Apeam 2018: Facing new challenges in the Mexican Avocado production and export

APEAM is the association of avocado growers and packers of the Mexican state of Michoacán, the world’s largest producers of this crop. In 2018, they were America’s leading suppliers of avocado. However, new challenges arise in APEAM’s primary destination market (the United States) with the changes promoted by the new president Donald Trump, as well as in other markets. There is also trouble in the domestic market and at the heart of the Mexican avocado industry. In this situation, what decisions should the association make? What changes, if any, should APEAM introduce in its processes, systems, and structures? What challenges and what opportunities do they have before them?