The Mexican industry of blueberry He arrives in Guadalajara with questions that cross his next stage: how to maintain value against lower-cost and larger-scale competitors, how to advance in genetics and where the main opportunities are today to improve productivity, quality and profitability from technical management.

These questions will shape the conversation at the 41st International Blueberry Seminar, to be held on May 27 and 28 at the Hard Rock Hotel Guadalajara. The first day's agenda is designed as a structured discussion on the sector's most pressing challenges, combining market analysis, production decisions, and technical variables that directly impact competitiveness today.

Competitiveness and value capture

Following the inauguration and the welcoming remarks by Jorge Esquivel, manager of Blueberries Consulting, along with representatives from ASICA Jalisco and Aneberries Mexico, the day began with one of the central themes for Mexican origin: international competition.

Jorge Esquivel XLI International Blueberries Seminar Mexico 2026 © Blueberries Consulting

The panel “Mexico vs. competitors: who will capture value in the next stage of blueberries?” brought together industry leaders such as Miguel Ángel Curiel (Driscoll's Mexico / Aneberries), César Ortiz (Berries Paradise), Rigoberto Guerrero (Hortifrut Mexico), Roberto Sámano (North Bay Produce) and Rodrigo Orozco (Agrovision Mexico).

The discussion comes at a crucial time for the country. Peru has consolidated its scale, Morocco is gaining ground, and new markets are adjusting their trade strategies. In this competitive landscape, Mexico faces the challenge of strengthening its value proposition beyond its proximity to the United States.

Miguel Ángel Curiel, César Ortiz, Rigoberto Guerrero, Roberto Sámano, and Rodrigo Orozco on the panel “Mexico vs. Competitors: Who Will Capture Value in the Next Stage of Blueberries?” © Blueberries Consulting

Data, market and consumption

That conversation will be complemented by a presentation from Colin Fain, CEO of Agronometrics, who will address how data science can help interpret market signals and guide business decisions.

In a business where returns increasingly depend on arrival time, fruit availability, price behavior, and demand forecasting, data analysis acquires strategic importance for producers, exporters, and companies in the supply chain.

Before the lunch break, Carlos Madariaga of LATAM Berry Fresh will present an overview of the blueberry market, focusing on its evolution in Mexico, trade dynamics, and global consumption patterns. His presentation will connect production with demand, an increasingly vital link in an industry that competes on quality, availability, and consumer preference.

XLI International Blueberries Seminar Mexico 2026 © Blueberries Consulting

Nutrition, genetics and productive efficiency

Nutrition will be another key focus of the first day. Jorge Esquivel will present a review of nutritional strategies for maximum efficiency, while Gerardo Núñez, from the University of Florida, will delve into foliar standards, rates, and agronomic decision-making.

The underlying focus will be technical efficiency. In a more competitive industry, productivity depends not only on genetics or expansion, but also on management decisions capable of optimizing resources, improving physiological response, and maintaining fruit quality.

The afternoon will begin with the panel “Blueberry Varieties in Mexico: Legal Framework, Opportunities, Performance, and Projections,” a discussion particularly relevant to the future of the business. It will address varietal performance, access to genetics, intellectual property, rate of replacement, and future competitiveness.

The participants will be Ricardo Márquez (Fall Creek Mexico), Juan Luis Becerril (Planasa Mexico), Lenin Ovando (Blueberries Plant Sciences Genetics), Patricio Cortés (Fruits Giddings) and Alejandro Branca (Hortifrut).

XLI International Blueberries Seminar Mexico 2026 © Blueberries Consulting

Pruning, pollination and health

The final part of the day will focus on agronomic variables with a direct impact on productivity and quality. Eduardo Betancourt will address advanced pruning management geared towards high productivity, a key topic for structuring the plant, adjusting the crop load, and meeting the production goals of each field.

Next, Pedro Castillo, from Beeflow Mexico, will present the talk “Blueberry Pollination: Impact on the Business and Main Challenges in Mexico.” His approach will connect pollination with variables such as fruit set, uniformity, size, and profitability, in an industry where transforming blossoms into marketable fruit is becoming increasingly strategic.

The day will conclude with Ángel Rebollar, who will address integrated strategies for combating Lasiodiplodia, one of the most complex health challenges for intensive farming systems. His presentation will focus on prevention, control, and integrated management to protect fruit productivity and condition.

A day to connect technique and strategy

The first day in Guadalajara is not just about technical updates. It opens a conversation about how Mexico can maintain competitiveness in a more demanding global industry, where the market, genetics, nutrition, pruning, pollination, and health are all part of the same equation.

The fundamental question will be how to transform productive and commercial advantages into consistent fruit, reliable programs, and greater value for the entire supply chain. That discussion begins today in Guadalajara.

XLI International Blueberries Seminar Mexico 2026 © Blueberries Consulting