Baja California. The climate is doing its job. Are we?
Imagine growing a premium crop just a few truck hours from Los Angeles and San Francisco. Imagine paying a fraction of California’s labour cost while keeping your fruit practically next…
The Lost Language of Fruit Sales
In consultancy, people often say that 70% of the job is building relationships, and only 30% is the technical part. We can be the best technicians in the world, but…
The Berry Equation: Price × Productivity ÷ People
When growers sit down to plan a berry season, the discussion usually starts with the same question: “When is the best price window?” That’s a good question. But it’s only…
Excel Loves Ag Funds. Plants Don’t.
Billions have been poured into agriculture and food businesses in the past years. Reports suggest that global agrifoodtech investment reached around 16 billion dollars in 2024, with private equity commitments…
Too Much is Never Enough
Starting with the title, I need to admit something embarrassing. I had never heard about Pierre de Beaumarchais, the 18th-century French writer behind The Barber of Seville, until I stumbled…
The last mmol
In agriculture, sometimes the hardest decision is to do… nothing. It is the same psychology we see with doctors. If we leave the consultation without a prescription, we think the…
