Aguascalientes agribusinessman, José Luis Gonzalez, is taking advantage of the high demand for figs in countries like the US, Russia, Canada, and the UAE by cultivating the fruit, which requires less water and fertilizer than traditional crops like corn and tomatoes. The quality of the figs produced is for export, and the project, which started two years ago, is expected to generate an income of around 800 thousand pesos. Gonzalez also plans to start his own winery to produce high-quality table wines, with grapes that have adapted well to Aguascalientes. The most consumed wine in Latin America is Mexico, with 54,804 million liters in 2017, but the consumption and expenditure per capita are 1.74 liters and 12.19 euros, respectively.