In the talks given by David Schlosberg, Global Key Account Manager of Fall Creek, Juan José Flores, Director of Aneberries and Ana Miranda, Quality Director of Hortifrut México, there was a lot of coincidence in identifying the main aspects that the blueberry industry should consider to continue having a competitive presence in the most important markets.

The quality of the product is the quality that undoubtedly is above all discussion, but there was consensus in the identification of several other aspects to consider to stay in the market, such as the requirements of innocuousness, safety, health, responsibility, sustainability, traceability , presentation, rights and other elements that have become differentiators when competing for the preference of consumers. Therefore, each industry must choose the way to position itself in this framework.

Identity differentiation, the Mexican strategy

The identity will be the seal that the Mexican industry will use as a competitive element that enhances it in the global market, and that communicational differentiation will be sustained in its Creole iconography, in addition to two or three elements that it presents as pillars of its industry, such as safety, sustainability and social responsibility.

Juan José Flores, director of Aneberries, in his solid presentation “Situation of blueberry production in Mexico. Challenges, opportunities and future prospects ”, delivered on Tuesday 11, shared the identity differentiation strategy that the Mexican industry has chosen, enhancing the elements with which the world recognizes the Mexican people, such as their folkloric history and their characters , graphically linking it to the blueberry and berries of his country with the brand: "Berries de México"

"The commercial brands will continue to be in the clamshells and boxes for exports, but somewhere on that label will be the 'Berries de México' brand," he said.

More technology for a sustainable industry

In addition to the “Mexicanization” of its exports, Mexican industry reflects the demand of consumers and society in general, from the perspective of the sustainability of industrial production activity.

“We must move towards being a more sustainable industry, taking care of natural resources. You have to take care of the soil, take care of the water. We have to look for a genetics that give us higher yields with less water. Always looking for it to be more resistant to pests and diseases, but we must prioritize a genetics that is more productive with less water ”, he emphasizes.

Own certification

In the case of safety, despite the fact that the reality in Mexico does not have great threats, he comments that Aneberries is implementing its own certification institutionality, which is not in opposition to international entities, but rather reinforces the safety requirements of its production agricultural.

The Mexican berry industry is advancing by leaps and bounds in applying more technology on its farms and currently the vast majority do so under cover, with technical irrigation, sensors, in pots, and all kinds of technological elements that point to a safer and safer production. kind to the environment.

Social Responsibility

On the other hand, Aneberries for years has been talking about social responsibility as one of its elements of concern, and now it does so highlighting this quality as one of the differentiating elements of its industry.

“Social responsibility is one of the aspects that has made progress in Mexico and in our industry. It has to do with a good payment to the producer, with decent conditions, with proportional support for housing, health, education, a well-paid salary, constant training. It is part of what we must raise more every day in the world, and now it is a greater challenge for Mexico because in the Free Trade Agreement with the United States, the worker factor takes on much more relevance ”, he emphasizes.

Juan José Flores ends by calling for the differentiation of industries as a way to boost global consumption and maintain the profitability of the business despite the permanent increase in supply:

“There is a market, but while volumes continue to increase and we do not continue to differentiate ourselves, prices will continue to fall. As long as we can differentiate ourselves and campaign together, we will be achieving these objectives ”.

The activities of the International Blueberry Month They will happen every Tuesday and Thursday in August and to participate in the talks you must connect from anywhere in the world to the link: