FUTURE FOCUS: WHY GROWER-MARKETER DIVINE FLAVOR IS SETTING ITS SIGHTS BEYOND SHORT-TERM SUCCESS

March 31, 2026 | 4 min to read

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Divine Flavor is not just a brand, it’s also a grower through its parent company Grupo Alta, which is seeking to partner with producers who understand the importance of quality, food safety, social responsibility. This is the key message that Alan Aguirre Camou, chief marketing officer at the Nogales, AZ-based grower-marketer, is seeking to convey to producers — particularly those south of the border — interested in working with the fast-expanding produce company.

Specializing in a range of primarily Mexico-grown products, including table grapes, tomatoes, melons, peppers, squash and cucumbers, Divine Flavor is known not just for its commitment to quality, but also for fostering a network of carefully curated grower-suppliers, covering Mexico, California, Peru and Chile. Through Grupo Alta, Divine Flavor organizes an annual Grower Summit, which gives the company the opportunity to communicate directly with allied producers, and ensure that shared standards and values are maintained.

“Divine Flavor is not just a produce distributor or a brand, but we’re also growers through our parent company, so for us it’s very important to partner with similar-minded growers who understand the importance of quality, food safety, social responsibility, organics and sustainability. We’re looking for like-minded growers who fit that mold,” Aguirre Camou explains.

“We’re able to work with these growers, and plan from the market backward, not the other way around. We’re not growing product and hoping to sell it. We’re working very closely with our retail partners to make sure the fruits and vegetables that we produce have a home, which is strategic within the marketplace.”

Aguirre Camou says Divine Flavor prides itself on being a reliable source of produce, and one which takes strategy to meet customer demands in its yearly projections; something which is not always easy for a company that operates on the scale of Divine Flavor. As an example, he says Divine Flavor has to take care in how it spends its resources when it comes to commodities such as organic produce, especially in regions where organic cultivation is challenging.

The focus of Divine Flavor’s production in conventional and organic is to be able to have 365-day availability across all its items, and for this reason, Aguirre Camou says the company doesn’t just work closely with existing growers, but also strives to identify new grower-partners who are willing to invest in their production capabilities.

These efforts feed into Divine Flavor’s focus on differentiating itself and the products it supplies by operating as a one-stop shop for quality fresh produce, covering its range of fruits and vegetables, including table grapes. “We are lucky to be able to work with people who have the skill and knowledge to know how growers work, and identify those who are willing to invest,” says Aguirre Camou.

Much of this investment, according to Aguirre Camou, has been in developing innovations such as mini seedless peppers or cocktail cucumbers, which offers something new and eye-catching on U.S. retail shelves. “It’s important to have these kinds of innovations, which allow us to differentiate Divine Flavor in the marketplace,” he explains.

It’s this investment that makes Divine Flavor’s focus on the future important, and for this reason, it’s vital to collaborate with producers who look beyond short-term goals. “There are a lot of growers in this business who want to see a first-year turnaround on profit, but we’re looking for growers who see their relationship with Divine Flavor for the future, who see longevity in what they’re doing in the partnership we’re trying to create,” he adds.