The Mexico Conference 2026: An Industry Moving from Challenges to Execution

Sweet Seasons highlights market expansion, producer development, and industry alignment at TMC26.

One year ago, conversations across the fresh produce industry were centered around

uncertainty.

Regulatory adjustments, supply chain disruption, traceability requirements, labor challenges,

and global market volatility dominated the discussion. Companies across the sector were

navigating a rapidly changing environment that demanded greater coordination, operational

resilience, and long-term strategic thinking.

At The Mexico Conference 2026 (TMC26), those conversations returned—but with a different

tone.

What once felt like reaction has evolved into direction. What once represented challenges has increasingly become execution, investment, and measurable progress.

That message became the foundation of Sweet Seasons’ participation at TMC26, where José Bernal Jr., Business Development Manager of Sweet Seasons, delivered a keynote focused on the transformation currently shaping the produce industry and the responsibility shared by every stakeholder involved in its future.

Hosted by the International Fresh Produce Association, The Mexico Conference continues consolidating itself as one of the most influential gatherings for the North American fresh produce sector, bringing together growers, retailers, distributors, policymakers, and industry leaders to discuss the future of agriculture, trade, food systems, and consumer access.

From adaptation to action

During his keynote, Bernal Jr. reflected on how significantly the industry has evolved over the past year.

“Today, that conversation not only continues… it has evolved,” he stated.

The message resonated strongly throughout the conference, particularly as discussions increasingly focused on operational execution rather than theoretical adaptation.

Across the produce industry, companies are now being challenged not only to respond to change, but to actively shape the future of the sector through investment, innovation, and collaboration.

This evolution was visible throughout TMC26 in conversations surrounding:

• food safety modernization,

• traceability,

• labor stability,

• supply chain resilience,

• producer profitability,

• and fair international trade practices.

These priorities closely align with IFPA’s 2026 U.S. Public Policy Agenda, which emphasizes the need to create a more stable workforce, strengthen resilient supply chains, modernize food safety regulations, and ensure fair and predictable trade for fresh produce markets .

More importantly, the conference reflected a growing consensus across the industry: long-term success will depend on alignment.

“The Mexico Conference is where collaboration stops being theory and becomes

direction,” Bernal Jr. shared during the address.

IFPA and the call to “Fight for Fresh”

One of the defining moments of TMC26 came from the participation of Cathy Burns, whose keynote reinforced the growing importance of advocacy within the produce industry.

Through her message to “Fight for Fresh,” Burns encouraged industry leaders to actively defend the role of fresh produce within global food systems, public policy discussions, healthcare conversations, and consumer education initiatives.

Her message aligned directly with several priorities outlined within IFPA’s 2026 agenda, including increasing access to fresh fruits and vegetables through nutrition programs, schools, healthcare systems, and produce prescription initiatives .

The keynote also reflected broader industry concerns surrounding workforce stability, supply chain efficiency, and the modernization of food safety frameworks—topics that have become increasingly critical as the fresh produce sector faces growing global complexity.

Rather than presenting these issues as isolated challenges, the conference framed them as interconnected responsibilities requiring collective industry action.

Sweet Seasons: turning opportunity into market access

As part of the keynote, Sweet Seasons highlighted several milestones that reflect the company’s broader international growth strategy and evolving role within the global produce industry.

Among the most notable examples was the successful introduction of Costa Rican ayote tierno into the United States market, a project that demonstrated how strategic coordination and operational alignment can transform opportunity into real commercial access.Bernal Jr. emphasized that execution has become one of the defining differentiators in modern

produce markets.

“When execution aligns, opportunities stop being potential… and become access,” he

stated.

The company also highlighted the continued international expansion of Mexican mamey into new global markets, overcoming barriers that for years had limited its international reach.

These achievements reflect broader industry themes discussed throughout TMC26, particularly

the importance of fair and predictable trade systems, stronger phytosanitary alignment, and resilient international supply chains .

For Sweet Seasons, these projects represent more than commercial growth.

They strengthen the value of origin, increase visibility for agricultural communities, and create new pathways for products with deep cultural and agricultural significance.

As a company guided by its purpose to Nourish the World, Sweet Seasons continues focusing on market development strategies that connect producers, consumers, and international opportunities through fresh produce.

Why producer development is becoming a strategic priority

Another major focus of the keynote centered on the future of producer development.

According to Bernal Jr., supporting growers can no longer be viewed as an isolated initiative or short-term effort. Instead, it must become a structural priority capable of strengthening the foundation of the entire supply chain.

This philosophy is reflected in initiatives such as Creciendo Juntos, Sweet Seasons’ producer development platform focused on strengthening collaboration, improving long-term sustainability, and generating new opportunities for agricultural communities.

“When origin becomes stronger… the entire supply chain evolves.”

That message closely aligned with broader conversations at TMC26 surrounding producer profitability, workforce sustainability, mechanization, and long-term agricultural resilience.

IFPA’s 2026 policy priorities similarly emphasize the importance of supporting specialty crop profitability, investing in innovation, improving risk-management tools, and creating stronger frameworks for sustainable agricultural growth .

Across the industry, there is growing recognition that resilient supply chains begin at origin.

And strengthening origin requires investment—not only in infrastructure and logistics, but also in people.

An industry shaping more than markets

One of the strongest themes throughout The Mexico Conference 2026 was the recognition that the produce industry’s impact extends far beyond operations and commerce.

The conversations taking place at TMC26 increasingly centered around the industry’s broader responsibility:

• improving food access,

• supporting communities,

• strengthening public health,

• and building more sustainable food systems.

This perspective reflects a larger transformation happening across global agriculture.

The fresh produce industry is no longer simply moving products across borders.

It is shaping consumer behavior, influencing health outcomes, supporting regional economies, and helping define the future of global food access.

A conference defined by momentum

The Mexico Conference 2026 ultimately reflected an industry entering a new stage of maturity and direction.

What once felt uncertain now feels actionable.

What once required adaptation now demands leadership.

For Sweet Seasons, participating in TMC26 represented more than industry presence—it represented responsibility.

Responsibility to innovate.

Responsibility to collaborate.

And responsibility to continue building an industry capable of generating meaningful impact across people, communities, and markets.

Because when an industry aligns, collaborates, and moves forward with purpose, growth

becomes collective.

And as concluded during the keynote:

Nourish the World is growing together.