Behind each label and product, standing guard in the wake of industry challenges, are the people who make this industry thrive, progress, and dominate the fresh food industry. Fresh produce, in particular, is built of these people, their stories, families, and vision. As Alán Aguirre Camou tells me, a great brand always starts with a true story—as is the tale of Divine Flavor.
More than 30 years ago, in the desert state of Sonora, México, Don Enrique Camou, Carlos Bon, Sr. and Alán Aguirre founded Grupo Alta, which is now known as a leading table grape producer worldwide.
Bringing consistency in quality was their pioneering dream, along with social responsibility, which crystallized with the Alta Foundation. In the 90s, sustainable soil management with full organics and compost production came to fruition for the company. With such a rich history laying a firm foundation for the company, Alan, the Chief Marketing Officer of Divine Flavor, painted the picture of such a history and how the future is a generational effort.
Alán Aguirre Camou, Chief Marketing Officer, Divine Flavor: Carlos Bon’s sons joined the company soon after in the 2000s. The eldest, Carlos, Jr., became a renowned sales guru and specialty grape promoter in the industry. The second, Daniel, matured into a plant whisperer, the main caretaker for quality production. The third and youngest, David, turned into the finance expert who paved the way for projects like the creation of a distribution center in Nogales, Arizona, and taking over the ownership of Viva Orgánica, a greenhouse operation rooted in Ensenada and Sinaloa, Mexico.
Present-day, this produce philosophy has been shared with other growers that believe in growth and long-term commitment—the main reason for creating the brand, Divine Flavor. Famed Produce Veteran, Pedro Batiz, Sr., another initiator of Divine Flavor, invited the last of the Founders’ next generation, myself, to build the brand and its marketing department for the long run. I was raised on Sonoran grape farms and always had the business in mind as a priority.
AAC: Growing up surrounded by the world of produce, I was immersed in the industry from a young age, learning invaluable lessons from my family—particularly my father at Grupo Alta.
My journey in this domain has been lifelong, providing me with a deep-rooted understanding of the business. Don’t get me wrong, growing grapes has always been my passion, but we knew that we needed to grow our family business into new ventures besides consolidating the grapes.
I ventured into the professional world, gaining experience in marketing for several years, but my plan changed after I rejected an ambitious offer from Havas Media in 2013, a worldwide recognized advertising agency. The reason was natural: The family business came first. My ultimate goal remains unwavering: To build a lasting brand and department that transcends my family’s values with generations, upholding the commitment to delivering the freshest and most flavorful produce to our valued customers.
AAC: Companies need to be more transparent and show more information about supply chain management. This has been our core differential since the Grupo Alta days. As a dedicated produce supplier, we recognize the importance of making the retailer's job easier by providing them with consistent, quality produce items that meet the expectations of their customers. We take pride in shedding light on the origins of our produce—from the hardworking jornaleros (farmers) to our food safety and environmental initiatives. At Divine Flavor, we strive to give our customers a holistic understanding of where their produce comes from and the hands that nurture it, embodying our vision of connection and quality in every fruit and vegetable we deliver.
AAC: First, what has really differentiated us is growing up on a farm. Second, we have real experience in a marketing company. Third, and most importantly, we are involved in all aspects of the company to really brand the message for all our products and ensure that what we are saying is authentic.
Our retailers also expect accountability. This was an accidental strategy because, from the start, we were always engaged and committed to listening to our customers’ needs. As industry and marketing tactics evolve, success hinges on our ability to adapt, continuously educate ourselves, and attentively heed the feedback from the industry and especially its consumers. Embracing this adaptive mindset equips us to navigate the ever-changing terrain of the produce market effectively.
AAC: In a world where marketing has shifted towards digital realms, we find ourselves amidst a data-driven industry. Retailers are already depending on data to help guide their purchasing tactics for chain stores across their network. It’s nothing new, but an area we are all depending on more. As a forward-thinking produce supplier, we need to leverage marketing data to enhance our strategic planning to foster a sustainable approach to our production programs.
Our focus remains forever on the human factor in produce. That’s the essence, but we need digital tools to analyze the product from its origin to the consumer after it has left the shelf. This type of marketing is the future of our industry and will be the promise behind our brand, always validating our motto, “Growing Better Food for a Better World.”
While consumers may shop with their eyes and wallets first, loyalty comes from the quality, story, and vision behind the brand. Herein lies the undeniable human element that connects us all. Because, after the sale, that human story will be the vehicle that helps turn a brand into a legend. 
