On blueberry For Mexican farmers, choosing a variety has become an increasingly strategic decision. Productivity remains central, but today factors such as regional adaptation, access to genetics, legal protection, shelf life, flavor, and consumer response also carry weight.

That was the starting point of the panel “Blueberry varieties in Mexico: legal framework, opportunities, performance and projections”, held during the XLI International Seminar Blueberries Mexico 2026, in Guadalajara.

The meeting brought together Alejandro Branca Gutiérrez, legal and corporate affairs director of Hortifrut; Ricardo Márquez, commercial manager of Fall Creek Mexico; Juan Luis Becerril Reynoso, marketing and planning director of Planasa Mexico; Lenin Ovando, of Blueberries Plant Sciences Genetics; and Patricio Cortés, general manager of Fruits Giddings.

The panel brought together legal, genetic, productive and commercial perspectives, at a time when Mexico is accelerating decisions on which varieties to incorporate, how to access new materials and how to sustain value in the face of more demanding markets.

Intellectual property and access: the framework that accompanies innovation

Alejandro Branca opened the discussion by focusing on the legal framework and intellectual property. His remarks highlighted a crucial point for the varietal business: genetic innovation is advancing rapidly and requires a regulatory environment capable of keeping pace.

From his perspective, Mexico still operates under a 1996 legislation on protected plant varieties, linked to the UPOV 78 scheme, while the industry is working with a much more dynamic genetic development process. In this context, he mentioned the importance of moving towards greater levels of protection, traceability, institutional coordination, and legal certainty.

The focus wasn't solely on protecting the investment of genetic companies. Branca also raised the need to create mechanisms that facilitate producers' access to materials capable of improving yields, quality, and returns. In this endeavor, marketing companies emerge as a crucial bridge between protected genetics and those who must implement them in the field.

For Mexican blueberries, intellectual property is fully integrated into the competitive discussion: it regulates access, protects innovation, and forces producers to design better pathways for genetics to reach them.

Alejandro Branca Gutiérrez, Legal and Corporate Affairs Director of Hortifrut © Blueberries Consulting

Mexico as a varietal platform

Ricardo Márquez offered a perspective from the commercial development of varieties. From Fall Creek, Mexico, he maintained that the country actively participates in the genetic transition of blueberry and that some materials are even tested first in Mexico before moving to other regions.

This position presents a significant opportunity for the industry. Mexico boasts diverse production zones, distinct climates, and management systems that necessitate a precise evaluation of each variety. A genetic line may possess desirable attributes, but its final performance depends on the region, climate, disease resistance, expected productivity, and the producer's business plan.

Márquez highlighted attributes that are currently important for capturing value, such as balanced flavor, good size, firmness, crispness, bloom, shelf life, and yield. He also noted that producers are looking for resilient, adaptable materials capable of sustaining profitability.

For the producer, the choice requires testing, comparing, and adjusting. Genetics provides tools, but its impact depends on how it is validated under real-world conditions and what commercial objective it seeks to achieve.

Ricardo Márquez, Commercial Manager of Fall Creek Mexico © Blueberries Consulting

Consumer, productivity and differentiation

Juan Luis Becerril broadened the discussion to encompass the entire supply chain. Speaking from Planasa Mexico, he compared the varietal business to a machine where genetics, producers, marketers, retailers, and consumers need to work in a coordinated manner.

In his view, genetics initiates the process, but its value is confirmed when it responds to the entire chain. That's why he emphasized the importance of paying closer attention to the profile of the end consumer, because it is they who ultimately decide whether to repeat the purchase.

Juan Luis Becerril Reynoso, Marketing and Planning Director of Planasa Mexico © Blueberries Consulting

Lenin Ovando reinforced this idea by emphasizing the balance between market and productivity. He pointed out that there are varieties that meet consumer demands, offering bloom, crispness, good size, flavor, and a pleasant overall experience. He also stressed that these attributes must be combined with sufficient productivity for the producer to have a profitable business.

Patricio Cortés offered a direct perspective from the export side. He noted that producers seek yield, health, and adaptation to the field, while the market demands flavor, size, and organoleptic characteristics that encourage repeat purchases. From this standpoint, the commercial task lies in bridging these two perspectives.

The image Cortés left behind perfectly encapsulates the challenge: a box of good-quality blueberries should help sell the next one. That phrase brings together much of the panel discussion: variety, consumer, return on investment, and business continuity.

Lenin Ovando, of Blueberries Plant Sciences Genetics; and Patricio Cortés, general manager of Fruits Giddings © Blueberries Consulting

Choose in advance and evaluate rigorously

Variety evaluation was also a central part of the discussion. Patricio Cortés pointed out that, in blueberries, the industry can take at least three years to determine whether a variety has met production and commercial expectations.

This seasonality necessitates more comprehensive evaluation. Unlike other berries, blueberries require time to reach their full potential, for management practices to be adjusted, and for market validation. Therefore, material selection requires monitoring, trials, market research, and ongoing evaluation.

Ricardo Márquez also pointed in that direction, suggesting that each producer should review how a particular variety is suited to their region, climate, management practices, and business plan. The availability of varieties opens up opportunities, but the choice must be based on a specific production and marketing strategy.

Becerril was emphatic on another point: the research cannot stop. For him, one of the biggest risks would be assuming that the industry already knows all the needs of the supply chain. Continuing to research, listening to the market, and strengthening dialogue are essential for making better decisions.

In a global industry where Peru, China, Morocco and other origins continue to adjust their blueberry supply, the varietal decision in Mexico requires a long-term perspective.

XLI International Blueberries Seminar Mexico 2026 © Blueberries Consulting

A supply chain decision for Mexican blueberries

The varietal replacement in Mexico is progressing strongly, and the panel allowed us to see what decisions should accompany that process.

Genetics can contribute productivity, flavor, firmness, health, shelf life, and improved market windows. Regulation can provide protection and order. Marketing companies can facilitate market access and connections. Growers can validate in the field which materials truly perform. And consumers confirm, through repeat purchases, whether the variety lived up to its promise.

For Mexican blueberries, the best varietal choice will be the one that successfully combines productivity, field adaptation, legal protection, market access, and consumer preference. That was the panel's key takeaway: viewing genetics as a supply chain decision, connected to the current competitive landscape and the industry's next stage.

XLI International Blueberries Seminar Mexico 2026 © Blueberries Consulting

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