As Mexico continues to solidify its role as one of the most influential markets in the global fresh produce and floral supply chain, industry leaders are watching how trade flows, shifts in consumer expectations and global dynamics reshape the future of fresh. Ahead of this year’s International Fresh Produce Association’s Mexico Conference in Guadalajara, The Packer connected with Jessica Keller, IFPA vice president of global industry relations, to discuss why Mexico matters now more than ever, the global trends transforming demand and how companies can position themselves for long-term success in an increasingly interconnected marketplace.
What makes Mexico a critical market in shaping the future of the fresh produce and floral industry?
Keller: Mexico is one of the most strategically important markets in the global fresh produce and floral industry, not just because of its scale, but because of its position in the global system. Mexico is both a powerhouse producer and exporter and a fast-evolving domestic consumer market. It plays a central role in feeding North America and is deeply integrated into regional supply chains, while increasingly influencing global sourcing, food safety, sustainability and labor practices.
Today, Mexico exports more than $18 billion in fresh produce globally, with the vast majority going to the United States. That underscores both its strength and its exposure. What happens in Mexico — whether it’s trade policy, logistics, climate adaptation, crop innovation or regulatory alignment — reverberates well beyond its borders. Mexico is not just a supplier; it’s a shaper of how the global industry continues to evolve.
What consumer trends are shaping demand for fresh produce in Mexico and globally?
What we’re seeing in Mexico closely mirrors global consumer trends, but often in a more amplified way. Consumers everywhere are demanding greater transparency and traceability, products that align with health and wellness goals and sustainability that is real, measurable and credible — not just marketing claims.
At the same time, they expect year-round availability at consistent quality, despite increasing climate pressures. What’s important is that these expectations are no longer regional; they’re globally synchronized. That raises the bar for producers and exporters everywhere and makes it more challenging, but also more critical, to balance these demands thoughtfully and strategically.
How are changing global dynamics impacting the industry today?
We’re seeing multiple forces collide at once — geopolitical uncertainty, climate disruption, labor constraints, rising trade complexity and shifting consumer expectations. As a result, supply chains are no longer optimized purely for efficiency. They’re being reevaluated for resilience, diversification and risk management.
For Mexico specifically, decades of success driven by heavy export concentration into North America have also created vulnerability to policy changes, logistical disruptions and buyer consolidation. That’s why the conversation today is shifting away from simply growing volume and toward building export resilience through market diversification and stronger cross-border partnerships. The companies that are succeeding are those that treat global dynamics as a strategic input, not just external noise.
What makes The Mexico Conference uniquely valuable compared to other industry gatherings?
The Mexico Conference stands out because of its strong focus on global education and real business outcomes. We offer in-depth insight into global market trends, along with buyer roundtables that are intentionally designed for deal-making.
These roundtables — now in their fourth year — connect suppliers directly with decision-makers in a highly focused, efficient format. We’re increasingly working to quantify the economic impact of those conversations, because meaningful transactions are happening at these tables.
The conference also facilitates critical cross-border dialogue on trade, sustainability and food safety, while providing direct access to leaders from Mexico, North America and, increasingly, global markets. This year, we’re seeing growing interest from buyers in Asia, particularly around commodities like bananas and avocados. That level of international engagement makes this event truly unique.
What opportunities does the conference unlock for companies looking to grow in or through the Mexican market?
The conference unlocks several important opportunities. First, it provides direct access to buyers and partners who are actively shaping sourcing and procurement strategies. Second, it offers critical insight into how Mexican production is evolving and where international collaboration is most needed. Third, it helps companies understand how to position themselves not just within Mexico, but how to leverage Mexico as a gateway to broader global growth. For companies considering expansion, this event shortens the distance between insight and execution by putting the right conversations and the right people in the same room at the same time.
What should industry leaders be doing now to stay competitive in an increasingly global and interconnected marketplace?
Leaders need to shift their mindset from reactive to intentional. That means investing in market intelligence and long-term planning, diversifying markets thoughtfully rather than opportunistically, and building partnerships that go beyond transactions.
It also means embedding sustainability, food safety and resilience into core business strategy — not treating them as add-ons. Competitiveness today isn’t defined by scale alone, but by adaptability, collaboration and clarity of strategy. In a global industry, no company succeeds in isolation.
That’s where organizations like IFPA play a critical role. Our mission is to create a vibrant future for all by advocating, connecting and guiding the global produce and floral industry. Events like The Mexico Conference bring that mission to life by creating the relationships, insights and shared understanding leaders need to navigate complexity and stay aligned with the markets and consumers that matter most.
