"Fresh vegetable consumption is recording a growing trend"

"In our facilities, we produce ice; we pre-cool with high-end technology and pack and process the broccoli, as well as some other vegetables. Two and a half years ago, we started exporting to the United States and selling through our US company," explains Michel Veyan Reed, director of Babia.

Broccoli is the firm's flagship product; it's grown on 15 hectares all year round in Guanajuato and it also has some crops in Puebla. Babia exports the broccoli and other vegetables to the United States, Canada and Japan.

"I think the broccoli market is growing. Consumers are increasingly demanding it because of its health benefits and nutrients. It is becoming a very popular product," he affirms.

The producer acknowledges that it faces great competition in the United States and Mexico, but adds that its advantage is that the company is very close to most small producers and is helping to improve all processes and provide better added value. Moreover, its position in the United States is very advantageous for Mexican producers. Summing up their philosophy, he assures that "we're always trying to work together with our producers in the region of Guanajuato so that we can all make the most of the activity." 

They plan to diversify. "For next season, we'll probably also have Brussels sprouts. We're cultivating celery, Chinese cabbage and cauliflower." All these products are intended for the same export markets. "Most of our customers also demand these products, so we will offer them a wider range. We will have a more complete service," he states, adding that it will probably become necessary to find new producers to grow these products, even though some of the current ones can also handle it.

The company supplies whole broccoli, but also sells them pre-cut to some of its Canadian customers and will soon start offering the same format in Mexico and the United States. "We will start with bags of our current products: broccoli, cauliflower and a broccoli and cauliflower mix, among others."

The producer expects the market to continue expanding in the next five years. "I think the consumption of fresh vegetables is recording a growing trend," he concludes.