Hortifrut's executive director, Hector Lujan, is advocating for increased investment in Mexico's rural areas to support berry production. He emphasizes the need for improved infrastructure, particularly roads and hydraulic dams, to facilitate economic development in these regions. Lujan believes that agriculture, especially nearshoring, has the potential to significantly benefit Mexico's workforce and economy. As of May 31, this year, Mexican berry production is on the rise, with the Ministry of Agriculture and Development anticipating surpassing 2023 production levels. This industry is responsible for creating at least 500,000 direct jobs across 21 entities.