Mexican strawberry industry calls for caution amid US antidumping probe

Written and reported by Macarena Bravo, from Guadalajara, Mexico.

The Mexican strawberry industry is navigating one of its most significant trade challenges in recent years following an anti-dumping investigation launched by the United States Department of Commerce. 

However, José Luis Bustamante, former President of the Mexican National Association of Berry Exporters (Aneberries), has urged industry stakeholders to avoid jumping to conclusions.

The current probe stems from a petition filed in December 2025 by Florida's Strawberry Growers for Fair Trade (SGFT) coalition. In February, the International Trade Commission (ITC) issued a preliminary finding indicating reasonable evidence that domestic growers suffered material injury from Mexican strawberry imports. This paved the way for the ongoing Department of Commerce investigation. 

In July, legal counsel for the US petitioners told FreshFruitPortal.com that they are pushing for duty margins estimated at 18 percent and may request retroactive tariffs.

José Luis Bustamante | Image courtesy of Aneberries.

However, Bustamante clarified that the case remains in its administrative phase. The next critical milestone is expected between August 18 and 24, when US authorities are scheduled to issue a preliminary determination based on audits of Mexico's two largest strawberry exporters: Driscoll's Mexico and Mainland Farms.

"First and foremost, it must be made very clear that nothing has been resolved yet. There are no tariffs in place, nor has a final decision been reached," he said.

Bustamante noted that the upcoming preliminary ruling will simply establish whether the Department of Commerce believes there are sufficient grounds to proceed. A final determination would not come until between November 2026 and January 2027, at which point anti-dumping duties could potentially be established.

Currently, Mexican strawberry exports enter the US market entirely duty-free.

The case for reciprocity

While US petitioners argue that rising volumes from across the border have triggered a price-cost squeeze for domestic producers, Mexico's defense centers on demonstrating that the two industries complement rather than directly compete with one another. 

Bustamante pointed out that his country’s peak export window—running primarily from November through March—aligns with the lowest point of US production, a timeframe when tight domestic supply typically keeps market prices elevated.

"We don’t compete with US growers; we complement them. We supply the market when US fruit availability is at its lowest," he explained.

As part of its legal strategy, Aneberries has retained the US law firm White & Case to compile historical market data. The firm aims to prove that the expansion of Mexican exports has paralleled a steady rise in overall per capita strawberry consumption.

The logic, Bustamante noted, mirrors what occurred in the avocado sector: expanded year-round supply boosted overall consumer adoption and grew the entire commodity category, benefiting producers and consumers on both sides of the border.

Potential tariff impacts

The former head of Aneberries warned that any compensatory trade duties would ultimately fall on consumers. He cited the recent trade dispute involving Mexican fresh tomatoes, where commercial interventions drove retail supermarket prices sharply higher.

"At first glance, it looks like the grower takes the hit, but over the medium term, it’s the consumer who ends up paying," he stated.

José Luis Bustamante | Image courtesy of Aneberries.

Furthermore, Bustamante stressed that Mexican strawberry exports generate substantial activity within the US economy, driving employment across trucking, distribution centers, retail operations, cold storage, and marketing.

The executive also underscored ongoing efforts across the Mexican industry to reinforce compliance with strict national and international food safety and labor standards. He added that market integration works both ways: during the summer months, Mexico imports California-grown strawberries to supply its own domestic market.

Mexican strawberry challenges

Beyond current trade tensions, Bustamante views flavor profile and consumer satisfaction as the paramount long-term challenges for the strawberry category.

In his view, while breeding programs spent decades prioritizing plant yields, disease resistance, and post-harvest shelf life, the industry’s central objective must now pivot toward delivering sweeter, more flavorful fruit that drives repeat purchases.

"We have to ensure the consumer gets an exceptional eating experience every time, so they want to buy strawberries again," he said.

He also pointed to trade group initiatives aimed at boosting Mexico's domestic consumption—utilizing supermarket promotions, marketing campaigns, and strict cold-chain management to guarantee premium fruit reaches retail shelves in peak condition.

*Main image is referential via Shutterstock; other images courtesy of Aneberries

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Florida growers launch antidumping petition against  Mexican winter strawberry imports

Florida tomato industry ripens as anti-dumping duties return