Increasingly complex and interconnected markets, difficult-to-control economic factors, and the weather are among the challenges Juan Luis Becerril identifies for the berry industry. Faced with these challenges, the Marketing and Planning Director of Planasa Mexico sets a priority: that varietal development contribute to the profitability of both producers and marketers.

With an international presence and operations in plant genetics and nurseries, Planasa participates in Mexico in the four main categories of berries: strawberry, raspberry, blueberry and blackberry.

“Our obsession should be that the producer earns money, that he sees in his daily activity a reflection of that effort in his pocket that allows him to have the necessary profitability,” says Becerril.

Profitability as a starting point for varietal development

For Becerril, one of the main challenges is to balance the needs of the farmer with those of the various participants in the commercial chain.

“We’ve seen that the market has been like a pendulum. Sometimes there are varieties that benefit the producer, sometimes there are varieties that benefit the supply chain. To the extent that we understand these balances, we will be able to add value to the entire industry,” he explains.

Varietal development, in that sense, must respond to the needs of both the producer and the commercial chain. "One cannot exist without the other," he summarizes.

There is no such thing as the perfect variety.

During the discussions held at Fruit Attraction, Becerril identified three elements on which, despite the different perspectives of the participants, there is agreement. “There is no perfect variety; the socio-economic environment is not controllable; and third, the climate,” he points out.

Given these conditions, the executive focuses on the consistency of the materials and the stability of the market environment. “We need to look for varieties, especially consistent ones. It’s essential to find a market that is a bit more stable in terms of its conditions,” he maintains.

Becerril adds that many of the macroeconomic factors that affect the business are beyond the control of producers and companies.

Planasa's berry varieties stand out at the Superior Taste Awards 2026 © Planasa

2027: Consolidation and Climate

Looking ahead to 2027, Becerril anticipates potential consolidation among market players and points to the weather as another relevant factor. “Some consolidation is coming among market players. Undoubtedly, the weather has an undeniable effect on key markets,” he notes.

In this context, Becerril believes that Planasa should leverage its international presence to connect information and help solve problems for farmers in different markets. “We must have the ability to connect our information and solve problems for farmers and marketers wherever they are located,” he explains.

A global network to connect the chain

Becerril points out that, particularly in America, Planasa has teams in Mexico, the United States, and Peru whose operational and strategic presence contributes to the connection between markets.

According to the executive, this network should allow marketers to find in Planasa "an ally" to identify producers and profiles capable of responding to common problems in the chain.

Juan Luis Becerril of Planasa Mexico at the XLI International Blueberries Seminar Mexico 2026 © Blueberries Consulting

Message to those who take the risk of producing

Becerril concludes by acknowledging the role of marketers and farmers, who assume various risks each season. “Personally, I admire and respect them because the work they do requires great courage. Investing your capital and assets in the land is no easy feat,” he says.

The executive adds that the relationship with producers must also be based on providing support in the face of the challenges the industry faces. “I also want to tell them that they are not alone, that in this process we want to support them in a way that allows us to continue serving them and helping them resolve their problems,” he states.

The reflection returns to the point with which Becerril opened the conversation: for varietal development to generate value throughout the chain, customers must find profitability in an activity that they sustain with their talent and assets.

Read also:

• Fruit Attraction 2026: Mexico seeks greater value for its blueberries through segmentation, quality, and market.
• Planasa's berry varieties stand out at the Superior Taste Awards
•  Blueberry varieties in Mexico: choosing well will be key to competing better
• Blueberries in Sinaloa: from rapid expansion to a new opportunity
• Mexico versus its competitors: quality, flavor and efficiency will mark the next stage of the blueberry
• Blueberries Consulting launches its 2027 business agenda at Fruit Attraction