Guanajuato Boosts Berry Exports Through Driscoll’s Partnership

In an effort to expand its range of export products, the government of Guanajuato is promoting berry production in the state through a partnership with Driscoll’s. Meanwhile, the federal government is working to extend labor certification mechanisms in the berry industry. 

A meeting organized by the Foreign Trade Promotion Coordination Office (COFOCE) and Driscoll’s brought together agricultural producers, entrepreneurs and startups to provide tools and showcase the trends and requirements demanded by international trade to compete in the berries market. This initiative aims to expand the state’s exporter registry and diversify its agricultural offering with products of high commercial value.

Jorge Godínez, Director of the Agrifood Sector, COFOCE, said the goal is to strengthen local supply, train farmers and open new export opportunities to markets such as Japan, the United States and Europe. The state agency has emphasized accompanying micro, small and medium-sized enterprises (MSMEs) throughout their internationalization process, from capacity building to linking them with strategic buyers.

Driscoll’s specialists shared key information on global market behavior, the cultivation practices required by the industry and the opportunities currently available for those interested in entering raspberry, blueberry and other berry production. The project focuses on leveraging the region’s favorable climate and the potential of local farmers, who so far have had limited participation in the export value chain.

The program is aimed not only at established companies, but also at farmers interested in transitioning to high-value crops such as strawberries, raspberries and blueberries. To this end, COFOCE is working with local institutions to provide training and technical assistance.

“This project is open to all those farmers who currently grow other crops and are also interested in harvesting these products. Obviously, entering this type of cultivation involves costs related to macrotunnels, soil studies, water, and so on; but we can connect them with certain institutions to help facilitate the process,” Godínez said.

He added that the initiative also includes the installation of refrigerated collection centers (coolers) in municipalities with a high concentration of farmers, which will help streamline logistics and ensure the freshness of exported products. “The possibility of opening a cooler in Irapuato is being discussed. If farmers join the project, Driscoll’s is open to installing one there,” he said.

The project is already underway, with the preparation of new producers beginning in October and November. Currently, seven companies have already joined the initiative in Leon, Irapuato and Villagran, where climate and altitude conditions are ideal for berry production. “Strawberries and raspberries begin preparation in January or February for new producers who want to join, and they are provided with seedlings to carry out the harvest,” Godínez concluded.

Labor Certification Mechanism Expands to the Berry Industry

Also regarding berry exports, the federal government held its first introductory meeting with industry representatives to present the core elements of the Labor Certification Mechanism for Agro-Exports. The program, which was initially launched for avocado producers, seeks to strengthen the competitiveness of the agro-export sector and promote more dignified working conditions for all workers involved in the production chain.

Julio Berdegué, Minister of Agriculture (SADER), explained that Mexico is the world’s third-largest exporter of berries, generating more than US$3.87 billion for the country. He also highlighted that SADER is involved in implementing this certification to ensure that exported production is backed by a level of formal labor consistent with export volumes. “The purpose is not to make exporting more difficult, but to encourage the prosperity generated along this value chain to be shared fairly with those who are part of it,” he stated.

Zoé Robledo, Director General, IMSS, noted that the berry sector continues to show sustained growth, generating more than 470,000 jobs within the industry. He also emphasized IMSS’ commitment to social protection and the health of farmworkers involved in this production chain, as well as the importance of institutional collaboration with organizations such as Aneberries to create dignified working conditions.

As with the avocado sector, prior to its full implementation a pilot program will be carried out with berry producers and packing companies. This phase will allow the platform to be tested under real conditions, operational workflows to be refined, the labor factor to be validated and adjusted, and the sector to be supported without affecting the continuity of exports. At this stage, authorities stressed, the objective is to improve the system, not to impose sanctions.