HARIBO BRASIL

Bruno Bachert Gennari

Logistics Collaboration Operator

Bruno Bachert Gennari is a logistics and supply chain leader with expertise in managing end-to-end operations across complex distribution networks. At HARIBO BRASIL, he oversees the movement of raw materials and finished goods, ensuring efficient warehousing and distribution across challenging geographies.

In an interview with Logistics and Transportation Review Latin America, he shared insights on navigating logistical complexities in Brazil, leveraging technology for supply chain efficiency and building resilient, collaborative networks.

Managing Complexity and Performance in Logistics

At HARIBO BRASIL, I oversee endto-end logistics operations, from raw material intake to final product distribution. This includes receiving raw materials at the factory, ensuring quality compliance and coordinating warehouse storage and production.

Post-production, I manage product analysis, warehousing and distribution to national customers, while overseeing international shipments to other HARIBO BRASIL plants. Logistics in Brazil is defined by scale and complexity. Routes from São Paulo to regions like Manaus extend over 3,000 kilometers, requiring strict control over product quality, safety and security.

Infrastructure varies significantly, from high-quality toll roads in São Paulo to challenging state and federal routes. In regions like the Transamazônica, weather conditions can further disrupt transportation. Differing tax structures across states add regulatory complexity, requiring precise configuration to avoid delays or cargo holds.

Despite these challenges, customer expectations remain fixed, with strict delivery timelines regardless of external conditions.

Strengthening Security in Logistics through Technology

Logistics in Brazil is evolving with strong investments in security and real-time monitoring. Many fleets are equipped with 360-degree cameras, door sensors, temperature tracking and realtime visibility, improving safety and operational control.

At the same time, the ecosystem is highly fragmented.  

Alongside large transportation providers, single-driver operators and second- and third-tier networks play a critical role in reaching remote locations. Technologies like smart radars, vehicle identification and cargo monitoring also support compliance and help reduce insurance costs, particularly for high-value goods where additional security and escort systems are required. In such cases, dedicated escort services and embedded tracking systems provide an added layer of protection throughout transit.

Building Bridges across the Logistics Ecosystem​ 

In logistics, the most critical mindset is the ability to connect points and build bridges. Our role is to create alignment across customers, partners, transportation providers and warehouse teams through strong communication and a clear understanding of each stakeholder’s needs. I engage directly with truck drivers to understand their experience and create a better working environment that strengthens trust.

This requires empathy and collaboration at every level. For example, I work closely with customers to align on solutions like optimizing pallet configurations, to improve efficiency, reduce costs and enhance service levels.

Last-Mile at the Core of Logistics Evolution 

The growing adoption of electric vehicles makes last-mile delivery increasingly critical. Improvements in battery range are enhancing delivery efficiency. This shift is expected to expand across broader distribution networks, despite challenges around distance and load capacity. At the same time, rising fuel costs are accelerating the shift toward efficiency, with electric vehicles as a key solution.

Investments in rail infrastructure could unlock new opportunities for cargo movement, particularly as connectivity between major cities like São Paulo and Rio de Janeiro improves.

Advice for Logistics Leaders 

My advice to logistics leaders is to build resilience and think outside the box. Combining resilience with innovation and leveraging technologies like AI can create a strong foundation for long-term success in this highly challenging environment.

Collaboration is equally important. By partnering across networks, sharing capacity and optimizing truck utilization, we can reduce costs, improve efficiency and minimize environmental impact.