In 1996, the Guanajuato Agricultural Development Trust (Patronato para el Desarrollo Agropecuario de Guanajuato) was founded. Under the motto “Del Surco al Plato® ("From the Furrow to the Plate), it has held 29 editions of the Expo AgroAlimentaria Guanajuato®. From 11 – 14 November 2025 the 30th edition will take place. The Expo has served as an excellent introduction for many Dutch companies to the Mexican agriculture sector.
Beeld: © LAN Mexico
Dutch presence
The Dutch agriculture sector is renowned for its high-tech, intensive farming practices and as a major global exporter of agricultural products. Dutch suppliers for the sector can be found around the world, and Mexico is not an exception. The importance of the Expo AgroAlimentaria Guanajuato® for Dutch companies dates back to at least 2008. Since then, Dutch companies have been a part of the conference program, the Netherlands pavilion, or have found their own space on the extensive exhibition floor. The Expo AgroAlimentaria Guanajuato® has served for many Dutch companies as an excellent introduction to the Mexican agriculture sector and a constant factor in their annual plans.
This upcoming edition the Netherlands will be present again with the participation of more than 20 Dutch companies, and many more representatives of Dutch companies. Participating at the event as an exhibitor is no longer possible since both the exhibition floor and the Netherlands pavilion have been fully booked. In case you are planning to visit the Expo, please feel free to contact the Netherlands Agricultural Network (LAN) team in advance via MEX-LVVN@minbuza.nl, and make sure to visit the Netherlands pavilion.
In this article you can read more about the history of the Expo, its importance to the Mexican sector, and the opportunities for Dutch stakeholders.
Beeld: © Expo AgroAlimentaria Guanajuato®
It all started in 1996
In November 1996, the first edition of the Expo was a fact. This event, promoted by leaders in the Guanajuato agri-food sector, emerged from the idea of a platform that would connect all stakeholders in the agricultural sector. The expo created a space for direct exchange, where farmers from Guanajuato could better understand the demands of the global market and receive specialized advice and efficient access to inputs.
At that time they could never imagine that after 29 editions, the event would have become the most important agribusiness platform in Latin America. For the last couple of years every November the event welcomes more than 120,000 people during four days. These visitors interact with around 750 exhibitors from more than 52 countries.
Victor Flores Rodriquez, Manager De Gier México SA de CV, has participated at the Expo for eleven years and says:
It's a very important Expo that allows visitors to get a sense of the magnitude of the growing sector. There's a variety of companies, products, services, and countless experiences that can help visitors gain a clear vision of where our market is heading to.
Beeld: © Expo AgroAlimentaria Guanajuato®
Aerial view of Expo AgroAlimentaria Guanajuato®
Evolution of the event over time
The evolution of the Expo has gone hand in hand with changes in the agricultural sector. Each edition has presented the latest in seeds and seedlings, as well as the agricultural processes for grains, forages, and vegetables.
Technologies that have modernized the agricultural sector, such as smarter tractors, precision seeders, and automated harvesters, began to transform agricultural work. Drip irrigation systems, automatic valves, micro-sprinklers, and humidity sensors have been introduced year after year to promote smarter irrigation. At the event, tools such as sensors, GPS, drones, and satellite monitoring platforms have become more accessible to producers. The Expo has facilitated this by the use of demonstration fields, and recently with the presence of a flight area for agricultural drones. Through these demonstrations producers are able to see with their own eyes how technology works.
Beeld: © Expo AgroAlimentaria Guanajuato®
General Director Lilian Ibarra Retana
Interview with General Director of the Guanajuato Agricultural Development Trust
The upcoming 30th edition marks a good moment to ask General Director of the Guanajuato Agricultural Development Trust, and a good contact of the LAN team in Mexico, Lilian Ibarra Retana, some questions.
What does it mean to you and the team of the Expo to be celebrating the 30th edition of this event?
Reaching the 30th edition represents a tremendous joy, or, in other words, complete satisfaction.
We have learned year after year. For us, it is an extremely important moment in which we can showcase what we have achieved over the years. It is a huge responsibility, and, of course, there are still challenges, but what stands out is the enormous satisfaction we feel.
How has the Expo AgroAlimentaria Guanajuato® evolved from its beginnings to today?
The year 2015 marked a major change because we had to move to the new venue. This was a huge challenge because we were informed only a few months before the event that we had to leave the previous venue. It took us some time to find the new venue. The good thing of the change was that we were able to grow. While the previous venue covered an area of 30 hectares, the current venue measures 62 hectares. Asparagus was grown on the land, and it took a lot of work to prepare the site for the Expo. Among other things, the layout had to include greenhouses, demonstration plots, parking, and an indoor area for the suppliers exhibition (Hall A). Hall A is a greenhouse and measures 4 hectares. Peppers are produced 10 months a year to make the most of this space. During the month of October, we remove the crop and start preparing for the exhibition. In December, we bring in the peppers again.
We have seen tremendous progress over the last 30 years. The event represents the sector, and therefore we've seen major changes in the technologies on display, but also in the visitor profile. Today, the Expo is an international benchmark, receiving more than 120,000 visitors over four days.
What moments or editions have been especially memorable or significant for you?
Personally, I've been involved with the Expo for more than half my life. Therefore, it's a very important part of my life, and I have very fond personal memories from different stages related to it.
Professionally, we experienced tremendous challenges during the COVID-19 pandemic in 2020. For a long time, we thought we would have to cancel the event, but it turned out we were able to hold it. Obviously, we had no experience with a situation like this, but we did it! It was a very well-organized event in which we applied all health protocols, during which we had to reduce the number of exhibitors and the number of visitors. With our success, we became a benchmark for other events in the state of Guanajuato.
As a result of that edition, we have become a hybrid event. Today, we include online networking (networking in advance with appointments) and there is a virtual conference program.
What have been the biggest challenges in organizing the Expo AgroAlimentaria Guanajuato® over these 30 years?
Although we've already had 29 editions under our belt, each year presents different challenges. At the end of each edition, we actively seek feedback. What has occurred, and why? The Expo has a huge area with different areas, so we're receiving a lot of feedback.
But, without a doubt, the challenge of the pandemic in 2020 was the biggest.
Beeld: © Expo AgroAlimentaria Guanajuato®
Aerial view of Expo AgroAlimentaria Guanajuato®
What new features or surprises can visitors expect in this special 30th anniversary edition?
As with every edition, we'll have high-end companies showcasing their new technologies. For this edition, we're once again expecting companies with cutting-edge technology in areas such as Artificial Intelligence and drones to share their innovations. In addition to the exhibition floor, we have a very much appreciated rich conference program.
Since we can't miss the fact that we're celebrating the 30th anniversary of the Expo, we'll exhibit a timeline of the Expo's developments in the geodesic tent.
What has been the economic and social impact of the Expo AgroAlimentaria Guanajuato® on the state of Guanajuato and the national agri-food sector?
The Expo generates a profound and sustained impact at both the state and national levels. We estimate the economic impact is greater than $90,000,000 USD in different sectors. Some examples are hotel occupancy in the region, logistics, transportation, food service both inside and outside the Expo, and the creation of temporary jobs.
The social impact is also extremely significant. By organizing the event, we are strengthening the Mexican countryside. We are creating a space for significant technology transfer and direct connections with suppliers. The Expo has been a driving force and has turned the state of Guanajuato into an agri-food benchmark.
But it's not just about business. The Expo has also helped create a generational shift. There is now inclusion in every sense. New generations no longer always grow the same crops as their parents and grandparents did. The Expo has helped introduce technology, which has sometimes resulted in changes in crops and improved production methods. Over time, we have also contributed to greater inclusion of women in agriculture.
'International collaboration is one of the Expo's fundamental pillars'
How has the profile of exhibitors and visitors changed over the past three decades?
We've seen a major change. During the first editions, the focus of primary production was primarily national. Over time, the sector has increasingly become a multinational activity. This has been reflected in the profiles of exhibitors and visitors. There are increasingly more exhibitors with digital solutions, renewable energy, and a more focused focus on sustainability.
The visitor profile has become much more diverse too. Among the thousands of visitors, we find, among others, suppliers, agronomists, investors, international buyers, and students.
What role does international collaboration play within the event and how has that participation grown over the years?
International collaboration is one of the Expo's fundamental pillars. We have international companies present, either individually or in pavilions, such as the Netherlands pavilion. Companies from more than 52 countries participate and we have partnerships with various embassies.
International collaboration, and therefore the participation of companies from different countries, has grown very organically. We aim to be the most important agri-food event in the world.
Looking ahead, how do you imagine Expo AgroAlimentaria Guanajuato® in the next 10 or 20 years?
I see us as the international benchmark par excellence. The Expo will be a sustainable and responsible platform for the development of knowledge, technology and business. It will be the most important international meeting point.
Eduardo Tapia Sandoval, Head of Communications Koppert México, who has attended fifteen consecutive Expo's says:
The Expo AgroAlimentaria Guanajuato® is most likely the largest event for the sector in Mexico and Latin America. More than 120,000 attendees from different backgrounds and markets attend each year. It is precisely this diversity of profiles that makes this Expo interesting. You can't find such a diverse and large number of attendees anywhere else.
More information
For more information about the Expo AgroAlimentaria Guanajuato® or the agriculture sector in Mexico, you can reach out to the LAN team at the Dutch Embassy in Mexico City: MEX-LVVN@minbuza.nl.
On YouTube, you can watch a video on the Expo AgroAlimentaria Guanajuato®.