Mexico closed the last season with 72.900 tons of blueberries Fresh exports are around 15% higher than in the previous season, according to Juan José Flores, general manager of Aneberries.

Flores himself downplays the extent of that growth and explains that it was driven primarily by a lower availability of blueberries in some states of the United States due to weather problems.

“This was mainly due to a lack of blueberries "In some states of the United States, given the problems caused by climate issues," he notes.

Looking ahead, expectations are more moderate. According to the Aneberries executive, Mexico aims to maintain a variation of around 5% in its exported tonnage.

After two complex campaigns

The recovery comes after two seasons in which exports did not exceed 65 tons and the sector also faced high production costs and low returns.

Flores links the evolution of the industry to market changes and to a greater supply from other producing origins.

“It has evolved according to the market and the supply from other producing regions,” he says.

In that context, the greater global availability of blueberries It reduces the burden of competing solely for market opportunity and reinforces the need to differentiate oneself through quality, consistency, and adaptability.

Juan Jose Flores Director Aneberries

New varieties and planning

Flores emphasizes strategic planning, varietal renewal, and a greater focus on quality fruit. “With strategic planning and new varieties, we will continue to be a partner or supplier to a consumer who demands quality fruit year-round,” he states.

The executive adds a definition that summarizes that orientation: “Our best defense is the evolution we have had to provide the best quality fruit in commercial terms and responsibility to the consumer.”

Premium fruit and a broader definition of quality

Within that scenario, Flores identifies a concrete opportunity for Mexico. “The great opportunity we have is to continue delivering premium fruit to the markets,” he maintains.

The concept of premium is often linked to commercial differentiation, but Flores broadens the idea of ​​quality beyond the fruit's visible attributes. For him, quality also encompasses food safety, environmental stewardship, and responsibility towards those involved in production and towards the consumer.

Flores also highlights the ability to adapt, the use of technology, and the incorporation of new varieties as part of the response to a market with greater supply and increasing demands.

Climate as a factor of uncertainty

Climatic events also appear as a factor that may force adjustments to agronomic management.

“Climate events force you to adjust the agronomic management of the crop, which is never easy,” Flores warns.

When these changes affect production schedules, they can increase or decrease the overlap with fruit from other origins in certain weeks.

A stage of more moderate growth

After the rebound of the last campaign, Aneberries projects a more moderate expansion and places quality, new varieties and premium fruit among the main pillars to sustain Mexico's competitiveness.

The 15% growth marks a recovery compared to previous cycles, but the strategy proposed by Flores aims less to strongly accelerate volume and more to maintain a consistent and differentiated offering in its main markets.