Surexport continues to strengthen its presence in blueberry production in Mexico with a strategy focused on quality, genetics, and sustainable growth. The company currently works with 130 hectares, of which 10 are under its own production and 120 belong to growers with whom it maintains long-term relationships.

The operation is concentrated mainly in Jalisco. The hectares managed by partner growers are located in high-altitude areas such as Tepatitlán and Arandas, while the company’s own production is located in Sayula. All blueberries are grown in pots with substrate, using precision irrigation and tunnels to protect the plants from environmental conditions.

“We have significant growth plans in Mexico, but we want to grow in an orderly way. We don’t want to add hectares just for the sake of adding hectares,” explained Sorín Lomelí, Country Manager of Surexport in Mexico.

The executive noted that the company is looking to incorporate productive, profitable, and sustainable acreage over the long term, both by expanding its own production and by establishing new long-term relationships with growers.

Sekoya Pop leads the varietal portfolio

Sekoya Pop is currently the leading variety in Surexport’s program. At the same time, the company is evaluating AzraBlue, a variety from Fall Creek’s Collection platform that, according to Lomelí, has shown good yields and adaptation across different production areas in Mexico.

The varietal offering has also evolved. Lomelí explained that it was previously focused mainly on productivity and adaptation, with varieties such as Biloxi playing a key role in the early development of the Mexican industry. However, he said those attributes alone are no longer enough, as the market now demands fruit that also stands out for its quality.

“Today, that is no longer enough. The market requires quality, flavor, large sizes above 18 millimeters, firmness, bloom, shelf life, and varieties that can travel well to different destinations and arrive in very good condition,” he said.

A consistent consumer experience

According to Lomelí, consumer expectations have evolved rapidly. Delivering fruit in good condition is no longer enough; it must also provide a consistent experience with every purchase. “Today, consumers expect a consistent experience of flavor and enjoyment; they are looking for high-quality fruit with consistent size, flavor, and firmness,” he said.

These attributes are complemented by requirements such as traceability and compliance with phytosanitary, regulatory, and food safety standards, which are now an integral part of the fruit’s value proposition. Surexport’s production is destined almost entirely for North America. Approximately 96% is shipped to the United States, with a smaller share going to Canada. However, the company is also exploring opportunities in Europe and Asia.

Prevention in the face of production challenges

From a phytosanitary standpoint, the strategy is based primarily on prevention, continuous monitoring, and the use of up-to-date information to anticipate potential problems.

Among the main risks mentioned by Lomelí are thrips, mites, Botrytis, and root and wood diseases, whose pressure can increase under higher-humidity conditions. “We work with preventive management practices and measurements, but above all with continuous monitoring so we can address problems quickly,” he said.

Climate represents another significant challenge. According to the executive, relying solely on historical averages is no longer sufficient, which means projects need to incorporate more resilient production systems, with protective infrastructure and irrigation systems capable of responding quickly to unexpected events.

Growing beyond volume

For Surexport, the main constraints facing the Mexican industry will continue to be labor availability, climate change, and access to water, particularly when there is no legal certainty regarding its use for production.

Despite these challenges, Lomelí believes Mexico still has a major opportunity in the U.S. market. “Mexico has an important opportunity in the U.S. market, but it must grow in a disciplined way, with genetics, efficiency, and profitability. Rather than seeking to grow in volume, we need to grow in these areas,” he said.

The company also sees opportunities to expand into Europe, Asia, the Middle East, and even the Mexican domestic market, which, according to Lomelí, is becoming an increasingly relevant alternative for local growers.