Born and raised in a farming family in Los Mochis, Sinaloa, Mexico, Juan grew up surrounded by wheat, maize, vegetables, and seeds—laying the foundation for a lifelong passion for agriculture. With over 25 years of experience in the vegetable seed industry, he has worked with leading international and domestic seed companies in Mexico and built strong relationships across the fresh produce sector in North America.

Juan served as President of the Mexican Seed Association (AMSAC) for two terms through December 2025, and continues to contribute as a board member. He is an active participant in key industry associations and events, including IFPA Mexico Council, GreenTech Americas, and Expo Agroalimentaria Guanajuato (Expo Irapuato). During his tenure at AMSAC, Juan collaborated extensively with the intellectual property, vegetables, organic, and phytosanitary committees for more than 15 years.

Currently, Juan is Marketing Manager for Mexico and Central America at Enza Zaden, a global vegetable seed company headquartered in the Netherlands. In this role, he leads communications, events, and go-to-market strategies, leveraging over 13 years of expertise in marketing and consumer engagement.

Juan holds a Marketing degree from Tec de Monterrey, along with a master’s and diploma in E-Business from Tec de Monterrey and ICEMD (Madrid). He has also completed multiple courses in management and agricultural value chain development.