:quality(75)/cloudfront-us-east-1.images.arcpublishing.com/bloomberglinea/HVWVGKCDQJGQBGSRRXA22FL5TM.jpg "Cesar Caicedo")
He leads the region’s largest confectionery company, with annual sales of US$690 million and participation in 20 food categories. Under his leadership, Colombina today serves more than 750,000 customers, reaches more than 85 countries and has its own operations in 14 markets. Caicedo has been at the helm of this company for 21 years, during which time brands such as Bon Bon Bum, Coffee Delight and Choco Break have become leaders in their categories. The first of these, for example, is a traditional Colombian candy that has just conquered African palates by landing in Sierra Leone, Ivory Coast and Madagascar.
