trade mexico 2013/2014

Mexico is working hard to build a globalreputation to match the quality and

diversity of its fruit and vegetable output

T R A D EM E X I C O

A PUBLICATION FROM EUROFRUIT

OVERVIEW

NORTH AMERICA

EUROPE

ASIA

2013 / 2014

Spreading the word

01trade mexico 2013/2014

Streets ahead of the restew York, London, Tokyo. The global economic crisis has impacted them all. Their culinary response? Street food revolutions. The rituals of fine dining replaced by gourmet burgers on the hoof – it makes economic sense in a recession. The chilangos of Mexico City have understood the value of

comida de la calle for a lot longer. All Mexicans have. You’ll see taquerias and food stalls on the corners of every town. What you’ll also find is street fruit: floral papaya, buttery Ataulfo mangoes, bubblegummy prickly pears. And a hundred other product lines, always local and always with a splash of lime. Coming from the rest of North America, Europe or Asia you know you can’t replicate the supply chain that makes it cost-effective to sell Mexican fresh produce from the street, but you can get an idea about the quality and consumer appeal of Mexico’s fruit and vegetables. If you can’t get to a street corner in Mexico anytime soon, well, trade mexico has been there for you. And this supplement is where we tell you exactly what we found. We caught up with the berry producers of Jalisco, garlic growers from north-central states and the lime specialists in steamy Veracruz – and still we only skimmed the surface of a splendid product range. Believe us, the supply is there – it’s increasingly consistent as well – and, given the quality and certification, you can be pretty sure the demand will be too. With a little thought to the logistics of introducing them to each other – this is what government, exporters and overseas importers are now all working on – the relationship between Mexican fresh produce and international consumers will be a long and happy one. Welcome to the revolution. _

The supply is

there and, given

the quality and

certification, you can

be pretty sure the

demand will be too

Tobias Gourlay Editor

T R A D E M E X I C O

2013 / 2014

ContentsShipping out around the world 2-3

Safety-first strategy pays dividends 4-5

Sharing a wealth of natural resources 6-7

Building the complete package 8-9

Beating the competition black and blue 10

Spurred on to diversify 11

Experience makes the difference 12

Time to get serious 14-15

Safari the next step 16-17

San Gabriel boosts European business 18

Flying high 20-21

Coliman celebrates 50 years 22-23

AGF steps up to export challenge 24

EditorialTobias Gourlay +44 20 7501 3700supplement editor [email protected]

AdvertisingRodrigo Magdaleno +44 20 7501 3718supplement manager [email protected]

DesignSimon Spreckley +44 20 7501 3713design manager [email protected]

Ligia Durán Murphy +44 20 7501 3715senior graphic designer [email protected]

Craig Bowyer +44 20 7501 0317middleweight designer [email protected]

Cat Barylak +44 20 7501 3721junior creative artworker [email protected]

N

02 trade mexico 2013/2014

REPORT—Production

Shipping out around the worldmexico city—Japan and other Asian countries are likely to be markets of high sales growth for Mexico over the coming seasons, says México Calidad Suprema’s Juan Laborín.

by Steven Maxwell

he huge potential of Asia for Mexican

fresh produce exports could be real-

ised over the coming seasons, with

export organisation México Calidad

Suprema pushing for greater access

following a strong 12 months in Japan.

Headed by avocados, Mexico’s exports to eight

Asian countries increased by a combined 11 per

cent during 2012 compared with the previous year,

with Japan a particular growth centre. The country

achieved record exports to the East Asian nation in ten

categories, including avocados, beer and pork prod-

ucts, with total sales up by 11.8 per cent year on year to

approximately US$91.5m.

México Calidad Suprema’s president, Juan Laborín,

says Japan is being viewed as a “high potential” market

that could also act as a “launching point” for Mexican

products that have already achieved success in other

Asian countries. He reveals that the organisation is

hoping to repeat achievements already made in China,

Hong Kong, South Korea and Taiwan.

Mexico’s progress in Japan follows an impressive 12

months for the country in several major export mar-

kets, with sales rising in South America (32 per cent),

Europe (3.8 per cent) and Russia (9.2 per cent), although

exports to Canada dropped by 18.5 per cent. Despite the

success stories, Laborín admits challenges remain before

T

OVERVIEW

OVERVIEW


According to Laborín, agricultur-

al production in Mexico is continu-

ing to rise, with output up by 22.1 per

cent (or 3.1m tonnes) during April 2013

compared with the same month a

year before.

Aside from grain crops, one of

the biggest recorded increases was

in potato production, with the 2012

harvest up on 2011 by 166 per cent (or

116,000 tonnes).

In seasonal crops, total produc-

tion climbed 26.4 per cent, with a

notable rise in orange production,

which jumped 131.5 per cent on 2011.

As an organisation, México Cali-

dad Suprema is undergoing restruc-

turing during 2013, with the aim of

offering associated producer mem-

bers a “more complete” certifica-

tion system to meet global supplier

demands.

A total of 720 associated producers

are now certified under Mexicogap

and México Calidad Suprema’s own

certification, representing an increase

of 28 per cent on 2011. _

producers, while also increasing the

productivity and competitiveness of

our products.”

Laborín says México Calidad

Suprema, which is co-funded by the

country’s fresh produce sector and

the government, has made consider-

able progress supporting producers

to increase productivity and improve

the competitiveness of their products

through training.

Over the past year, he says the

group has carried out commercial

training for 800 producers in 20 cities,

taking “full advantage” of the trade

negotiations Mexico has undertaken

worldwide.

A further 650 producers have also

been given training in carrying out

proper planning, logistics and expor-

tation, while 515 producers have been

shown how to reduce contamination

risks and implement Good Agricul-

tural Practices to achieve Mexicogap

certification.

further progress can be achieved,

highlighting the needs to increase

food production in order to guar-

antee food security and to improve

the added value of Mexican pro-

duction in order to better compete

globally.

He believes Mexico can only con-

solidate its position as an export force

for agro-food products if it adapts to

new consumption trends and pro-

duction forecasts, while taking into

account climate change and improv-

ing logistics to access new markets.

“To do this, we must overcome

structural and short-term obstacles

by achieving institutional, govern-

mental and societal joint thinking, so

we are all able to focus our economic

and human resources in a combined

strategy to consolidate and open

markets.

“Among other things, this will

allow us to diversify exports and

strengthen the capabilities of our

Over the past year México Calidad Suprema has given commercial training to 800 producers in 20 cities

ABOVE—Mexico is ready to capitalise on a strong 12 months in the Japanese market

LEFT—Juan Laborín is aiming for governmental and societal joint thinking

OVERVIEW

REPORT—Safety


Senasica has also put in place

Contamination Risk Reduction Sys-

tems designed to offer healthy and

high-quality foods at national and

international levels.

“Through an official preven-

tion initiative, Contamination Risk

Reduction Systems are being imple-

mented from initial production

through to the packing and trans-

portation of fruits and vegetables

from Mexico.”

This initiative, Fragoso says, is

focused on reducing the risk of con-

tamination during fruit and veg-

etable production and covers 16

elements including company reg-

istration, their history, water use,

hygienic practices, traceability, fer-

tilisation and damage to wildlife.

“The initiative enables us to

reduce the danger of the microbi-

ological, chemical or physical con-

tamination of food taking place.

Moreover, when a suspected con-

tamination happens, an immedi-

ate plan of action is put in action

to identify the origin of the prod-

uct concerned and reduce the risk

of further contamination.”

PEST CONTROLS

However, pests and diseas-

es remain a major problem for

he dangers of contami-

nated fruit and vegeta-

bles were highlighted in

July 2012 when 105 people in the

US and 80 in Canada were affected

by a salmonella outbreak linked to

contaminated mangoes that were

traced back to a producer in the

Mexican state of Sinaloa.

A year on and, although the

memory of the outbreak lingers,

Mexico’s authorities say they have

been making progress in improv-

ing food safety standards across the

country to try to make incidents

of this kind a thing of the past.

These efforts are being led by the

country’s National Service for

Health, Food Safety and Agricultur-

al Food Quality – better known as

Senasica – which says it has been

working to improve safety stan-

dards, from the largest growers to

poor, rural farmers.

Although food safety issues

are not the direct responsibility of

Senasica, the agency’s Hugo Frago-

so says it is working to protect

Mexico from foreign pests and dis-

eases by safeguarding Mexican food

production and, through this, avoid-

ing supply problems that could lead

to shortages of some of the most

important foodstuffs.

Safety-first strategy pays dividendsmexico city—After high-profile salmonella cases in the

US and Canada linked to Mexican mangoes, the national

government is keen to demonstrate that progress has

been made.

by Steven Maxwell

ABOVE—

Senasica has been

pushing through

food safety

improvements

TOP LEFT—

By safeguarding

production, the

agency can help

the industry avoid

supply problems

T

OVERVIEW


greening, which has been detect-

ed in 25 of the region’s 920 citrus

orchards, equivalent to 2.7 per

cent of the production area. To

limit the spread of the disease, the

organisation has been using chem-

ical and biological pest controls to

tackle the presence of Asian citrus

psyllids, the insect which spreads

citrus greening.

Looking at the longer term,

Fragoso says one of the biggest

challenges for Mexican growers is

going to come from climate change,

with frost and drought damage

becoming ever more frequent and

happening unexpectedly in major

production zones.

For this reason, he says the Mexi-

can authorities are putting in place

support programmes to compensate

men and women working in the

countryside and to maintain levels

of production. _

These initiatives have been

undertaken with vegetable health

committees in every state in the

country, through which producers

are offered technical support for

controlling pests and diseases.

Fragoso points out that white-

fly and potato psyllid, the most

common pests for vegetable pro-

ducers in Michoacán, do not fall

under government regulation and

are therefore the responsibility of

the producer.

He says Senasica is working

in Quintana Roo to control citrus

Mexican growers. According to a

report in regional daily Cambio de

Michoacán, around half of the vege-

table producers in Michoacán state

have experienced major problems

with pests, principally potato psyl-

lid, which has caused significant

losses to potato, tomato and chilli

pepper crops.

Some 14,612ha fall prey to the

pest every year, with total losses

estimated to reach more than

US$24m a year in wages and

lost sales. Separately, around 4,800ha

of citrus groves are reported to have

been affected by citrus greening in

the southern state of Quintana Roo.

In response, Fragoso says Sena-

sica and Mexico’s agriculture

department (Sagarpa) have car-

ried out phytosanitary campaigns

against pests that have an “eco-

nomic impact and limit national

and international trade”.

quality &experience

The difference is...

www.bsgrupoexportador.com.mx

T: +52 (232) 324-0920, Libramiento Martinez-Tlapacoyan S/N.E: [email protected] Col. Las Palmas. C.P. 93600. Martinez de la Torre, Ver. Mexico.

lime ad.indd 1 09/07/2013 09:40

Vegetable health committees in every state of the country offer producers technical support for controlling pests and diseases

CANADA

UNITED STATES

EUROPEAN UNION

EAST ASIA

Coconuts6.382.01

Garlic3,7633,060

Bananas4.296.05

Avocados

Mangoes

Limes

Bananas

Asparagus & broccoli

Papayas

Berries

Carrots

Pineapples

Tomatoes

Watermelons

Onions

Pumpkins & courgettes

Table grapes

EXPORT VALUE (US$ ‘000) 2012 2011

763,212772,606 Avocados

96,99084,834

202,375135,158

201,648236,135

Limes1,3791,814

9,2325,739

292,016312,877

Coconuts10918

803,130589,304 Berries

4,267845

282,078242,977

Cashew nuts8,1054,792

1,650,1591,883,025

27,01530,293

Grapefruit0.00137

285,875275,690

Lettuce0.010.00

Avocados Berries Tomatoes Other lettuce59,71356,619

Garlic346226

Pineapples3.307.44

Mangoes25,66623,511

Grapefruit501261

Limes1,5782,030

Onions460509

Papayas95387

758255

51,201207,586

59265

258,987258,673

63,81346,123

Papayas0.091.17

23,82117,134

Pineapples0.0022

156,052136,513

Table grapes59340

Pumpkins & courgettes8,6706,716

Carrots129355

Garlic0.001.35

Chicory & endive0.00237

Grapefruit5,8218,316

Pineapples4.8316.80

Limes63,94513,308

Avocados7,6265,446

Papayas33

2.02

Berries32,68425,302

Tomatoes86

0.25

Tomatoes122165

Asparagus & broccoli4,7474,858

Mangoes2,7548,822

Onions3,5844,027

Mangoes4,0155,490

Asparagus & broccoli688

1,598

Cucumbers410,357269,309


Cucumbers1,203551

Pumpkins & courgettes384437

OVERVIEW


INFOGRAPHIC—Exports Sharing a wealth of natural

resources

mexico city—The US dominates Mexico’s export charts, of course, but the latest

figures reveal a willingness to experiment – with new products and new markets.

by Tobias Gourlay

CANADA

UNITED STATES

EUROPEAN UNION

EAST ASIA

Coconuts6.382.01

Garlic3,7633,060

Bananas4.296.05

Avocados

Mangoes

Limes

Bananas

Asparagus & broccoli

Papayas

Berries

Carrots

Pineapples

Tomatoes

Watermelons

Onions

Pumpkins & courgettes

Table grapes

EXPORT VALUE (US$ ‘000) 2012 2011

763,212772,606 Avocados

96,99084,834

202,375135,158

201,648236,135

Limes1,3791,814

9,2325,739

292,016312,877

Coconuts10918

803,130589,304 Berries

4,267845

282,078242,977

Cashew nuts8,1054,792

1,650,1591,883,025

27,01530,293

Grapefruit0.00137

285,875275,690

Lettuce0.010.00

Avocados Berries Tomatoes Other lettuce59,71356,619

Garlic346226

Pineapples3.307.44

Mangoes25,66623,511

Grapefruit501261

Limes1,5782,030

Onions460509

Papayas95387

758255

51,201207,586

59265

258,987258,673

63,81346,123

Papayas0.091.17

23,82117,134

Pineapples0.0022

156,052136,513

Table grapes59340

Pumpkins & courgettes8,6706,716

Carrots129355

Garlic0.001.35

Chicory & endive0.00237

Grapefruit5,8218,316

Pineapples4.8316.80

Limes63,94513,308

Avocados7,6265,446

Papayas33

2.02

Berries32,68425,302

Tomatoes86

0.25

Tomatoes122165


Mangoes2,7548,822

Onions3,5844,027

Mangoes4,0155,490

Asparagus & broccoli688

1,598

Cucumbers410,357269,309


Cucumbers1,203551

Pumpkins & courgettes384437

OVERVIEW


Source: Aserca - Sagarpa

INTERVIEW—Production


exican-owned Mr Lucky grows

fresh vegetables, berries and

fresh-cut salads in central and

northern Guanajuato. With a pro-

cessing plant in the south of the

state and distribution centres in

four big cities around the country,

it sends produce to supermarkets

across North America and beyond.

What has Mr Lucky been up to

recently?

Miguel Usabiaga: We’ve kept our

commitment to introduce technol-

ogy across the production process

and, by improving the collection,

treatment and care of water, we

now have 100 per cent drip irriga-

tion technology in all our fields.

Meanwhile, overall production

has increased 10 per cent in 2013.

By 2015 we plan to have raised the

capacity of our processing plant –

for fresh produce and our fresh-

cut salads – by more than 100

per cent. We have already begun

installing sustainable equipment,

such as solar panels, that allows

us to reduce power consumption.

Any other upcoming plans and

goals you want to talk about?

MU: We are about to install a pro-

duction line that allows us to

innovate in the packaging of our

products, so that we can present

different products in different

ways. We will be strengthening the

development of new products and

presentations according to market

needs and customer needs.

And our distribution net-

work within Mexico is growing:

it currently reaches more than 50

Building the complete packageguanajuato—Managing director Miguel Usabiaga answers questions about Mr Lucky’s quest to be a leader in the production, development and distribution of high-quality Mexican fresh produce.

by Tobias Gourlay

OPPOSITE—Promotional work focuses on

the quality of Mexican garlic

NORTH AMERICA

M

NORTH AMERICA


How have your destination mar-

kets behaved this year?

MU: They have been very erratic.

It would seem that the consumer

is thinking twice or more before

making a decision.

But there is still great potential

in Asia and South America, and at

home in Mexico.

You’ve been making moves in the

berry business too. What’s the

news on that front?

MU: Right now, berries is only a

very small percentage of our busi-

ness, but they are products with

high growth rates around the

world – I think berries is the only

category achieving double-digit

growth for supermarkets. So we

believe that our brand should be

present in this category.

Anything else you want to add?

MU: We are very proud of all of

the certificates that help to bring

our products to international mar-

kets, confirming the agriculture

and manufacturing practices that

govern us, such as ccof, ct-pat,

Globalgap, sqf 2000 Level iii, usda

and México Calidad Suprema.

The use of technology is essen-

tial in all areas of the process, so

we adopt increasingly efficient

processes – to be fast and secure

from the field to the shelf.

We are determined to be ever

more sustainable too: using

energy as efficiently as possible;

rationing water through drip irri-

gation; cutting back on pesticides

through integrated pest controls;

packaging our products in biode-

gradable plastics and not bleach-

ing our cartons.

On top of all of this, we are very

open to helping our customers, lis-

tening to their needs and develop-

ing the products that meet their

requirements. _

cities with more than 1,100 direct

deliveries each week.

trade mexico spoke to you last

year about your garlic offer. How

is that going?

MU: We will export 5,000 tonnes

in 2013. It is a drop on the pre-

vious year caused by weather

conditions: we got very low tem-

peratures three weeks before har-

vest that affected the yield and

the quality.

But everyone is still working hard

to raise the profile of Mexican

garlic around the world?

MU: There are institutions that

are promoting Mexican products

worldwide, through digital media,

print media and a presence at

major exhibitions on different con-

tinents. We also share information

about the requirements of interna-

tional markets to facilitate entry.

Promotions have been focused

on the quality of Mexican garlic,

which has better taste, longer

shelf-life and bigger cloves than

Chinese or South American garlic.

In particular, we have been

highlighting all of the certifica-

tions we have that allow us to

meet the needs of our customers.

We are about to install a production line that allows us to innovate in packaging, so that we can present different products in different ways

NORTH AMERICA


REPORT—Berries

The company has around 45 cus-

tomers for its berries around the

world and is on the look-out for more.

In the 2012/13 season it has begun

operations in Hong Kong and Dubai.

Although berries are not well known

in those markets, Berry Lovers hopes

to grow demand significantly.

Blueberries and raspberries will

drive the increase in European sales.

Berry Lovers plans to expand produc-

tion of blueberries from 20ha to 150ha

over the next 7-10 years and of rasp-

berries from 10ha to 50ha.

“Mexico will become a more

important blueberry supplier than

Chile,” predicts López. Although the

Chilean production is more concen-

trated – it produces 20 tonnes of fruit

per ha, compared to 12-15 tonnes for

Mexico – proximity to major markets

gives Mexico a logistical advantage.

Growing blueberries is three

times more expensive than growing

blackberries, but this will be Berry

Lovers’ major investment of the next

few years. Buyers on the other side of

the Atlantic are not as familiar with

Mexican blueberries, so the first task

for the growers is to show the world

exactly what they can do.

“Customers expect less than they

see when they visit,” says Cristina

Domínguez. “They see the invest-

ments we’ve made and the reality

gives them a much better impression

of Mexico.” _

ext to innovation, social

awareness and trust,

Berry Lovers lists respon-

siveness as one of the brand values

that is integral to its way of doing

business. And, with the global finan-

cial crisis biting the blackberry

market harder in Europe than else-

where, it has moved quickly to refo-

cus its efforts.

Prices in Europe have fallen just

as demand in North America, partic-

ularly eastern Canada, has risen.

It takes 2-6 days and two truck

journeys for fruit grown in Los

Reyes, Michoacán to reach the US

and Canada. This is organised by

Growers Union, the biggest all Mex-

ican-owned group of companies in

the business.

Switzerland-based Sofresco, part

of the same organisation, is charged

with selling the same produce in

Europe from October to May. This

means sending fruit, which is sensi-

tive to temperature and even turbu-

lence, as airfreight.

Mexican exporters cannot sell

direct to Europe because of certifica-

tion requirements on the continent,

especially in the UK and Germany.

“It is impossible for us to implement

standards like brc because none of

these organisations have offices in

Mexico,” says Pablo López. Import-

ers such as Total Berry, which is

Berry Lovers’ main UK customer, are

required to arrange certification.

In spite of the more complicated

process, Berry Lovers expects to raise

sendings to Europe from 200,000

2kg cases this season to 350,000

cases next time. Its North American

exports currently total 2.5m cases.

Beating the competition black and blueleÓn—In western Mexico a large

organisation is nimble enough on its feet to

move one step ahead of rivals from abroad.

by Tobias Gourlay

TOP—Berry Lovers

sends 2.5m cases

to North America

each year

BOTTOM—Cristina

Domínguez and

Pablo López

N

NORTH AMERICA

REPORT—Diversification


containers – we will send them as much as we can ship.”

Although Los Rancheros farms four varieties of garlic

– white pearl, purple, purple striped and early Califor-

nia – like growers the world over it is susceptible to unfa-

vourable weather. The crop is especially sensitive to rain

during the April-June harvest. To mitigate the risk, the

company is committed to a policy of diversification.

In Los Rancheros’ hometown of Aguascalientes, there

is now a packhouse to accommodate the expansion of

other produce lines. Each day the facility can cope with

100 tonnes of the carrots that the business has been suc-

cessfully supplying to the domestic and US markets.

Los Rancheros already supplies dried chillies to the

local market. In the greenhouses of its main production

base in Fresnillo – just across the Aguascalientes state

border with Zacatecas – bell peppers have been grow-

ing well and the plan is to sell to the US. Having supplied

frozen broccoli to the horeca sector across the border, it is

making the first steps towards a fresh supply line.

If the firm can establish new products while continu-

ing to supply significant volumes of top-quality garlic to

clients at home and abroad, it will be a big name in fresh

produce for another three generations and more. _

or three generations Los

Rancheros has sent its pro-

duce around the world – to

Australia, Brazil, Canada, Europe and

South Africa – and earned Mexican

garlic a reputation for high quality

in the face of immense competition

from China, which grows around 70

per cent of all the garlic on Earth.

Chinese output is up 30 per cent

in 2013, cutting global prices in half:

the market paid US$12-15 a kilo in

2012, but 12 months on it will not

stomach anything more than US$6-8

for the same product.

With the worldwide financial

crisis hitting Europe hard, manag-

ing director Sergio Narváez says

the grower-exporter has redoubled

its focus on North America. It has

opened an office in Macallan, Texas,

from where Lourdes Narváez co-ordi-

nates the distribution not only of Los

Rancheros’ own production, but also

that of other Mexican garlic growers.

Its own production stretches

to 4,000ha, of which around 40 per

cent is usually exported. The busi-

ness has the infrastructure and agil-

ity to respond to orders with short

turnaround times. On and off it has

supplied Brazil, a country that Sergio

Narváez says consumes 1m 10kg

boxes of garlic every month. In 2013 a

window opened up for two weeks in

June between the end of the Argen-

tinean deal and the start of China’s

offer. “We were asked: ‘Pack as much

as you can.’ So we worked around

the clock and now one, two, four, ten

Spurred on to diversifyaguascalientes—Garlic

specialist Los Rancheros is

refocusing its core business

on the US market while

launching lines of carrots,

broccoli and bell peppers.

by Tobias Gourlay

RIGHT—The packhouse can now handle

100 tonnes of carrots a day

F

NORTH AMERICA

REPORT—Limes


he b&s Exporter Group has

grown consistently since

taking its current name

after a merger in 2000 and, indeed,

since it was established as Empaca-

dora Rojo Gómez in 1985.

“We are a highly qualified team,”

asserts ceo Enrique Saavedra Bonilla.

“With honesty, creativity and perse-

verance, we practise the highest stan-

dards of quality.”

b&s believes those are the values

that deliver excellent results for

customers and bring success to a

business that provides social and eco-

nomic stability to the lime-growing

community of central Veracruz.

The company is confident it can

still do more. In 2013 it is increasing

its production capacity – its packing

facilities will extend across 11,000m2

– and redesigning its automated pro-

cesses to ensure the best possible

selection and packaging of its Per-

sian limes. It has also opened 800m2

of coldstorage space.

These are b&s’s landmark endeav-

ours, but it sweats the small stuff

too. “Every day we improve our com-

pliance with regulations requiring

certificates of quality and good prac-

tice,” says Saavedra. “We recently

obtained Primusgfs certification, and

do not forget that we have also been

honoured as a socially responsible

company. We always aim to care for and preserve the envi-

ronment.” b&s sends limes across the globe and in 2013

its fruit will arrive at destinations in the US with better

quality and a longer shelf-life, thanks to new pre-cooling

facilities.

“And in Japan we have captured 60 per cent of exports

to that country – always maintaining the quality stan-

dards that the market requires.”

Quality certificates are an important distinction

around the world. “Certifications help you to take an order,

to be a responsible company and to make sure your prod-

uct arrives with the consumer at the best possible levels

of quality and safety.” b&s is officially

recognised by Globalgap, gsv, México

Calidad Suprema, Primusgfs, the

Rainforest Alliance and Senasica.

In 2012 b&s exported just over

4,800 tonnes of Persian limes to

Europe by sea and air. Its prima-

ry markets are France, Spain, Italy

and the Netherlands. With improve-

ments in the field and at the

packhouse, b&s expects to raise pro-

duction by 25 per cent in 2013 and

it’s ready to bet its extra capacity

on Europe.

“We believe that the Persian lime

has great potential and surely its

consumption will increase day by

day in the European market, and

we think that this market is a good

opportunity for Mexican exporters,”

confirms Saavedra.

The plan is to increase sendings to

the Czech Republic, Germany and the

UK, while entering countries such as

Poland, Russia and Scandinavia. _

Experience makes the differencemartínez de la torre—After 28 years growing, packing and marketing

high-quality Persian limes, b&s is expanding and improving its production

process to satisfy the most demanding markets in the world.

by Tobias Gourlay

LEFT—Limes to the US now arrive with

better quality and a longer shelf-life

T

Ekland Marketing.indd 1 29/07/2013 11:56

REPORT—Bananas


Company, “but Mexico, which start-

ed with a similar area of banana

production 25 years ago, has a non-

specialist reputation. We have good

quality; now we have to change

mentality in order to build a strong

image of Mexico as a reliable export-

er of consistent volumes.”

Founded in 1989, San Carlos has

been Mexico’s biggest banana pro-

ducer since 1994. With 2,400 employ-

ees, the group controls 2,500ha of

banana production across Chiapas,

Tabasco and Veracruz, yielding 7.2m

boxes of bananas a year. It has a

“very strong” position in the domes-

ot, dry, temperate and cold: Mexico

has four main climates and many

variations within them. Around the

high, rugged mountains of the north,

open-field vegetable growers grapple

sometimes with winter frosts. In January 2013 tomato,

pepper, pumpkin and courgette crops were damaged by

the cold in Sonora and Sinaloa.

On the eastern coastal plains of Veracruz, citrus pro-

ducers spent the same month worrying about huan-

glongbing, the greening virus that thrives in the tropics

and subtropics.

There are optimal conditions for growing banan-

as in south-eastern states, but geographical and climat-

ic diversity means Mexico is much more than a banana

republic. A wide range of production can make it hard

to define and promote a unified country brand, however.

“Ecuador is known as a banana producer,” says

Elena Vergara Hauser, export manager of San Carlos

tic market, supplying supermarkets

such as Walmart, Costco, Chedraui

and Comercial Mexicana. Exports

go to the US and Canada, of course,

and San Carlos is established in

European markets (Bulgaria, Ger-

many, Hungary, Italy and Montene-

gro) and beyond (Iran).

Seventy per cent of its year-

round exports – around 30 con-

tainers a week – go to Europe, with

northern Europe taking more than

anyone else. Demand is strongest

from July to September and still

increasing: recently confirmed con-

tracts will see San Carlos sending

Time to get seriousmexico city—Mexico’s biggest banana producer-exporter believes a co-ordinated promotional nudge could help the country’s high-quality fresh produce reach and compete in more markets around the world.

by Tobias Gourlay

H

EUROPE

EUROPE


“We need business – and govern-

ment – to work with us on this,” says

Vergara. “At the moment it can be

cheaper to send fruit to Italy than

Canada.” And Ecuador, which is fur-

ther away from Europe, still has

better transit times for Italy.

San Carlos is doing its bit: as well

as opening a commercial office in

Switzerland in October 2013, it has

set up San Carlos Nigeria. With the

advantage of geographical proxim-

ity to Europe – and the historical

leg-up of tariff-free entry into the

European Union – African banana

producers have been serious rivals

to Mexican growers. Now they can

become serious allies.

On the same latitude as Ecua-

dor, conditions in Nigeria are ripe

for fruit production. San Carlos has

acquired 2,000ha to be given over

to banana plants and 1,000ha for

dwarf pineapples. It will bring with

it the specialist knowledge required

to grow the fruits successful-

ly and production should begin in

August 2013.

In this way Vergara hopes San

Carlos’ year-round production will

encourage the idea among interna-

tional buyers – and shipping lines –

that Mexican exporters are “serious”

about their export markets. _

“The Russian market is strict, with

lots of paperwork and high quality

requirements, but these have been

fulfilled.”

If the volume continues to

increase, it could be enough for the

bulk cargo service from Dos Bocas

port in Tabasco. This would circum-

navigate the problems that arise

when San Carlos arranges ship-

ments to other markets.

Because Mexico’s banana vol-

umes are much smaller than, say,

Ecuador’s – and because Mexi-

can producers have not been able

to guarantee constant volumes

throughout the year – reefer ship-

ping lines are reluctant to invest in

the routes that would take Mexican

bananas to their destinations most

quickly and cheaply.

more than 20 containers a week to

Italy throughout 2014.

Russia is San Carlos’ next target.

Trial shipments have been complet-

ed, prospective importers have been

to Cancún for discussions and, at

the time of trade mexico’s visit, Ver-

gara felt a contract for 40 containers

a week would be signed imminently.

Dwarf pineapples are San Carlos’s other main

product. Weighing 1-2.5kg, they are grown across

1,000ha in Isla, Veracruz. In fields protected

from cold winds and freezing conditions, the

production cycle is 18 months and, when it’s

ready to eat, the fruit is harvested manually, to

minimise mechanical damage. In a temperature-

and humidity-controlled environment, the

pineapples are selected, washed and refrigerated

ahead of their distribution around the world. The

next step is to recreate this supply chain across

1,000ha in Nigeria.

Seventy per cent of San Carlos’ year-round exports go to Europe, with Northern Europe taking more than anyone else

FAR LEFT—San

Carlos has been

Mexico’s biggest

banana producer

since 1994

LEFT—Export

manager Elena

Vergara Hauser

BELOW—Italy

and Germany

are among

its European

destinations

OPPOSITE—The

group controls

2,500ha of banana

production in

Mexico

EUROPE

INTERVIEW—Breeding


his year you’ve been very prolific in terms of

new varieties. What’s the latest news from

Planamerica?

Alexandre Pierron-Darbonne: We’ve just launched

a strawberry, Safari, which grows very well in central

Mexico. We’re also starting to produce strawberry and

raspberry plants from our state-of-the-art nurseries in

Ciudad Guzmán in the state of Jalisco. Outside berries,

we’re very excited about a new area of business for us:

the production of asparagus plants.

Tell us a bit more about Safari.

APD: Safari is an extra-early high-quality variety that

has been specially developed for production in sub-

Safari the next step in Planasa’s Mexican venturemichoacán—In 2010 Spanish soft fruit breeder Planasa Group launched

Planamerica to develop new berry varieties for Mexican producers.

Alexandre Pierron-Darbonne, Planasa’s managing director, outlines the

progress it has made since then.

by Maura Maxwell

tropical climates such as Mexico

and Florida. It is what’s known as

an ‘infra short day’ cultivar, which

means it flowers substantially

earlier than normal as it requires

fewer photo-inductive cycles to

provoke flowering.

Designed to be planted in mid-

August, it starts to produce fruit in

November, with production peak-

ing during December and January.

We believe it has the potential to

replace the current market leader,

Festival, as it produces a superior

quality berry and is able to maintain

its berry size much better during

FESTIVAL SEASON STARTS EARLY

The international licensing team

of Ekland Marketing Company

(Emco Cal) is preparing for

the third year of its Festival

strawberry licensing programme

in Mexico.

Festival is heavy yielding and

early maturing. It is the first

strawberry ready for each

shipping season in Mexico –

when the prices are highest.

Its firmness means it ships

very well, and with a long

shelf-life. A glossy appearance

and excellent taste create a

favourable impression with

consumers and store buyers,

according to Erika Montañez,

Emco Cal’s licensing executive

for Mexico.

The country’s marketers and

exporters have traditionally

supplied fresh strawberries to

the domestic market and the

rest of North America. “We

are starting to see them open

new markets. The industry

is now airfreighting licensed

Festival strawberries to Asia and

Europe.”

In recent years European Union

customs authorities have seized

many unlicensed shipments of

fresh strawberries, but Emco

Cal has developed license

programmes for new University

of Florida strawberry varieties

that carefully balance positive

economic incentives with

rigorous enforcement against

unlicensed shipments.

Montañez is quick to

point out that doing business

in Mexico has been a “complete

pleasure for Emco Cal, with no

serious difficulties”. _TG

T

EUROPE


of cheap labour and is well served

logistically – in short, it has all the

ingredients for success.

Up to now, the greatest barri-

er has been the lack of varieties

developed specifically to suit the

local climate, but this is gradually

changing as more breeders move in

to exploit the country’s potential.

What other projects do you have

lined up for the coming years?

APD: Our blackberry breeding pro-

gramme is progressing rapidly and

we have a number of promising

selections lined up which we hope

to start trialling from next year. Our

objective is to bring the first new

varieties to market by 2015 or 2016.

Eventually we hope to make Plan-

america the number-one berry

breeder for the Mexican market. _

technique developed by Planasa in

Spain which enables us to deliver

virtually limitless supplies of propa-

gation material within two years of

selection.

Mexico wants to capitalise on its

berry export potential. How should

it do this?

APD: Planasa has invested heavily

in Mexico because we believe the

country could become one of the

world’s leading berry exporters in

the short to medium term thanks

to its ability to produce extremely

high-quality fruit from October

right through to May.

The past five years have seen

an explosion in production and we

expect this to continue through

the next decade. Along with the

climate, Mexico has an abundance

January and February, when sizes

usually start to be compromised.

You introduced the Adelita rasp-

berry in 2011. How have sales

developed?

APD: Interest in the variety has

truly surpassed our expectations.

The five companies who make up

our exporters’ club, which we set

up to develop and test new varieties

on the market, have thrown them-

selves fully behind Adelita. Last

season there were just 10ha under

production but, such has been

the interest generated through-

out the supply chain – from grow-

ers to supermarket buyers – that we

expect this figure to rise to 150ha

this season.

Part of this rapid expansion is

down to a new plant propagation

OPPOSITE—

Alexandre

Pierron-Darbonne

is Planasa’s MD

EUROPE

REPORT—Limes


San Gabriel’s lime exports soon

began to pick up speed, with 9-10 con-

tainers shipped to Europe each week

during June and July. Rodrigues con-

fidently predicts that the company

will ship substantially more limes

to European markets during 2013 –

approximately 6,300 tonnes – with

improved fruit quality helping to

boost demand and sales.

“The season started a little later

than usual, but there are plenty of

limes on the ground and there are

more volumes being shipped than

last year due to new orchards coming

ased in the Veracruz city

of Martínez de la Torre,

San Gabriel is in the heart

of the country’s Persian lime pro-

duction region, but has lately been

making a name for itself outside

its traditional sector. The company

made headlines during 2013 when its

managing director, Rolando Olivares,

was elected municipal president of

Martínez de la Torre, representing a

coalition headed by the ruling Insti-

tutional Revolutionary Party.

Despite Olivares’ election, San

Gabriel is keen to emphasise that

business rather than politics remains

its primary concern and that, when it

comes to Persian lime production, it

continues to make progress in Euro-

pean export markets.

Pedro Rodrigues, head of Europe-

an subsidiary San Gabriel UK, says

the company expects to ship 20 per

cent more limes to Europe in 2013

than it did during the year before,

and the increase is being driven by

strong market demand.

The positive result should come

despite the 2013 campaign getting off

to something of a rocky start, with

exports to Europe beginning four

weeks later than normal in late April,

partly due to weather-related factors,

but also as a result of a “much better”

market in the US during the early

part of the year.

San Gabriel boosts European businessmartínez de la torre—The Persian lime

exporter is enjoying a strong increase in

sales in Europe, partly driven by greater

volumes of better-quality fruit.

by Steven Maxwell

into production,” he explains. “The quality is also better

than last year and people are happy with the fruit that

they have been receiving so far.”

Although sendings are expected to decrease slight-

ly during August, Rodrigues predicts that volumes will

recover quickly, with shipments expected to reach June-

July levels again in September and stay strong through to

the close of 2013.

“There is more fruit being exported to Europe because

the quality allows for that,” he says. “Last year the same

amount of fruit was available, but it was badly affected by

rain and, with lower quality, lower volumes were shipped.

This year fruit quality is better, so more is being shipped.”

With an average transit time of 21-22 days from Mexico

to Europe, Rodrigues says Mexican lime exporters “need

to be comfortable” with the quality of the fruit they are

sending to “avoid any problems with sales”.

He estimates that around half of all San Gabriel’s Euro-

pean exports come into the UK, with the balance going

into Rotterdam for distribution across Europe. The com-

pany, which was established in Mexico in 1989, currently

sends its Persian limes to ten countries in Europe, Asia and

the Americas.

San Gabriel UK was opened in the south-eastern

county of Kent in 2009 to develop a greater presence for

the exporter in Europe and that is exactly what it is on

target to achieve this year. _

After a late start to the season San Gabriel sent 9-10 containers of limes to Europe each week during June and July

ABOVE—Rolando Olivares (left) and Pedro Rodrigues are

helping to raise San Gabriel’s profile at home and abroad

B


REPORT—Berries

beyond the US and Canada. After

going twice to Berlin for Fruit Logis-

tica, it has strengthened its presence

around northern Europe, particular-

ly in France, Germany and the UK.

With Lufthansa joining Air France

in flying direct from Guadalajara to

Europe – and perhaps increasing the

frequency of its twice-weekly service

next season – there is room for Ane-

berries to grow its offer some more.

Opportunities have also emerged in

the Middle East and Russia, where

volumes are not yet big, but they are

being consolidated.

neberries turned three years old on 1

June 2013. There was pause for cele-

bration, but not for long. That same

month, the national association of

berry exporters’ president, Mario Steta,

flew to China and South Korea as part of a Sagarpa-led

trade mission.

Aneberries’ international ambitions are in line with

those of the Mexican government, which is working to

secure formal access to a number of Asian countries. To

enter new markets successfully, there must be internal

improvements too. The association, which works with

2,000 farmers, has two areas of focus: phytosanitary stan-

dards and food safety.

INTERNAL AFFAIRS

Working closely with government and private certifi-

cations, Steta has appointed a specialist to study safety

risks in the supply chain, audit the farmers and produce

a better methodology for production. The results of the

association’s US$5m investment will be made available to

everyone in Mexico’s berry sector.

Spotted wing drosophila, the invasive pest from South

East Asia that has recently been found in Europe and

North America, has brought forward Aneberries’ overhaul

of its integrated pest management programmes. A second

new hire will help manage this area.

WORLDLY WISE

Confident in the quality of its berries, the industry at

large has spent the last few years expanding its business

Flying highguadalajara—Berry exporters are spreading their wings and reducing their reliance on nearby North American markets.

by Tobias Gourlay

AEAST SENDERS

“There is lots falling into place in Asia

too,” says Steta. Jalisco’s state govern-

ment has worked hard to bring direct

flights to Hong Kong from Guadala-

jara. The closest airport for Jalisco’s

growers has invested in cold-chain

management as part of an expansion

of its cargo facilities. The Hong Kong

flights will begin in the second half

of 2013. There will be three a week

at first, but the frequency could be

double next season.

In October 2012 Mexico entered

talks about the Trans-Pacific Part-

nership, which could bring the kind

of access to Japan, Malaysia, Singa-

pore and Vietnam that Chile already

enjoys in Singapore under the earli-

er Trans-Pacific Strategic Economic

Partnership Agreement.

As well as Japan and South Korea,

China is a major focus. As competi-

tors in the US market, general trade

relations between Mexico and China

have sometimes been strained, but

president Xi Jinping visited Mexico

Guadalajara-Hong Kong flights will begin in the second half of 2013 and the frequency could double next season

ASIA

ASIA


are optimised for export. Genetics

was the focus of Aneberries’ second

international berry congress, where it

emerged that useful work was being

done in Australia and Florida but,

for blackberries in particular, Steta

says the very best varieties will be

bred locally.

As improvements are made all

the way along the supply chain and

the berry sector’s ambitions soar to

new heights, Steta remains ground-

ed. “We must not forget the input of

the growers, particularly the small-

er ones.” At the third Congreso

Internacional Aneberries towards

the end of 2013, “We will show them

how important they are to the

whole industry.” _

ment”, and not an attempt to replace Europe in its port-

folio of destinations. “Economic logic says there will be an

opportunity in China for a few years, but eventually it will

have its own production.”

Although the financial crisis has raised an issue

around payment collection in some of the worst-affect-

ed European countries, none of Aneberries’ members are

abandoning the continent. “For the right quality, our cus-

tomers are always willing to pay and, with logistical and

varietal developments, we are getting better and better.”

Mexican produce has a chance in the Middle East too.

In competition with southern African and European sup-

pliers, there is a cost challenge, but Steta believes the high

quality of Aneberries’ fruit could make a difference.

Having caught the attention of state and federal gov-

ernments – by creating up to 100,000 jobs a season – the

berry industry should soon find itself behind only the

tomato and avocado sectors as an exporter of Mexican

fresh fruit.

The traditional growing area of Michoacán and the

burgeoning industry in Jalisco could be joined by produc-

ers from the Baja California peninsula. Jalisco’s expan-

sion will be driven by the development of varieties that

within three months of his appoint-

ment and the formal opening of

China to Mexican berries is close.

Aneberries has the documenta-

tion that China demands and has

filed it with Senasica, who will pres-

ent it to Chinese authorities.

“It will take time but the aim is to

open these markets to the four differ-

ent berries as a package,” says Steta.

Blackberries will arrive first, then

raspberries, blueberries – for which

there is a wide window from Sep-

tember to May – and strawberries. If

everything goes to plan, more than

10 per cent of Aneberries’ exports –

by volume and value – will soon go

beyond the US and Canada. Within

four years, the value of its non-North

American destinations could be

around US$100m.

Steta is keen to point out that the

focus on Asia is an “expansion ele-

[email protected]

OPPOSITE—Aneberries’ Mario Steta

ASIA

REPORT—Anniversary


he Coliman Group cele-

brates its fiftieth anni-

versary in 2013 with a

re-commitment to offering top qual-

ity, flavour and food safety across

its impressive product range, which

is grown according to ten certifica-

tion standards, marketed under six

brands and exported to 11 countries.

“The group was born in the state

of Colima, hence the name,” explains

Jorge Aguilar junior, the group’s cor-

porate divisional director. “It was

founded by my grandfather, Custo-

dio Aguilar Malaga, 50 years ago and

was mainly dedicated to banana and

mango production. He was only a

grower, so he didn’t market the prod-

ucts directly, but they were exported

to the US, Canada and Japan, as well

as sold in different states in Mexico.”

The young director recalls how

his father, Jorge Aguilar senior, and

his uncles, Victor and Custodio Agu-

ilar, were introduced to the family

business. “My father, the eldest

son, worked with my grandfather

throughout his childhood, but he

wanted to leave Colima and start his

own business.”

At just 19 years of age, Aguilar

senior went to visit different states

across Mexico and 35 years ago he

saw in Hermosillo, Sonora a com-

mercially virgin territory full of

opportunities. “Here he distributed

his father’s produce,” Aguilar junior

explains. “It was a small business but,

as the years passed, he started doing

well and thanks to the work he did

in Hermosillo he was the catalyst

for the consolidation of the group,

commercially speaking.”

Subsequently, Victor and Custodio

joined their brother Jorge and opened

several branches across the Baja Cali-

fornia peninsula. As the group contin-

ued to grow so did the need for sales

diversification. This led the Coliman

group to become a producer of avoca-

dos, bananas, papayas and Key limes

in Colima, Michoacán and Chiapas

for distribution throughout Mexico’s

Pacific and northern regions. Later,

it started growing vegetables such as

celery and broccoli in Sonora.

“Due to the large sales volume, as

we grew other needs presented them-

selves, so we opened specialised divi-

sions such as a refrigerated trucking

company and a plastic-carton man-

ufacturing facility for the proper

distribution and packaging of our

products,” says Aguilar junior.

Once established with sever-

al distribution centres in Mexico,

the time came for Coliman to enter

other markets. More than ten years

ago the firm opened its first US office

in Phoenix, Arizona, from where it

mainly distributed its star product –

T

Coliman celebrates 50 years in businesshermosillo—After half a century growing and exporting fresh produce, Coliman

believes its products are second to none for flavour, quality and nutritional value.

by Gill McShane

1963Coliman is founded as a family busi-ness by Custodio Aguilar Malaga with tropical fruit produc-tion in Tecomán, Colima in west-ern Mexico. 1978 The group for-mally consoli-dates with the opening of its first commercial centre in Her-mosillo, Sonora, led by Jorge Agu-ilar senior, fol-lowed by several branches in Baja California. 1990sColiman’s offer expands to include more tropical fruit and vegetables grown in Colima, Chiapas and Michoacán. 2000sCommercial and distribution cen-tres are estab-lished in the US as well as a refrigerated trucking firm and a packaging manufacturer. 2013Coliman cele-brates its fiftieth anniversary with 4,000 employees and an export presence in three continents.

TIMELINE

ASIA


bananas – to the southern US. Following that success, Coli-

man began supplying bananas and avocados in impor-

tant volumes to Europe, before realising the untapped

potential in Asia.

Aguilar junior attributes Coliman’s success to the firm’s

full control of its processes – from planting and harvest-

ing through to distribution and handling.

“Our clients are advised about the proper management

of our fruits in order to retain the quality and ensure good

presentation until the product reaches the final consum-

er,” he explains. “There may be other companies that offer

the same products as us, but they don’t have the same

quality control.”

This is one of Coliman’s strengths, according to Agu-

ilar junior, and one which gives the company a solid

advantage over its competitors. As a third-generation

leader of the company, he has pledged his commitment

to upholding the philosophy of value that his grandfa-

ther started, which he believes is reflected in the quality

of the company and its product, and

gives confidence to employees, cus-

tomers and suppliers.

Among the company’s strategic

plans for the future, Aguilar junior

singles out the medium-term aims of

tapping into the central and eastern

US markets – home to large Latin

American populations – and dou-

bling its banana exports to Europe.

Within Mexico, Coliman also has

plans for expansion. Since its banana-

producing fields are located in the

south of the country, Aguilar junior

reveals that distribution and market-

ing centres will be established in

southern Mexico in a bid to consoli-

date the presence of Coliman’s

bananas, which continue to be the

company’s biggest product. “We will

continue focusing on our leading

products – those that have given us

growth and strength – since that’s

what we do best. Thank you all for

your preference and loyalty to the

brand and Coliman Group during

these last fifty years. We will contin-

ue working to offer the best service

and quality.” _

LEFT—The firm has gradually expanded

its fresh produce offer

OPPOSITE TOP—(l-r) Custodio Aguilar jr,

Jorge Aguilar sr, Don Custodio Aguilar,

Jorge Aguilar jr and Victor Aguilar

OPPOSITE BOTTOM—Bananas are still

Coliman’s star export item

bit.ly/Coliman Watch Coliman’s fiftieth anniversary video and see the growing success of the company.

Video

ASIA


REPORT—Transport & logistics

the coming months, for example, one of the key projects

we’ll be working on is shipments of mangoes and lemons

to Japan.”

Ramírez reports that volumes of Mexican fruit and

vegetables trucked to other markets in Central America

are also expanding rapidly. “Each and every one of our

customers is allocated a dedicated member of the agf

team specialising in the transportation of their particular

product, as well as an account executive who handles the

operational side of the account, thereby ensuring that

our know-how is transmitted and applied right along the

supply chain.”

According to Ramírez, Mexico still lacks the cold-

chain infrastructure necessary to ensure that fresh pro-

duce reaches the market in a state of optimal quality.

Specifically, she points to insufficient coldstorage capac-

ity and a shortage of high-quality refrigerated trucks,

suggesting that both must be improved if the industry

is to expand further.

“By the same token, the growers themselves need to

invest in new technologies in order to maximise their

opportunities as this would benefit not just them but

also the consumer.”

While there is advisory and financial assistance avail-

able to growers to help them expand into overseas mar-

kets, Ramírez claims there is often a gulf between some

government institutions and producers that can be dif-

ficult to bridge.

“I can point to a number of our customers who only

decided to start exporting their produce on the advice of

agf, as we were able to provide the international logistics

advice they needed to take that first step.” _

ounded in 2007 and based

in Mexico City, agf is a

logistics company pro-

viding air, maritime and overland

transport for customers throughout

Mexico.

María Reyna Ramírez, who han-

dles the firm’s pricing and interna-

tional traffic, says 2013 has brought a

considerable increase in the volume

of Chilean blueberry imports, as well

as exports of pineapples and straw-

berries, among other products. She

estimates that fresh produce cur-

rently accounts for around a quarter

of agf’s sales volume and that this

figure could rise to 35 per cent by the

end of 2013.

“We believe we have an important

role to play in supporting the coun-

try’s burgeoning export industry. In

Logistics is our specialty, transport our passion

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AGF tm.indd 1 31/07/2013 10:04

AGF steps up to export challengemexico city—Access Global Forwarding (agf) expects to

see double-digit growth in its fresh produce volumes in

2013 as the domestic industry broadens its export horizons.

by Maura Maxwell

F BELOW—María Reyna Ramírez handles

agf’s pricing and international traffic

trade mexico 2013/2014

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