Apeajal’s youngest president wants to send Jalisco avocados around the world

At just 28 years old, Saúl Medina has made history as the youngest person to be named president of the Jalisco Avocado Exporters Association (APEAJAL). However, even if the decision sets a new precedent for the organization, Medina’s election doesn't come as much of a surprise. He comes from a family with over 50 years of experience in the avocado business, and their company, GLC Cerritos, has been a significant player in the industry for years, accounting for roughly 30% of Jalisco’s avocado exports.

"I was born under an avocado tree; my whole life has been dedicated to avocados," Medina told us."This is a challenge that fills me with pride and responsibility, but above all, renews my firm commitment to the industry."

With the USDA greenlighting avocado imports from Jalisco into the U.S. in 2022, the country saw a significant expansion beyond the traditional Michoacán region. Medina says he aims to capitalize on this authorization to position the state of Jalisco as a powerhouse in global avocado exports and help strengthen its ties with the American market.

“Our production is the largest in the state and we’re proud of that,” he said. His leadership journey was motivated by a desire to push the industry forward, having participated in specialized training sessions with the Hass Avocado Board.

Exporting Jalisco avocados to the U.S. and beyond

As the second-largest avocado-producing state in Mexico, Jalisco supplies approximately 12% of the national avocado production. Since its admission to the U.S. market in 2022, the sector has strategically focused on expanding its export footprint, particularly to Mexico's neighbors to the north, as well as Japan, Canada, and the Middle East. However, the U.S. remains the cornerstone market for the industry.

“We want to increase the number of acres eligible for export to the U.S.,” says Medina, who explains that currently, less than 50% of Jalisco's municipalities have been authorized to produce avocados for U.S. export. Under his tenure, he also plans to expand the market for his city's products and reach countries like South Korea, Chile, and China.

Medina says recent weather conditions have led to an estimated 10% increase in fruit size, which he hopes will stabilize prices. 

“Good size and quality will help improve prices and meet consumer demand,” he noted. “This year we anticipate more stable prices in the U.S., especially if we maintain the current size and quality of our fruit.”

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