"If Brazil exports to Europe, why doesn't Mexico?"

Jiraex exports Persian limes to the United States and, recently, also to Europe. "We are involved in the Senasica and the Binational Mexico-Russia Chamber to find out what possibilities we have to sell our products in that country, because these are of great quality," explains Marcos Ramírez, of Jiraex. "We don't want to be left behind and we wish to test that market. We will co-venture with Senasica and the Binational Chamber, who are supporting and encouraging us."

The trader explains that Mexico ships very little to Europe, only 0.03% of its exports; a tiny market share compared with other producers in South America, including Brazil, which ships 25% of its exports to Europe. "We started to investigate how Brazil and other South American countries were getting their products there, considering that they are much farther away than us."

Ramírez said that logistics is very important, as their limes are a fresh product with a shelf life no longer than 40 days. It is because of these logistical issues that many producers are afraid to venture into other markets, according to the exporter.

Controlled atmosphere

"From the port of Manzanilla to Vladivostok, it takes between 25 and 28 days, while from Veracruz to St Petersburg it takes an average of 22 or 23 days; however, we have found the way to ship the fruits without running much risk by using a new controlled atmosphere system." With this technology, the fruit remains dormant during the journey and continues its normal life cycle after reaching its destination.

Russia

"Russia is a very interesting market because it is nine times the size of Mexico and its weather conditions are very adverse to agriculture," continues Ramírez. "The possibility of them managing to grow anything there is very small, but they are human beings and they need the fruits and vegetables that Mexico is able grow most of the time."

For that reason, Jiraex wants to find its way onto the Russian market. Ramírez believes that this is an excellent time, as the government is strengthening ties with Russia through Senasica and the Binational Chamber Mexico-Russia, and other producers have already started shipping their products to the Russian market. "We want to be part of that group to be able to take a share of the market and allow as many of our producers as possible to take advantage of this opportunity to supply the best products."

If they achieve this, they will compete with other countries exporting to Russia, such as Brazil, although the trader believes that Mexico will have an edge in terms of logistics, since their costs and transport times will be lower.

Ramírez explained that there are normally four lime seasons per year, but thanks to their advances and research, they now have limes for ten months a year. "We have fruit almost all year round; furthermore, Jalisco is not the only state that produces this kind of fruit; in fact, it is the fifth largest producer nationwide." The company is also present in other Mexican states to be able to supply fruit all year round and to continue exporting when production decreases in a particular area.

For example, the trader explains that hurricanes are currently reducing the production of Veracruz, "the largest citrus exporter nationwide" and that, by contrast, production in the states of Jalisco and Michoacan is very good, so they can compensate for the difficulties of the southern states and vice versa.