Divine Flavor’s Organic Roots Run Deep

If it weren't for an early conventional farming failure in Mexico’s Sonoran Desert more than 30 years ago, Divine Flavor would not have reached the significant success it has achieved in the organic sector over the past 16 years.

“It all started with the realization that organic growing practices were the best way to produce flavorful produce and create healthy soil that would allow the company to thrive for years to come,” said Michael DuPuis, who serves in the dual role of quality assurance and public relations for Divine Flavor, which is headquartered in Nogales, Arizona, and has grower deals in several Mexican states.

Michael DuPuis, Quality Assurance and Public Relations, Divine Flavor

Grupo Alta is the farming entity that launched Divine Flavor as its sales, marketing, and distribution arm in 2007, but DuPuis said the grower group did not get off to a fast start. He relayed that the three partners—Don Enrique Camou, Carlos Bon Sr., and Alan Aguirre—began farming table grapes in Sonora, Mexico, in the late 1980s with the expectation of establishing a thriving grower-shipper operation. They reasoned that the warm days and cooler nights and the relatively easy access to the lucrative US market through the Nogales border crossing would be a recipe for success.

“It all started with the realization that organic growing practices were the best way to produce flavorful produce and create healthy soil that would allow the company to thrive for years to come.” - Michael DuPuis

“But initially they failed miserably,” DuPuis said, noting that the extreme desert climate had eroded the soil and was not friendly to traditional conventional farming methods. “They started to learn more about organics and talked to agronomists and soil PhDs. They quickly learned that when growing organically, everything starts with the soil. Better soil equals better plants, which equals better flavor.”

To expand their company and create a situation that fostered longevity, the trio determined that utilizing organic farming practices had to be at their core. It is why DuPuis repeats the company mantra: “Organics is part of our DNA,” he said. “Grupo Alta started to grow organically before there was certification.”

As organic fresh produce has become increasingly popular, more growers are giving it a try. Many do a great job, but DuPuis said others aren’t willing to make the commitment. “They come in for the better market price, but they don’t have the discipline. It isn’t easy. It takes effort.”

"They quickly learned that when growing organically, everything starts with the soil. Better soil equals better plants, which equals better flavor.” - Michael DuPuis

Divine Flavor and its grower arm have the philosophy that growing organically is the best and right thing to do for the land and the crop. The marketing of the resulting fruit is handled separately. “We are flexible,” DuPuis said. “We can sell our organic fruit in a conventional pack if the need arises.”

However, DuPuis noted that consumers are becoming more discerning when it comes to organic purchases. "They want organics, and they also want to know that it is truly organic and that it has been grown [in a] socially responsible [way],” he said.

The company is very proud of its track record and commitment to its workers. For over 25 years, it has funneled funds to programs for workers and their families through its foundation, and the company has also been Fair Trade Certified for more than a dozen years.

“Organics is part of our DNA. Grupo Alta started to grow organically before there was certification.” - Michael DuPuis

Grupo Alta had the first certified organic farm in Mexico and today is the leading producer of organic and conventional table grapes, according to DuPuis. Not all ground can be grown with only certified organic practices, but at least some organic techniques are utilized on all of its land. “Our success is due to our philosophy of treating both people and the land with respect,” he said.

Organic table grape production is Grupo Alta's signature crop, and its farming is still centered in the Sonora region, in several different growing districts, which allows the company to be one of the last shippers of Mexican grapes each summer. DuPuis said it has hectares in the northernmost district of Sonora in Caborca, which will produce high-flavor late-season organic varieties beyond mid-July this season. The company also has the earliest Mexican grapes on the market in April from its farms in Jalisco, but the conditions there do not allow for organic-only growing practices.

Divine Flavor also markets other organic fresh crops. Magnifico brand grape tomatoes and Persian and long english-type cucumbers come from its sister company, Viva Organica, and Hortifresh, which is in Sinaloa, supplies it with organic bell and mini peppers.