Carlos Cueto
Carlos Cueto

Carlos Cueto can describe his leadership of the Mexican Association of Protected Horticulture in one word — consolidation.

“In past endeavors, AMHPAC initiated many projects, all of which were good and that accounted for huge growth for the association and its partners. However (the goal) is to not only generate projects. You should also ensure their proper operation and persistence over time,” Cueto said.

Cueto, 44, recently wrapped up his term as board president of the protected horticulture association. Cueto served as vice president of the association starting in 2009 and assumed the role of president from 2011 to 2013.

During his term, Cueto made a point to achieve a consolidated list of objectives.

To improve the association’s business practices, he adopted the standards of corporate governance of the Organization for Economic Cooperation and Development. Cueto reinforced the association’s Agrifood Shield program, which upholds food safety, quality, and environmental standards for members of the association.

The board also worked toward the agreement suspending the anti-dumping petition of tomatoes from Mexico during his administration, ending a potential trade conflict between Florida tomato growers and Mexican tomato growers.

“Growers generally interact with Carlos in an atmosphere of great confidence. He won the respect of union members and is recognized as a leader who seems quiet but is very restless, always seeking continuous improvement,” AMHPAC communications director Karina Reyes said of Cueto.

Cueto has also been the general manager of Cueto Produce, a fruit and vegetable producer based in Jalisco, Mexico, since 1997. One of his major career goals is to build Cueto Produce into an innovative model that exemplifies productivity and integral sustainability.

The transparent business model that he strives for in managing his family-owned company translated well into his leadership of the protected horticulture association.

After a successful term leading the association, Cueto was recently re-elected to the board as an associated counselor. Another of his future goals is to continue to contribute to the association in his new role.

“Some of my main characteristics have always been proactivity and involvement,” Cueto said.

He is succeeded as president by Juan Ariel Reyes Rabago from INPOSA in San Luis Potosi, Mexico.