About

Eduardo Frota has been working within in-house legal teams of multinational corporations for over 15 years, gaining experience in the energy and fast-moving consumer goods sectors. Currently the legal director for The Coca-Cola Company in Brazil, Frota leads a team of four lawyers, one paralegal and two interns who oversee M&A, marketing, product launch, supply chain, environmental, antitrust, contracting and regulatory proceedings. Frota has a particularly strong background in civil and commercial law, especially in the analysis, development, revision and renewal of commercial contracts and agreements, and actively participating in negotiations with strategic customers and suppliers. The Coca-Cola Company has been growing across South America in recent years, and this is no different in the Brazilian market. As the business has expanded into new product ranges and increased production, Frota’s work has become more complex. Their larger footprint in the country brings with it additional scrutiny of their operations and the effect that it has on the environment and society. Frota gives legal support to the Instituto Coca-Cola Brasil, a not-for-profit entity that acts in partnership with NGOs in education, environmental sustainability and garbage recycling activities. Corporate social responsibility (CSR) is something that Coca-Cola takes seriously on a global level, so it is important that Frota can support the work CSR work in Brazil. Beverage companies have been criticised in South America for the perceived effect of their products on the rate of child obesity: it was with this in mind that The Coca-Cola Company in Brazil decided to stop selling their drinks to schools with pupils under the age of 12. Frota has been at the heart of this decision, advising on potential regulatory and tax changes that the government might consider. Frota also played a central role in the launch of a new product line, Café Leão, a high-quality, locally sourced and produced coffee that will be sold exclusively in Brazil. Having already expanded in to juice, tea and mineral water in recent years, this move was strategically important for the company as it seeks to expand into the breakfast beverage market. Before joining The Coca-Cola Company, Frota was managing counsel for the retail and business-to-business divisions of Shell Brasil.