Inside SweetSeasons’ Creciendo Juntos 2026

In agriculture, the relationships that truly last are not built overnight. They are shaped through consistency, trust, and a shared vision of the future. Guided by that belief, Sweet Seasons hosted Creciendo Juntos – 2026 Edition, a gathering that brought together growers from Jalisco, Michoacán, Nayarit, and Colima with one clear purpose: to strengthen partnerships and continue building a shared path from the field to the market. This event marked an important milestone for Sweet Seasons. As the first edition of what is designed to become an ongoing annual gathering, Creciendo Juntos was created specifically for the people who work the land. More than a formal meeting, it became a space for real conversation, shared experiences, and stories that reflect the true heart of agriculture.

A Face-to-Face Encounter

One of the elements that gave Creciendo Juntos 2026 its true weight was the closeness between Sweet Seasons and the growers. This was not a distant or symbolic event—it was a face-to-face encounter, where conversations were open, direct, and grounded in reality. The event featured the active participation of Sweet Seasons’ leaders, reinforcing the company’s commitment to those who make agriculture possible:

• José Antonio Bernal Sr., CEO of Sweet Seasons

• Marina García, CFO

• José Antonio Bernal Jr., General Manager

• Dayana Torres, Producer Development

Their presence allowed growers to engage directly with the people guiding the company’s direction, strengthening trust and making it clear that growth at Sweet Seasons is built by listening, being present, and working side by side.

A Program Designed with Growers in Mind

The structure of the event was intentionally designed to move from vision to action, and from information to lived experience—always keeping growers at the center.

1. Sweet Seasons’ History, Vision, and Purpose

The event opened with a presentation by José Antonio Bernal Jr., General Manager, who shared the history, vision, and objectives of Sweet Seasons. During his remarks, he introduced the company’s guiding motto, “NOURISH the World,”and explained what it represents in daily practice. He described NOURISH the World as more than a slogan—it is a long-term way of working. It reflects a commitment to cultivate growth not only in the land, but also in people; to open horizons by connecting regions, cultures, and markets; to strengthen communities that depend on agriculture; and to approach challenges with a constructive, forward-looking mindset.

He also emphasized balance and responsibility—producing food that nourishes while caring for natural resources, acting with integrity, and ensuring that today’s progress does not compromise future generations.

Finally, he highlighted the importance of pride and fulfillment that come from doing things right and building relationships that go beyond a transaction.

The message was clear: Sweet Seasons is not focused on short-term deals, but on partnerships that endure. Sustainable growth begins by honoring the field and planning the future with intention.

2. Strategic Products and Opportunities for Growers

Next, Dayana Torres, head of Producer Development, presented Sweet Seasons’ strategic products and outlined the opportunity framework available to both current and prospective growers. Her presentation focused on practical clarity—what products show strong market potential, how growth is planned, and how producers can integrate into Sweet Seasons’ supply network in an organized and transparent way.

The emphasis was on certainty, long-term collaboration, and opportunities built through shared commitment.

3. Stories Rooted in the Land

One of the most meaningful moments of Creciendo Juntos 2026 was the space dedicated to grower stories. These were not scripted testimonials, but honest reflections that captured the spirit of Mexico’s agricultural communities. Benjamín, a grower who has worked the land since childhood, shared how his life has always been tied to the field.

Over the years, he became one of the first in his region to adopt irrigation technologies, understanding early on that water efficiency and resource care are essential to the future of farming. His story illustrated how tradition and innovation can grow together. Equally powerful was the story of Gilberto and his father, Don Gilberto, representing three generations dedicated to agriculture. From grandfather to father to son, farming has been more than a profession—it has been a way of life.

Their experience showed how knowledge is passed down, adapted, and strengthened across generations, preserving the identity of the field while preparing it for what comes next. These stories resonated deeply with attendees because they reflected shared realities: hard work, constant challenges, and pride in making a living from the land.

4. Not a Goodbye, but a Commitment

The event closed with a message from Marina García, CFO of Sweet Seasons, that brought the day’s conversations into focus and reinforced the purpose behind Creciendo Juntos.

She began by acknowledging the effort it takes for growers to step away from the field, even briefly, and expressed sincere appreciation for their time and trust.

“Before we say goodbye, I want to start with something very simple, but very sincere: thank you.”

She explained that the gathering was created to foster open, honest dialogue—to sit at the same table, speak clearly, and truly listen. For Sweet Seasons, this kind of conversation is essential, because the real value of the company’s work does not begin in offices or markets, but in the field itself.

“The true value of our work is born in the field, and it grows when there is communication, trust, and commitment on both sides.”

Marina reframed the moment not as an ending, but as the beginning of something larger. Creciendo Juntos, she noted, is the first edition of a space Sweet Seasons intends to keep alive—one that will return each year, evolve with growers’ input, and turn conversations into concrete actions.

“Today we are not closing an event; today, we are opening a path.”

She addressed both long-time partners and new attendees, making it clear that Sweet Seasons values continuity while remaining open to new relationships grounded in quality, clarity, and long-term collaboration.

Growers who share this way of understanding the field, she emphasized, will find in Sweet Seasons an ally that genuinely respects the work done in the field. She closed by reaffirming the company’s commitment to staying close, communicating better, and creating real opportunities for growers to reach farther markets and receive the recognition their work deserves.

The future, she concluded, is built through steady steps—and the strongest step is taking them together.

The First Step Toward What’s Next

Creciendo Juntos 2026 was not just an event—it was the beginning of a broader initiative that will become part of Sweet Seasons’ annual calendar.

The goal is clear: to keep creating spaces where growers are heard, respected, and supported. The presence of producers from Jalisco, Michoacán, Nayarit, and Colima underscored the strength and diversity of Mexican agriculture when collaboration leads the way.

At Sweet Seasons, growth is not about expanding at any cost. It is about growing well—with strong roots, shared responsibility, and a clear vision of the future. When the field is the starting point, better paths always follow.

Creciendo Juntos has only just begun.