Interview: Raquel Espinoza – Produce House Owner & FPAA Chairman
“Mexican farming and the US fresh industry are deeply interconnected: one cannot grow without the other. That integration is what has made this relationship an economic and social drive on both sides of the border.” – Raquel Espinoza / Produce House Owner & FPAA Chairman.
We are proud to have Raquel Espinoza in this interview, Owner of Produce House and Chairman of the Fresh Produce Association of the Americas (FPAA), who shares her experience of how has it been like to be a part of the fresh produce industry for over 30 years, how she decided to found her company, the challenges she has faced, her perspective on the significance of grower organizations, the interconnection of the fresh produce industry both from Mexico and the United States, and the upcoming projects of the FPAA, such as SWIPE 2026, the Southwest International Produce Expo, that will take place at the luxurious JW Marriott Starr Pass Resort & Spa in Tucson, Arizona, on Jan 22-24, 2026. We would like to invite you to read this interesting interview for Veggies From Mexico.
Raquel has over 30 years of experience in the fresh produce industry. She started in Nogales, Arizona, a strategic place for farm marketing between Mexico and the United States. Over these three decades, she has collaborated closely with growers, consumers, and allies across the entire value chain: from the crop and logistics to marketing and institutional representation.
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She shares with us that what she enjoys the most about this industry is its dynamic nature and its ability to bring together communities on both sides of the border. Here, we are not only talking about business, but about food that reaches millions of tables. Being part of this process is something which makes her feel immensely proud and inspires her to continue innovating, building trust, and supporting new generations of farmers and entrepreneurs.
1. How did you get to start Produce House? What are the main products you market, and what do you consider the key element that defines your company?
Produce House was founded in 2014 as a project that grew organically, with a great deal of passion, dedication, and the effort of an amazing team of people who are today making up a sound, constantly growing company.
Our foundation in the industry was tomatoes, a crop I started my career with, and which we are now seeing as a strategic product that will play a very strong role in the coming years. However, the great first boom from Produce House came from hard squash, which remains to this day our most flagship product. This crop truly launched the company and opened doors for us in both the US and Canadian markets, where we are recognized for the quality and consistency of our varieties: acorn, kabocha, butternut, and spaghetti.
Also, throughout these 10 years we have diversified our portfolio with other crops such as cucumbers, melons, garlic, and citrus, always keeping the same commitment to quality, innovation, and customer trust.
What sets apart Produce House from other companies is precisely that combination of passion for the product, deep roots in the industry, a vision for the future, and the trust we have built with our trade partners.
2. What does it mean to you to lead the Fresh Produce Association of the Americas (FPAA)?
For me, leading the Fresh Produce Association of the Americas is both a great honor and a great responsibility. The FPAA represents a vital sector for farming marketing between Mexico and the United States, and being the voice of our members means working every day to advance their interests, open new opportunities, and build bridges of cooperation.
Beyond the Chairman position, what inspires me is being able to contribute with my experience of over 30 years in the industry, to strengthen the community that saw me grow professionally. The FPAA is a meeting point between farmers, importers, and marketers, and collective work is what allows us to face the challenges of international commerce, while also innovating for the future.
To me, leading the Association means being at the service of our members, promoting their competitiveness, and reinforcing the strategic role that the fresh industry plays in the economy and in the lives of the families we serve .
3. What are the main services or benefits that being a member of the organization represents for a company?
Being part of the FPAA offers a wide array of concrete and valuable benefits for companies. First, we represent our members on key issues of marketing, regulations, and public policies with a direct impact on the sector. Having a united, collective voice is essential to move forward and stand for the interests of our industry.
We also provide access to relevant strategic information on regulations and trends that affect fresh produce importers and distributors. This knowledge helps companies make better decisions and remain competitive.
Another significant benefit is the contact network and the cooperation generated within the Association. The FPAA is a space where experiences are shared and trust relationships are built, which are essential in our industry.
Finally, we offer programs and events that reinforce professional development, such as trainings, workshops, and forums that help prepare both new generations and more experienced members to keep the entire industry updated and growing.
4. How important is the farming industry of Mexico for the fresh produce sector in the US?
The farming industry of Mexico is essential to the fresh produce sector in the United States. Mexico is, in many cases, the main supplier of fresh fruits and vegetables, ensuring availability and diversity all year round. Thanks to that geographical proximity and the quality of its crops, US consumers can enjoy fresh products even during seasons when they are not grown locally.
This constant flow of products not only strengthens US food safety but also boosts the competitiveness across the entire supply chain. Mexico contributes efficiency, quality, and volume, and thanks to its geographical proximity, it helps keeping prices affordable while supermarkets offer their customers a wide variety of fresh produce every day.
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In summary, Mexican farming and the US fresh produce industry are deeply interconnected: one cannot grow without the other. That integration is what has made this relationship an economic and social drive on both sides of the border.
5. What impact do you think tariffs on fresh products such as tomato will have on the industry, and how can Mexican farmers adjust to the current context of international trade?
The application of tariffs on fresh products such as tomato has a major impact as it increases costs and affects competitiveness of Mexico in the US market. In the end, it does not only affect growers but the entire chain: importers, distributors, supermarkets, and most importantly, consumers, who face higher prices and fewer options.
Even so, as an industry, we are able to adjust. Mexican farmers have demonstrated resilience and vision by investing in better farming practices, food safety certifications, tech innovation, and more efficient logistics processes, all of which strengthen our position in the global market.
Today more than ever, it is vital to maintain an open dialogue with authorities, seek trade agreements that provide certainty, and at the same time diversify markets. Mexico has the talent, the expertise, and infrastructure to remain a reliable and strategic partner for the US.
6. The SWIPE event is coming. Would you mind sharing with us a bit about the event and does it benefit your members?
SWIPE is one of the most relevant events we have hosted at FPAA for the past two years. SWIPE 2026, the Southwest International Produce Expo, will take place at the luxurious JW Marriott Starr Pass Resort & Spa in Tucson, Arizona, on Jan 22-24, 2026.
It is a space designed so that our members are able to showcase their products, be updated, get trained and, above all, connect as a community within the fresh produce industry.
The program includes conferences with experts addressing key issues such as international trade, regulations, consumer trends, and innovation, and also: practical workshops brainstorming sessions that strengthen companies and keep them better prepared for the challenges to come.
Beyond learning, SWIPE is a true meeting point: it brings together buyers, importers, growers, and distributors in an environment that promotes trust, cooperation, and joint growth. For our members, it means access to first-hand information, practical tools, and the opportunity to reinforce their presence and leadership within the industry.
7. What is the main purpose of the event, and what are the most important activities to be conducted within the event?
The main purpose of SWIPE is to create a space that drives our industry into growth and evolution. We want FPAA members to have a forum where they are able to showcase their products, get access to updated knowledge, and strengthen their relationships within the sector.
Among the most relevant activities are conferences with both domestic and foreign experts, practical workshops on marketing, logistics, and innovation, and round tables that allow our members to share experiences and solutions.
Besides, SWIPE also includes a golf tournament, a much-anticipated tradition that combines friendship, networking, and a more relaxed setting to strengthen bonds among industry colleagues.
In summary, the event integrates training, exhibition, and connection, with the purpose of giving more tools and more opportunities to our members.
8. In a changing industry, what are the main trends you believe will influence the industry in the coming years?
There are subjects that will always be key in our industry, such as sustainability. The responsibility of growing efficiently while protecting water, energy, and reducing the environmental footprint is a permanent commitment that remains unchanged.
However, what I consider most relevant at this moment is the political environment we are entering. We are facing quite a different scenario than what we were used to, and it will be vital for decision-makers to find a balance that allows to maintain the supply of fresh products in the US and vice versa.
The reality is that the US is not ready to sustain the demand for fresh products on its own. The ideal would be to build a balance in the future, where the country is able to strengthen its own internal supply while always recognizing and appreciating Mexico as an crucial strategic partner, just as the US is for Mexico.
In other words, the main trend that will shape the coming years will not only be technological or environmental, but political: how we manage to maintain a fair and balanced integration for the benefit of growers, consumers, and the entire binational supply chain.
9. What is the role of cooperation among leading women in the farming sector? Are you involved in any initiatives of this kind?
Cooperation among leading women in the farming sector is vital, as it brings diversity of thought, strengthens decision-making, and opens space for new generations looking for role models. For many years, our industry was seen as male-dominated industry, but today we see an increasing number of women taking on key positions and demonstrating that passion, discipline, and vision have no gender.
Personally, I have had the opportunity to take part in different forums and spaces where women in the industry share experiences and support one another to grow. To me, it is of utmost importance that our leadership goes beyond the individual level and serves as an inspiration and support for those coming behind us.
On a personal note, my daughters are a great source of inspiration. They remind me every day of the importance of opening new paths, showing that it can be done, and leaving a legacy of work and values. I strongly believe that when women work together, we create support networks that not only strengthen us but also enrich and transform the entire industry.
10. Do you have a final message for closing?
I would like to finish by highlighting the importance of appreciating the fresh produce industry and the role it plays in the daily lives of millions of families. Behind every fruit and every vegetable there is a story of effort, dedication, and commitment: from field workers who harvest with their hands to growers, importers, distributors, and an entire chain working tirelessly to ensure food reaches the tables of consumers with freshness and quality.
Today, more than ever, we need unity, vision, and cooperation among all industry players. Challenges are big, but so are the opportunities. Mexico and the United States are deeply interconnected in this sector, and that integration is a strength we must preserve, value, and continue building.
On a personal level, I am grateful for being a part of this industry for over 30 years, and for being able to contribute from my experience through Produce House and now the FPAA. My final message is one of hope: We continue working with passion, responsibility, and a vision for the future, because our work not only drives economies but also nourishes, feeds, and brings well-being to families.
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