The industry of berries en Mexico It is going through a period of adjustment, but it maintains its weight as one of the most important agri-food sectors in the country, comparable in economic impact to products such as avocados or beer. Although growth in Blueberry production has slowed downDespite rising operating costs, a drastic reduction in planted area in Sinaloa and parts of Jalisco, and a macroeconomic environment that impacts profitability, Mexico's export leadership remains strong. In this context, Juan José Flores, CEO of AneberriesIt addresses current challenges, goals for 2026, and the professionalization process that the association is undergoing.

Projections for 2026: stability with slight improvement

Flores describes a moderately optimistic outlook for the upcoming season. “We expect a similar season to, or slightly better than, the last one. We exported around 68 tons and the forecast is to grow by about 4%.”, Señala.

The strategic focus, he affirms, remains varietal conversion: “The goal remains to continue strengthening production with new varieties. Varieties that were once dominant, such as Biloxi, are being replaced by new genetics.”.

Economic return: a topic conditioned by macroeconomics and costs

Although Mexico has been recognized for its good prices, Flores explains that returns do not always increase at the same rate as export volumes: “The exchange rate has an impact, regardless of whether you export to markets where the dollar or the euro predominates. It’s a factor you can’t control.”He says.

Added to this is the performance of supply and demand and the increase in production costs, which have made the operation more expensive. “We would all expect better returns, but that whole aspect also has to be covered.”.

The differentiation of Mexican blueberries: freshness and local sourcing

Despite global competition, Flores maintains that Mexico has an important advantage: crisp, fresh fruit with an outstanding shelf life.

“Consumers are tasting something that was harvested two or three days ago. That is Mexico’s great opportunity to differentiate itself, especially during the February, March, and April window.”He explains. The industry, he points out, will continue to combine premium lines with traditional offerings, although the drive for higher quality is clear: “Yes, it is growing, yes, it is a goal, but it is a long road.”.

Impacts of blueberries on communities and the local economy

Flores emphasizes that the industry's impact extends far beyond foreign exchange. In producing communities, blueberries stimulate employment, local consumption, services, and entire supply chains. “It’s a chain that helps the economy and social well-being. There are opportunities not only for harvesters, but also for professionals and consultants.”, Explica.

Climate change: direct pressure on production and quality

The director Anemones It acknowledges that climate change is already directly affecting agriculture, both in Mexico and in the rest of the region. The most visible effects include:

• increased demand for water,
• atypical rains and cold weather,
• failures in the normal absorption of nutrients,
• direct impact on quality, firmness and post-harvest life,
• increased pressure from pests and new diseases.

All of this has accelerated research and innovation: "It has forced researchers, technicians and suppliers to better understand the relationship between the crop and the environment."

Professionalization, institutionalization and a five-year roadmap

The association is undergoing a profound process of internal renewal. “Aneberries is in a stage of professionalization and institutionalization, planning activities for the next five years,” explains Flores. Among the priorities are:

• Strengthen environmental and labor sustainability,
• to continue consolidating the culture of food safety,
• to bring technology and knowledge closer to producers,
• expand agreements with educational and research institutions,
• Maintaining science-based regulations, in collaboration with the government,
• and grow in membership until it incorporates 100% of the country's exporters and producers.

“We want to clearly identify what added value each company is looking for and be prepared to provide it.”He says.

A call for unity within the sector

Flores concludes with a direct message to producers and distributors: “Together we are stronger and together we can take much better care of this sector that brings so many economic and social benefits to Mexico.”

This article is a summary of an extensive interview with the renowned Mexican leader that will be published in the next edition of Blue Magazine.