Alán Aguirre Camou, 38
Chief Marketing Officer, Divine Flavor, Nogales, AZ
June 12, 2026 | 3 min to read
SHORT BIO
Hometown: Hermosillo, Sonora, Mexico
Hobbies: Smoking/Grilling, Hiking, Fútbol (Soccer), Surfing, Scuba-diving, Skiing
Family/Community: Married, 1 daughter, Patronato de La Costa Hermosillo, Construyendo
Motto in life: Keep It Fun.
Aguirre’s contributions have been instrumental in shaping Divine Flavor into a recognizable brand within the industry.
He grew up working at the family grape farm in Sonora, then got his first job at a Carl’s Jr México when in high school. After graduating from university, he went to work at marketing agency Clicker 360 in Mexico City.
At the beginning of 2014, he started officially working at Divine Flavor. He began at the warehouse level, managing all freight deliveries, then moved to a sales executive position and, at the same time, began building the company brand and its marketing department from scratch. His notable accomplishments, in conjunction with his marketing team, have been the Grower Summits and the Better Grower Program.
He is a recent graduate from the IFPA Food Industry Management Program with Cornell University. He is also starting his dual MBA and data science master’s at IE University in Madrid.
Q: What advice would you give someone new to the produce industry?
This is all people-driven; no one can grow by their own individual efforts. Even competitors, despite being rivals, are friends who experience the same industry issues, not enemies.
Q: What is the one thing in your business that you are most passionate about?
Being at the farm and befriending people from multiple cultures.
Q: How has the industry changed during your tenure?
Previous generations had more uncertainty, and it was tougher to cope through seasons because there were fewer tools and communication. Today it is still relationship-driven, but with more transparency and long-term commitment from growers and retailers.
Q: What do you think drives growth the most in the industry?
First, year-round consistency in quality. It is difficult, but possible to achieve if there is a strong partnership with retailers, growers, and daily monitoring of the supply chain. Being able to maintain quality when product volume grows significantly helps solidify our relationship with our customers and increases the consumer’s loyalty.
Second, not relaxing on specialty product innovation — always venturing to produce items that are unique in flavor, convenient and eye-catching for North American and global markets.
Third, soil regeneration practices at our farms will assure products with more nutrients, like decades ago, when just one orange was enough to suffice our daily vitamin-C intake.
Q: What do you think consumers will desire in the future?
More transparency in sourcing, always the best flavor, but with flavor comes the need for nutrients. We need more collaboration from governments on protecting farmlands across the globe, besides giving jobs to communities. As an example, previous generations needed just one orange on average for their daily vitamin C intake because the soil was richer in nutrients. Today, because of excessive pesticide use and pollution of the land, it is harder to get those nutrients. We need about four to five oranges to meet our daily vitamin C needs to stay healthy.
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