Mexico built a significant part of its competitiveness on its proximity to the United States and an attractive trade window. In the panel “Mexico vs. Competitors: Who Will Capture Value in the Next Stage of the blueberry?”, the conversation moved on to the factors that can sustain that position in the coming years: better tasting fruit, consistent quality, more efficient costs, renewed genetics and a more direct reading of the consumer.

The conversation took place during the XLI International Blueberries Seminar Mexico 2026In Guadalajara, the event brought together key voices from the supply chain: Miguel Ángel Curiel, president of Aneberries and vice president and general manager of Driscoll's Mexico; César Ortiz, CEO of Berries Paradise; Rigoberto Guerrero, CEO of Hortifrut Mexico; Roberto Sámano, finance director of North Bay Produce; and Rodrigo Orozco, general director of Agrovision Mexico.

The panel combined perspectives from industry associations, production, finance, commerce, and operations. This diversity allowed for a review of Mexico's position relative to other producing countries and, at the same time, an in-depth look at the industry itself. blueberry: productivity, costs, quality, genetics, consumer and execution.

Mexico, North America and a window that demands more

Miguel Ángel Curiel identified Mexico's strength in the North American market. From his perspective, Mexico should be seen as part of North America and focus its efforts on supplying that market during the first half of the year, primarily between January and May, with high-quality fruit of attractive size and returns that allow producers to sustain themselves.

That position remains valuable. Proximity to the United States allows for rapid deployment, adjustments to programs, and the delivery of fresh fruit during a period of high commercial interest. The challenge lies in strengthening that advantage through productivity, efficiency, and a fruit that can be differentiated.

The value will lie in arriving well, with consistency, consumer quality, and a productive structure prepared to compete against origins that are advancing with scale, tighter costs, and increasingly sophisticated business models.

The consumer enters the center

Rigoberto Guerrero steered the conversation toward a crucial point: flavor. For the CEO of Hortifrut Mexico, the differentiation of Mexican origin must also be built upon the consumer experience. Flavor, firmness, size, and quality emerge as attributes capable of sustaining repeat purchases.

That perspective changes the way we understand competitiveness. A productive variety of blueberry It also needs to respond to what the consumer values. In a market with more supply and more alternatives, the shelf space is starting to shape part of the conversation.

Mexico has an advantage in freshness. That freshness gains strength when it's expressed in fruit that arrives in good condition, tastes good, and is chosen again.

XLI International Blueberries Seminar Mexico 2026 © Blueberries Consulting

Genetics and field performance

César Ortiz was direct when speaking about the production model. Faced with competitors with more aggressive cost structures, such as Peru or Morocco, he argued that Mexico is undergoing a profound transformation, where genetics and varietal replacement play a central role.

Genetics emerges as the starting point, accompanied by innovation, research, productivity, cost savings, and execution capacity. After the transition, the challenge will be to operate each project more effectively.

Ortiz also highlighted factors that impact the day-to-day operations of the business: a sufficient and skilled workforce, professional agronomic management, and an agile supply chain. For producers and exporters, the challenge will be to translate varietal renewal into concrete results in the field, cost per kilo, quality, and market access.

XLI International Blueberries Seminar Mexico 2026 © Blueberries Consulting

Profitability: looking at the business with numbers

Profitability became a key factor when Roberto Sámano shifted the discussion to business indicators. From a financial perspective, the sustainable model combines different supply segments, from conventional to premium and organic fruit, depending on the conditions of each project and the market.

Sámano also paid attention to internal numbers. Volume per plant, cost per kilo, return received, and performance by genetics are data points that every producer of blueberries You need to know this to make more accurate decisions. These indicators are complemented by external variables such as exchange rates, interest rates, and financial conditions.

That approach brings the discussion down to earth: competing requires good fruit, and also clarity on how much it costs to produce it, what return it yields, and how prepared each project is to sustain itself in more demanding scenarios.

Peru, Morocco and China: models that force adjustment

Rodrigo Orozco organized the competitive landscape into four factors: genetics, operational efficiency, consistent quality, and logistics. From this foundation, he compared Mexico with other origins that are already shaping the global dynamics of the industry. blueberry.

China appears as a massive producer, primarily focused on its domestic market. Peru remains the world's leading exporter, boasting productivity, infrastructure, and a well-established industry. Morocco was presented as one of the most agile competitors, with rapid growth, high quality, and an increasing presence in the United States.

Given this scenario, Mexico maintains a privileged proximity to the North American market and a fruit renowned for its quality. Its future progress will focus on productivity, costs, genetic improvement, logistics, and operational execution.

XLI International Blueberries Seminar Mexico 2026 © Blueberries Consulting

A next stage with less room for improvisation

The conversation provided a demanding lesson for the Mexican industry of blueberryMexico has a relevant position and a valuable window, while the market increasingly demands flavor, consistent quality, efficiency, logistics, and information.

For producers and exporters, the message was that fruit that connects with the consumer gains ground, and genetics that translate into productivity, flavor, and efficiency strengthens the position of the origin.

In Guadalajara, the panel opened a much-needed discussion for Mexican blueberries. The key will be in producing quality fruit, ensuring its distribution, and winning over the market once again.

XLI International Blueberries Seminar Mexico 2026 © Blueberries Consulting

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Guadalajara opens the debate on the next stage for Mexican blueberries

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