Amidst the internal challenges and global opportunities of the last decade, Mexico has established itself as one of the world's leading players in berry production and export. With exports valued at more than USD 3.000 billion annually, the country ranks first in global exports of blueberries, raspberries, strawberries, and blackberries, with the United States and Canada as its main destinations.

Expanding industry

The Mexican agri-fruit sector, concentrated in the states of Michoacán, Jalisco, Baja California, and Guanajuato, has experienced sustained growth thanks to a combination of foreign investment, technology transfer, acquired knowledge, and the dedicated work of local producers. Multinational companies and specialized nurseries have introduced high-yield varieties, while Mexican producers have invested in technologically advanced irrigation infrastructure, greenhouse systems, and the use of pots and growing media.

According to figures from the National Association of Berry Exporters (Aneberries), Mexico exports nearly 97% of its production, enjoying a privileged commercial window due to its proximity to the U.S. market, which reduces logistics times and ensures fresh fruit at its destination.

Challenges that mark the present

However, the sector's success faces growing challenges, such as excessive dependence on the US market, to which it exports more than 80% of its exports. More than 90% of blueberry exports go to the US, which exposes the sector to protectionist trade policies and changes in consumer demand.

Labor shortages are another challenge. Growing competition for seasonal workers increases costs and threatens the continuity of harvests.

Producing regions such as Michoacán and Jalisco face pressure from intensive water use, which generates tensions with local communities and demands a transition to more efficient irrigation systems, which can only be achieved through technology and genetic improvement of crops.

In the case of certifications and traceability, the international market demands increasingly strict standards in terms of safety, sustainability, and social responsibility, which forces medium- and small-scale producers to make significant investments.

Opportunities in the current scenario

At the same time, the global context opens up new opportunities for the Mexican industry, such as the mandatory market diversification, seeking destinations in Asia and the Middle East in response to the growing demand for high-quality fresh fruit. Japan, the United Arab Emirates, and China are markets where Mexico is beginning to gain ground.

In the case of value-added and product processing, the development of frozen (IQF) lines, juices, and nutraceutical products would reduce dependence on fresh product exports.

In the case of genetic innovation, alliances with international nurseries such as Driscoll's, Fall Creek, and Planasa have enabled the development of varieties adapted to local conditions, with longer shelf life and pest resistance.

Regarding the country's brand or image, the international recognition of Mexican berries as premium quality products strengthens the Mexican brand in the agri-food sector.

Long-term projection

Analysts project that if consumption trends in the United States and Asia continue, Mexico could increase its berry exports by 20% by 2030. However, they warn that environmental and social sustainability will be crucial to ensuring the future of the sector.

"Mexico has the competitive advantage of geographic proximity, but it must accompany it with innovation, diversification, and sustainability. Only in this way will it ensure its lasting leadership," notes a report by Rabobank RaboResearch on the fresh fruit sector.