Juan José Flores, Aneberries: "We observe a greater acceptance and adoption of berries in the diet of Mexicans"

"In the last couple of years we have opted to develop the national market, this through information campaigns regarding the nutritional and health benefits that berries bring to consumers."

Juan José Flores, director of Aneberries, which brings together the vast majority of producers and exporters of berries in Mexico, refers to the current state of the industry in that country, the objectives set for the near future, and the great challenges that must be face the industry to continue on the path of growth and competitive development, as they have done so far.

Democratic

Regarding the challenges or challenges that they had this year, he syndicates the diversification of markets as one of the challenges that is always present for the industry. "Since the largest percentage of our exports, which is close to 95%, is directed to the North American market of the United States and Canada," he adds.

The challenges for the Mexican industry have increased with logistical issues, since currently transportation is limited and there are different producing countries in the world that send berries to Europe and Asia. "In air logistics costs are very high, so profitability is a limiting factor," he says.

Another challenge that Flores lists is the issue of taxes, because for the Chinese market there are tariffs that only apply to Mexico and not to other countries, such as South American countries, which have Free Trade Agreements, "which places us in a position of competitive disadvantage and makes exporting to this destination less profitable”, he points out.

"A great challenge is to change the perception of an expensive product, when considering the cost-benefit ratio of the product..."

In terms of the use of inputs, the challenge focuses on seeking technologies that are more environmentally responsible, without neglecting efficiency in production processes. "And to this we add the high costs and scarcity of products," he points out.

“In addition, in the last couple of years we have opted to develop the national market, this through information campaigns regarding the nutritional and health benefits that berries bring to consumers. Of course, every time we see a greater acceptance and adoption of berries in the Mexican diet, a great challenge is to change the perception of an expensive product, when considering the cost-benefit ratio of the product”, he explains.

  • What are the expectations of the sector for 2022?

Our expectation is to continue growing and, above all, to continue promoting the Mexican economy at all levels, from the generation of foreign exchange, to the dignity of the quality of life of the entire production chain.

Juan José Flores in this interview, which you can see in full in the digital version of Blue Magazine, refers to all or almost all aspects of the Mexican industry, from the results of the season to the goals set for the future, which they go through growth “so that more and more producers (members and non-members) adopt good practices in terms of safety, environmental care and social responsibility. As well as continue promoting the local market and reach a greater number of tables of Mexican families”, he points out.

The complete interview can be seen in the new edition of the magazine BlueMagazine. For more information on the progress and challenges of the Mexican blueberry industry, attend the next XXII International Blueberry Seminar Mexico 2022, will be held on May 25 and 26 at Expo Guadalajara.

Source
Martin Carrillo O.- Blueberries Consulting

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