Views
9 months ago

The Partnership no. 18

“We understand what

“We understand what the market wants, the challenges growers face and how our varieties can help their business grow.” Antonio de Sainz Partners in success It is in this dynamic, ever-improving, consumer and technology driven environment that Enza Zaden Mexico has found its sweet spot. In the ever-changing world of horticulture, Enza Zaden understands what the market wants, what challenges the Mexican grower faces, and genuinely accompanies him throughout the journey. “We know what the end consumer expects when purchasing fresh produce; we know our growers need to deliver not only on quality and taste, but shelf life as well. And their buyers need to know that they can be counted on to be year round providers,” De Sainz adds. Herlindo Martinez, Sr. Sales Representative Central Mexico (right), and Edson Ayala, Owner of Greenova. Enza Zaden’s goal of gaining Mexican grower’s trust is paying off. The company has a research station in Culiacán where it displays its hybrid’s performance under organic and conventional settings, as well as under shade houses and polycarbonate greenhouses. Growers are encouraged to ask questions and learn how to optimise a variety’s potential. Growers gradually try out Enza Zaden varieties in their production. As they reap the benefits of handling the variety appropriately through the guidance of Enza Zaden’s team, they add plants to their production. “Growers see us sharing our knowledge with them and genuinely leading them through the process. We listen to their needs and the challenges they face. We understand how our varieties can help their business grow and we bring this knowledge to their fields. This relationship is what has helped us grow in Mexico,” explains De Sainz. Labastida adds: “For the past ten years, Mexico’s horticulture industry has grown at an average of 5 -6 % annually and we have taken advantage of this national growth by overgrowing the market at an estimated annual 10 % base. Our competition works hard, but we have been able to expand our reach and take advantage of this natural growth in the industry.” Growing together In the past seven years, Enza Zaden Mexico has seen its vegetable varieties cover more and more Mexican acreage, surpassing the growth of its competitors. Nonetheless, growth is expected to slow down as markets mature and certain geographical areas can no longer accommodate greenhouses. “The goal is to gain greater grower participation inside their existing acreage,” affirms Labastida. Strengthening relationships has allowed Enza Zaden to develop alongside its growers. When producers are looking to expand into other regions of the country, they ask their Enza Zaden representative to connect them with local representatives in the target area they will be investing in, to ensure they choose a vegetable hybrid that possesses the right adaptability qualities needed for the area. “This is where the importance of having a close relationship with the grower stands out. We grow alongside their production, as they expand to other areas,” De Sainz adds. Consequently, as companies move throughout Mexico, they end up contributing to the transfer of knowledge and technology throughout the country, creating jobs, and eventually increasing and strengthening Mexico’s food production industry. Mexico has the capacity to produce and export large volumes of high quality, tasty produce year round. It has been investing in the professionalization of its horticulture industry, and continually adapting to market trends and demands. Regardless of what the future holds, Mexico possesses the inner strength and business flexibility needed to surpass expectations. Enza Zaden Mexico will tag along the journey and see its investment reap benefits for years to come. Sources: The Packer, CIA Factbook, U.S. Census, Interviews. Did you know? 5 % of fresh tomatoes eaten in the USA are produced in Mexico. • Sweet peppers are not very popular in local Mexican cuisine. Probably because they are not very spicy. • Roma tomatoes, originally considered a ‘Mexican tomato’, is now overtaking the U.S. market due to its size, shape, flavour and cooking adaptability which reduces waste. • 90% of Sweet Peppers grown in Mexico are exported to USA and Canada. • Slicer type cucumbers are a very popular healthy snack in Mexico. • About 50% of local lettuce being eaten in Mexico have Enza Zaden genetics. Markets 10 | The Partnership The Partnership | 11

Enza Zaden Brochures