We are delighted to converse with Santiago and Enrique Rodarte Soto, young men who represent the fourth generation of the family business, Rodeli Growers. Their fresh perspectives infuse the company and the agricultural industry with renewed vigor.

Enrique Rodarte Soto holds a degree in Business Administration and Strategy from Tecnologico de Monterrey (Monterrey campus). His specializations include supply chain management and strategic leadership. He emphasizes the importance of companies having a clear mission and vision. Enrique has also completed courses on international negotiation and business ethics in both Mexico and Spain. For the past two years, he has collaborated with Tricar Sales, handling operational and sales aspects in McAllen, Texas.

Santiago Rodarte Soto, a graduate of Tecnologico de Monterrey (Monterrey campus), holds a degree in Agrifood Biosystems Engineering. His journey includes an internship at Rijk Zwaan, a leading vegetable seed company, work in production in Querétaro, and research in Almería, Spain. Santiago is currently concluding his first season with the family agricultural company, Rodeli Growers, in Culiacan, Sinaloa.

1. What motivated you to continue the family legacy of farming?

Enrique: My grandfather’s and father’s unwavering passion for farming inspired me. Growing up, I was immersed in that environment, and they actively involved us in the field from a young age.

Santiago: Agriculture is a generational inheritance—an environment that surrounds you from childhood. Working outdoors, directly with nature, feels fulfilling. Cultivating the land and nourishing the community are deeply satisfying.

2. Santiago, what has been your experience collaborating with Agricola Rodeli in the fourth generation of the company? And Enrique, tell us about your role at Tricar Sales.

Santiago: Being part of this generational transition has been enriching. Learning from past generations—both my grandfather and father—has been invaluable. Contributing new ideas and driving positive changes is fascinating.

Enrique: I joined Tricar in August 2022, right after graduating from Tec. My initial role was in the warehouse in McAllen, TX. Responsibilities included quality inspections, inventories, loading/unloading, and product rotation. This experience provided a holistic understanding of the supply chain—from field to warehouse across the border. In October 2023, I transitioned to sales, where I engaged with customers, delved into market dynamics, and attended conventions like PMA and VivaFresh.

Living far from family and friends in McAllen has been a challenge, but the personal and professional growth makes it worthwhile. As the bible verse says, “You will reap what you sow.”

3. Santiago, what fresh products does Agrícola Rodeli market and to which destinations? And Enrique, what products do you distribute and where?

Santiago: Agricola Rodeli focuses on various types of cucumbers and lemons. These products are marketed in Mexico, the United States, and Canada.

Enrique: At Tricar Sales Inc, we distribute roma tomatoes, Slicing Cucumber, English, and Persian cucumbers, as well as green and a different variety of color bell peppers.

4. What have been the main challenges you have faced?

Enrique: In this competitive market, delivering a high-quality product is crucial. As customers become familiar with our brand, they are willing to pay a premium for the assurance of receiving fresh, top-tier produce. Achieving this requires seamless collaboration across various areas—from the field to packing, transportation, warehouse, and sales. Effective communication among these teams is both challenging and essential for delivering freshness.

Santiago: Making decisions that align with our objectives, even when they are difficult or involve sacrifices, has been a significant challenge.

5. What philosophy and core values make Rodeli Growers a solid company?

Enrique: Rodeli Growers’ core values include honesty, respect, commitment, consistency, responsibility, teamwork, and loyalty. Our philosophy is to apply these values in both our personal and professional lives. We strive for excellence, avoiding shortcuts, and maintaining integrity.

Santiago: Rodeli Growers is built on integrity and sustainability. Responsible agricultural practices and quality production define us. We treat our collaborators, customers, and suppliers ethically and honestly. This commitment has established us as a reliable and solid company in the sector.

6. What aspects from previous generations do you value, and what projects would you like to pursue?

Santiago: We deeply appreciate the values and philosophy that have guided the company since its founding in 1940. Our positive impact on society and strong community relations matter to us. Looking ahead, we aim to continue growing, diversify, leverage new technologies, optimize processes, and improve the well-being of day laborer families through education and health initiatives.

Enrique: An intangible family legacy—thanks to the efforts of previous generations—is the warm reception I receive wherever I go. People who knew my grandfather or father always share anecdotes or compliments. This sense of connection is more valuable than any material asset. I think this didn’t happen by itself and it is our responsibility to follow this legacy with the new generations

 7. Santiago, how has safety and social responsibility impacted the industry over the years? Enrique, how important is certification for you and your customers?

Santiago: Over time, there has been a growing awareness of food safety, social responsibility, and ecological impact in agriculture. Offering healthy products without harming the environment is essential. While progress is being made, there’s still work to do in raising awareness within the sector.

Enrique: Quality standards, good practices, and social responsibility are paramount. In my experience with client relations and prospecting, possessing these credentials is essential. They are often prerequisites for initiating business engagements. As a marketer, having these documents requested by clients instills greater confidence, as it signifies that they are serious and committed companies.”

This revision aims to make the text more concise and professional, emphasizing the importance of adhering to high standards in business practices.

Being part of a community like Veggies From Mexico signifies belonging to a collective of farmers of Sinaloa who are making a positive impact through exemplary agricultural practices. This group demands specific standards for membership and provides consistent weekly support. As a farmer and marketer, I believe this represents a significant opportunity that carries considerable influence in the industry

8. What are the Trends Influencing the Agriculture Industry in the Coming Years?

Enrique: One critical concern is the water issue. The drought affecting Sinaloa’s dams demands our attention. We must prioritize water conservation and implement efficient irrigation and packaging technologies.

Additionally, addressing labor challenges is essential. Providing a high quality of life for our employees and their families is paramount. This includes access to good housing, medical care, education, day care, nutritious food, and clean drinking water—all fundamental aspects for Mexican farms.

Looking ahead, I see promising prospects in sales. Society increasingly values healthy eating, physical fitness, and mental well-being. As awareness grows about the importance of consuming fresh, natural, and clean foods, farmers play a vital role in delivering high-quality products for a better quality of life and longevity.

Santiago: Food production faces growing complexities due to climatic factors, emerging pathologies, and labor shortages. Simultaneously, the global population continues to rise, driving demand for improved products. Staying at the forefront of technology and automation is crucial for enhancing efficiency and productivity while managing resources effectively.

9. Any additional Thoughts?

Santiago: I express gratitude to organizations like Veggies from Mexico, which are dedicated to societal well-being. Their commitment to quality products and improved living and working conditions for the agricultural sector is commendable.

Enrique: I encourage new generations to join this industry. It’s disheartening to see few young people entering this noble profession. Georgius, thank you for this opportunity to share our insights. Congratulations on fostering a community of farmers of Sinaloa through Veggies from Mexico, and let’s continue elevating the countryside of Sinaloa.