Divine Flavor expands production into Central Mexico to strengthen year-round veg programs
Grower-shipper Divine Flavor is strengthening its position in the fresh produce industry by expanding into new growing regions across central Mexico, adding to its well-established network in Sonora, Sinaloa, Baja California, and Jalisco. This strategic growth aims to enhance availability and consistency of key vegetable items, especially bell peppers, tomatoes (Roma, beefsteak, and specialty snacking varieties like their Magnifico grape tomato), and cucumbers (Slicer, European, and Persian).
Known for being the largest producer of Mexican table grapes, Divine Flavor continues to build upon its success by investing in its vegetable programs. As the company moves toward becoming a year-round supplier of both conventional and organic products, expanding its grower network has become a core focus.
“Our growers in west Mexico, such as Sonora and Sinaloa, have paved the way for our current vegetable programs,” said Alan Aguirre Camou, Chief Marketing Officer at Divine Flavor. “Through the years, we’ve built strong partnerships in Baja and Jalisco, but now, our expansion into the Bajío region and central Mexico is a game-changer.”
The Bajío region—home to some of Mexico’s newer territory of greenhouse space—is becoming a vital part of Divine Flavor’s supply chain as they are partnering with like-minded growers who share the company’s values, and comply with Divine Flavor’s 6 Pillar commitment:
- Quality
- Food Safety
- Social Responsibility
- Traceability
- Organics
- Sustainability
“Our mission has always been to grow produce at a first-class level,” said Aguirre Camou. “The growers we’ve partnered with in central Mexico are aligned with our philosophy. They’re heavily investing in greenhouse technology, which gives us optimal growing conditions—especially during supply gaps in our traditional regions.”
This investment is allowing Divine Flavor to maintain and even improve product availability during transitional seasons, where fresh supply can be more limited. It also enhances product consistency, which is critical for long-term retail programs.
“We’ve developed a very efficient business model—working from the retail level back to the growers,” Aguirre Camou added. “This lets us strategically plan around our customers’ needs and ensure availability when it matters most.”
Divine Flavor’s approach is focused not only on volume and consistency but also on delivering the best possible flavor, whether it’s vegetables or grapes. The company continues to offer year-round grapes through partnerships in California, Peru, Chile, and Brazil, aside from its principal growing region in Sonora, Mexico, but now it's aiming to mirror that consistency in its vegetable category.
The Magnifico grape tomato, known for its vibrant color and high flavor profile, is a good example of the company's success in specialty snacking vegetables—an area where demand is growing among health-conscious consumers.
With its strong grower partnerships and expanding regional footprint, Divine Flavor is well on its way to becoming a year-round supplier across all major categories.
“We’re nearly there with our conventional vegetable supply, and our organics not too far behind,” Aguirre Camou noted.
“The next few years will be pivotal as we solidify these programs with our retailers and grower partners. The more we diversify our growing regions, the more we can deliver consistent, high-flavor products year-round.”
As the company continues to build its network and innovate from field to store shelves, Divine Flavor remains focused on what it does best—producing fresh, flavorful, and responsibly grown produce at scale.