. “You’ve always got to train yourself for what’s next.”   

View this feature in the Vanguard Winter III 2024 Edition here.

 

Published on: February 28, 2024

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