In Mexico, several fairs and events are held to promote the sale of fresh foods. Fruits and vegetables are among the most promoted products, mainly for export markets. Mexico exports 8.6 billion dollars of vegetables and 8.2 billion dollars of fruits every year. The main market is the United States.  Ninety-nine percent of the vegetables and ninety-one percent of the fruits go to the United States.  Sinaloa is a very important player in the production of vegetables, mainly in the winter.  Our state exports approximately 1,000 billion dollars of tomatoes, peppers, and cucumbers each year, which are harvested from more than 60,000 planted hectares.  We are also Mexico’s leading growers of tomatoes, mangoes, cucumbers, eggplants, and peppers.

It is a reality that being focused on a single market is always risky. However, it is also true that due to the type of vegetables grown in the state, we are logistically limited to North America.  And yes, we will have to continue asking ourselves how to reach other markets in Europe and Asia, but also how to sell more and better in the American market that we Mexicans already know very well.

Part of this dynamic is to be present at these events and fairs that allow us to shorten the distance between growers and consumers in this region. In Mexico, there are fairs such as ANTAD, and Abastur, among others.  However, few events have an echo in North America with fresh fruits and vegetables.  I would dare to mention 3, Expo Agro Sinaloa, The Mexico Conference of IFPA, and the AMHPAC Congress.   

On June 22 and 23, 2022 “The Mexico Conference” was held in Guadalajara by IFPA, one of the most important events in Mexico for fresh fruits and vegetables.  This event is organized by IFPA, the International Fresh Produce Association.

It should be noted that IFPA is a recently created organization formed by two of the most important and long-lived organizations in the world that have promoted and encouraged the fruit, vegetable, and flower industry in the world: PMA (Produce Marketing Association) and United Fresh.  

With this merger and transformation, IFPA was strengthened to look after the interests of the fresh fruit and vegetable industry. Promoting mainly the consumption of fresh fruits and vegetables, but also seeking to strengthen quality practices, safety, and social responsibility. Seeking the benefit of all parts of the chain: the grower, the marketer, the consumer, and the wide variety of suppliers around that comes to make it more efficient.

The event was a real success.  More than 400 associates, buyers, suppliers, and industry leaders attended.  Among the most relevant events were the business roundtable attended by Coosmans, Calimax, Brix Produce, Lakeside Produce, Mission Produce, Soriana, Triple H, UNFI, Walmart, and Chedraui.

The conferences were inspiring and academic.  First with the participation of Karla Wheelock, the first Mexican and Latin American to conquer Everest.  Her story is full of effort, perseverance, and faith.   A story that shows us that anyone, in any industry, can reach the top of any mountain or goal if we put passion, dedication, and patience into it.

Also, Devorah Kaufman and Marco Antonio Verde from Euromonitor International talked about the current situation of fruits and vegetables in the world where they foresee a 24.2% increase in volume for the next 5 years.   They also shared the growth possibilities that Mexico must increase its fruit and vegetable exports to various countries.  For example, we only export 40 million dollars to Germany; Euromonitor, based on an analysis that includes variables such as consumption, production, demand, and logistics, among others, sees a viable increase of an additional 230 million dollars to this country.  Likewise, it sees possibilities for the growth of our fruit and vegetable exports to Holland, France, Belgium, Spain, Switzerland, Poland, China, Hong Kong, Japan, South Korea, Singapore, Arab Emirates, Saudi Arabia, El Salvador, Honduras, and Russia. 

Finally, the Brazilian Mauricio Morgado shared with us the retail trends worldwide, especially in the United States, where the use of technology to buy food is no longer a passing trend but a reality.  Stores where you identify yourself when you enter, take what you want to take, and just leave.  Your card will automatically be charged for what you have purchased.   Vegetable shopping where the supermarket has access to your home and even to your refrigerator and will accommodate your groceries.  And food shopping in the Metaverse. Interesting things coming up.

And of course, the Expo area was very well organized.  Similar spaces for everyone, with clean aesthetics and arrangement.  A food area and cafeteria where networking was going on all day long.

Undoubtedly, this event will continue to grow and offer contacts, business, and knowledge to Mexican growers.

Georgius Gotsis – Veggies From Mexico CEO