Berry Boom Drives Exports, Jobs, and Precision Agriculture

Mexico’s berry industry is expanding production and exports through investments in precision agriculture, improved genetics, and premium-quality standards, while remaining heavily dependent on the US and Canadian markets. The sector is strengthening its competitiveness through labor formalization, market diversification, and innovation, supporting employment and reinforcing its role as one of Mexico’s leading agricultural export industries. Producers, exporters, policymakers, and international buyers will be affected by evolving trade conditions, regulatory initiatives, and shifting global demand.

Berries have become a major economic driver in Mexico. The industry combines expanding production, strong export performance, precision agriculture, rigorous quality standards, and significant job creation, cementing its position as one of the country's most valuable agricultural export sectors. 

Mexico’s berry industry produces more than 900,000t/y, with 90% of its output exported to 41 countries, making berries one of the country’s leading agricultural export products, reported the National Association of Berry Exporters (Aneberries).

Miguel Ángel Curiel, President, Aneberries, said the industry generates exports worth more than US$4 billion and accounts for nearly 8% of Mexico’s total food exports. Approximately 98.5% of shipments are destined for the United States and Canada, while only 1.5% reach other international markets. This heavy reliance on North America is largely driven by the highly perishable nature of fresh berries.

"The perishability of these fruits prevents us from serving more distant markets because they need to be on retail shelves within five to seven days. The only way to reach those markets is by air freight, which is extremely expensive and generates significant greenhouse gas emissions that we are trying to minimize," Curiel explained.

Japan, meanwhile, stands out as one of the industry's most demanding destinations, often regarded as an "elite market" because of its exceptionally high quality standards. In Japan, fruit is valued not only as food but also as a symbol of care, refinement, and prestige, with a single premium strawberry sometimes sold as a luxury gift.

According to Juan José Flores, General Director, Aneberries, premium berry varieties are carefully selected for their size, color, texture, and sweetness, individually packaged, and presented almost like pieces of jewelry. As a result, entering the Japanese market requires Mexican producers to meet extraordinarily rigorous quality standards.

"Everything has to arrive in virtually perfect condition, firmness, flavor, appearance, and temperature. Perhaps that is one of the industry's greatest sources of pride: knowing that a berry grown in Michoacán or Jalisco can end up thousands of miles away as a delicate and valuable gift for someone in Tokyo," Flores said.

Production and Exports Continue to Expand

Mexico's berry production is expected to increase by 4% in 2026, reaching 1.2Mt, according to the US Department of Agriculture's (USDA) Global Agricultural Information Network (GAIN) report. The projected growth is being driven by investments in improved berry varieties, the adoption of modern cultivation techniques, and adjustments to harvest schedules that allow growers to capitalize on premium pricing windows in international markets.

The country's leading berry-producing states are Michoacan, Jalisco, Baja California, and Guanajuato. Michoacan accounts for more than half of the national area dedicated to berry cultivation. However, Jalisco surpasses it in production value thanks to its specialization in raspberries and blueberries, which generate higher returns. Baja California is recognized for its strawberry production, while Guanajuato has strengthened its position in blueberries, strawberries, and raspberries, building a diversified production base that broadens Mexico's overall supply, Curiel noted.

Strawberry production is projected to reach 621,450t in 2026, representing a 2% increase from the previous year. Around 60% of the crop is exported, while domestic consumption and the processing industry continue to expand steadily. The main production areas are concentrated in Michoacán, Baja California, and Guanajuato, with Michoacán accounting for more than 60% of national strawberry output.

Blackberry production is forecast to reach 274,000t in 2026, a 3% increase from the previous year. Approximately half of Mexico's blackberry production is exported, primarily to the US market. Moreover, raspberry production could rise 7% to 194,000t. Around 80% of raspberries are shipped to international markets, reinforcing the crop's role as one of the industry's most export-oriented products.

Blueberries are expected to post the fastest growth of any berry segment. Production is forecast to reach 85,000t in 2026, up 16% from 2025. To avoid direct competition with Peru, Mexican producers have shifted their production calendar toward the spring season to take advantage of stronger international prices. At the same time, growers are replacing traditional varieties with higher-yielding genetics that produce larger berries with greater firmness. 

Overall berry exports are projected to increase by 2% in 2026, reaching 715,000t. Domestic consumption is also on the rise. Consumption is forecast to reach 499,450t in 2026, supported by industry promotional campaigns and growing consumer demand for healthier foods. Strawberries and blackberries lead domestic consumption, while raspberries and blueberries continue to occupy a more premium market position.

Employment Growth and Labor Formalization

The berry industry generates more than 320,000 direct seasonal jobs each year. Juan Pablo Molina, Vice President of Aneberries, emphasized that municipalities such as Jocotepec and the Ciénega region in Jalisco have become strategic production hubs for the industry.

"We have very high levels of formal employment, and this is reflected in the Mexican Social Security Institute's records in regions such as Jocotepec, southern Jalisco, Jacona de Zamora in Michoacán, and San Quintín in Baja California," Molina said.

A major development for the sector came in 2026 with the approval of the Labor Certification for Agricultural Exports, an initiative designed to formalize the employment of nearly 200,000 agricultural workers through reforms to Mexico's legal framework. The certification aims to strengthen labor inspections, expand access to social security, and improve working conditions for farmworkers.

The initiative is expected to reduce informality in high-value crops such as berries, with particular attention to production regions including San Quintín in Baja California, as well as the Bajío region and Jalisco.

Aneberries International Congress to Focus on Industry Challenges and Opportunities

At the end of July, Guadalajara will host the 16th Aneberries International Congress, bringing together producers, exporters, researchers, and industry experts from Mexico and abroad to discuss the future of the berry sector.

The event is expected to attract more than 3,000 attendees and has become one of the world's leading specialized forums for the berry industry, gathering representatives from Latin America, Europe, the United States, and Asia.

Flores said the congress has evolved to cover the entire berry value chain, from genetic improvement and production systems to commercialization and market development. "The agenda includes presentations, panel discussions, and technical sessions covering everything from genetic innovation to strategies for making Mexico's berry industry more competitive and economically sustainable," he said.

Key topics will include food safety and plant health, production efficiency, strategies to increase berry consumption, and the challenges arising from the United States-Mexico-Canada Agreement (USMCA).

Flores added that one of the issues generating the greatest interest will be the latest developments in the U.S. investigation into alleged dumping of Mexican strawberry exports, a case that continues to be closely monitored by producers and exporters because of its potential implications for bilateral trade.

Industry specialists will also present an overview of the sector's current performance, including production and harvest indicators, growth projections, and opportunities to expand into international markets.