North Bay Produce will continue expanding its blueberry operations in Mexico, with 78 new hectares set to be planted during the upcoming season. The company currently markets around 5 million kilograms of Mexican blueberries and has nearly 200 hectares planted with Sekoya varieties. In addition to blueberries, its portfolio in the country also includes raspberries, blackberries, and strawberries.
In an interview with Blueberries News, Freddy Hoflack, North Bay Produce’s country manager for Mexico and Guatemala, discussed the conditions facing blueberry production in the country. “Conditions in Mexico are different and, in many cases, make blueberry production challenging. As a result, the pace of growth and expansion will not necessarily be the same as in other countries. However, at North Bay, we continue working to expand our acreage in Mexico and drive varietal renewal toward premium fruit.”
Production associated with the company is concentrated primarily in Jalisco, with operations also in Puebla and Colima. The bulk of the volume comes into production in the final weeks of December and continues through mid-June, although plantings at higher elevations allow for earlier fruit availability.
North Bay Mexico works primarily with the Sekoya program, particularly the Pop variety, due to the low-chill conditions found across Mexico’s production regions. Nearly all of its production is grown in containers with coco coir substrate, a system that, according to Hoflack, has also been widely adopted across the country’s blueberry industry.
A model where growers have a stake in the business
North Bay Produce operates as a cooperative owned by its growers and exporters. It currently has more than 30 members globally, six of them in Mexico, who account for more than 85% of its supply in the region. The company also works, to a lesser extent, with non-member growers who use its marketing services.
Hoflack explained that this model allows member growers to share in the cooperative’s results. Since 1991, he said, North Bay Produce has returned US$108.9 million to its members, including US$16.7 million in the most recent fiscal year.
Members also receive priority access to various company initiatives, including projects related to growth and varietal development. According to Hoflack, this structure helps keep the interests of the company and its growers aligned.
Growing with discipline: the challenges of blueberry production in Mexico
On the plant health front, Hoflack identified thrips as one of the biggest challenges currently facing Mexican blueberry production. Managing the pest, he explained, requires a preventive approach and consistent control throughout the season, as any interruption can lead to problems that are difficult to correct later.
“Thrips have established a presence in Mexico and have become a major headache for growers. They are difficult to control, and management needs to begin early and remain consistent throughout the season,” he said.
Adding to this challenge is growing competition for labor. During harvest, growers sometimes need to bring in workers from southern states, while also competing for labor with other labor-intensive crops, particularly raspberries.
According to Hoflack, retaining field workers has become increasingly difficult, while new labor requirements have contributed to a 25% to 30% increase in labor costs in recent years.
Growing demand for differentiated fruit
Despite these challenges, Hoflack remains positive about the outlook for Mexican blueberries in the coming years. In his view, the growth of Peru’s supply has helped expand both the market and blueberry consumption in North America, creating greater opportunities for other origins. “With the new genetics, we are seeing a shift toward greater demand for jumbo-sized berries and differentiated products, with better flavor and crunch. This has helped per capita consumption continue to grow in the United States and Canada,” he said.
North Bay’s commercial strategy includes its standard label as well as RESERVE, its premium fruit line. A significant share of its Sekoya blueberries is marketed under the latter, based on parameters related to sweetness and texture. According to Hoflack, demand for jumbo fruit and premium offerings has helped generate better returns for growers.
For Hoflack, this relationship with growers also shapes the way North Bay approaches its growth in Mexico. “At the end of the day, our model works when our growers succeed. Our commitment is to work hand in hand with them to build increasingly competitive, profitable, and sustainable programs,” he concluded.
