Interview: Christian Avalos – Marketing & Social Responsibility Manager at Divemex
We were able to interview Christian Avalos, who shared with us his journey in the farming industry, particularly his expertise working in the areas of Marketing and Social Responsibility at Divemex, his vision of the industry, and the increasingly important role of communication in farming.
Christian grew up surrounded by the industry thanks to his father, who has worked in this area his entire life and owns a farm laboratory called Masterlab. While in high school, he helped him out in the afternoons; he was able to visit many farms to deliver invoices and collect checks back in the days, before sending documents by email, PDF, or WhatsApp.
That experience helped him get to know the field firsthand, understanding the pace of the sector, and appreciating the work behind fresh produce.
After graduating from university, he found an opening at Divemex as Head of Design. After going through the screening process and interviews, he joined the company where he remains today. Initially, he designed packaging materials, bags, boxes, labels, as well as internal and external communications and social media. Over time, his role evolved to become Marketing and Social Responsibility Manager.
1. Could you tell us about the history of Divemex, its main products, regions, and target markets?
Divemex is a company with over 32 years of experience in protected agriculture.
We grow red, yellow, and orange bell peppers, both organic and conventional, using global technology.
Our operations are located in Sinaloa, Jalisco, and Nayarit, strategic regions that allow us to ensure quality and continuity of supply.
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Our main target markets are the US and Canada, where we are recognized for the quality, food safety, and consistency of our products.
2. What is the business philosophy that, in your opinion, sets the company apart?
The philosophy of Divemex is based on putting the employee in the center stage of everything, under our motto “Employees First.” We also passionately believe in innovation, social responsibility, and transparency as cornerstones for building strong relationships with clients, employees, and communities.
We export values and knowledge of the Mexican field into the world.
3. How has it been for Divemex to implement a marketing positioning strategy, and what impact have you observed on that?
It has been a strategic and very positive process. Today, we have a stronger identity, clear communication, and a consistent message for our employees, clients, and end consumers.
The impact has been reflected in greater trust, improved brand recognition, and a stronger emotional connection with those who consume our products.
4. What are the main strategies that connect with your consumers: recipes, characters, or animated videos?
They all work, but today we are seeing a great response in creative content powered by artificial intelligence.
We create recipes, characters, and animated videos created for the entire family, with the idea that while our consumers prepare food with our peppers, they are also able to play educational, fun, and high-quality content.
We intend to create a sense of belonging and offer supermarkets not only one excellent quality product, but also communication that adds value and strengthens their connection with families.
5. Could you tell us about the “Just Like Home” program and what positive impact has it had?
As its name suggests, the mission is for each employee to feel “Just Like Home” or even better than in their hometowns.
Through this program, we have developed initiatives focused on Education, Housing, Health, Community, and Nutrition.
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The impact has been gigantic, not only in the communities near our operations but also in the communities of origin of our migrant employees from states such as Veracruz, Guerrero, Chiapas, Oaxaca, and the State of Mexico, among others.
6. Do you believe it is valuable for fresh produce companies to attend international fairs such as the Global Produce & Floral Show? What benefits has it had for Divemex?
Yes, definitely. Becoming a part of these fairs is key to maintaining solid business relationships, exploring trends, and opening new business opportunities.
For us, it is also a valuable opportunity to say hello to our clients, interact in person, and strengthen more personal relationships. Beyond work, these fairs allow us to connect on a personal level, get to know the people behind the emails, and build long-term relationships based on trust and closeness.
7. How important do you think is Mexico’s Agri-Food sector globally?
Mexico is a global benchmark due to its productive capacity, weather, quality and highly qualified force of labor. Our country is an essential player in the fresh food supply for North America, and there is an increasing number of countries recognizing the quality of what is grown here.
8. How do you envision the farming sector in the next ten tears, and what will be the main changes?
I envision it to be more automated, measurable, and highly technological.
Specifically at Divemex, I see an expansion of our social programs, seeking to further improve the lives of our employees and their communities.
I believe one of the main challenges will be the responsible use of water; we must be so much more aware and efficient, as it is an essential resource for farming production.
I also see a significant opportunity to open markets in other countries. The Mexican industry improves every season, and I do not see why we should not be exporting to places such Japan soon.
9. In marketing terms, how important are food safety and social responsibility for farming companies?
They are essential. Food safety is the primary commitment to the consumer and our clients.
Social responsibility, for its part, is key for talent retention. Many employees work on different farms, but most return to Divemex for the benefits and programs we offer. Thanks to our management, we ensure that our employees truly feel “Just Like Home,” or even better.
10. In your opinion, how relevant is communication within the farming industry?
It is a significant strategic tool. Today, supermarkets are more interested than ever in knowing what is going on within their facilities: social programs, indicators, benefits, and results.
It is important to have up-to-date systems that allow for clear communication both internally and externally.
Also, artificial intelligence allows us to go even further: we can even generate newsletters in Nahuatl language, ensuring that absolutely all our employees are informed. We are a transparent company, both internally and externally.
11. Is there anything else you would like to add?
I just want to stand out that at Divemex things are done right. Our focus will always be on the employee, which is why our motto is and will continue to be: “Employees First.”
Also, I would also like to express my profound gratitude to the managers for the trust they have placed in me and in my work over these years. And, of course, I must also acknowledge the great time that collaborates with me in Marketing and Social Responsibility. Without them, none of what we have achieved would be possible.
Having a team that puts their hearts into what they do is essential. One that works with drive, creativity and, above all, that shares the same passion. These ladies are a fundamental part of this entire journey, and of the results we can proudly show today.
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