In the state of San Luis Potosi, around 270mi northeast of the Etzatlan operation, the new facility allows Divemex to start production five weeks earlier thanks to a warmer climate in its central Mexico location.
Like all vegetables produced by Divemex, every red, green, yellow and orange pepper produced in the new greenhouse is Fair Trade Certified.
North of the border Divemex partners with distributor and marketer Oppy for sales.
“Divemex continues to lead the industry in many ways, including producing top quality Fair Trade organics,” said Oppy’s executive category director, greenhouse and vegetables, Aaron Quon.
“They recognized the strength of the organic market, and were able to translate that trend into an even more positive proposition by offering an organic program of the best quality in the business. And it’s backed by a well-recognized socially responsible label.”
Consumer familiarity with the Fair Trade Certified seal is at an all-time high, according to the 2016 NMI State of Sustainability in America study. Two-thirds of the U.S. general public recognizes the label, while the percentage is higher amongst millennials at 73%.
Meanwhile, organic produce sales are up 9% and more than 50% of organic shoppers support Fair Trade.
“We’re excited to not only jump start the season with Divemex organics peppers, but to have the volume to keep customers engaged through the winter and spring,” Quon said.
He noted more than 40% of Divemex’s offerings, including sweet bell peppers and mini peppers, are now organically certified. The grower also offers conventional sweet bell peppers and long English cucumbers.
The focus on organics is a key aspect of Divemex’s strategy encapsulated in its new positioning line “Growing Beyond Expectations”.
“We’re investing our energy in areas that can make a meaningful difference for our customers, in this case the availability of superior quality organics,” said Divemex CEO Luis de Saracho.
“Our goal is to grow alongside them by providing peppers that consistently satisfy and delight their shoppers.
“We strive to offer more than what is simply expected; we want to exceed expectations by always delivering the best eating experience while associating Divemex with doing the right thing for people and the planet.”